Amstrad PCW - Development and Launch

Development and Launch

Amstrad's founder Alan Sugar realised that most computers in Britain were used for word processing at home, and allegedly sketched an outline design for a low cost replacement for typewriters during a flight to the Far East. This design featured a single "box" containing all the components, including a portrait-oriented display, which would be more convenient for displaying documents than the usual landscape orientation. However the portrait display was quickly eliminated because it would have been too expensive, and the printer also became a separate unit. To reduce the cost of the printer, Amstrad commissioned an ASIC (custom circuit) from MEJ Electronics, which had developed the hardware for Amstrad's earlier CPC-464. Two other veterans of the CPC-64's creation played important roles, with Roland Perry managing the PCW project and Locomotive Software producing the Locoscript word processing program and other software. The CP/M operating system was added at the last minute. During development the PCW 8256 / 8512 project was code-named "Joyce" after Sugar's secretary.

For the launch the product name "Zircon" was jointly suggested by MEJ Electronics and Locomotive Software, as both companies had been spun off from Data Recall, which had produced a word processing system called "Diamond" in the 1970s. Sugar, preferring a more descriptive name, suggested "WPC" standing for "Word Processing Computer", but Perry pointed out that this invited jokes about Women Police Constables. Sugar reshuffled the initials and the product was launched as the "Personal Computer Word-processor", abbreviated to "PCW". The advertising campaign featured trucks unloading typewriters to form huge scrap heaps, with the slogan "It's more than a word processor for less than most typewriters". In Britain the system was initially sold exclusively through Dixons, whose chairman's dream was that computers would cease to be exclusive products for the technologically adept and would become consumer products.