Thursday, July 18th 2019

Toshiba Memory to Rebrand as "Kioxia" in October

Toshiba Memory Holdings Corporation announced today that it will officially change its name to Kioxia Holdings Corporation on October 1, 2019. The name Kioxia (kee-ox-ee-uh) will be adopted for the names of all Toshiba Memory companies, largely effective on the same date.

Kioxia is a combination of the Japanese word kioku meaning "memory" and the Greek word axia meaning "value." Merging "memory" with "value," 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.
"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 Stacy J. Smith, executive chairman of Toshiba Memory Holdings Corporation. "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."

Toshiba Memory Corporation has driven the technological evolution of flash memory from its invention of NAND flash memory in 1987 through its introduction of the latest 3D flash memory, BiCS FLASH. As society creates increasing amounts of active data through new technologies such as 5G, IoT and cloud computing, more memory and storage is needed than ever before. As an industry pioneer and continued global leader in flash memory and solid-state drives, we are well positioned to enable our digital society to launch into a new era of memory.

Kioxia's Mission
Uplifting the world with "memory" -
By evolving "memory," we create uplifting experiences and change the world.

Kioxia's Vision
With progressive memory technology at the core, we offer products, services and systems that create choice and define the future.
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23 Comments on Toshiba Memory to Rebrand as "Kioxia" in October

#1
W1zzard
wtf why? toshiba is a perfectly good brand name
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#2
dj-electric
Yeah what the hell... Toshiba is a well known and respectable brand
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#3
btarunr
Editor & Senior Moderator
"After we successfully completed Toshiba Memory Corporation’s separation from Toshiba Corporation in April 2017, we dedicated our efforts to developing and selling memory and solid-state drives (SSD). In June 2018, we launched as a fully independent company."
Looks like after Toshiba spun off Toshiba Memory in 2017 and its stake reduced to minority as of now, Toshiba Corp wants Toshiba Memory to stop using the main Toshiba trademark.
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#4
lynx29
@W1zzard I thought toshiba went bankrupt? something to do with nuclear power plants and losing funding... or maybe I am thinking of westinghouse or western digital, bleh I can't keep up anymore

edit: https://www.theguardian.com/environment/2018/nov/08/toshiba-uk-nuclear-power-plant-project-nu-gen-cumbria toshiba is having some issues, but not bankrupt yet. that article doesn't explain it well, but I remember reading somewhere toshiba was struggling.
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#5
Vayra86
Kioxia...

In what language does that come out well, then?

wtf

btarunr, post: 4082958, member: 43587"
Looks like after Toshiba spun off Toshiba Memory in 2017 and its stake reduced to minority as of now, Toshiba Corp wants Toshiba Memory to stop using the main Toshiba trademark.
So somebody got up in the morning and thought 'Kioxia'. Yes! :roll:

They could have gone for Tishabo or something... Kioxia. Kioxia. Nope, not working.
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#6
Fatalfury
everybody is gonna have a hardtime telling the name...
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#7
natr0n
Infineon memory became qimonda ...so... wacky names
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#8
Toothless
Tech, Games, and TPU!
Is it Kee-ah-zox-ee-ah or Kee-oh-zee-aa?
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#9
Khonjel
Sounds kinda chinese. Kee-o-shee-a.
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#10
btarunr
Editor & Senior Moderator
Toothless, post: 4082981, member: 148599"
Is it Kee-ah-zox-ee-ah or Kee-oh-zee-aa?
Toshiba specified the correct pronunciation: kee-ox-ee-uh, that said, Toshiba chose a slightly different pronunciation for Chinese: 铠侠, which reads "kǎixiá ," the way you imagine it.
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#11
demian_vi
perfectly good name, . brands change their name all the time, it's not strange that a spinned off company changes its name
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#12
Vayra86
I have now learned that the name is a combination of 'memory' (Kioku, Japanese) and 'value' (Axia, Greek).

Still sounds bad though
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#13
DeathtoGnomes
Sounds like a anime character. I've heard it before ! :rolleyes:
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#14
Totally
W1zzard, post: 4082955, member: 1"
wtf why? toshiba is a perfectly good brand name
Not if they're preparing to sell off that arm of the business.
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#15
micropage7
too bad i prefer Toshiba
they should split XIA to label or something without deleting Toshiba name
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#17
bonehead123
And guess what...

this "next step in the company's evolution" is just a smoke screen for cutting production, which will jack up memory prices, which will cover the cost of the move and pay out all of the golden parachute seperation/retirement packages to the execs get that left behind in this process.......
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#18
Sir Alex Ice
Nobody will buy the products under the new brand, it's not going to be recognized.
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#19
theonek
it is interesting that how their hdd drives will be named....
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#20
lemonadesoda
Koxia sounds like a disease a hooker would get, or some manga Character with long hair from another planet. I think toshiba head office is getting ready to sell off its remaining shares in toshiba memory in order to raise cash because it is in financial difficulty. Shame, toshiba is a good brand, sad to see it in trouble. Hitachi did something similar last year... sold off its tool business, rebranding it hokikoki or some other stupid name. Seems like the japs are struggling in coming up with good brand names...
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#21
Khonjel
bonehead123, post: 4083129, member: 139670"
And guess what...

this "next step in the company's evolution" is just a smoke screen for cutting production, which will jack up memory prices, which will cover the cost of the move and pay out all of the golden parachute seperation/retirement packages to the execs get that left behind in this process.......
Lol. Any discussion about Japanese executives and I remember this video:


I'm not particularly fond of the guy (or any rich person tbh) but the video narrator is right, it's chump change compared to Toshiba's $1.2B scandal.
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#22
R-T-B
W1zzard, post: 4082955, member: 1"
wtf why? toshiba is a perfectly good brand name
I could not agree more. This is going to hurt more than help them.

lemonadesoda, post: 4083422, member: 29805"
Koxia sounds like a disease a hooker would get, or some manga Character with long hair from another planet.
To be fair Toshiba sounds like a name for a certain Japanese dog.

But at least people know it.

Sir Alex Ice, post: 4083135, member: 73456"
Nobody will buy the products under the new brand, it's not going to be recognized.
Consumers don't buy memory chips directly. I am sure those CEOs that do will still know whos who. But I doubt this move will do anything GOOD either.

demian_vi, post: 4083032, member: 187967"
perfectly good name, . brands change their name all the time, it's not strange that a spinned off company changes its name
A spinoff would certainly explain this. Might make more sense if that is the case...
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#23
ssdpro
Makes no sense. Only way this works is if they change the company name to Kioxia and keep the Toshiba brand. Similar to Alphabet and Google. Imagine if Apple suddenly said they were changing their name to Feixasi and the new name is so bad they have to offer a class on pronunciation - "f-eye-zah-she"
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