I have not been able to get the ASR to accept/use the new IOS. Not sure what is wrong. Please review and advise.

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ASR1002x#dir
Directory of bootflash:/

   11  drwx       16384  Jun 27 2014 04:33:23 +00:00  lost+found
32769  drwx        4096  Jul 22 2014 11:27:38 +00:00  .prst_sync
   12  -rw-   393060852  Jun 27 2014 04:35:01 +00:00  asr1002x-universal.03.08.00.S.153-1.S.SPA.bin
114689  drwx        4096  Jun 27 2014 04:34:48 +00:00  .installer
688129  drwx        4096  Jun 27 2014 04:45:46 +00:00  core
704513  drwx        4096  Jun 27 2014 04:46:06 +00:00  .rollback_timer
802817  drwx       16384  Jul 22 2014 11:28:15 +00:00  tracelogs
   14  -rw-   411494592  Jul 22 2014 08:30:17 +00:00  asr1002x-universalk9.03.12.01.S.154-2.S1-std.SPA.bin
   13  -rw-     3832112  Jul 22 2014 08:55:24 +00:00  asr1000-rommon.154-2r.S.pkg

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ASR1002x#sh ver
Cisco IOS Software, IOS-XE Software (X86_64_LINUX_IOSD-UNIVERSAL-M), Version 15.3(1)S, RELEASE SOFTWARE (fc4)
Technical Support: http://www.cisco.com/techsupport
Copyright (c) 1986-2012 by Cisco Systems, Inc.
Compiled Tue 27-Nov-12 11:17 by mcpre

IOS XE Version: 03.08.00.S

Cisco IOS-XE software, Copyright (c) 2005-2012 by cisco Systems, Inc.
All rights reserved.  Certain components of Cisco IOS-XE software are
licensed under the GNU General Public License ("GPL") Version 2.0.  The
software code licensed under GPL Version 2.0 is free software that comes
with ABSOLUTELY NO WARRANTY.  You can redistribute and/or modify such
GPL code under the terms of GPL Version 2.0.  For more details, see the
documentation or "License Notice" file accompanying the IOS-XE software,
or the applicable URL provided on the flyer accompanying the IOS-XE
software.

ROM: IOS-XE ROMMON

MMC-ASR1002x uptime is 2 minutes
Uptime for this control processor is 4 minutes
System returned to ROM by reload
System image file is "bootflash:/asr1002x-universal.03.08.00.S.153-1.S.SPA.bin"
Last reload reason: Reload Command

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ASR1002x#sh bootvar
BOOT variable = asr1002x-universalk9.03.12.01.S.154-2.S1-std.SPA.bin,1;
CONFIG_FILE variable does not exist
BOOTLDR variable does not exist
Configuration register is 0x2102

Standby not ready to show bootvar

boot-start-marker
boot bootstrap tftp asr1000-rommon.154-2r.S.pkg 255.255.255.255
boot system flash asr1002x-universalk9.03.12.01.S.154-2.S1-std.SPA.bin
boot-end-marker

ASR1002-X platform with 4194304 Kbytes of main memory

boot: unsupported boot device "asr1002x-universalk9.03.12.01.S.154-2.S1-std.SPA.bin"
autoboot: boot failed, restarting...

Initializing Hardware ...

System integrity status: 00000610

System Bootstrap, Version 15.4(2r)S, RELEASE SOFTWARE (fc1)
Copyright (c) 1994-2014 by cisco Systems, Inc.

Current image running: Boot ROM1
Last reset cause: LocalSoft

SPI Flash 4KB Descriptor Area Checksum = 0x6f5a0db2
ASR1002-X platform with 4194304 Kbytes of main memory

no valid BOOT image found
Final autoboot attempt from default boot device...