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 
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