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Cell Computing Signs Azzurri Technology as pan-European Distribution Partner.

Business Editors/High-Tech Writers

SANTA CLARA, Calif.--(BUSINESS WIRE)--Feb. 25, 2002

Cell Computing, Inc., manufacturer of System-On-Module (SOM) components for embedded computing applications, announced today it signed a pan-European distribution agreement with Azzurri Technology, Europe's fastest growing technical distributor. The two companies will now deliver to European customers Cell's x86-based embedded computing SOM products with Azzurri's design-in expertise, systems integration capabilities, and comprehensive service and support.

"Azzurri Technology is a fabulous partner for us," stated David Cowan, president of Cell Computing. "They bring in-depth knowledge of the needs of a large and growing European customer base, coupled with an organization that can market our component products and/or provide SOM-based turnkey systems -- enabling them to provide the solution best suited to the needs of the customer. More importantly, Azzurri shares our core values of providing quality products, comprehensive service, and complete integrity in our business dealings."

Cell Computing, founded in 1997, is a pioneer and leader in the rapidly expanding SOM market. For the past five years the Company has built a strong customer base for its award-winning products, including its flagship Plug-N-Run(TM) and RazorBlade(TM) modules that include Fortune 500 companies in the United States and Europe.

With its parent company, PFU Limited of Japan, a joint venture between Matsushita (Panasonic) and Fujitsu, the Company is embarking on an expanded global strategy to provide the benefits of its SOM components to OEM customers in Europe and Asia. As part of this strategy Cell has announced that it will change its name to PFU Systems, Inc., signaling its expansion into SOM-based turnkey system products and integration while continuing to grow the market for its extensive SOM product lines.

"This is an excellent time for us to enter the European market. As PFU Systems we will solidify our global branding -- emphasizing our presence in Europe through Azzurri Technology, in North America as PFU Systems, and in Japan as PFU Limited -- all of whom provide SOM components and SOM-based turnkey systems that further reduce our customers' time-to-revenue," stated Kishan Jainandunsing, vice president of marketing for Cell.

According to Electronic Trend Publications the board-level embedded computing market is expected to grow from $3.3B to $5.7B during the next three years. At the same time, Intel(R)-based board solutions are expected to grow from 40% to 65% market share, resulting in a compound annual growth rate of nearly 30%. At the same time, the Contract Electronics Manufacturing Services (CEMS) market for the assembly of embedded equipment is expected to grow to $189M, or 18.3% and 17.3% in Europe and North America, respectively.

As engineering teams have come under greater pressure to provide evermore-sophisticated systems, at lower prices, with shorter development cycles, they have rapidly shifted from proprietary hardware and software architectures -- which were expensive to develop, deploy and maintain -- to open architectures like Intel Pentium(R)-based platforms and the Linux operating system. Such open architectures allow OEM's to decrease their development and production costs because they can use a broad selection of components, a wide variety of inexpensive development tools, and a large pool of skilled engineers who understand such architectures.

"We are excited to bring PFU Systems' System-On-Module components to Europe," stated Stephen Cavanagh, European Systems Director, Azzurri. "Cell and Azzurri are extremely well positioned to take advantage of the continuing, rapid adoption of the Intel architecture for embedded computing designs. With PFU's SOM approach, and Azzurri's ability to provide design-in expertise, we can help European OEMs drastically reduce the development time, risk and cost of their embedded computing platforms."

"For those customers who want to focus all their effort on their key value added activities, such as software development, channel management and marketing, Azzurri can provide an array of design and development services that include custom carrier boards, firmware and software development, enclosures, and even turnkey manufacturing," Cavanagh continued. "There is no doubt that our partnership with PFU Systems is an exciting proposition for OEM customers in the European embedded computing market."

About Azzurri Technology

Azzurri Technology is a provider of specialist solutions to high technology customers. Azzurri offers a range of leading-edge products from manufacturers who lead their markets. The combination of Azzurri's engineering and production capabilities and these products take Azzurri's customers to market first. Providing complete service and project management from initial specification to final delivery and beyond, Azzurri's extensive technical knowledge and experience from working with customers in the telecom, military, aerospace and industrial markets, makes Azzurri the preferred integration partner for technology driven system solutions. Azzurri has rapidly gained an excellent reputation for providing its customers and suppliers comprehensive levels of service and is Europe's fastest growing technical distribution group. Visit the Azzurri website at www.azzurri.com for more information.

About PFU Systems, Inc.

PFU Systems, Inc. is a privately held wholly owned subsidiary of PFU, Ltd. Japan, a US$1.9B joint venture of Matsushita (Panasonic) and Fujitsu Limited. The Company is a leader in System-On-Module technology and products, and dedicated to delivering a broad range of SOM products, core technology components and associated design, development and manufacturing services, to reduce our customers' development time, risk, and cost, enabling them to bring to market a continuous flow of high quality, highly reliable, embedded computing products that improve how people live, work, and play. Each person at Cell Computing is dedicated to service, quality, and integrity in fulfilling our responsibilities to our customers, colleagues, and community. We seek to improve continuously the quality of our work, our products, and our business practices to enhance the service we provide our customers.

For more information contact Jon Barnard, Marketing Communications Manager, at 408/327-1768. For additional information and to download a complete press kit, visit the PFU Systems web site at http://www.pfusystems.com. PFU Systems, Cell Computing, Plug-N-Run, and RazorBlade are trademarks of PFU Systems, Inc. All other trademarks are the property of their respective holders.
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Publication:Business Wire
Geographic Code:1USA
Date:Feb 25, 2002
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