Calluna Technology Prepares for the Retail Market and Brands Its 260MB type II PC Card Hard Disk Drive as `moveIT'.

MORGAN HILL, Calif.--(BUSINESS WIRE)--Nov. 1, 1999--

Versatile and compact supplemental storage device is launched for the

end user market as Calluna develops strong brand values

Calluna Technology Ltd, leading producer of compact PCMCIA supplemental memory solutions for PCs, laptops and digital cameras, today announced the branding of its 260MB Type II PC Card hard disk drive under the name `moveIT'.

Following customer based research, Calluna has identified a substantial growth opportunity for its products in the retail channel. It is essential for success in this market that products have a strong name and image. This new brand and the introduction of new packaging of the moveIT drive is a strategic step forward allowing the brand name to clearly communicate the benefits and essence of the product.

David Ruxton, Director of Product Marketing at Calluna, said "With the opportunities in retail growing at a rapid pace for Calluna, we are developing our branding. It is essential that the brand name encompasses the end-user benefits of any product - with the moveIT drive, we have achieved just that."

The moveIT name speaks for itself. Data can be easily moved from laptop to desktop and back, from Mac to digital camera and back, indeed between any Type II or Type III PC Card slot by simply removing the drive and inserting it into the destination device. The moveIT drive plugs and plays in Type II or III PC Card slots to add extra storage capacity, distribute and update information, provide speedy back-up or protect data, for example, by storing the moveIT drive in your wallet.

Just 5mm thick, this versatile and compact storage device is less than half the size of Calluna's Type III PC Card hard disk drives, and yet is based on the same high performance magnetic recording technology and design. In particular, the moveIT drive amazingly allows 260MB of data to be stored on a single side of one disk, all in approximately the size of a credit card. While the drive's diminutive size and capacity make it an ideal solution for the mobile, removable storage needs of PC, laptop and digital camera users, its value is amplified by the fact that it operates without the need for any bulky accessories such as external power sources and cables.

David Ruxton continued, "We have been looking at every aspect of the marketing mix and have also forged new relationships with major distributors such as Tech Data. Our traditional market is in OEM and specialized distribution channels. Tech Data gives us global access to a large number of resellers and helps us expand our sales into the retail market place. We are also concentrating on promotions via catalogue and electronic channels which are mutually beneficial to Calluna and its distributors."

moveIT sells for a suggested retail price of $299 and is currently available from a variety of retail and mail order computer outlets.

Calluna Technology Limited

Calluna Technology Limited, a storage technology company, is the leading global supplier of removable PCMCIA 1.8" hard disk drives with storage capacities ranging from 260MB to 1040MB.

Its PC Card hard disk drive products are used in a wide variety of notebook, hand-held computer, digital camera and industrial applications throughout the world. Since the company was founded in November 1991, initially concentrating on 1.8-inch PC Card disk drives, it has consistently racked up industry "firsts" with the introduction of ever-higher areal densities.

The company's 1GB Type III Callunacard and 260MB Type II moveIT drive have been granted Millennium Product status by the Design Council.

The company has introduced PC BodyGuard, a hardware anti-virus, anti-hacker, anti-system corruption product. Featuring an independent microprocessor, PC BodyGuard offers permanent protection against three of the major sources of data corruption and network administration support costs.

Calluna plc

The parent company of the group, Calluna plc, was admitted to the Official List of the London Stock Exchange in December 1996 after an initial flotation on the USM (Unlisted Securities Market) in October 1994.

The company has around 130 employees and its headquarters, design team and manufacturing are located in Glenrothes, Scotland with a North American sales office based in Morgan Hill, near San Jose, California.

Calluna is an ISO9001 registered company, emphasizing its commitment to quality in manufacturing, and throughout its worldwide operations.

EDITOR'S NOTE: The "IT" portion of the product name 'moveIT' is meant to appear in superscript.