Hotwire´s consumer technology practice to launch most advanced cordless mouse in the UK

London, 5 September 2002 – Hotwire, the European technology PR consultancy, announced today that its consumer technology practice has been appointed by Gyration, a leading US computer peripheral developer and manufacturer, to handle the media launch of the Gyration brand and its new range of optical and wireless mice and keyboards in the UK.

To date Gyration has previously introduced products via major original equipment manufacturers (OEMs), such as Sharp and InFocus. The company will now also sell direct to consumers to increase its share in a market where over 400 million controllers are shipped annually.

To support its new strategy, Hotwire has been hired to implement the UK constituent of the global launch of Gyration´s new products. Hotwire will target a mix of national, broadcast, business and consumer media and will begin rolling out a reviews programme in September for the new products – Gyration Ultra Cordless Optical Mouse and Ultra Professional Optical Suite.

“The launch of our products in Europe is a very important milestone for Gyration,” commented Greg Smith, Vice President for Marketing and Business Development for Gyration. “Hotwire demonstrated to me that they had the qualities to implement the launch confidently and dynamically due to their experience in this sector and knowledge of the media.”

Gyration´s products are based on the company´s patented GyroPoint technology that took eight years to develop at a cost of $30 million. The technology allows an inertial sensor to detect natural hand motions to move a cursor or graphic on a monitor, television screen, mobile phone or PDA display. GyroPoint technology is changing the way in which people interact with their computers as it allows the mouse to be used away from the desk or ´in the air´ from a range of up to 100ft.

Sian Gaskell, head of Hotwire´s consumer technology practice, will lead the UK team. “We are extremely pleased to be working with Gyration, whose products are clearly leading the field with their unique human motion sensing technology. We are very excited to be launching the company into the UK and are looking forward to establishing Gyration as the leader in this fiercely competitive marketplace.”

About Gyration
Gyration, Inc. is a leading designer and manufacturer of state-of-the-art wireless RF and IR controllers, keyboards and motion-sensing devices for Presentation, PC, TV Set Top and Game markets. Gyration offers its products internationally through direct and OEM sales as well as through an extensive A/V reseller channel. The Saratoga, California Company was founded in 1989 and is privately held. For more information, visit www.gyration.com.