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1999-04-27
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From: bsalter@acorn.co.uk
Subject: Acorn Targets European Consumers (press release)
Date: 24 Mar 93 09:52:21 GMT
Acorn Targets European Consumers
Acorn Computers is using CeBIT 93 as the launch pad for a major attack on
the European consumer markets.
Following the successful reaction to the launch of machines specifically
aimed at the UK consumer market where sales rose by over 60% last year,
Acorn is using the unveiling of a German version of its RISC OS3 operating
system at CeBIT to begin a thrust into Europe, starting off with a major
campaign in Germany.
With a range of powerful machines backed up with a strong marketing message,
and with prices for a 32-bit RISC computer starting at under DM1000, the
company is well placed to expand beyond its traditional UK boundaries.
Acorn's International General Manager, Bob Coates remarked "At the present
time when the German marketplace is in disarray, when Atari sales are
declining rapidly, and whilst major PC players are distress-selling their
machines, there is considerable confusion and chaos in the market place.
"That market is now looking for a way out of the recession. With the launch
of the new German version of our highly regarded operating system, Acorn is
now well placed to move in to the German arena. Acorn has analysed the whole
market and has concluded that the enthusiasts and those who are enthralled
by the power that can be delivered by our platforms, make up the first
market for us to aim at. Indeed, 20,000 machines have already been sold
into this niche area, and this year has also seen the launch of a new
magazine from Markt & Technik, Archimedes Computer Faszination, totally
devoted to Acorn's range of RISC computers. Issue 2 will be on the news
stands during CeBIT.
"The second frontal attack will concentrate on the home and entertainment
markets in the run up to Christmas where both quality and the benefits in
personal productivity that Acorn machines can deliver are already being
identified as having strong appeal to the German marketplace. With a
portfolio of over 250 games running on our platforms, many of which are well
known titles, there are in addition a number of other applications which are
being converted into German by leading publishing houses. And this in its
own right is pointing Acorn at other markets sectors - including the serious
professional user."
Bob Coates concluded "Many major publishers now recognise the strength of
the European markets and are giving their full support to our company's
expansion programme."
ENDS