direct/ Software Radio Technology PLC: AIS - Scandinavian Markets

Software Radio Technology plc ("SRT") is supporting two of its Scandinavian based distributors of AIS technology in the launch of an intensive sales and marketing programme targeting the large markets of Norway, Sweden, Finland and Denmark.

The programme will target over 600 retailers and a total existing boat market of over two million vessels. Owners of vessels in these markets typically have high disposable incomes and are extremely safety conscious. The programme is scheduled to last for up to nine months from June and includes a mixture of point of sale material, sales incentives and national advertising and PR.

There are two objectives to the initiative: firstly to increase the number of AIS units on display within retailers and the manner in which they are displayed, thereby enhancing the potential for the user functionality of the product to be seen and appreciated by browsing boat owners; and secondly to generate increased awareness of the numerous benefits AIS offers boat owners and therefore stimulate improved per retailer quarterly sales.

Simon Tucker, SRT´s Managing Director said: "The size of these markets offers SRT and our local distributors a significant opportunity. We are working proactively with our distributors to build awareness and regular sales in these and other markets as part of our long term sales strategy."

Enquiries:

Software Radio Technology plc
01761 409500
Simon Tucker
simon.tucker@softwarerad.com
Managing Director

Hanson Westhouse Limited
0113 246 2610
Tim Feather

CityRoad Communications
07947 186694
Paul Quade

About SRT:

Founded in 1987 and quoted on AIM in 2005, SRT focuses on the development of turnkey technology product solutions for homeland security applications. SRT´s technologies are used by manufacturers to fast track and de-risk the development of their own products. SRT has focused on the areas of professional voice and data radio communications such as TETRA and maritime identification and tracking systems, such as AIS: both of which are global standards. The company has a worldwide customer base with a business model based on customers paying royalties on each product manufactured.

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