Word: amiga
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...this case the focus of attention was the Amiga, a personal computer introduced by Commodore four years ago, whose sagging sales and fading image the company is trying to repair. Said Commodore president Harold Copperman: "This is not a celebration of new technology. This is a strategic repositioning and repackaging...
Showing off their high-powered, color and graphics masterpiece, the Amiga, Commodore is hoping to gain a major piece of the personal computer market. No matter how good the machine is, the Happy Hacker advises people to stay with the accepted standards. Besides, unless you want fancy video games, the IBM or Macintosh is sure to serve most normal purposes...
Smith may have made a company-saving move when he bought Amiga Corp., a small computer firm in Santa Clara, Calif., for $25 million in October of 1984. Technology obtained in that acquisition helped Commodore develop its Amiga model, which has drawn praise from industry experts. Among Amiga's attractive features are its state-of-the-art color graphics and its ability to run more than one program at the same time...
Despite the machine's dazzle, however, Amiga sales are off to a slow start. Commodore has been selling computers through such department stores as K mart and Sears. But that strategy has alienated computer-store owners, many of whom refuse to stock the Amiga. Says Drew Clausen, who owns nine Computerland stores in Los Angeles: "Once you open your product to mass merchandisers, then you're not selling computers. You're selling toasters." Commodore is also having trouble finding a market niche for the Amiga. Business customers are unenthusiastic because it is not compatible with the IBM machines that...
Commodore's creditors will probably give the Amiga a fair chance before trying to force the company into bankruptcy. Says Computer Expert Raimund Wasner of the Yankee Group, a Boston-based research firm: "Commodore is worth more alive than dead." But the patient's pulse is growing weak...