Davide Martinelli: S.O.S. Computer
by Whitney Stradley
An American writer once said, “One machine can do the work of 50 ordinary men. No machine can do the work of one extraordinary man.”
While computers can do the work of 50 men, one extraordinary man can fix all of these machines in Cagli, Italy.
This person is Davide Martinelli. 
Davide owns S.O.S. Computer located in New Cagli, Italy. His business card advertises that he fixes computers, installs computers, configures networks and creates web pages. What is not advertised on his business card is Davide’s care for his customers and business.
Inside his store, Davide sits at a clean, white, modern desk, talking on the telephone with one of his customers. The store is welcoming and painted in electric blue and mint green. Computer accessories for sale are neatly organized and lined against the far-right wall. Davide is dressed in a black-collared shirt embroidered with “S.O.S. Computer.” After he finishes his phone call, he goes to the back room, which is congested with various computers, computer parts and tools.
Davide was born and raised in Cagli. He found his passion for technology at the age of five when his uncle, who owned a construction company, wanted to computerize his business. As his uncle began to learn and implement computers into his work, he encouraged his nephew to learn the technology. Davide first learned Microsoft 3.1. To this day, his favorite computers to fix are PCs.
Davide began working at S.O.S. Computer six years ago. He apprenticed for four years to learn the business. When the owner chose to leave two years ago, Davide decided to buy it. He was 25 years of age at the time.
Davide runs his business by scheduling appointments and accepting walk-ins. In a one-hour time period, he fixes a massive GEM keyboard, a mini HP laptop and an Apple laptop. While most technical people these days specialize in fixing only one technology, Davide fixes it all. He builds his business by building relationships with people, he says. This is how he stays competitive in his business – by delivering exceptional service to all his customers.
“Technology continues to change Cagli in how people communicate,” he says. He explains that the primary form of communication used to be talking in the piazza. Now, more people are beginning to communicate online. This change in how Cagliese communicate keeps his business in demand, and he estimates that more than half of the Cagliese own computers today.
Italy’s struggling economy is Davide’s biggest challenge, he says. Economic uncertainty causes concerns for small business owners because customers spend money more carefully. This makes it difficult for Davide to grow his business. But the uncertainty doesn’t keep him from taking good care of clients and planning for expansion. In 10 years, he says, he hopes his business in Cagli will be bigger than it is today.
Aside from computers, Davide loves tattoos. His first tattoo – an eagle on his upper right shoulder – is hidden by his shirt. His mother wasn’t happy with the tattoo, he says, but that did not prevent him from getting more. Davide’s left arm is covered in a sleeve of tattoos, and the images are personal. A dog named “Ray” adorns his upper left arm. On his lower-left arm is his favorite, the “praying hands of Durer” that represent faith. The image comes from a famous pen-and-ink drawing by German painter Albrecht Dürer. On the outside of his lower left arm are bullets, which he says signify “to not mess with me. Nothing will break my faith.” The bullets protect the hands of Durer, he says.
As his tattoos indicate, Davide’s faith will not be broken. Neither will his resolve to help the people of Cagli repair their technology.
