New IBM Unit to Introduce Inexpensive PCs : Computers: Ambra will focus on rapid service and aggressive pricing to tap into the phone-order market, its president says.

CHARLOTTE, N.C. — Ambra Computer Corp., a new subsidiary of IBM, plans to introduce a line of personal computers designed for price-conscious customers who like to shop by phone.

The new line, ranging from notebooks to powerful machines designed to drive computer networkers, is to be unveiled at a news conference today in Boston.

Ambra President David Middleton said the company will focus on rapid service and aggressive pricing in hopes of capturing part of the $10-billion, direct-order market.

“Our analysis of the market has identified a set of customers who are eager to adopt new technology, not pay a lot for it, and who buy their PCs in the direct channel. Ambra has been set up as a lean, energetic company able to bring new technologies to market at low prices to meet those customers’ needs,” Middleton said in a telephone interview Friday from the company’s Raleigh headquarters.

The company will have 60 employees, but Middleton said that does not indicate its true capacity. Because of its low-overhead strategy, much of the work--from manufacturing to sales to service--will be contracted out to other companies.

For example, the PCs will be manufactured by SCI Corp. of Huntsville, Ala. Toll-free telemarketing will be handled by Merisel out of Los Angeles. Although the PCs will be sold under the Ambra name brand, they will be serviced by IBM.