Compaq introduces new Armada sub-brand for entire range of portable PCs.

NEW YORK--(BUSINESS WIRE)--June 17, 1996--Designed to enrich the value of the Compaq brand and leverage the marketing reach of a single portables sub-brand, Compaq Computer Corp. (NYSE:CPQ) today announced that its new portable personal computers will carry a single name--Armada--beginning with today's announcements of the Armada 4100 and Armada 1100 (see separate releases on each).

Armada, defined by the American Heritage dictionary as "a large group of moving things," connotes the strength and mobility that Compaq's broad portables line brings to customers.

"Today's announcement of the Armada 4100 and Armada 1100 product families heralds the entry of a new branding approach we intend to make across our entire portable product line-up," said Mike Winkler, Compaq's senior vice president and general manager, Portable PC Division. "With the launch of the new Armada sub-brand, Compaq's goal is to provide customers with a single name which will immediately identify the product as a member of its portable PC family."

"This is one of several sub-brand consolidations customers can expect from Compaq," said Winkler. "Like the Presario brand, which signifies Compaq's consumer products line, Armada is intended to strengthen the identity and brand equity of our portables families under a single product name, making it easier for customers to identify a Compaq product line."

Over the next year, Compaq will add products in every portable category under the Compaq Armada sub-brand. From a high-end flagship notebook, known today as LTE 5000, through value-line products like today's Armada 4100 and 1100 families, products will carry the Armada name followed by a numeric identity element. Whether at the high-performance range or even a Mobile Companion-type product, Compaq's goal is to illustrate the power, mobility and portability of its entire portables range, making it easier for customers to choose the Compaq product that's right for them.

With its slimline chassis, the Armada 4100 family is a mid-range portable offering customer the ultimate in flexibility. For those who are absolutely size- and weight- sensitive and will not sacrifice power in their notebook computers, this product family offers superb mobility and functionality.

The Armada 1100 offers a value-priced product family geared to small office and home office customers or to large corporations who are looking to outfit their sales forces with a no-frills, workhorse notebook.

Compaq, which today introduced three new additions to its award-winning LTE 5000 flagship notebook family, will continue to use the LTE 5000 sub-brand until the introduction of the next generation family.

Master McNeil of Berkeley, Calif., a prominent strategic naming service company, provided creative direction to Compaq in its identity and selection of the new Armada naming scheme.

Sub-brands carrying the Contura brand have been retired with today's announcement.

Company Background

Compaq Computer Corp. is the world's largest supplier of personal computers, offering desktop PCs, portable PCs, servers and options. Founded in 1982, the company reported 1995 worldwide sales of $14.8 billion.

Compaq products are sold and supported in more than 100 countries through Compaq marketing partners and sold directly to customers through Compaq DirectPlus at 1-800-888-5858.

Compaq provides 24-hour customer support and can be reached through the Compaq forums on America Online, CompuServe, Internet (http://www.compaq.com) and Prodigy, or by calling 1-800-OK-COMPAQ. Product information and reseller locations can be obtained by calling 1-800-345-1518. -0-

Compaq, Registered U.S. Patent and Trademark Office. Product and company names mentioned herein may be trademarks and/or registered trademarks of their respective companies.

CONTACT: Compaq Computer Corporation 

Yvonne Donaldson, 713/514-0484

[e-mail]

or

Miller/Shandwick Technologies

Lisa Gilbert, 617/536-0470

[e-mail]