What Command E does

Command E (legal entity: Voicecom Australia Pty Ltd) is an Adelaide, South Australia-based technology services provider founded in 2003 by Ian Rutter. The company operates as an Apple Authorised Solutions Reseller, serving graphic, print, and photography professionals, SMBs, government departments, and sole designers/photographers exclusively within the South Australian market. Its 21-year operating history reflects a stable, locally-focused business model rather than a growth-stage venture.

The company's product and service portfolio spans four revenue streams: hardware resales (Apple products, NEC colour management displays, and Xrite Colormonki devices), repair services covering Macs, PCs, laptops, and mobile phones delivered via workshop, remote/phone, and onsite channels, tiered annual support contracts at $1,100-$2,800 per 12-month term, and CommandHost — a web hosting, email hosting, and domain registration/transfer platform. Pricing is transparent and modest: workshop and remote support are billed at $65 per half hour, onsite at $145 for the first hour, and Mac repairs carry a $130 minimum. The colour management specialisation, anchored in proprietary display calibration expertise, is the technical differentiator versus generic IT service providers.

Revenue mechanics combine transactional hourly services, small-ticket subscription contracts, hosting fees, and hardware resale margins. The go-to-market is relationship-driven and geographically constrained, with no disclosed enterprise logos, no multi-state distribution, and no digital-led customer acquisition strategy visible in the available data. The headcount range of 11-50 employees positions Command E as a small regional services firm whose competitive position depends on local reputation, technical specialisation in colour management, and Apple authorised reseller access rather than scale or technology differentiation.

Name

Command E

Legal name

Voicecom Australia Pty Ltd

Website

https://commande.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Command E is an Adelaide-based Apple Authorised Solutions Reseller providing hardware resale, repair, colour management, hosting, and support services to graphic, print, and photography professionals across South Australia. Founded in 2003, it operates a multi-channel service model with small-ticket subscription contracts.

Ownership category

akta.pro rank

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Repair Services: Hourly-rate workshop, remote/phone, and onsite repair services for mobile phones, laptops, and computers. Labour is charged at $65 per half hour with minimum charges.
2. Product Resales: Resells Apple equipment, NEC colour management displays, and Xrite Colormonki colour calibration devices as an authorised solutions reseller.
3. Service Contracts: 12-month support contracts providing priority or next business day onsite service with predetermined hourly blocks (10hrs or 20hrs).
4. Web and Email Hosting: Provides web hosting, email hosting, domain registration and transfer services through their CommandHost platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Command E provides integrated technology solutions for graphic, print, and photography professionals, reselling Apple equipment, NEC colour-critical LCD displays, and Xrite ColorMunki calibration devices, alongside non-warranty repair services, onsite and remote technical support, annual support contracts, and web and email hosting through its CommandHost platform. The business operates as an Apple Authorised Solutions Reseller with over 21 years of industry-specific experience.

Product overview

Command E is a technology solutions provider and Apple Authorised Solutions Reseller serving the graphic, print, and photography industries in South Australia for over 21 years. The company operates as a single integrated offering combining hardware products (NEC SpectraView colour-critical LCD displays and Xrite ColorMunki spectrophotometer devices), hosted services (web hosting, email hosting, domain registration/transfer via CommandHost), and support services (repairs, technical support, support contracts, and remote support). The portfolio is unified around colour management and creative professional workflows, with the hardware products forming the core offerings and support/hosting services acting as complementary add-ons to serve the complete needs of visual creative professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• NEC SpectraView Series LCD Displays High-performance color-critical LCD displays available in 20-inch, 22-inch, 24-inch, 26-inch, and 30-inch screen sizes, designed for professional color management in graphic design, image editing, and visual creative applications. Features include ultra-thin frames, SpectraView Colour Calibration Solution, and coverage of Adobe RGB color space.
• Xrite ColorMunki Photo All-in-one spectrophotometer for calibrating displays, projectors, and printers to achieve accurate color matching from screen to print. Includes display profiling with easy and advanced modes, RGB and CMYK printer profiling, projector profiling, and color creation tools with DigitalPouch and ColorPicker software.
• Web Hosting Web hosting services provided through the CommandHost platform, offering domain registration and transfer services alongside hosting packages for business and personal use.
• Email Hosting Email hosting services provided through the CommandHost platform for business and personal email needs.
• Apple Authorised Solutions Reseller Services Apple-authorized reseller services providing tailored technology solutions for designers, photographers, small to medium businesses, and government departments. Includes equipment supply, guidance, and support for Apple and other manufacturer products.
• Repair Services Non-warranty repair services for Apple computers, Windows PCs, mobile phones, and laptops. Includes same-day callout rates, loan equipment for emergencies, and assistance with warranty service fast-tracking through authorized service centers.
• Technical Support Services Onsite and phone support services specializing in Mac and Windows environments. Includes network services, internet setup, application training, and cross-platform troubleshooting for creative professionals.
• Support Contracts 12-month support contract packages providing priority or next business day onsite service. Available in 10-hour and 20-hour tiers with same-day or next-day response options for larger clients.
• Remote Support Remote computer support via Splashtop SOS application, allowing technicians to access and assist with Windows, Mac, Android, and iOS devices. Available as standard or after-hours service.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• ApplecoreChannel Partner/ Reseller/ DistributorCommand E is an Apple Authorised Solutions Reseller, providing new Apple equipment sales and guidance on getting the most out of current Apple equipment. This partnership allows them to supply Apple products to sole designers, small to medium businesses, and government departments.

Scale indicators1 record

Recent moves6 records

Expansion highlights2 records

Direct peers

• Adorama: US-based photography, video, audio, and computer equipment retailer with deep professional photographer and creative customer base — comparable on the photography equipment supply and colour management workflow integration side.
• CompNow: Apple Authorised Reseller and IT solutions provider in Australia serving education, business, and government with hardware, services, and managed support — directly comparable to Command E's Apple-led, multi-segment model.
• Netregistry: Australian web hosting, domain registration, and email hosting provider — directly comparable to Command E's CommandHost service line and competing for the same SMB and sole-trader customer base.
• Mac1: Australian Apple Authorised Reseller and IT services provider focused on Apple equipment and Mac support for creative, education, and business customers — the closest direct analog to Command E's Apple-led services portfolio.
• B&H Photo Video: Major photographic and creative equipment retailer serving professional photographers, designers, and videographers — analogous to Command E on the photographic/colour management equipment vertical, though at much larger scale and global reach.
• VentraIP Australia: Australian web hosting and domain registration provider serving SMBs and resellers — overlaps with CommandHost's hosting and domain registration services within the same domestic market.

Broad incumbents

• Bluechip Infotech: Larger Australian IT distributor and services company with a broad product portfolio across hardware, software, and cloud — overlapping with Command E on hardware resale and IT support but at meaningfully greater scale.
• CDW: Large US-headquartered IT solutions and services provider serving SMB, enterprise, and government customers with hardware, software, and managed services — a much larger analog of Command E's blended hardware resale and IT services model.
• Dicker Data: Major ASX-listed Australian IT distributor with broad vendor relationships and a national footprint — competes with Command E for hardware resale and SMB services but operates at far greater scale.
• Data#3: ASX-listed Australian IT solutions and managed services provider focused on enterprise and government — a broader incumbent serving adjacent customer segments to Command E's government and SMB accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/command-e

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Command E