freak@ihlpa.UUCP (c e malloy) (07/03/85)
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05/08/85 ATARI AT COMDEX
Permission granted to reprint this article if following statement appears
in reprint:
"Entire contents copyright (c) 1985 ANALOG Computing Magazine. All rights
reserved"
Atari Pursues Dealers, Software Developers at Comdex
(May 7) Atari Corporation was in full force at Comdex this week, pursuing
software developers and computer retailers with vigor.
In attendance at the Atlanta, Georgia-based computer show were Jack
Tramiel, James Copland, Sig Hartmann and several other Atari employees,
spreading the gospel of the new Atari, "Power Without The Price."
At a press conference, Atari officials answered numerous questions
concerning both the XE and ST line of computers, future marketing plans, as
well as current strategy.
James Copland, Vice President of Marketing, kicked off the press conference
by explaining that "Atari decided only five days before the show to attend
Comdex." Copland stressed that Comdex was a show in which Atari could court
specific distributors, both hardware and software, software developers, and
mass marketers. In that regard, it made more sense for Atari to attend
Comdex than to compete with stereo manufacturers at CES.
After Copland's talk came Sig Hartmann, President of Software. Hartmann
said that "around 230 companies" were developing software for both the 8-
bit XE and the 16-bit ST computers. When quizzed about the number of
packages available, Hartmann replied that he expects there to be "over 100
pieces of software" available for the STs by September. ST systems for
software companies are now being shipped at list price, a substantial
reduction from Atari's original (and unpopular) ST package price of around
$5000.
As per earlier announcements, the first STs are to be shipped to Atari user
groups for beta testing in a week or two. BASIC and Logo will be included,
although we hear conflicting reports as to whether GEM will be on ROM or
disk. The first STs for the general public are to be shipped in July.
Among the software being developed for both the XEs and STs are
spreadsheets and other applications programs, from various manufacturers.
VIP Technologies, of Goleta, CA has developed a package for the XE called
VIP Professional. According to the company, VIP Professional combines all
the features of Lotus 1-2-3 with some additional features, all for under
$100. The program can be either mouse or keyboard-driven, and utilizes
icons and "drop down" menus, similar to GEM on the ST. The program is
slated for delivery in July.
For the ST, Haba Systems of Van Nuys, CA has two programs: Haba Works, with
a series of applications, such as WORD, FILE, CALC, GRAPH, COM, and HIPPO C
COMPILER. Haba Solutions comes with such files as How to Start Your Own
Business, How to Create Your Own Legal Will, Business Letters, Business
Forms, and the Haba Check Minder. The programs retail for $59.95 and $49.95
respectively.
In a joint announcement, Atari and Rising Star Industries, of North
Hollywood, CA, intend to market Rising Star Software products for the ST.
The products will be distributed through Atari's dealer/distributor
network.
According to Rising Star president Gale Carr, the company is converting its
Valdocs line of integrated applications, to be made available on Atari
hardware both as a complete package and in individual software modules. Sig
Hartmann stated that "We knew from the start that the price/performance
advantage of our hardware would only be half the battle. The bottom line is
the utility per dollar we're bringing to the buyer; that's why others have
lacked in this market, and it's also why Rising Star's software tools are a
valuable asset."
Rising Star's integrated color graphics modules, Valdraw and Valpaint --
using Atari's high-resolution color display -- are marked for availability
with early shipments of the computer. The company's electronic spreadsheet
and other applications are scheduled to follow shortly therafter.
In hardware news, one of the most amazing announcements concerned Atari's
marketing plans for the 520 ST. Apparently, there will be two different
versions of the ST: one for mass marketers and one for computer stores.
Internally, the machines are to be identical -- only the cosmetics of the
machine are to be altered. The mass market ST would be the original
configuration, whereas the computer dealer version should have a different
keyboard and case. Computer retailers will sell a package consisting of the
modified ST, a monitor, and half-megabyte drive for $799.
As far as future projects are concerned, Atari is working on a CD (compact
disc) ROM, able to store 512K of memory, for under $500. This CD ROM, as
well as a new 3 and 1/2 inch drive, are being developed in conjunction with
North American Philips, the Netherlands-based electronics giant. Atari
owners may recall that Philips' name was tossed around early last summer as
a possible buyer of Atari, before Jack Tramiel and crew took Atari's reins.
The subject of Atari's 32-bit computer was not ignored by the press,
either. Atari's rumored "CAD/CAM" system was referred to as a "graphics
workstation" by Jack Tramiel, who added that the machine should be released
"late this year or possibly early 1986." This would make it just in time
for the January Consumer Electronics Show in Las Vegas. The 32-bit machine
will be sold only through computer stores. At a private dinner for members
of the press last March, Leonard Tramiel told ANALOG Computing publisher
Lee Pappas and managing editor Jon Bell that "the 32-bit machine is a
reality." While Tramiel would not confirm what CPU chip the machine would
have (either the Motorola 68020 or the National Semiconductor 32032) he did
have an interesting anecdote about the machine. Apparently, Atari's
engineers had hoped to get several prototypes of the 32-bit machine working
specifically on developing chip designs for Atari computers, including the
STs. Unfortunately, the engineers couldn't work on the 32-bit machine at
the expense of working out any bugs on the ST. Instead, the engineers made
use of a rather extensive amount of chip development and design equipment
left over from the old Atari.
And finally, Atari's decision not to have a display at the Consumer
Electronics Show in June was met with negative publicity and rumors
concerning the company's financial state. Jack Tramiel emphasized that
Atari did not bow out of CES "simply to save $500,000", but that Atari
would be represented by a private press conference in Chicago. It should be
pointed out that a number of hardware and software companies (Infocom,
Electronic Arts) are also not attending the show, but are instead having
private press showings and parties to promote their products.
Additionally, Atari officials "lack of comment" over the decision not to
have a display at CES was due to said officials attending the Hanover, West
Germany Computer Fair. According to sources at the Fair, the showing of
Atari's ST computers was "a smash." Overseas dealers and computer owners
are reportedly ecstatic over the ST, citing its power, the GEM operating
system, and most importantly, its cost. Foreign buyers who have been
looking at the Macintosh with envious eyes but can't afford its high price
(especially considering the strength of the American dollar) are
considering the Atari ST. Jack Tramiel said that he intends for fully half
the ST market to be overseas.
In conclusion, the message from Atari at Comdex was, "Today, the U.S.
Tomorrow, the world!"