Feeds

EMC2 is now EMC II, too

Aye aye, skipper, it be time for a name change

Internet Security Threat Report 2014

EMC has made a telling change to its brand.The company's full name, “EMC2”, is now the master brand for Pivotal, VMware and EMC II. Here's a slide that shows the distinction.

New EMC branding

The new scheme seemingly means EMC, the purveyor of storage hardware and associated software, is now called “EMC Information Infrastructure”, which thankfully spares us any EMC 2.0 silliness.

The change emerged at last week's “Strategic Forum” where the EMC II brand popped up on a few slides describing the outfit's core storage business. EMC's senior global veep for Global SE confirmed the change to us today and said EMC II is pronounced “EMC aye aye”.

Here's an example of EMC II in use, in the context of a slide analysing storage revenue, by segment.

EMC 2012 new segments

No-one ever pronounces “EMC2” as “EMC squared” when referring to EMC. We hear “Evil Machine Company” more often. And not just from competitors. We're therefore unsure just who will call EMC II “EMC aye aye”, other than on talk like a pirate day.

Also notable is that RSA now fits in as a slab of EMC II revenue, rather than having the status of a discrete business as was previously the case. The fact RSA's domain now resolves to www.emc.com/domains/rsa/index.htm shows it has been forced to walk the the plank.

The outfit's new penchant for talking up big data as a critical part of its effort to collect and analyse signs of security threats is also telling, as big data is a very EMC II theme.

Last year those efforts would probably have been called “a global security intelligence network” or similar. If only that kind of language could be refreshed too. ®

Beginner's guide to SSL certificates

More from The Register

next story
Docker's app containers are coming to Windows Server, says Microsoft
MS chases app deployment speeds already enjoyed by Linux devs
'Hmm, why CAN'T I run a water pipe through that rack of media servers?'
Leaving Las Vegas for Armenia kludging and Dubai dune bashing
'Urika': Cray unveils new 1,500-core big data crunching monster
6TB of DRAM, 38TB of SSD flash and 120TB of disk storage
Facebook slurps 'paste sites' for STOLEN passwords, sprinkles on hash and salt
Zuck's ad empire DOESN'T see details in plain text. Phew!
SDI wars: WTF is software defined infrastructure?
This time we play for ALL the marbles
Windows 10: Forget Cloudobile, put Security and Privacy First
But - dammit - It would be insane to say 'don't collect, because NSA'
Oracle hires former SAP exec for cloudy push
'We know Larry said cloud was gibberish, and insane, and idiotic, but...'
Symantec backs out of Backup Exec: Plans to can appliance in Jan
Will still provide support to existing customers
prev story

Whitepapers

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.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.