Applix Prepares for Growth; Names Martin Richmond-Coggan, Vice President of EMEA; Appointment Reflects Applix's Continued Partner Growth Across Regions.

Business Editors/High-Tech Writers

WESTBOROUGH, Mass.--(BUSINESS WIRE)--Feb. 18, 2004

Applix, Inc. (Nasdaq: APLX), a global provider of Business Intelligence (BI) and Business Performance Management (BPM) software solutions, today announced Martin Richmond-Coggan has been named vice president of Applix for Europe, the Middle East and Africa. Richmond-Coggan, formerly managing director in Applix's United Kingdom office, and his team have driven a significant amount of customer business and new partnerships throughout 2003, including increased sales of Applix's flagship TM1 analytics platform, as Applix has made the transition to a pure-play business intelligence company.

"Martin has vast experience in the business intelligence space, and thoroughly understands the BI and BPM needs of enterprises in these regions," said David Mahoney, president and CEO, Applix, Inc. "He effectively represents Applix in one of our most important geographic regions, working with customers and prospects who are seeking easily configured and rapidly deployable solutions for analytics and performance management."

Richmond-Coggan will also focus on growing the pan-European partner program, a key element of Applix's growth strategy. "In addition to enhancements to our core product, we are satisfying customer needs with packaged and tailored TM1-based solutions from our partners," added Mahoney. "These new applications add to a portfolio that already includes applications for risk management, activity-based costing, financial consolidation, corporate governance, merchandise planning and corporate performance management."

Richmond-Coggan has worked with Applix for nearly seven years. Before accepting the UK position, he was vice president, product marketing and management at Applix's U.S. headquarters in Massachusetts. Prior to joining Applix, Richmond-Coggan was co-founder and managing director of TM1 Software, the European distributor for TM1. Richmond-Coggan is a qualified accountant (FCMA) and has 24 years of experience in the software industry and 18 years experience in the analytics and online analytical processing (OLAP) market.

Applix's TM1 is the only read/write software for planning, forecasting, reporting and strategic business analysis that transforms scattered Excel and transactional data into an auditable, single version of the truth. With TM1's what-if capability providing instant responses, businesses can more accurately predict business changes, react to fluctuating data, and perform historical and future-thinking analysis. With TM1's flexible environment for matching a company's financial and/or business models, it's easy to create a single application and then add applications, extending their planning and analytics into other activities and functions such as preventing customer churn or formulating commercial strategy.

Some notable European TM1 customers include:

STA Travel 

STA Travel, the world's largest travel company for students and young people, has selected Applix TM1 to power budgeting and planning capabilities throughout the organisation. Using the Applix TM1 platform, STA Travel has access to real-time consistent data, eliminating the inefficiencies of individual, disconnected spreadsheets.

Thresher Group 

Using Applix's TM1 platform for its budgeting and forecasting requirements has provided management teams at Thresher Group with real-time specific views of business performance, delivering significant commercial benefits across the organisation. With more than 2,000 off-licences (liquor stores) across the UK, managing distribution of stock to its stores was a significant challenge for the merchandising team at Thresher Group. Using Applix's TM1 solution, Thresher Group has been able to consolidate a vast amount of data into one central, manageable information point - which can now be viewed and amended by each member of the team.

CALA Group through partner Solaris 2000

The ability to view real-time budgeting and forecasting information with Applix's TM1 software has delivered significant commercial benefits at CALA Group, the house building and commercial property development group. The new budgeting and forecasting model went live with the help of IT consultants Solaris 2000. "This is a complex model which is able to keep track of budgets across the business, forecasting entire housing projects from start to finish - from the conditional contract stage, through the construction stage and the maintenance period," commented Douglas Watson, management accountant at Head Office.

Since the new budgeting and forecasting structures were implemented, the response from managers has been extremely positive. Watson added, "We are now able to provide much more accurate and timely data."

The global market for business intelligence and business performance management solutions is growing rapidly. In fact, technology industry analyst firm, META Group, predicts business performance management will excel in 2004. During 2004, META Group expects a 15%-20% growth in BPM, as firms purchase solutions for compliance activities and internal performance management.(1)

Within the last few months, Applix's TM1 has not only expanded its customer base in EMEA and around the globe, but also has received significant industry recognition:

-- TM1 was named the best performing analytics engine in The OLAP

Survey 3, November 2003, p. 226-7. The OLAP the Survey 3, the

largest and most detailed survey of OLAP products to date, is

a quantifiable survey of the $3.5 billion OLAP market. The

survey, conducted by Nigel Pendse and Survey.com, analyzed

data from 1047 OLAP sites in 48 countries.

(www.survey.com/olap)

-- Gartner included Applix in the Corporate Performance

Management Magic Quadrant as a new entrant.(2)

-- Applix customer, Thresher Group, the UK's leading independent

specialized drinks retailer, was named a finalist in the

Information Management Awards,

http://elanconf.co.uk/im2003/index.php. The Information

Management Awards are the UK's premier industry recognition of

excellence and innovation in the management of business

information and knowledge in an e-business environment. The

success criteria were the delivery of significant and

definable business benefits, as well as innovation and

originality.

-- The company's ranking in the 2003 DM Review 100 listing moved

it more than 30 places from its 2002 position, making it one

of the companies with greatest rank improvement on the list.

This is the third year the company has been recognized as part

of the DM Review 100 and the first year the company has

completely focused its resources on the BI and BPM marketplace

with TM1, its core analytics solution.

About Applix

Applix (NASDAQ: APLX) is a global provider of Business Intelligence and Business Performance Management solutions. These solutions, based on Applix's TM1 analytics platform, enable the continuous management and monitoring of performance across the financial and operational functions within the enterprise. More than 1,700 customers worldwide use Applix's adaptable, scalable and real-time solutions, delivered by Applix and by a global network of partners, to manage their business performance and respond to the marketplace in real-time. Headquartered in Westborough, MA, Applix maintains offices in four countries in Europe, North America and the Pacific Rim. For more information about Applix, please visit www.applix.com.

This news release contains forward-looking statements that involve risks and uncertainties. Forward-looking statements in this document are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements concerning future plans or results are only estimates and actual results could differ materially from expectations. Certain factors that could cause or contribute to such differences include without limitation, competitive pressures, changes in customer demands, adverse economic conditions, loss of key personnel, litigation, potential fluctuations in quarterly results, lengthy sales cycles, market acceptance of new or enhanced products and services, factors affecting spending by customers and other risks, uncertainties and factors including those described in the Company's Annual Report on Form 10-K for the year ended December 31, 2002 under the heading "Risk Factors" and its most recent Quarterly Report on Form 10-Q under the heading "Factors That May Affect Future Results." The forward-looking statements provided by the Company in this press release represent the Company's views as of the date of this release. The Company anticipates that subsequent events and developments may cause the Company's views to change. However, while the Company may elect to update these forward-looking statements at some point in the future, the Company specifically disclaims any obligation to do so, and these forward-looking statements should not be relied upon as representing the Company's views as of any date subsequent to the date of this release.

(1) META Group, "META Delta: Moving Into 2004 With Business Performance Management" by J. Van Decker

(2)Gartner, Inc., "Magic Quadrant for CPM Suites: No Leaders in 2003," L. Geishecker, F. Buytendijk, B. Wood, October 2003. The Magic Quadrant is copyrighted October 2003 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

(C)2004 Applix, Inc. All rights reserved. Applix and TM1 are registered trademarks of Applix, Inc. All other trademarks and company names mentioned are the property of their respective owners.