News
Sony Launches New AIT Turbo Range Across Europe
17 February 2005 - This week, Sony Electronics launches its new enhanced Advanced Intelligent Tape TM (AIT) Turbo solutions as a ‘compelling’ alternative to the standard Digital Data Storage (DDS) technologies which are currently the market leaders for PC Server backups.
AIT Turbo is the latest in Sony’s tape storage solutions and is designed to out-perform all existing market solutions by offering significantly increased capacity and performance coupled with clear product roadmaps to safeguard the investment.
Sony has appointed Gyro Group, the integrated brand communications agency, to undertake the launch. Initially, Gyro launched AIT Turbo to the European reseller community with an integrated campaign including direct mail, trade press and online media. Now, Gyro’s brief is to target PC users in the UK, France, Germany, Netherlands and Sweden. The campaign will include an extensive trade advertising programme supported by hard and soft fulfilment elements.
Mark Lufkin, General Manager Storage Sales & Marketing, Sony Europe, ‘With more than nine million drives installed worldwide, DDS technology, which was jointly developed by Sony, has experienced tremendous success. However, DDS has now reached its viable performance limits and there is a need for updated, enhanced technologies to meet the backup requirements of today’s PC servers. AIT provides this enhanced alternative.’