Alpharel intensifies focus on partnering; Erickson to lead new channel sales group.

SAN DIEGO--(BUSINESS WIRE)--April 11, 1995--Alpharel (NASDAQ/NMS:AREL), a principal supplier of enterprisewide imaging application software, Tuesday announced that it is expanding its emphasis on partnering to better service its global customers with the creation of a new Worldwide Channel Sales organization.

Alpharel will pursue joint opportunities with systems integrators, resellers and independent software vendors, providing added value, expanded distribution and broadened support for the company's line of enterprise imaging solutions.

Roger Erickson has been named vice president of the new organization. Prior to this appointment, he was executive vice president, sales and marketing.

"Roger has been extremely successful in developing exciting relationships with companies such as Unisys, SHL Systemhouse, Random Access, CAP Gemini and SDRC," said Stephen Gardner, Alpharel president and CEO.

"Roger will also be pursuing business internationally through some of these large system integrators and through the company's existing international distributors. As we expand our business both in North America and globally, we expect our partners to be a larger element in our success. Because of that, we have decided to fully dedicate Roger's time, as well as additional resources, to this critical area."

Balancing the channel focus, Alpharel's direct sales and technical support organizations will continue to pursue opportunities within its enterprise end-user clients and prospects. Steve Clark, director of North American sales, will report directly to Gardner and continue to lead the direct sales organization. Gary Stowell, vice president, product development, will lead technical support, also reporting to Gardner.

According to Gardner: "Our recently established Technical Director's group has been pivotal to our expanding achievements in business acquisition and implementation. We are determined to maintain our leadership in customer satisfaction, and having technical resources closely allied with end-user sales and channel sales is essential to that strategy."

With headquarters in San Diego, Alpharel is the primary supplier of open imaging software for enterprisewide solutions. The company's client/server software components operate in many different environments, and support multiple communication architectures such as Ethernet and Token Ring on a variety of platforms including Sun, HP, SGI, DG, DEC VAX, IBM, Macintosh and PC.

Client operating environments include X Window OSF/Motif, Microsoft Windows and Apple System 7. Alpharel's software products easily integrate with customers' existing applications, providing departmental or corporatewide document management.

CONTACT: Alpharel, San Diego

Stephen P. Gardner/John W. Low, 619/625-3000