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Sonnet Technologies

Sonnet Technologies Inc. is a leading provider of storage systems, Thunderbolt™ technology PCIe® expansion products, interface cards, and media readers for professional users in the audio, video, and broadcast industries. Sonnet's Thunderbolt expansion products enable the use of pro audio I/O and DSP cards, pro video capture and transcoding cards, interface cards, and other high-performance PCIe cards with mini, portable, and all-in-one computers. The company's product line features a range of high-performance, cost-effective, and reliable portable, desktop, and rackmount RAID storage solutions. For more than 25 years Sonnet has pioneered and brought to market numerous innovative and award-winning products that enhance the performance and connectivity of Mac®, Windows®, and other industry-standard computers. More information is available at www.sonnettech.com.

see also:- Sonnet Technologies - editor mentions on StorageSearch.com

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In the summer of 1998, I decided to launch a new web directory, which became StorageSearch.com.

While pondering these ideas, I read a book called "Creating Killer Web Sites". This book didn't aim to cover direct marketing, and how to get new readers, however it was EXCELLENT at analysing how you could use visual ideas in your site. It also introduced the concept of visual metaphors.

I had seen some of these ideas:- using animals to promote services, some years before in a book called "Services Marketing" by Christopher H. Lovelock which I found useful some years earlier...
How did Mice become the face of StorageSearch.com?

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11 Key Symmetries in SSD design
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Sonnet launches "Fusion PCIe Flash Drive"

and some notes re the Fusion brand in storage
Editor:- April 13, 2015 - Last week I raised the subject of the possible confusion which I thought could arise from a company called Sonnet Technologies having chosen the name Fusion for a new PCIe connected SSD.

In pursuance of that story I received some useful clarifications about this SSD branding issue which I'm publishing as a correction / elucidation story below.

My original post began like this...

Sonnet launches "Fusion PCIe Flash Drive"

Editor:- April 7, 2015 - In a move which I think will lead to inevitable confusion - Sonnet Technologies has today launched a new consumer storage module called the "Fusion PCIe Flash Drive."

"The Fusion PCIe Flash Drive leverages the latest advancements in PCIe SSD design and Thunderbolt 2 technology, enabling Sonnet to offer a storage device that fits neatly in the palm of your hand yet delivers the blazing-fast performance of a multi-drive RAID storage system many times its size," said Robert Farnsworth, Sonnet Technologies CEO. "We think this will become an indispensable accessory for the creative professional."

Editor's comments:- Inside the box - is an M.2 SSD. If it had anything to do with Fusion-io - the best known brand in the PCIe SSD market - then I think we would have heard about it before.

I often wonder what goes through the minds of product marketers when they name new SSD products. Many of the clever words have already gone as you can see in my SSD brand name archives.

Later corrections and clarifications

I contacted Sonnet's CEO - Robert Farnsworth about this name confusion issue.

I said - "Robert is there any connection between your new Fusion PCIe drive and Fusion-io? I would be surprised if there was. Didn't you anticipate confusion when naming this product?"

Robert told me - "Sonnet Technologies has been using the Fusion name for our storage product since before Fusion-io existed as a company. None of Fusion-io products carry the Fusion name because Sonnet owns the trademark."

I got more of the background history about the Fusion storage trademark issue from Greg LaPorte, VP Sales and Marketing - Sonnet Technologies - whose detailed notes make interesting reading.

Greg said - "Sonnet was actually the first to use, and trademark, Fusion' in association with storage back in 2005 and have since used it for all Sonnet storage products. With respect to Fusion-io, yes, Sonnet began using the trademark Fusion' for storage products before Canvas Technologies became FusionMultiSystems in June of 2006 and well before they named their first ioDrive in September 2007. Later they evolved to Fusion-io for a company name but did not name their actual products with Fusion. They tend to use "io" in the majority of their product names."

Greg's email also included this related story.

"When Apple came out with the Fusion Drive, we brought this to their attention; Was Apple infringing on a Sonnet trademark? Their answer was that Fusion is so commonly used for product names, they felt it fell into the non-trademarkable category. We... dont agree with that assessment but we have a good relationship with Apple."
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