S3 turns SONICblue

S3 has announced it will begin trading as SONICblue, a move in keeping with its reinvention as an Internet appliance vendor.

From November 15, the company will operate under SBLU on the NASDAQ exchange.

The company has been talking of a name change since August this year following a decision to rework its product strategy away from chips and graphics cards and move into digital media.

S3 recently launched its Rio 600 MP3 player in Australia. In the US, S3 teamed up with Psion to launch the Internet PDA, Diamond Mako and is looking to take on the DSL and home networking markets.

Earlier this year, the company announced it would wind down its graphics board operations after buying Diamond Multimedia in 1999.

However, the company will maintain its leading brands, including Rio, Diamond and FireGL.

"We intend to continue to be a leading supplier of many of the key building blocks of the digitally connected home," company CEO and chairman Ken Potashner said in a statement.

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