New Ambra corp. launched in U.S.

After the success of the Ambra PC launch in Canada and the u.k., the U.S.-based ibm pc company has launched the Ambra Computer Corporation and a new line of Ambra computers.Much of the new corporation is modeled after ExperComp Services, a...

After the success of the Ambra PC launch in Canada and the u.k., the U.S.-based ibm pc company has launched the Ambra Computer Corporation and a new line of Ambra computers.

Much of the new corporation is modeled after ExperComp Services, a wholly owned Canadian subsidiary of IBM Canada.

ExperComp was created in June 1992 and launched the first Ambra line one year ago.

In Canada and the u.s., the new Ambra line will be marketed via a direct marketing channel, allowing customers to buy the computers by phoning a toll-free number.

ExperComp will also sell the new line through dealers who will act as agents.

‘We have found that today’s sophisticated computer buyer feels comfortable buying a computer over the phone,’ says Andre Turgeon, chief executive officer of ExperComp Services.

‘We are targetting `power-users’ through the direct marketing channel,’ Turgeon says. ‘These consumers demand more sophisticated technology because they are more knowledgeable computer users.

According to research carried out in the u.s., almost half of all pc buyers in the last 12 months have used direct marketing channels.

It has become the fastest growing distribution channel for high technology products, and it is estimated that this direct channel will handle more than one-third of all computer sales by 1995.

Advertising support for the new line of products and the toll-free number will be integrated into the on-going Ambra campaign, currently created and planned by Toronto agency Miller Myers Bruce DallaCosta.

The campaign features ads in newspapers, trade publications and tv.

As well, FCB Direct, also of Toronto, is working with mmbd on the direct marketing aspects of the campaign.

With the introduction of the new line, ExperComp plans to reinforce and expand on Ambra’s presence by appealing to a broader target base from entry level user/buyers to the more sophisticated.