Japan and Greece collide as Toshiba's storage biz spinoff reborn as Kioxia

Kioku (memory) + axia (value) = $$$

Logowatch Toshiba Memory Corporation has emerged, reborn, from the depths of the strategy boutique, as Kioxia.

It has obviously received a very special treatment from brand consultants. Let us help you wrap your brain around this fantastic reimagining.

The company has its origins in Japan, spun off from big daddy Toshiba in 2018. Toshiba's history stretches back to 1875. Among other things, the company was responsible for the invention of flash memory. It introduced the first laptop in 1985, and the first DVD player in 1996.

"Kioku" means "memory" in Japanese.

So take "kioku" then throw it at the land of democracy, metaphysics, togas and gastroenteritis – Greece. Smush it into "axia", which means value, and you get Kioxia. Memory value.

We'll let the brand consultants take it from here:

Kioxia represents the company's mission to uplift the world with "memory," which forms the foundation of the company's vision. Kioxia will cultivate the new era of memory, defined by rapidly increasing demands for large-capacity, high-performance storage and data processing, which positions the company to grow sustainably as a leading flash memory producer for many years to come.

Inspiring. It's a timely palingenesis too, since Toshiba Memory has become more like a painful memory for its erstwhile parent.

If you recall, Toshiba had to flog off most of its share in its NAND foundry joint-venture with Western Digital to a Bain Capital-led consortium for $18bn in June last year after an ill-fated dabble in nuclear power. Westinghouse Electric, acquired by Toshiba in 2006, went bust in 2017, causing catastrophic losses for the company as a whole.

But Western Digital had something to say about the sale. Quite a bit, in fact. The US storage leviathan was locked into a joint venture with TMC by way of subsidiary SanDisk, building chip fabs for SSDs that both would use. In a bid to ensure these agreements were honoured, WD also made heavy overtures towards Toshiba's troubled division.

For much of 2017 and 2018, these hallowed pages were swamped with stories about the to-ing and fro-ing, umming and erring. It's called a "saga" in local newspaper speak. We definitely didn't get bored of it. The joint venture with WD survived the process – just – and Toshiba retained a 40 per cent share of the company.

But with a natty name change and dip in the Lethe, that's all water under the bridge now.

"I am delighted to take the next step in our company's evolution as we continue to enhance our position at the forefront of the memory industry," said exec chairman and former Intel veteran Stacy J Smith. "Using 'memory' as our starting point, Kioxia will collaborate with people to meet the various needs of everyday life, making the world more interesting and providing long-lasting value to society."

Aside from selling flash chips to the likes of Apple, Dell, Kingston and Seagate – members of the Bain consortium since bought out by TMC – the production lines roll on.

Sadly, a logo has not yet been unveiled, but we look forward to it being stamped all over new wares – as soon as this oversupply nonsense has smoothed out. ®

Other stories you might like

  • DuckDuckGo tries to explain why its browsers won't block some Microsoft web trackers
    Meanwhile, Tails 5.0 users told to stop what they're doing over Firefox flaw

    DuckDuckGo promises privacy to users of its Android, iOS browsers, and macOS browsers – yet it allows certain data to flow from third-party websites to Microsoft-owned services.

    Security researcher Zach Edwards recently conducted an audit of DuckDuckGo's mobile browsers and found that, contrary to expectations, they do not block Meta's Workplace domain, for example, from sending information to Microsoft's Bing and LinkedIn domains.

    Specifically, DuckDuckGo's software didn't stop Microsoft's trackers on the Workplace page from blabbing information about the user to Bing and LinkedIn for tailored advertising purposes. Other trackers, such as Google's, are blocked.

    Continue reading
  • Despite 'key' partnership with AWS, Meta taps up Microsoft Azure for AI work
    Someone got Zuck'd

    Meta’s AI business unit set up shop in Microsoft Azure this week and announced a strategic partnership it says will advance PyTorch development on the public cloud.

    The deal [PDF] will see Mark Zuckerberg’s umbrella company deploy machine-learning workloads on thousands of Nvidia GPUs running in Azure. While a win for Microsoft, the partnership calls in to question just how strong Meta’s commitment to Amazon Web Services (AWS) really is.

    Back in those long-gone days of December, Meta named AWS as its “key long-term strategic cloud provider." As part of that, Meta promised that if it bought any companies that used AWS, it would continue to support their use of Amazon's cloud, rather than force them off into its own private datacenters. The pact also included a vow to expand Meta’s consumption of Amazon’s cloud-based compute, storage, database, and security services.

    Continue reading
  • Atos pushes out HPC cloud services based on Nimbix tech
    Moore's Law got you down? Throw everything at the problem! Quantum, AI, cloud...

    IT services biz Atos has introduced a suite of cloud-based high-performance computing (HPC) services, based around technology gained from its purchase of cloud provider Nimbix last year.

    The Nimbix Supercomputing Suite is described by Atos as a set of flexible and secure HPC solutions available as a service. It includes access to HPC, AI, and quantum computing resources, according to the services company.

    In addition to the existing Nimbix HPC products, the updated portfolio includes a new federated supercomputing-as-a-service platform and a dedicated bare-metal service based on Atos BullSequana supercomputer hardware.

    Continue reading

Biting the hand that feeds IT © 1998–2022