Are you familiar with Gordon Summer? You probably are, just not under that name. To most of us, he’s Sting. Now storage vendor Data Robotics is taking a similar approach to its moniker since achieving rock-star popularity. The company is officially changing its name to Drobo, making both the company and the product one singular, eponymous brand. We heard a lot about branding during the recent Sage Summit 2011, so what can we expect now that Data Robotics is Drobo? Read on and find out …
In Drobo’s official release, the company said Drobo is now more recognized than the name Data Robotics, which is the reason for the name change. For Drobo, it’s not just about SEO — the change reflects customer and reseller feedback. Since one good change deserves another, the company also announced its move to bigger and better corporate headquarters in San Jose, Calif. (space which, interestingly enough, was once occupied by F5 Networks).
We’ve covered Drobo’s ongoing expansion of storage products targeting the SMB and pro-sumer group including the Drobo Pro FS and the Drobo S. For a company that started up in 2004, it has moved from relative obscurity to being a formidable presence on the storage scene, largely because of its response to customer feedback. Most notably, the Drobo B1200i reflects Drobo’s commitment to providing what customers want, featuring a 12-bay iSCSI SAN for virtual server deployments and feeding a very professional level of storage needs.
But here’s a bigger picture for the channel and channel partners: Much like Sage is looking to connect its software offerings with its brand to propel new sales and establish an interconnected ecosystem of products, Drobo wants to do the very same. Drobo’s product line is comparatively smaller, so shifting branding woes is likely to be non-existent. But in the long run, changing the name to Drobo is a smart move, and it’s certainly a catchier name than Data Robotics. We’ll keep tabs on Drobo as it continues to grow, especially since storage is one of the fastest growing segments in the IT world.
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