CEO and Founder
Dale’s lifelong involvement with retail and Point of Sale gives him a deep working knowledge of the industry’s requirements, which combine with his passion for innovation and business efficiency, to drive the vision for Surefire. Dale’s IT and business management know-how bring that vision to reality as he continues to push the boundaries of Point of Sale technology.
Cal has deep expertise in both mobile and retail technologies and is passionate about enabling partners to leverage Surefire’s software and R&D. He was a previous Vice President with industry leader Symbol Technologies (now Zebra) and a previous Retail Systems Director for NCR Corporation.
Emily is an experienced IT professional with a demonstrated history of project and service delivery to enterprise customers in retail and other sectors. With an operations focus, she oversees the delivery of our software solutions, ensuring we are doing the right things at the right time to met the expectations of our customers.
Mark is a senior technology leader strongly focused on rapidly and frequently delivering business value, and converging on solutions that delight customers. He has world-class expertise in agile product delivery in Financial Services, eCommerce and Retail that he leverages to shape forward thinking businesses that aspire to differentiate through digital experiences.
Retailing is a tough gig. We understand this.
For 20 years we’ve been building software that solves the unique and complex problems of our large retail customers. From functionality to manage complex pricing options, deep discounting models, multi-level reporting, self-checkout and a range of loyalty programs, there’s not much we haven’t been asked to build. The result is a robust, powerful enterprise-grade Point of Sale solution that helps our customers successfully manage head office, back office and Point of Sale functions with 100% up-time.
More recently, we have invested heavily in a cloud-based engine to power our Point of Sale solutions. This, together with our expertise in mobility and integration, enables our customers to deploy Point of Sale technology in innovative and unprecedented ways.
Our Mobile Product Suite is used by cinemas to sell gift cards at pop-up stands, car clubs to sell products on the road and government authorities to collect fees on the water – seamlessly delivering on the ‘anywhere, anytime’ promise of digital transformation.