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Cell Phone Repair keeps tech devices ageless

By: Scott Thomas Anderson, Editor
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Bruce Heffner likes fixing things, and in an age where Americans replace cell phones faster than socks, Heffner wants Roseville consumers to know they can keep a good piece of electronics longer than they might think.

Heffner is owner of the new Cell Phone Repair franchise on Douglas Boulevard, also known as CPR. The company repairs all makes and models of cell phones, along with iPads, iPods, laptop screens, game consoles and GPS devices.

“We can work on any kind of small electric gadget that needs repair,” Heffner said. “When it comes to phones, the most common things we fix are screens, buttons and flex cables. A good amount of broken phones that have come in were damaged by water, and that’s something we can repair.”

He added the most common emergency with game stations is the infamous “red ring of death,” which happens to Xbox 360s when they overheat and begin to self-destruct.

All repairs at Roseville CPR are done on-site by certified CPR repair staff. Standard repair jobs have a six-month warranty on parts and repair. While customers with broken phones may find themselves wondering about the cost-benefit of getting a repair over a new phone, Heffner said he and his staff help navigate those situations by being completely direct.

“We give honest quotes about whether it’s more beneficial to fix a phone or buy another one,” he said. “A lot of it depends on how much a customer likes his or her item, and what the specific problem is with it. Those things vary, but if you want to keep using your phone, we can bring it back.” 

Roseville’s CPR has been up and running for a few months, though its official grand opening event is scheduled for Feb. 23 from 10 a.m. to 5 p.m. The opening will feature refreshments, prize drawings and one customer will receive an iPhone5. Heffner hopes the afternoon will show locals the array of cell phone accessories his company also sells.

Even before the grand opening, Heffner has found a steady stream of customers who need CPR’s services. He says consumers find plenty of reasons to not be endlessly buying new cell phones — though sentimentality also comes into play.

“Some customers have memories and attachments to older phones,” he told the Press Tribune. Pointing over to a baby blue landline rotator phone from the 1960s that had just been brought in for repair, he added, “Sometimes you have special investments in something and don’t want its life to end.”