News from Acorn Computers - Release Date: September 26th 1994 

Acorn Launches Refocussed Channel Strategy 
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Acorn Computers, the leading provider of computers to UK schools and number 
one supplier of low cost 32 bit RISC based personal computers, has announced 
that it has reorganised its channel sales strategy to bring it closer to its 
dealer and customer base.  The reorganisation will be supported by a 
comprehensive programme of promotional and marketing activity, to be 
announced later in the autumn. 

Mike O'Riordan, Sales and Marketing Director at Acorn Computers, comments: 
"Acorn has shown through the launch this year of the Risc PC range that we 
are producing products which directly address our customers' needs.  The 
launch of Online Media and our recently announced organisational changes 
demonstrate that we are committed to a tight focus on our different customer 
groups. 

To ensure that this process continues we have evolved a more 
customer-oriented operation.  We are confident that this approach will add 
an extra dimension of vitality and growth to our channel." 

This autumn will see a concerted marketing programme to enable Authorised 
Acorn Education Dealers, supported by Acorn in Education Centres (AECs), to 
add value to the products they sell.  Acorn products were previously 
distributed through Hugh Symons Distribution as well as direct from Acorn. 
The new channel strategy will see all products sold direct from Acorn 
through a team of ten regional sales managers supported by an extensive 
telesales team. 

With effect from October 1st, Acorn will supply consumer dealers that were 
previously supplied by Hugh Symons.  This change takes advantage of the 
facilities Acorn has built up over the last 12 months and will allow Acorn 
to promote, market and distribute its product to the home market. 

This strategy has been planned with Hugh Symons Group for some time.  Acorn 
will continue to work closely with Hugh Symons Group on other activities 
especially with Lansdowne, a large Acorn approved education dealer. 

Mike O'Riordan, Sales and Marketing Director at Acorn Computers, comments: 
"This change in our sales strategy will bring our product development and 
marketing operations that much closer to the people who actually buy our 
computers.  We now have a unique network of dealers who have the expertise 
to tailor each product to the user's particular need, as well as providing 
quality training and support." 

Founded in 1978, with 1993 revenues of 54.3m, Acorn Computers is the 
premier supplier of IT solutions to UK education and has been the leading 
provider of low-cost 32-bit RISC based personal computers since 1987.  Acorn 
works closely with a strong community of industry partners, users and 
software developers to provide innovative technology solutions for the 
education, consumer, publishing and international markets. 

The Acorn Computer Group is a holding company for Acorn Computers Limited, 
Acorn Australia, Acorn New Zealand, Acorn GmbH and Online Media.  Acorn 
Computer Group owns 43% of ARM Ltd.  Online Media, a division of the Acorn 
Computer Group, was launched in 1994 with the mission to design world class, 
interactive multimedia products. 

For further press information, please contact: 

Kevin Coleman            or             Anne Costello/James Tutt 
Acorn Computers                         Text 100 
Tel: 0223 254254                        Tel: 081 242 4171/3 

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