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TRS-80

1977 microcomputer by Tandy Corporation

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Radioshack TRS80
Rama & Musée Bolo · CC BY-SA 2.0 fr

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The TRS-80 has a full-stroke QWERTY keyboard, 4 KB DRAM standard memory, small size and desk area, floating-point Level I BASIC language interpreter in ROM, 64-character-per-line video monitor, and had a starting price of US$600 (equivalent to US$3,200 in 2025). A cassette tape drive for program storage was included in the original package. While the software environment was stable, the cassette load/save process combined with keyboard bounce issues and a troublesome Expansion Interface contributed to the ModelI's reputation as not well-suited for serious use. Initially (until 1981), it lacked support for lowercase characters which may have hampered business adoption. An extensive line of upgrades and peripherals for the TRS-80 were developed and marketed by Tandy/Radio Shack. The basic system can be expanded with up to 48 KB of RAM, and up to four floppy disk drives and/or hard disk drives. Tandy/Radio Shack provided full-service support including upgrade, repair, and training services in their thousands of stores worldwide.

By 1979, the TRS-80 had the largest selection of software in the microcomputer market. Until 1982, the TRS-80 was the bestselling PC line, outselling the Apple II by a factor of five according to one analysis. The broadly compatible TRS-80 Model III was released in the middle of 1980. The Model I was discontinued shortly thereafter, primarily due to stricter US FCC regulations on radio-frequency interference. In April 1983, the Model III was succeeded by the compatible TRS-80 Model 4.

Following the original Model I and its compatible descendants, the TRS-80 name became a generic brand used on other unrelated computer lines sold by Tandy, including the TRS-80 Model II, TRS-80 Model 2000, TRS-80 Model 100, TRS-80 Color Computer, and TRS-80 Pocket Computer.

History

Development

In the mid-1970s, Tandy Corporation's Radio Shack division was a successful American chain of more than 3,000 electronics stores. Among the Tandy employees who purchased a MITS Altair kit computer was buyer Don French, who began designing his own computer and showed it to the vice president of manufacturing John V. Roach, Tandy's former electronic data processing manager. Although the design did not impress Roach, the idea of selling a microcomputer did. When the two men visited National Semiconductor in California in mid-1976, Homebrew Computer Club member Steve Leininger's expertise on the SC/MP microprocessor impressed them. National executives refused to provide Leininger's contact information when French and Roach wanted to hire him as a consultant, but they found Leininger working part-time at Byte Shop. Leininger was unhappy at National, his wife wanted a better job, and Texas did not have a state income tax. Hired for his technical and retail experience, Leininger began working with French in June 1976. The company envisioned a kit, but Leininger persuaded the others that because "too many people can't solder", a preassembled computer would be better.

Tandy had 11 million customers that might buy a microcomputer, but it would be much more expensive than the US$30 median price of a Radio Shack product, and a great risk for the very conservative company. Executives feared losing money as Sears did with Cartrivision, and many opposed the project; one executive told French, "Don't waste my time—we can't sell computers." As the popularity of CB radio—at one point comprising more than 20% of Radio Shack's sales—declined, however, the company sought new products. In December 1976 French and Leininger received official approval for the project but were told to emphasize cost savings; for example, leaving out lowercase characters saved US$1.50 in components and reduced the retail price by US$5. The original US$199 retail price required manufacturing cost of US$80; the first design had a membrane keyboard and no video monitor. Leininger persuaded Roach and French to include a better keyboard, a monitor, datacassette storage, and other features requiring a higher retail price to provide Tandy's typical profit margin. In February 1977 they showed their prototype, running a simple tax-accounting program, to Charles Tandy, head of Tandy Corporation. The program quickly crashed as the computer's implementation of Tiny BASIC could not handle the US$150,000 figure that Tandy typed in as his salary, and the two men added support for floating-point math to its Level I BASIC to prevent a recurrence. The project was formally approved on February 2, 1977; Tandy revealed that he had already leaked the computer's existence to the press. When first inspecting the prototype, he remarked that even if it did not sell, the project could be worthy if only for the publicity it might generate.

MITS sold 1,000 Altairs in February 1975 and was selling 10,000 a year. When Charles Tandy asked who would buy the computer, company president Lewis Kornfeld admitted that they did not know if anyone would, but suggested that small businesses and schools might. Knowing that demand was very strong for the US$795 Altair—which cost more than $1,000 with a monitor—Leininger suggested that Radio Shack could sell 50,000 computers, but no one else believed him; Kornfeld said "If I gave one of these to my wife for Christmas, she'd think I was some kind of nut", and Roach called the figure "horseshit", as the company had never sold that many of anything at that price. Roach and Kornfeld suggested 1,000 to 3,000 per year; 3,000 was the quantity the company would have to produce to buy the components in bulk. Roach persuaded Tandy to agree to build 3,500—the number of Radio Shack stores—so that each store could use a computer for inventory purposes if they did not sell. RCA agreed to supply the video monitor—a black-and-white television with the tuner and speakers removed—after others refused because of Tandy's low initial volume of production. Tandy used the black-and-silver colors of the RCA CRT unit's cabinet for the TRS-80 units as well.

Announcement

Having spent less than US$150,000 on development, Radio Shack announced the TRS-80 (Tandy Radio Shack) at a New York City press conference on August 3, 1977. It cost US$399 (equivalent to $2,100 in 2025), or US$599 (equivalent to $3,200 in 2025) with a 12-inch (300 mm) monitor and a Radio Shack tape recorder; the most expensive product Radio Shack previously sold was a US$500 stereo. The company hoped that the new computer would help Radio Shack sell higher-priced products, and improve its "schlocky" image among customers. Small businesses were the primary target market, followed by educators, then consumers and hobbyists; despite its hobbyist customer base, Radio Shack saw them as "not the mainstream of the business" and "never our large market".

Although the press conference did not receive much media attention because of a terrorist bombing elsewhere in the city, the computer received much more publicity at Boston University's Personal computer Fair two days later. A front-page Associated Press article discussed the novelty of a large consumer-electronics company selling a home computer that could "do a payroll for up to 15 people in a small business, teach children mathematics, store your favorite recipes or keep track of an investment portfolio. It can also play cards." Six sacks of mail arrived at Tandy headquarters asking about the computer, over 15,000 people called to purchase a TRS-80—paralyzing the company switchboard—and 250,000 joined the waiting list with a $100 deposit.

Despite the internal skepticism, Radio Shack aggressively entered the market. The company advertised "The $599 personal computer" as "the most important, useful, exciting, electronic product of our time". Kornfeld stated when announcing the TRS-80, "This device is inevitably in the future of everyone in the civilized world—in some way—now and so far as ahead as one can think", and Tandy's 1977 annual report called the computer "probably the most important product we've ever built in a company factory". Unlike competitor Commodore—which had announced the PET several months earlier but had not yet shipped any—Tandy had its own factories (capable of producing 18,000 computers a month) and distribution network, and even small towns had Radio Shack stores. The company announced plans to be selling by Christmas a range of peripherals and software for the TRS-80, began shipping computers by September, opened its first computer-only store in October, and delivered 5,000 computers to customers by December. Still forecasting 3,000 sales a year, Radio Shack sold over 10,000 TRS-80s in its first one and a half months of sales, 55,000 in its first year, and over 200,000 during the product's lifetime; one entered the Smithsonian's National Museum of American History.

Delivery

The first units, ordered unseen, were delivered in November 1977, and rolled out to the stores the third week of December. The line won popularity with hobbyists, home users, and small businesses. Tandy Corporation's leading position in what Byte magazine called the "1977 Trinity" (Apple Computer, Commodore, and Tandy) had much to do with Tandy's retailing the computer through more than 3,000 of its Radio Shack storefronts in the USA. Tandy claimed it had "7000 [Radio Shack] stores in 40 countries". The pre-release price for the basic system (CPU/keyboard and video monitor) was US$500 and a US$50 deposit was required, with a money-back guarantee at time of delivery.

By mid-1978 the waits of two months or more for delivery were over, and the company could state in advertisements that TRS-80 was "on demonstration and available from stock now at every Radio Shack store in this community!" Tandy/Radio Shack by then promoted itself as "The Biggest Name in Little Computers". More than 1000 people attended a Radio Shack presentation at the Sheraton-Plaza Hotel in Boston, one of 26 such events held around the country. By 1979 1,600 employees built computers in six factories. Kilobaud Microcomputing estimated in 1980 that Tandy was selling three times as many computers as Apple Computer, with both companies ahead of Commodore. By 1981, InfoWorld described Radio Shack as "the dominant supplier of small computers". Hundreds of small companies produced TRS-80 software and accessories, and Adam Osborne described Tandy as "the number-one microcomputer manufacturer" despite having "so few roots in microcomputing". That year Leininger left his job as director for advanced research; French had left to found a software company, after the company rejected his proposal for a Tandy Computer Center to sell non-Tandy computers. The company's computer success helped Roach become Tandy's CEO. Selling computers did not change the company's "schlocky" image; the Radio Shack name embarrassed business customers, and Tandy executives disliked the "Trash-80" nickname for its products. By 1984, computers accounted for 35% of sales, however, and the company had 500 Tandy Radio Shack Computer Centers.

Model II and III

By 1979, when Radio Shack launched the business-oriented, and incompatible, TRS-80 Model II, the TRS-80 was officially renamed the TRS-80 Model I to distinguish the two product lines.

After some exhibitors at the 1979 Northeast Computer Show were forced to clarify that their products bearing the TRS-80 name were not affiliated with Radio Shack, publications and advertisers briefly began to use "S-80" generically rather than "TRS-80" under scare of legal action, though this never materialized.

Following the Model III launch in mid-1980, Tandy stated that the Model I was still sold, but it was discontinued by the end of the year. Tandy cited one of the main reasons as being the prohibitive cost of redesigning it to meet stricter FCC regulations covering the significant levels of radio-frequency interference emitted by the original design. The Model I radiates so much interference that, while playing games, an AM radio placed next to the computer can be used to provide sounds. Radio Shack offered upgrades, such as a hard drive and numeric keypad, as late as its 1984 catalog.

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