Three publishing labels were initially established within Telecomsoft, each with its own marketing strategy, although some of them would later fragment to form a number of sub-labels. The Firebird label would be Telecomsoft's primary identity. Although initially set up to publish a range of budget titles, Firebird later evolved into a full price label. As a consequence the Silverbird label was formed to continue publishing the budget range. As the Atari ST and Amiga home computers grew in popularity, the Rainbird label was established to give the more complex 16-bit titles a unique brand identity, although it was also used to publish a number of high-profile 8-bit games and application software. In 1985 Telecomsoft opened the US operation which published product under licence on IBM PC. Apple II and IIe, C64 as well as Atari and Amiga titles. The US operation published the first UK product 'Elite' to the No1 spot on the Billboard charts in May 1986.