Feeds

S3 to be reborn as SonicBlue

Sounds like a porn channel

  • alert
  • submit to reddit

Top 5 reasons to deploy VMware with Tegile

S3 has shed its last connection with its past by renaming itself SonicBlue.

Of course, a change of handle makes some sense, given the company has not only shed itself of the business that made S3's name, specifically it's graphics chip operation. And all of its remaining products ship under the Diamond or Rio brands.

But SonicBlue? Sounds more like a porn company, to us, but even if everyone else thinks differently, the new name certainly doesn't exactly conjure up an image of a hi-tech company at the forefront of Internet hardware technologies and digital media, which is what SonicBlue wants you to think it is.

It also runs the risk of getting confused with Sega's Sonic the Hedgehog, who is... er... blue. That's probably where they got the idea from...

Not that it will matter much: SonicBlue will continue to use its existing Diamond, Rio, FireGL and other brands. Which begs the question why bother changing at all? Indeed, it's telling that the company's statement announcing the change doesn't actually say why the modification was made.

With the sale of the 3D chip business to VIA, S3 has to all intents and purposes become Diamond Multimedia, which it bought last year. Why then not simply rename the company... er... Diamond Multimedia?

S3 will officially become SonicBlue on 15 November, when its Nasdaq ticker symbol will change to SBLU. ®

Related Story

S3, VIA clear final chip business takeover hurdle

Internet Security Threat Report 2014

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
DOUBLE BONK: Testy fanbois catch Apple Pay picking pockets
Users wail as tapcash transactions are duplicated
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
In the next four weeks, 100 people will decide the future of the web
While America tucks into Thanksgiving turkey, the world will be taking over the net
Microsoft EU warns: If you have ties to the US, Feds can get your data
European corps can't afford to get complacent while American Big Biz battles Uncle Sam
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.