APLX Applix (MM)

Applix, Inc. (NasdaqGS: APLX), a leading business analytics software solutions provider, today announced that Gold Medal Travel, the UK�s biggest independent tour operator, is achieving near real-time budgeting and reporting with the help of its newly-installed Applix solution. Applix was deployed at Gold Medal Travel in March 2007 to provide daily statistical reporting and analysis of sales to airlines, hotels and independent travel agents across the world.�The combination of Applix, with its in-memory analytics engine, Applix TM1 and Applix Executive Viewer (EV) with its self-service analysis and reporting, provides Gold Medal Travel with a high performance business analytics solution and a user-friendly interface, enabling employees across all the divisions, including the call centre, to access and benefit from on demand budgeting, reporting and analytics. Gold Medal Travel is an established travel company with more than 30 years of expertise, 600-plus employees and an annual turnover of �350m. It services more than 600,000 customers each year, providing access to airfares from more than 130 of the world's leading airlines to 1,500 destinations, 30,000 hotels worldwide and car hire/rental agencies in more than 50 countries. Applix has the ability to rapidly and accurately analyse and manage this vast amount of disparate and complex data on a single platform. �As soon as I joined Gold Medal Travel in October 2006, I realised that in order to compete with other market leaders in the travel industry, we needed to upgrade our old and sluggish systems where information needing to be processed and analysed required weeks of time-consuming effort,� commented Steve Bacon, Group Finance Director of Gold Medal Travel. �Applix was the obvious solution as the application had already demonstrated its capabilities during my previous experiences with it at the online home shopping retailer, Littlewoods. EV was a natural addition to the Applix solution, integrating so simply and offering the extra support required for an integrated and effective BI tool. Although it is still in the early stages of deployment, Applix TM1 and EV are proving a very powerful combination.� Implementation has only recently been completed at Gold Medal Travel but the company is already realizing a number of benefits. Integration with the existing system has been achieved with minimal disruption and, with the help of Applix partner ICIT, installation was rapid and straight forward. Martin Richmond-Coggan, VP of EMEA Applix, explained, �In essence, the Applix solution is in place to forecast profitability. With Applix, the customer and supplier data is automatically updated overnight, reducing response time and manpower. This enables senior executives at Gold Medal Travel the ability to analyse the data on a timely basis and explore areas where the company can be even more profitable.� Gold Medal Travel plans to expand the Applix software user community and to provide access to the individual passenger data level in addition to the current hotel and airline levels. About Gold Medal Travel Founded over 30 years ago, Gold Medal Travel plc is one of the UK�s leading independent travel companies. Based near Preston, the company has won several of the travel industry�s highest accolades, including Best Customer Service (British Travel Awards), Best Tour Operator to Australia and New Zealand (Travel Trade Gazette Award) and Best Tour Operator to the Middle East (British Travel Awards & Travel Trade Gazette Award). Since it began in 1970, the company has grown to issuing 600,000 tickets per year, making it the largest single Amadeus ticketing site anywhere in Europe. Gold Medal International is a fully bonded member of the Association of British Travel Agents (ABTA V6805) and licensed by the Civil Aviation Authority (ATOL 2916). About Applix Applix (NasdaqGS: APLX) empowers agile enterprises by offering the only complete Business Analytics software solution. The Company is focused exclusively on providing a single, cohesive Performance Management and Business Intelligence solution, with strategic planning, forecasting, consolidations, reporting and analytics across financial, operational, sales and marketing, and human resources departments. The Applix platform, powered by the renowned TM1 analytics engine, reaches farther, deploys easier, and reacts faster than any business analytics solution available today. Applix and its global network of partners help more than 3,000 customers worldwide manage their business performance and respond proactively to the marketplace. Headquartered in Westborough, MA, Applix maintains offices in North America, Europe and Asia Pacific. For more information, please visit www.applix.com Any statements in this press release about future expectations, plans and prospects for Applix, Inc., including any statements containing the words �believes,� �anticipates,� �plans,� �expects,� and similar expressions, constitute forward-looking statements. Forward-looking statements necessarily involve risks and uncertainties, and actual results could differ materially from those indicated by such forward-looking statements as a result of various important factors. Factors that could cause or contribute to such differences include without limitation, competitive pressures, changes in customer demands, adverse economic conditions, loss of key personnel, litigation, potential fluctuations in quarterly results, lengthy sales cycles, market acceptance of new or enhanced products and services, factors affecting spending by customers and other risks, uncertainties and factors including those described in the Company's most recent Form 10-K or 10-Q under the heading "Risk Factors"/"Factors That May Affect Future Results." In addition, the forward-looking statements provided by the Company in this press release represent the Company's views as of the date of this release. The Company anticipates that subsequent events and developments may cause the Company's views to change. However, while the Company may elect to update these forward-looking statements at some point in the future, the Company specifically disclaims any obligation to do so, and these forward-looking statements should not be relied upon as representing the Company's views as of any date subsequent to the date of this release. �2007 Applix, Inc. All rights reserved. Applix, Executive Viewer, and TM1 are registered trademarks of Applix, Inc. All other trademarks and company names mentioned are the property of their respective owners.