Notebook Review On Tour: AVA Direct

by Kevin O'Brien

When most people think of a customized notebook, they figure it must be a model where you could configure what size hard drive, how much RAM, or maybe even what screen the computer has. AVA Direct takes it one step further by allowing customers to pick the exact specifications of their notebook down to the part number of the RAM or hard drive installed, as well as what paint job they want for a fully custom look. We decided to drive up to their factory in Cleveland, OH and see what goes on behind the scenes at AVA Direct.

AVA Direct is a company that revolves around building systems to exact customer specifications. They started in 1999 with the idea of filling the gap between building your own computer and buying one pre-built from Dell or HP. To set themselves apart from the competition, they offer parts selections that rival most electronics stores, and only build systems using the highest quality components. With annual sales currently around $8 million, they aren't exactly working on the scale of Dell, but they are growing at a steady rate.

Ordering Process

Ordering a custom notebook from AVA Direct is slightly more difficult or advanced compared to ordering from your average manufacturer website. For the total hardware geek it's great, but for your average consumer who isn't familiar with computer hardware it might not work out too well. Customers are given dropdown lists for each customizable part in the notebook, some categories include more than 50 different choices.

To give you an idea of what to expect, here are some part options for the Clevo D901 gaming notebook:

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Here is a dropdown list for the hard drives:

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Note that not even the entire list shows up at once. You actually have to scroll quite a bit to see all 57 hard drives. For those who might not know all of the information off the top of their head about each drive, you can click "more info" after you make a selection. It will pop up an information page with all of the product's specifications.

Even the operating system selection is given the same treatment:

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This stage of the buying process really impressed me, since I always want to know what is being installed inside of my system. With most companies, for example, they might have three or more hard drives to choose from internally depending on available stock. By the luck of the draw you could be stuck with last year's model, or the latest thing to hit the shelves. You won't even know until the notebook is shipped out and you inspect the system yourself. AVA Direct takes out the worry by letting you decide.

Once the system is setup exactly how you want it, you submit your order; you can even contact them for rush priority if you must have it as soon as possible.

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Building Process

Once the order is confirmed and your payment information verified, all of your pieces are ordered from suppliers. To keep prices low, AVA Direct keeps minimal overhead and inventory so they don't have unsold products sitting around losing value. Once all the parts are in, your barebone notebook and all its related parts are placed on a single cart with your order invoice. The notebook stays with the cart at all stations until it is ready for packaging.

The first step is where the notebook is actually assembled by trained and certified technicians. On grounded anti-static work benches, your notebook is carefully assembled. Notice all of the system components carefully laid on top of an additional antistatic padded mat. For delicate parts like system RAM or the processor, this is a must.

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After the notebook is fully assembled, it moves on to the next stage where all of the software is loaded. This includes the latest BIOS, drivers, and any other patches that might be available on the day your notebook is being built. Once all of the software is up and running, your notebook moves on to what is probably the most important stage -- stress testing.

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For 48-72 hours each computer is fully stress tested to find faulty components before it gets shipped out. If anything were to fail, they would much rather have access to it while they can quickly swap it out in the shop, instead of shipping it to a customer who would then have to ship the notebook back. Not only does this cut down on shipping costs but it also reduces the chance of a customer getting mad over a malfunctioning computer.

Only after the notebook has tested to be in working order is it double boxed and ready to go out. While the packaging is going on, AVA Direct takes pictures of the computer from all angles, including inside the shipping box. Their pictures are used in the event they need to provide proof of its condition. While the customer doesn't always see these unless they make a special request, it helps protect both sides in the event of damage during shipment or claims of missing parts.

Depending on the shipping method picked, you should have it in the next few business days. If you added rush shipping to your order, it would be at your door the next day.

Customer Support

For any problems that come up after you receive your new computer, telephone support staff are located on site. This even includes Misha Troshin, the CEO of AVA Direct, who will sometimes handle support cases. In the event a product has to be shipped back for repair, it will end up on one of the support benches for inspection. Computers are tested for problems and, if required, have system components replaced before being sent back to the customer.

Conclusion

After seeing the AVA Direct factory up close and personal, I really got the impression that their overall goal is to make the customer happy through all stages of the ordering process. While few if any companies let you build computers to such exacting specifications, AVA Direct goes all out with options consisting of almost every compatible product on the market. The great service continues throughout the entire building process, from the latest drivers and software, to prolonged stress testing to find faulty components.

The flip side to all of this is a not-so-friendly website interface that can frighten off even knowledgeable computer experts and overwhelm you with many, many options. AVA Direct isn't for everyone, but if you fall into the category of a user who wants a highly customizable notebook but doesn't want the hassle of building it yourself, they are an excellent option.

Related Links:

AVA Direct website

 

Absolutely fascinating! Its interesting to see that AVA does what they do and still manages to bring in a decent amount of money for not being Dell, HP, Toshiba, or any other major name brand.

Was that an HP tablet PC that I saw in one of those pictures???

 

wow, the options! I have to say I am impressed.

 

Interesting.

There must be an impressive set of notebook options. However, there is likely to be some lead time to get all the right parts lined up.

John

 

Very cool, thanks Kevin. I really enjoyed reading this article.

I am very impressed with the amount of work done behind the scenes.

 

From the sounds of it build times are in line with what you would expect from Dell, HP, etc. The suppliers they use ship stuff in pretty fast.

 

Very interesting.
Thanks

 

Quite expensive even for a base spec'ed M860TU though.

 

Kevin is right about the lead times. Notebooks ship out much, much quicker than our desktops do.

Systems take, on average, about 2-3 1/2 weeks from the purchase date to shipping.

Most notebooks are shipped within 2-2 1/2 weeks, since there is not a lot of labor involved.


Kind Regards,

Joseph Mundy
[email protected]
800-808-8299

 

Look at that beautiful compal screen.

mmm-mmm-mmm


;]

 

Hmm, while looking through the site, I realized that their M860TU can be configured with the T7XXX series of CPUs. Odd.

 

avadirect finally gets the attention they deserve. i've been looking at them for awhile

 

I've had a good experience dealing with AVA Direct. If they had laptops with pointing sticks and 13-14 inch widescreens I would still be buying mine from them.

 

I saw about only accepting american cards and what not, but the question is, do they ship to Canada?

 

Truly amazing, although, I must agree that configuration options freaked me out, lol.

 

Great article, fascinating company. Looks like an excellent place to buy a laptop.

At first sight. Since I need one, I went straight to the company's website and clicked "Notebook."

Immediately I knew I was in the wrong place. The first choice given is between four different families of chip sets. There aren't really any second choices, until I make that first choice.

I've had laptops for twenty years, and I always thought you start your decision with what kind of laptop you want, what's the job you want to do. Then on that basis you look for screen size, weight, keyboard, processing speed, battery life and so on. Once you make those choices, the chipset has pretty much decided itself--so I always thought.

Even after I made a chip choice, at random, there's no way to narrow down the selection by screen size, weight, or any other factors that people (I thought) use to decide.

Now that I see that the pros pick their chip first and then decide the rest, I'll need to go out and buy a big fat book on chip selection. I hope I can find one that includes only the chips now in the market, and won't go out of date for a couple of years.

Michael Bates

 

Great insight to AVA. Certainly does a lot to boost your confidence--no matter whom the reseller. Would be interesting to see such behind the scenes stories on some of the other resellers.... Xotic, PNB, PCMW, etc. In fact, you would think that resellers would want to showcase their assembly and testing operations.

 

Hi folks,

@ Kevin ... Thanks for this Informative Article.
AVADirect better thank you ... because when buying a completely assembled laptop I would have never considered AVADirect over Xotic or PNB. But your article might have changed that for me ... provided the PRICE is right ... you know $ talks.

Q1: Is a delivery of 2 1/2 weeks to 3 weeks average for all Resellers or just take a little longer with AVADirect .

Q2: Do other Resellers (Sager, XoticPC, and PNB) do 72 hours burn-in?

BTW, I am not sure I would want to deal with PCMW! They are WAY OVER-PRICED! And get mixed reviews on Customer Service!

G!