Iomega Lives on in LenovoEMC Small Business Rebrand

By Pedro Hernandez | Posted June 11, 2013

It's hard to say good-bye to an enduring brand with a 33-year history. To prevent Iomega's fans and loyal customers from having to do just that, LenovoEMC is revamping its product slate.

Iomega = Consumer and SOHO

EMC's joint venture with Lenovo meant the end of Iomega as a company. However as a brand, it will live on in LenovoEMC's consumer offerings, the company announced today. For IT buyers, the company's rebranding efforts will help them draw clearer distinctions between the company's consumer/SOHO storage products and the equipment aimed at small and midsized business (SMB) environments.

Iomega's networked desktop backup and NAS models will now carry different labels. For instance, the single drive Iomega EZ Media and Backup Center is now branded the Lenovo Iomega EZ Media and Backup Center. Similarly, the dual-drive ix2-300d and quad-drive ix4-300d lose the Iomega StorCenter badges. The ix2-300d is now a Lenovo Iomega product while the ix4-300d now sports the Lenovo EMC logo.

Also gaining Lenovo EMC badges are Iomega's StorCenter px series of network storage systems that scale up to 48 terabytes of capacity. This includes the px2-300d, px4-300d and px6-300d desktop models along with the px4-300r, px12-400r and px12-450r rackmount storage arrays.

According to Roy Guillen, vice president for the enterprise product group at Lenovo, the move reflects LenovoEMC's upmarket ambitions while commemorating Iomega's rich history in IT. "The LenovoEMC joint venture is based upon the success of the Iomega network storage solutions business and our plan at Lenovo to develop a unified storage platform within Lenovo’s enterprise product group," he said in a statement.

"With the transition from the highly successful standalone Iomega brand to the power of the combined Lenovo and EMC brands, our Lenovo network storage solutions from the LenovoEMC joint venture will continue to evolve in features and capabilities as world class network storage that complements server products from the Lenovo enterprise product group," added Guillen.

LenovoEMC isn't just slapping new labels on Iomega's products. In keeping with the company software focus of late, it also announced a new perk for buyers of select systems. In April, LenovoEMC made its first software-only announcement, the LifeLine 4.0 reveal.

Data backup specialist Acronis teamed with LenovoEMC to provide its True Image 2013 Lite PC software on Lenovo EMC px series systems. True Image 2013 Lite PC provides backup and restore services for Windows PCs. Lenovo EMC px buyers get three licenses per product (one license in some territories) and discounts on additional licenses and upgrades.

The Lenovo EMC px and True Image 2013 Lite PC bundle is available now.

Pedro Hernandez is a contributing editor at Small Business Computing and InternetNews.com. Follow him on Twitter @ecoINSITE.

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