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 BOSTON, Aug. 2 /PRNewswire/ -- Targeting price-sensitive PC customers who are eager to adopt new technology and prefer purchasing through the direct channel, the AMBRA(TM) Computer Corporation was launched today.
 Armed with a full complement of products -- ranging from notebooks to dual-processor Pentium-based servers, the company intends to capture a significant portion of the $10 billion direct response market in the U.S. presently catered to by Gateway 2000 and Zeos.
 Headquartered in Raleigh, N.C., AMBRA Computer Corporation will operate swiftly to offer customers the latest technologies at aggressive prices because of its low-overhead cost structure.
 "Our analysis of the market has identified a set of customers who are eager to adopt new technology, not pay a lot for it, and who buy their PCs in the direct channel," said David B. Middleton, AMBRA president. "AMBRA has been set up as a lean, energetic company able to bring new technologies to market at low prices to meet those customers' needs."
 A Virtual Corporation
 AMBRA's business model is built on a low-overhead strategy, enabling the company to act as a "virtual corporation." Through this model, the company can establish relationships with leading worldwide providers of manufacturing services, telemarketing, on-site technical services, and telephone support services. These relationships effectively combine the core competencies of the participating vendors, yielding the lowest possible costs for AMBRA customers.
 All AMBRA systems are specified to market demands by AMBRA Computer Corporation. Primary suppliers of design services, components, and subsystems include Acer Corporation, Intel Corporation, IBM(R) Corporation, and Wearnes Technology Corporation. All AMBRA products are manufactured by SCI Systems, Inc., a manufacturer of leading computer products located in Huntsville, Ala., where all systems are individually built to order.
 AMBRA's toll-free telemarketing operation is staffed by Merisel, one of the largest distributors of industry-standard computing products. Merisel also provides access to its vast catalog of third-party products. The toll-free order number in 1-800-25-AMBRA. Hours of operation are Monday through Friday, 8 a.m. to 9 p.m., and Saturday, 10 a.m. to 6 p.m. (Eastern time). AMBRA will ship orders within 72 hours of order acceptance.
 IBM Service And Support
 AMBRA extends customer value by contracting with IBM's own world- class customer support and field organizations for all AMBRA support. AMBRA field service is furnished by the 190 office, 10,000-person national IBM Service Organization. Telephone support for AMBRA is contracted through the IBM Help Line Operation in Canada.
 Service and support policies include one-year on-site service. In most cases, services is provided the next business day, Monday through Friday, from 8 a.m. to 8 p.m. and Saturday, 9 a.m. to 5 p.m. (Eastern time). AMBRA telephone support is provided 24-hours-a-day, seven-days- a-week.
 Products And Markets
 The company initially will offer 16 base systems -- including slimline and full-size desktop, laptop, minitower and server models -- ranging from 486SX to dual-Pentium systems. In addition, AMBRA will present a complete line of leading brand peripherals, monitors and options cards. Microsoft MS-DOS and Microsoft Windows are hot-loaded, optimized, and ready to run. Optional application software products may also be hot loaded.
 "With such a rich technology offering, AMBRA Computer Corporation has the opportunity to lead the technology charge in the direct channel," said Middleton. "AMBRA is positioned to meet the dynamic needs of sophisticated PC users who demand the most aggressive prices along with the latest industry technology."
 AMBRA Worldwide
 Apart from the new company in the United States, AMBRA is also a leading brand name in Europe and Canada. The new U.S.-made AMBRA products are designed expressly for the North American markets and are substantially different from AMBRA branded products elsewhere.
 AMBRA Computer Corporation is a wholly owned IBM (NYSE: IBM) subsidiary, headquartered in Raleigh, N.C. AMBRA Computer makes and markets a full range of high-performance, industry-standard personal computers. Its product line is affordably priced and sold exclusively through the direct market channel.
 AMBRA is a trademark of ICPI, Ltd. and used under license therefrom.
 IBM is a registered trademark of International Business Machines Corporation.
 All other trademarks are property of their respective companies.
 -0- 8/2/93
 /CONTACT: Craig Conrad of AMBRA Computer Corporation, 919-713-1550, or Anne Marie Clark of Cunningham Communication, Inc., 617-494-8202, for AMBRA Computer Corporation/

CO: AMBRA Computer Corporation ST: Massachusetts, North Carolina IN: CPR SU: PDT

PS-SM -- NY013 -- 8197 08/02/93 09:06 EDT
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Publication:PR Newswire
Date:Aug 2, 1993
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