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EMC Makes Startup Drop Name

ClariStor renames itself ONStor after EMC threatens to sue over similarity to 'Clariion'

SAN filer startup ClariStor has had to pick a new name for a second time -- it's now called ONStor Inc. -- after EMC Corp. (NYSE: EMC) threatened to sue because of the similarity of "ClariStor" to "Clariion" (see ClariStor Renamed ONStor).

Ironically, in November 2002 the company changed its name from Agile Storage to ClariStor to avoid a potential trademark dispute with Agile Software Corp. Criminy, somebody get this startup into the witness protection program! (See Agile Plods Ahead and Agile Storage Becomes ClariStor.)

Shortly after ClariStor's first name change, EMC sent a cease-and-desist letter to the startup requesting it change its name because of the potential confusion with Clariion, which is EMC's midrange storage brand. EMC declined to comment for this article.

Now freshly remonikered, ONStor has also brought on a new president and CEO: Bob Miller, who previously headed Slam Dunk Networks Inc., an Internet message delivery services company. Desmond Young, the company's founder and previous president and CEO, will become chief strategy officer.

Miller says the company had no hesitation in changing its name at EMC's request. "The fact of the matter was, we didn't have a lot of brand equity in that name," Miller says. "And frankly, we're happier with the new name." ONStor, he says, connotes always-on storage. Hey, when life gives you lemons, make lemonade.

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