HOToff the presses: EMC has done it again, they've purchased yet another company.

This time it's Iomega. Remember zip drives? 

There's at least one credible journalist who doesn't get Tucci's purchase, but I wonder if he's been following Chuck Hollis' blog. Chuck announced that EMC was entering the small business and personal storage space ; Iomega has some brand recognition there. The other reason not be surprised is that Iomega rejected previous EMC bids.

But Iomega isn't the only company that Tucci bought this month (and April isn't even half over), he also bought Conchango, which the press calls a a Brit Microsoft shop. EMC says that the Conchango purchase is about "significantly expanding our global capabilities to design, build and deliver tightly integrated solutions for our customers' most critical business applications."

  Is that the only reason? Chuck Hollis has said that EMC is interested in the expanding digital universe. And Conchango has a large interactive team whose "current projects span the digital content value chain from: creation of new digital advertising driven media businesses to projects that span the implementation of new multi-faceted search solutions to the introduction of cross-channel content management systems."

I suspect that storage of the entire digital content value chain is going to require a cloud and EMC has done some shopping in that space too; in fact, they've created a  Cloud Infrastructure and Services Division. It is headed by  Former Microsoft Platforms Chief Paul Maritz whom EMC acquired with its purchase of Pi in February. Maritz's division also includes Mozy which Tucci purchased last fall.

Now, of course, all of this fits together. My challenge will be to see how EMC Software figures in the mix.

Finally, I know my regular readers will want to know why I'm even writing about this storage stuff. And, of course, I have an answer...but you'll have to wait for it.