In January 2003, EMC was preparing to launch the new DMX series of Symmetrix storage subsystems. EMC was the world's leading supplier of external storage and storage software, and the existing Symmetrix line generated $2.1 billion in sales in 2002. Chief Executive Officer Joe Tucci and his management team hoped that the DMX series would help the company regain lost share in the high-end tier of the external storage market. Students must evaluate EMC's strategy and make specific positioning and pricing recommendations.