Imago Micro moves into systems

UK graphics distributor Imago Micro is moving into PCs with a line of high-end systems aimed at professional multimedia authoring and editing. The Berkshire-based company will sell the systems through its Multimedia Direct mail-order business.

UK graphics distributor Imago Micro is moving into PCs with a line of high-end systems aimed at professional multimedia authoring and editing. The Berkshire-based company will sell the systems through its Multimedia Direct mail-order business.

Multimedia Direct's line of Pentium-based systems is aimed at MPEG encoding, digital video editing and CD recording respectively. The systems are aimed squarely at specialists and are priced accordingly. The firm's 150MHz Pentium-based MP-RT10 MPEG-1 Encoding Solution, for instance, packs 32Mb RAM, Vitec RT10-1 encoder, MPEG playback card, 1Gb hard drive, 4.3Gb Fast and Wide SCSI drive, Trio64-based graphics and 17-inch monitor. It costs £8,679 + VAT.

The firm can be contacted on 01635-873000.

PCDN Comment: Aim high seems to be the new glory road for newcomers to selling PCs. Direct sellers like Red Box in the UK and Micron in the US have made a huge success of specialist systems, so much so that big players like Gateway and Dell have moved to plug that gap. The message is clear: vendors who offer specialist expertise can gain significant differentiation and win sales.