From: aglover@acorn.co.uk (Alan Glover)
Newsgroups: comp.sys.acorn
Subject: Acorn Press Release 1 of 8 (Summary)
Date: 27 Aug 92 10:28:44 GMT
Organization: Acorn Computers Ltd, Cambridge, England

Acorn Targets new Markets with Major Products Launch

Acorn Computers Limited has unveiled a strategy designed to
enlarge its market presence significantly by exploiting the
power and maturity of its 32-bit RISC computers.  

The strategy includes strengthening Acorn's hold on the UK
education market (where nine out of every ten schools in the
UK already use Acorn equipment) and at the same time
establishing a significant presence in the UK consumer and
professional markets.  In addition, Acorn's overseas
operations are being targeted for major growth.

As the first step towards implementing the strategy, Acorn
today revealed a line-up of 14 new products, introduced
significant changes to its reseller channels and launched a
new partnership designed to strengthen its support services
for schools throughout the country.

In introducing these changes, Acorn's Managing Director Sam
Wauchope spoke of the maturity of the technologies on which
Acorn products are based now being more widely recognised.

"The performance of our ARM processors, coupled with the
functionality and consistency of our RISC OS operating
system, have created an environment comfortable for novices
to learn in, but flexible and powerful enough for the
professional user.  Software developers also have
appreciated these features as well as our development
support, and it is our partnerships with them which have
created the wealth of software available for our machines
today" he said. 

The new products launched today included: 

An improved and extended A3000 range - based on the new 
ARM250 processor, which is 1.4 times faster than a 
33 MHz 386DX -  more product configurations with up to 
4 MB of RAM and greater expansion capability, including 
options with fast internal 60 MB hard drives.  Prices 
start at #499 including VAT.

A new A4000 series - again based on the ARM250, but in a
professional three-box system (including choice of monitor
types).  The A4000 incorporates an 80MB hard drive and
allows the use of low-cost mini-expansion cards for the
first time in an Acorn three-box system.  New and improved
versions of the already popular A5000 range - all based on
the ARM3 processor which delivers performance equivalent to
a 486 processor (over 20,000 Dhrystones).  Configuration
options now include models with 2MB RAM/80MB hard drive,
4MB/120MB and two network models with no hard drive but the
necessary network cards for Ethernet or Acorn's own low-cost
Econet.

All of the above products incorporate RISC OS 3, the latest
release of Acorn's highly-acclaimed operating system.

A new release of Acorn's Level 4 Fileserver - the first
product in its Universal Networking strategy which enables
different computer types to be interconnected by using the
concept of Open Systems, and incorporating industry
standards such as TCP/IP.

In addition to the desktop computers unveiled, Acorn showed
off its new Pocket Book computer offering functionality
required to serve the basic computing needs of every child.

Today's launch also emphasised the success already achieved
by the Acorn A4, the ARM3 - powered notebook range launched
on 1st July. 

Acorn is targeting markets beyond its traditional heartland
of education with these new products.  There are a number of
packaged offerings aimed at various segments of the home
market, from the Family Solution through the
well-established Learning Curves to The Home Office for
personal productivity.   

In the professional arena, a range of Publishing Systems has
been created and more offerings of this style and standard
are promised. Considerable success has already been achieved
in this area with major sales, and partnerships with third
parties from the printing and publishing industries already
established.

Overseas, Acorn's own operations in Australia and New
Zealand are developing strongly, and the new products will
be used to support new initiatives in key European
countries.

The product pricing announced today also confirmed Acorn's
entry into the volume home market, with the entry-level
Family Solution priced at #499 incl. VAT.  The full range of
products is aggressively positioned with the new products
slotting in alongside existing models, enhanced but also
reduced in price.  For instance, the A5000 4MB 120HD with
four expansion slots and multiscan monitor, is priced at
#1,599 ex VAT.


"We remain the only company so far selling products designed
to offer the advantages of RISC processing to the
individual", said Sam Wauchope.  "Our new pricing policy
will emphasise this and allow even more people to take
advantage of the wealth of software now established for our
products".

To address these new markets, Acorn has made major changes
to its reseller channels.  It will now supply and support
directly some 50 dealers, including those committed to the
education market.  Hugh Symons Distribution will operate as
Acorn's distributor for the consumer market, supplying a
consumer dealer base of some 300 dealers.

Acorn's new consumer range will also be available through
all the major High Street retailers specialising in
computers, including Dixons, Curry's and The John Lewis
Partnership, and through major catalogues such as
Littlewoods, GUS and Argos. In total, Acorn computers will
be available through more than 1,000 U.K. High Street
outlets in the run-up to Christmas.

In launching this major initiative, Sam Wauchope said "It is
clear there remains great demand for the right computing
products in this  country and overseas.  It is clear also
that customers are increasingly selective in what they buy. 
They want computers with the power, the flexibility and the
software to do the job;  they want reliability and quality,
and they want a supplier who will support them over the life
of the product.  Acorn has demonstrated all of these
capabilities together with a development and upgrade
strategy that ensures their investment will give them value
long after competitors' products are forgotten".

"Today marks a major change of pace for Acorn." he
continued.  "We remain committed to the education market and
to expanding our market share of over 50%;  but we are also
committing the resources to exploit more widely the mature
and powerful product range we have today, and the future
products to come from our extensive research and development
programme.  Keep a close eye on Acorn over the coming
months. The initiatives announced today for the consumer and
professional markets will only be the first, in this country
and overseas, as Acorn grows over the next few years to
become an internationally-recognised player in the computer
industry."

Ends


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