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ack in the 1980s, a few
businessmen in the Unit-
ed States and Europe pi-
oneered a method of
selling computer equipment that
many people in the industry
thought was more than a little
bit crazy.
The entrepreneurs would pub-
lish advertisements for state-of-
the-art hardware at bargain
prices in computer magazines.
But if you went to your local de-
partment store, these brands
could not be found. Instead, the
magazine advertisement would
publish a phone number which
customers could use to order
their personal computers direct-
ly. The equipment would be de-
livered to the customer's door,
and the company itself, not a
store or a local dealer, would be
responsible for technical support
and repairs. At the time, the idea
of bypassing a store, and de-
pending on an unknown compa-
ny for back-up and technical
support, seemed risky.
Israel Wetrin was wise enough
to be one of those crazy entre-
preneurs who pioneered such
sales. Nine years ago, Mr. Wetrin
arrived in London from the Far
East with a Taiwanese-built com-
puter and the idea of launching
a business that would purchase
computers abroad, reconfigure
them for customer needs and de-
liver the equipment ready to op-
erate.
Mr. Wetrin was an outsider -
an Israeli who had come to Lon-
don after six years in Taiwan -
and none of the established deal-
ers or stores were interested in
working with him. So he decided
to go straight to the customer, or
in computer lingo, the "end-user."
Today, Mr. Wetrin is the man-
aging director of the London-
based company Elonex, one of the
leading computer concerns in Eu-
rope, with a client list that in-
cludes some of Britain's biggest
and most prestigious companies
- including Lloyds, the Bank of
England, the BBC, Rolls Royce,
British Gas, British Telecom, and
Harrod's, as well as British gov-
ernment agencies including the
Treasury, Customs and Excise,
and more than 20 colleges and
universities.
The company employs 250
people at its offices in London,
Bradford in Yorkshire and its
manufacturing facilities in Cum-
bernauld, Scotland.
And it has expanded across
Europe into Belgium, France and
Switzerland.
Mr. Wetrin recently unveiled
the brand-new Elonex offices in
Tel Aviv, by the Ayalon Highway.
The company has invested
$1,500,000 in establishing a pres-
ence in Israel with the declared
aim of seizing at least 10 percent
of the market share within the
LEADING ISRAELI STOCKS
TRADED ON U.S. EXCHANGES
Symbol Name
Exchange
June 19 June23
Change
+`1.19
SCIXF
Scitex
NASDAQ
'21.06
'22.25
ECILF
ECI Telecom
NASDAQ
'14.88
`13.88
TEVIY
Teva Pharm
NASDAQ
'36.00
'38.25
+"2.25
I EC
PEC Israel
NYSE
'24.38
25.25
+"0.88
ELBTF
EINt Computers
NASDAQ
`323.00
'24.69
+'1 .69
ELT
Elscint LTD
NYSE
'2.63
'2.75
+s0.13
ELRNF
Elron Electronics
NASDAQ
`9.63
'10.50
+s0.88
TAD
Tadiran
NYSE
'17.63
`19.38
+1.75
CMVT
Comverse
NASDAQ
'15.13
`17.88
LANTF
Lannet Data
NASDAQ
'19.38
'24.00
4-'4.63
ISL
First Israel Fund NYSE
'12.50
'12.25
-s0.25
Source: Allen. °lender, Prudential Securities,
West Bloomf
ield.