Feeds

EMC2 is now EMC II, too

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

3 Big data security analytics techniques

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. ®

SANS - Survey on application security programs

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Kingston DataTraveler MicroDuo: Turn your phone into a 72GB beast
USB-usiness in the front, micro-USB party in the back
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
BOFH: Oh DO tell us what you think. *CLICK*
$%%&amp Oh dear, we've been cut *CLICK* Well hello *CLICK* You're breaking up...
Bored with trading oil and gold? Why not flog some CLOUD servers?
Chicago Mercantile Exchange plans cloud spot exchange
Just what could be inside Dropbox's new 'Home For Life'?
Biz apps, messaging, photos, email, more storage – sorry, did you think there would be cake?
IT bods: How long does it take YOU to train up on new tech?
I'll leave my arrays to do the hard work, if you don't mind
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.