LSI Logic Unwraps New SCSI Kits, Pushes Branding To Channel

The four new kits, which include either an Ultra320 SCSI controller or an Ultra320 SCSI RAID adapter combined with a Tripp Lite five-drive cable, mark the first time the company is using new packaging consistent with the branding initiative it started earlier this year, said Kerry Reid, senior director of worldwide channel sales.

Since March, LSI Logic, Milipitas, Calif., has been pushing for brand recognition in the channel and offering such programs as market development funds for distributors, Reid said.

Within the past two months, the company introduced an advanced replacement program under which replacements for defective units can be sent overnight to solution providers.

The packaging of the new SCSI kits reflects the move to brand LSI Logic for the channel, Reid said.

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"We are tying different companies together with packaging consistent across our product offering," he said. "We are starting with the new kits.

LSI Logic today reflects product and channel strategies that came from a string of four acquisitions between 1998 and 2002, Reid said. The company has a large share of the Ultra320 SCSI market, but until recently played mainly in the OEM space, he said.