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Original URL: http://www.theregister.co.uk/2011/08/22/xiotech_xio/

Hotboxer Xiotech drops the 'tech', goes all-caps

No need to SHOUT

By Chris Mellor

Posted in Storage, 22nd August 2011 10:26 GMT

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Xiotech is dropping the "tech" to become just XIO and it has souped up its Hybrid ISE box.

XIO as a term has form; check Wikipedia [1]: "XIO is a packet-based, high-performance computer bus employed by the SGI Origin 2000, Octane, Altix, Fuel and Tezro machines. The XIO forms a bus between high-performance system devices and the memory controller."

XIO as an acronym stands for Execute Input/Output, which seems more appropriate.

There is also a Xio product [2], "a powerful 10 voice synth in a compact body."

There is even an apparently abandoned US XIO trademark [3].

Xiotech [4] makes the ISE, Integrated Storage Element, a sealed box of disk drives with a five-year warranty and high performance. There is a Hybrid ISE [5] version which combines SSDs and disk drives and has even better performance, 60,000 IOPS at its launch in June this year.

Apparently it can now do 200,000 IOPS [6] after a firmware update – some upgrade – and is going to be renamed Hyper ISE as it is a hot, hot box.

Xiotech gained the services of Tony Asaro as a strategic marketing consultant recently, and the rebranding could be due to his influence. ®