New senior level executives join Simentra team

Simentra announce the appointments of Paul Easto and Steve Hand to the Business Acceleration Centre team in Bracknell, UK - a drive to provide further specialist senior level sales expertise for Technology sales agency services.

Palo Alto, USA, London, UK and Belfast, N.Ireland 9th September 2002

Simentra Ltd, a company dedicated to providing a cost effective, low risk and fast route to international sales revenues for early stage and venture capital backed high growth technology companies announced today that they have expanded the team at their Business Acceleration Centre in Bracknell, UK with the appointment of two senior level sales executives to support the continued drive for specialist sales expertise for USA technology clients interested in expanding to the European market.

The appointment of Paul Easto and Steve Hand to the Bracknell team is seen as a major boost for the company given recent client wins in California with Internet Pictures Corporation, Aligo and Support Wizard.
These contracts are all based on the company's successful Technology Sales Agency service to accelerate sales revenue growth in the European market for USA based technology companies.

"We are very excited about the prospect of working with both Paul and Steve here in Bracknell. Their expertise in technology sales, marketing and operations are a tremendous asset to our business and will only help consolidate our position as a specialist provider of senior level sales programs for USA based technology companies aspiring to accelerate their position in the European market," commented Paul Dallimer, a co founder of Simentra responsible for the Business Acceleration centre operation.

Paul Easto is a former Senior Vice President for Business Development and Board Director of the Allied Telesis Group. Paul has spent more than 20 years in the Telecommunications industry working for leading edge equipment vendors from the UK, USA and Japan, covering both Enterprise and Service Provider markets, and sectors that include broadband access, IP switching and routing, voice and data convergence and carrier access networks. This has involved senior management positions including Managing Director of CentreCom Systems, Director International Sales & Operations with Teltrend, Director Business Development for Securicor's Telecoms Businesses and Sales & Marketing Director at Securicor 3net.

Paul has been appointed as Vice President, Telecoms Business, responsible for developing and managing the business and solutions for all clients with products in the telecommunications and networking market sector. In addition to Paul's network of contacts, Paul will be building a team with industry expertise and local market knowledge specializing in supporting the sales, operations and development in this sector, initially focused on the UK and Europe, but later intended to also include key markets in Asia.

"As a result of my many years experience in taking new products to market not just here in the UK and Europe, but also China, Korea and Japan, I could immediately see the strength of the Simentra value proposition. This is all the more powerful in the current market climate, post the dotcom and telecoms bubbles, where many VC backed vendors are looking to minimise costs and financial risk while at the same time maximise sales opportunities. For me personally it also offers an opportunity to work with clients that have exciting leading edge products and solutions aimed at new or emerging markets."

Steve Hand has over 17 years of selling business software after qualifying as an Accountant in 1982. Steve was Regional Sales Director for ERP Vendors the Hest Group, New Business Sales Director for Lysander Systems and held senior positions for BI Vendor, Cognos. Steve comes to Simentra from Concur Technologies where he managed ASP and Licence Sales in EMEA region.
Steve has been appointed Vice President, Software Business, responsible within Simentra for refining the sales processes, defining campaign solutions for clients and to help identify accelerated routes to revenue for the growing Simentra USA client base.

"Todays market place requires vendors to give their customers solutions to their business needs with a clearly defined ROI. The Simentra proposition ensures that our clients will maximise sales opportunities whilst minimising the initial costs to market and the financial risk. Simentra will identify early sales wins as a method of market testing your product whilst preparing a more defined route to market."

Simentra operate a Business Accleration centre in Bracknell, UK and hope to expand their current operations in the USA from one operation in Palo Alto, CA to include a further location in Boston, MA in early 2003.

About Simentra Ltd

Simentra Ltd is an International Risk Assessment company dedicated to providing intelligent and cost effective solutions to government, private corporations and the emergency services sector. The company Charter Series offers a range of assessment, fusion and training products and services to mitigate the risks associated with modern society and business practice and prepare for associated response protocols. Simentra is a subsidiary of AssetCo PLc in the UK www.assetco.com . Simentra has offices in Belfast (Northern Ireland), London (UK), and Houston (USA).

For more information, please visit http://www.simentra.com/