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Edition: U.S. Article Comments (0) Slideshow Follow Reuters Facebook Twitter RSS YouTube Read Japan to stop pumping radioactive water into sea | 11:29am EDT Scientists find superbugs in Delhi drinking water 07 Apr 2011 New York law now makes choking a crime, results in 2,000 arrests 07 Apr 2011 China concerned at Japan's prolonged nuclear crisis 8:44am EDT Facebook now wants a say in computer hardware 4:47am EDT Discussed 119 U.S. to reach debt limit by May 16: Geithner 81 Stumbling blocks remain in budget fight 76 US Republican budget plan would cut $5.8 trln in 10 yrs Watched NATO air strike hits Libyan rebels Thu, Apr 7 2011 7.4 magnitude quake strikes Japan Thu, Apr 7 2011 High fashion for compassion Thu, Apr 7 2011 small business Is social media the elephant in the room? GoDaddy founder Bob Parsons caused a stir when he posted a video of him killing an elephant on Twitter. It's the latest example of the inherent dangers of social media and small businesses should take heed to avoid pulling a "Parsons." Full Article Managing elephant-sized social media blunders The do's and don'ts of securing a domain name 5 signs you need a marketing makeover Wozniak-backed startup challenges storage giants Tweet Share this By Georgina Prodhan BRIGHTON, England (Reuters) - U.S. startup Fusion-io, backed by computing pioneers Steve Wozniak and Michael Dell, says it can outwit computer-storage incumbents like EMC which have too much invested in old technology. Fusion-io... Email Print Related News Samsung profit tumbles to near 2-year low, chips to fuel rebound Thu, Apr 7 2011 Judge overturns $625 million Apple patent award Wed, Apr 6 2011 Analysis: Data breach shows new "spear-phishing" risk Tue, Apr 5 2011 Nasdaq index rebalancing slashes Apple's influence Tue, Apr 5 2011 Quattrone strikes again with Nat Semi deal Mon, Apr 4 2011 Analysis & Opinion The SEC comes round to private markets A warrior for transparency Related Topics Technology » Small Business » Media » Steve Jobs » Stocks 1 / 3 Steve Wozniak, the co-founder of Apple Inc., speaks on ''Innovation and Creativity in the 21st Century'' at a seminar in Singapore March 8, 2011. Credit: Reuters/Tim Chong By Georgina Prodhan BRIGHTON, England | Fri Apr 8, 2011 10:43am EDT BRIGHTON, England (Reuters) - U.S. startup Fusion-io, backed by computing pioneers Steve Wozniak and Michael Dell, says it can outwit computer-storage incumbents like EMC which have too much invested in old technology. Fusion-io, which has filed for a U.S. initial public offering, believes its fresh approach to speeding up data retrieval coupled with a first-mover advantage mean it can win deals over rivals concerned with bigger things. "Established companies go after known markets. We created a new market, and that market is for storage that runs at the speed of memory," David Flynn, Fusion-io's chief executive, told Reuters in an interview. Fusion-io says its technology speeds up data processing by a factor of 10 by putting a solid-state flash memory drive directly into the computer server rather than in the traditional storage area, which is further away and takes longer to reach. "It was a counterculture in disk storage," said Wozniak, who created the Apple I and Apple II computers that helped revolutionize personal computing in the 1970s, and was hired by Fusion-io as its chief scientist in 2009. Wozniak told Reuters his work at Fusion-io involved "not a lot" but said he believed in the way the company fused hardware and software, much as he had done personally with the first Apple computers. Fusion-io has already raised more than $100 million from investors including Dell's CEO and founder Michael Dell, Korean electronics group Samsung and venture capital firm Accel. It wants to raise up to $150 million in an IPO on the New York Stock Exchange. Fusion-io has been early to turn its attention to input/output, or I/O -- the transfer of information between a computer's central processing unit and its main memory. Until recently, most efforts to make computing more efficient have been concentrated on increasing processing power or memory in isolation. "It's what is the limiting factor today, with how much data can convert into knowledge. It is the bottleneck," said Flynn. Steve Duplessie, senior analyst at IT research firm Enterprise Strategy Group, said Fusion-io's short-term prospects were good but he had reservations about the longer term. "I think they have been very innovative and original in their approach to make a single server go fast," he said. "The negative is that the world of single servers is going to end -- the point of infrastructure is to share everything you have with everything else." "A version of their acceleration technology that can be leveraged/shared between many physical servers (hosting even more virtual servers) is what will win, and I've seen nothing on the Fusion road map to tell me they are working on that." 1 2 Next Technology Small Business Media Steve Jobs Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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