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Nirvanix, a San Diego, Calif. company that is competing wth Amazon’s’s S3 by offering a storage delivery service for media applications, has raised $12 million in a funding round, as expected (see earlier coverage; scroll down).

It was led by Mission Ventures and Valhalla Partners with participation from Windward Ventures. Nirvanix will use the funds to expand its so-called Storage Delivery Service (SDS). The company said it has 40 customers. The company raised $2.5 million earlier this year from Windward Ventures and angel investors.

Here’s a good description of how Nirvanix wants to distinguish itself from Amazon’s S3, from Dow Jones (subscription required):

Unlike Amazon, Nirvanix’s service is built for storing digital media files, such as user-generated video. Nirvanix has a built-in file-management system, whereas Amazon’s service is more like a virtual disk, leaving users to add the file management system. Nirvanix also has a much higher limit on file size. The company also has additional features geared toward storing video, [chief executive Patrick] Harr said.

The company said its service will be generally available by the end of the month.

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