Reactrix Appoints Mike Harshfield to Lead Deployment of New Media Network and Customer Care
Former McDonald's IT executive will ensure network reliability and advertiser satisfaction as new place-based medium continues its expansionFeb 07, 2006
Redwood City, CA – Reactrix Systems™, a ground-breaking new media company, today announced that Michael Harshfield, who served as an IT executive for ten years at the McDonald's Corporation, has joined Reactrix as the company's vice president of deployment, customer care and supply chain management.
Harshfield is responsible for deploying the Reactrix technology worldwide, leading the Customer Care organization and managing the company's supply chain. In partnership with a number of major U.S. mall companies and leading movie theatre companies, the national Reactrix media network is currently available in more than 170 premium locations in the top designated market areas (DMAs) in the United States.
"As we continue to expand the Reactrix media network, Mike and his team will ensure our ability to deliver a consistent, engaging consumer experience for our advertisers on a global scale," said Mike Ribero, CEO of Reactrix. "He's extremely passionate about identifying emerging technologies and operational enhancements that maximize the value we deliver for customers. Mike will play a critical role in guaranteeing advertiser satisfaction through network reliability and scalability, and the delivery of future innovations."
Harshfield has more than 20 years of management, technology deployment, operations and management analysis. He previously served as vice president, operations for ICOA, Inc. a national provider of broadband Internet networks and managed services in high-traffic public locations, with responsibilities for all operational functions including design, deployment and management of networks, new technology research, customer care, software/OSS management, corporate IT infrastructure and new product roll-outs.
As director, U.S. IT Deployment for McDonald's Corporation, he managed the deployment and installation of new technologies across 13,000 McDonald's locations. Harshfield was responsible for the deployment of Wi-Fi services, high-speed connectivity, digital merchandizing, interior and drive-thru menu boards as well as dynamic advertising and window displays, among other technology enhancements, representing more than $50 million in capital investment.
"I have evaluated emerging technologies and new media platforms for many years, and immediately knew that Reactrix was different when I saw shoppers deeply engaged and playing with the branded entertainment on the interactive media displays for the first time," says Harshfield. "As the Reactrix media network continues to expand, the new medium has incredible potential to make a real impact for advertisers by effectively connecting millions of consumers with brands through dynamic and highly entertaining spots in out-of-home public venues, like retails stores and malls."
Harshfield earned an M.B.A. in Finance and Quality Management from the Illinois Institute of Technology and a B.S. in Economics and Political Science from Northeastern University.
About Reactrix Media Systems, Inc.
Reactrix Systems, Inc. develops and markets innovative interactive media solutions for advertising, retail, event, trade show and entertainment applications. Combining digital image projection and visioning technologies, the company's proprietary system projects vivid, interactive branded images that instantly respond to people who walk by or gesture over the display area, creating an "immersive" media experience that makes floors, walls and tabletops "come alive."
The company is headquartered in Redwood City, California. For more information, visit www.reactrix.com.
Reactrix and the Reactrix logo are registered trademarks of Reactrix Systems, Inc.