XS aims to cut excess pounds

Lancashire-based computer dealer Advanced Information Systems is launching a mail-order business next week with which it hopes to attract consumers and trade customers.

Advanced sells hardware and software to small and medium-sized businesses.

The new mail order operation, called XS Distribution, will target "Joe Bloggs on the street who has become disappointed with high high-street prices," said Aftab Ahmed, XS director.

XS will offer its systems to the trade for about 10 to 15% less than it will charge consumers.

But XS won't be publishing a catalogue yet. It will sell using telesales and direct mail and fax and advertise in local papers, expanding to news-stand computer magazines in about three months. It won't be selling Advanced's whole range but will concentrate on two PC configurations based on P133 and P166 chips with different multimedia hardware, printer and software options.

A P133 multimedia system, including eight-speed CD-ROM drive, 8Mb memory and 1Gb hard disc with Win 95 preloaded, will be advertised to the public for u795 excluding VAT.

"We don't want to be price cutters and go where Escom went; we won't cut corners on quality," said Ahmed. "But we will be very price competitive."