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Hitachi adopts new scheme for terabyte drives

Posted: 24 Jan 2007 ?? ?Print Version ?Bookmark and Share

Keywords:Hitachi? 1terabyte products? HDD? perpendicular magnetic recording? PMR?

Changing market landscapes and consumer dynamics push companies to espouse new strategies to further gain inroads into the market. Traditionally, HDD vendors first deliver their products to OEMs. However, today's plot calls for a shift in strategy as companies set to deliver their products to consumers first. This is the case for the terabyte products of Hitachi Global Storage Technologies (Hitachi GST).

"We'll sell our products and technologies into the consumer base first," said Dirk Thomas, VP of Hitachi GST and president, Greater China, in an interview with EE Times-Asia. "We see the market growing in key areas and the retail strategy will be more important so I guess this will be a shift for consumer electronics in terms of market strategy."

Hitachi GST will target first the retail channel and then the OEMs for its terabyte products.

Embracing this direction, Hitachi will launch its 3.5inch Deskstar 7K1000 drives to major retail outlets in the United States, Japan and Europe in the first quarter and then to major OEMs in the second quarter. The Deskstar 7K1000 is for gaming and high-performance PCs, external storage devices and upgrade applications. On the other hand, Hitachi's Cinemastar 7K1000 product is specifically targeted for digital video recording (DVR) applications and will be available in the second quarter to major OEMs.

At present, the terabyte products comprises 10 percent of Hitachi's total HDD production given the highly specific usage for the product, said Thomas. Meanwhile, Hitachi is eyeing China and Korea as potential distribution channels anticipating the growing STB demand in the countries.

Looking into the future, Thomas cited the possibility of shipping 3Tbyte products in the same package they are shipping today. "I think there will be a growing need for more content providers, with the development of the gaming sector as well as STBs," he added.

Continued Thomas, "Thus, we provided a product menu that delivers technology across a broad spectrum of products based on different user needs. And as we start getting into the consumer [segment], the number of product features and how we market them is getting broader. The challenge for the industry is to improve its supply chain of development cycle so we can give them a broader set of products and features. And capacity point is one aspect of that."

"Our first priority is to bring products to the market place with technology that meets the needs and expectations of customers," concluded Thomas.

- Anna Valmero
Electronic Engineering Times-Asia

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