Tesco has announced its intentions to move into the computer support sector following its purchase of PC Guys.
The move, which will bring it into direct competition with the likes of DSGi's Tech Guys, Carphone Warehouse's Geek Squad, Comet's Comet on Call, as well as independent services such as FixITlocal, pcProHelp and OrderWork, is being trialled at the supermarket's Bar Hill store in Cambridge, prior to a possible, nationwide roll-out.
PC Guys will be available in the Tesco store, over the phone and in customer's homes. It comes as Tesco begins testing a new zone called Tesco Digital, which will be aimed at offering a large range of computers, electricals and mobile phones, with PC Guys being amongst the crowning features.
However, Tony Shiret, a retail analyst at Credit Suisse, has greeted the news with concern. He warned that specialist retailers should be: "very, very worried."
"If it works, it could drive a stake through the heart of specialist electricals retailers in the UK," added Shiret.
The news will come as a blow to DSGi, which recently announced it plans to invest £50 million into its technical support service, Tech Guys, over the next five years.
It will also be offering a PC disposal service, to comply with WEEE regulations, for £15.