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Amstrad promo cuts e-m@iler price in half

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Can it really be almost three years since Amstrad launched the e-m@iler to widespread indifference, sprinkled with a less-than-generous helping of scorn?

Today, the iconic UK consumer electronics firm cuts the price in half of its second generation version wired phone/emailer device, the e-m@iler plus, "in most retail outlets" to £49.99. The bigger handset subsidy is offset partly by lower manufacturing costs as well as new recurring revenue services, the company says. It's supporting the promo with press advertising and in-store marketing.

In a statement, Simon Sugar (some relation), Amstrad commercial director, says: "We have had nearly three years experience of running the e-m@iler business and the revenue earned per phone has held up well and we continue to add new revenue earning services to the phone. The significant increase to the installed base expected from this move will enhance the future profitability of the e-m@iler business".

The e-m@iler plus is designed for people who don't have computers, but who want to send and receive the occasional email. The price per email is expensive, but it's peanuts, say, for the Granny, who wants email simply to keep in touch with her family. And of course, the handset is dirt-cheap, especially now.

However, the e-m@iler plus has failed to set the UK alight, and sales have missed the bullish, nay defiant, projections issued by Sir Sugar over the last three or so years. ®

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Living with the e-m@iler plus Heavily qualified thumbs up from The Register's Tim Richardson
Amstrad CEO resigns over Sir Sugar's emailer obsession

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