London, 31 July 2003 – Hotwire, the European technology PR consultancy, today announced that it has been appointed by Reading-based DataCoreTM Software to manage its UK media and analyst relations. DataCore joins a growing portfolio of IT storage clients within the agency’s enterprise computing practice.

Under the direction of Hotwire senior partner Peter Ross, the public relations programme will target trade, vertical, business press and analysts and focus on issues management and market education, particularly surrounding open storage management software – of which virtualisation, a DataCore specialty, is a core component.

Bharat Kumar, EMEA marketing director at DataCore Software said: "Despite the IT downturn, the exponential growth in data creation has made storage more and more significant within the overall IT environment – particularly storage software. We view PR as an essential ingredient of our European marketing strategy and selected Hotwire because of its deep experience and strong media contacts. The agency will play a critical role in increasing our share of voice in the strategically important and competitive UK market.”

“DataCore sits at the very core of storage networking, so has potentially wide-ranging insight and perspective to share with the media and analyst influencers covering this important and rapidly evolving market space,” said Peter Ross. “This, combined with the company’s willingness and desire to take a firm stand on topical and even controversial issues, will make for an exciting and effective PR campaign.”

DataCore Software (www.datacore.com) is an independent software vendor specializing in consolidating, controlling and automating storage for Windows, Unix, Linux, MacOS and NetWare systems. The company’s award-winning SANsymphony software uses Wintel storage servers to pool, cache, and replicate data from all the major disk and disk array suppliers. Its innovative technology centralizes storage management for Global 2000 enterprise data centers and powers OEM storage subsystems with advanced features, non-stop availability and unmatched performance. DataCore is privately held with corporate headquarters in Ft. Lauderdale, Florida.

About Hotwire
Hotwire is a European technology public relations consultancy established to provide the technology industry with progressive PR services.

Since its foundation, Hotwire has won a number of prestigious awards across Europe. The accolades include the French Public Relations Top Com d’Or Trophée in the Corporate Business category. Hotwire has also been recognised by the International Public Relations Association when it was awarded Best Business-to-Business Campaign in 2003 for its work with Scottish telecoms company THUS.

Hotwire is headquartered in London with offices in Paris and Frankfurt. The company has six client practice areas: applications & services, consumer technology, digital media, enterprise & electronics, telecommunications, and banking & finance.

For more information about Hotwire, please visit www.hotwirepr.com.