News from Acorn Computers - Release Date 8th September 1995 

Acorn Advantage Powers Into Phase II with 
ICD and The Times Educational Supplement 

Acorn Computers, one of the world's leading suppliers of information 
technology to education, has announced Phase II of its ground-breaking 
loyalty scheme, Acorn Advantage, which provides schools with free curriculum 
resources in exchange for Advantage points.  Following a successful pilot 
scheme in January, ICD Marketing Services, together with Acorn Computers and 
the Times Educational Supplement, will be offering surveys to schools across 
the country.  Schools which return completed questionnaires will earn 
Advantage points under the scheme.  The Times Educational Supplement will 
help to promote the scheme and will make use of the data from the survey 
results. 

Over 700 schools around the UK participated in the pilot scheme during 
January and earned over 450,000 Acorn Advantage points.  These schools 
raised enough points to claim books, projectors, software, palmtop and 
desktop Acorn computers. 

The questionnaires will be offered to schools at no cost, for staff and 
pupils to distribute amongst family and friends.  Each completed 
questionnaire will earn the school 10 Acorn Advantage points, redeemable 
against a variety of school equipment in the Acorn Advantage Portfolio. For 
example, by returning 30 questionnaires, schools will be eligible for 5 
Primary level reading books; for just under 500 surveys, a Casio music 
keyboard; or for 1000 surveys, an Acorn computer.  At various stages, 
schools can gain bonus points and will be able to add any Advantage points 
acquired to those gained already. 

Frank Burdett, Marketing Operations Manager at Acorn Computers, comments: 
"Schools often receive the attention of companies trying to market their 
products, often in a fashion which is of no benefit to the schools.  Acorn 
Advantage's success lies simply in the relevance it has to the needs of 
British schools and education.  Parents and teachers know that, through 
Acorn Advantage, valuable extra mileage can be squeezed from existing 
budgets. We are delighted that partners are steadily coming aboard and the 
involvement of ICD and the Times Educational Supplement is a great 
endorsement of the scheme.  This is the sort of marketing initiative which 
can help schools in a very real way." 

Tony Carter, of ICD Marketing Services, said: "In times of ever increasing 
pressure on school resources, the school survey scheme is an excellent 
opportunity for schools to gain free educational equipment at no cost to 
themselves or parents. Furthermore, the results of the educational questions 
should provide some stimulating discussion for anyone with an interest in 
education." 

The Acorn Advantage promotion was launched in autumn 1994 and already has 
over 14,000 members.  Schools have already collected millions of points 
through purchasing Acorn computers, using the Acorn VISA card or through 
other schemes. 

Notes to Editors: 

ICD Marketing Services,  part of R R Donnelley Marketing Services Group, has 
been collecting information about consumer purchasing behaviour and 
lifestyles since 1988, on behalf of a range of British companies and 
organisations.  This data is a vital tool in market analysis and marketing 
campaigns. 

Acorn Computer Group plc:  Acorn Computer Group plc is the holding company 
for corn Computers Limited, Acorn Australia, Acorn New Zealand, Acorn GmbH 
and Online Media, and owns a 43% shareholding of Advanced RISC Machines 
Ltd.  Online Media, a division of the Acorn Computer Group, was launched in 
1994 with the objective to design interactive multimedia products. 

Acorn Computers Limited:  Founded in 1978, Acorn Computers Limited designs, 
develops and markets appropriate technologies to key targeted users and is 
one of the world s foremost suppliers of information technology to the 
education market.  The first company in the world to deliver affordable 
32-bit RISC-based personal computers in 1987, Acorn remains one of the most 
cost-effective research and development organisations in the industry with a 
renowned reputation for technological innovation, and which has led to the 
formation of Advanced RISC Machines Ltd and Online Media. 

Acorn leads a worldwide community of more than 400 specialist hardware and 
software developers.  The Acorn Group operates technological and commercial 
agreements and partnerships with: AB Dick ITEK, Advanced RISC Machines Ltd, 
Psion, IBM Blue Micro, IBM Personal Software Division, Colourgen, Kodak, 
FTDI (Future Technology Devices International), VLSI, GEC-Plessey 
Semiconductors, Granada Microcare and Tesco.