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Acorn’s new name is…

Elementary, my dear Acorn

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And Acorn’s new name is…Element 14 Ltd. It’s a geekish sort of joke, you see -- the 14th element of the Periodic Table is Silicon. And Acorn -- sorry Element 14 Ltd -- is now a silicon design house for the digital TV market. E14 is also a district in one of the less fashionable areas of London. The Register may be stealing some Acorn’s thunder by revealing its new name a couple of weeks earlier than the company wanted. But the company has only itself to blame -- the leak comes courtesy of its very own submission on Internic. Check out the postal address accompanying the domain registration e-14.com. All in all, a bit of a shambles -- as are much of Acorn’s PR efforts lately. The company’s choice of 23 December to announce its intention to launch RISC OS 4 looks particularly inept. A quieter news period you could not find. Acorn dealers seem to regard RISC OS 4 as something of a lifesaver. And as a matter of goodwill to its historic user base, Acorn needs to shout out loud its commitment to RISC OS 4. ® Acorn poaches STMicroelectronics design team Acorn mulls RISC OS spin out

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