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Will Memory Quit Spinning? | Cypress Semiconductor

Will Memory Quit Spinning?

One of the great benefits for a marketing guy of being in San Jose is the trade conferences.  What can be better than finding most of the decision makers from all the key players in a target industry gathered together in the same week and same location... and that location is just down the road from the office.  With some committed, though painful, scheduling work, one can get a rapid fire feedback on applicability of a new product and a handful of new product ideas in just a few days.  It can be a miserable (wrong product) or wonderful (that-might-work product) experience, but either way, it is always worth it.

This week was the Flash Memory Summit.  Between my hunts for technology experts, I sat in on several of the free presentations. (Marketing guys get the Exhibit only badges so we don't have to write a trip report on all the closed door presentations we can't attend)  A cleverly titled one by Smart Modular's John Scaramuzzo called "When the Enterprise Stops Spinning" was a fun listen.  John pushed the point that Flash memory performance has become superior enough to hard disk drives that he could vision a world where enterprise users would move heavily to solid state solutions and away from the hum of spinning hard drives.  Sandisk's Eli Harari was the next speaker; it was his end-of-career lecture to the Flash crowd.  He is retiring after two decades of leading the Sandisk charge of putting NAND Flash in everything from my thumb drive to portable music player to digital camera to cell phone.  All that movement in just 2 decades.  It was quite a Memory Lane presentation.

I spend most my days (and trips) convincing customers to keep using the parts we are shipping, to start using the parts we are sampling, and to tell us what is wrong and right with the parts we are planning.  My vision is 3 years out (next process node), or 5 years at best.  It is fun to think 'big picture' from time to time.  Will memory ever completely quit spinning?  The pundits say no.  It will be a hybrid world where solutions and applications will rule.  Where the best memory (pricepoint & function) will enable the best product (pricepoint & solution).  I agree with that.  Decades are made out of years;  years are made out of months; and months are made out of days.  At Cypress, every day we make pricepoint & function decisions, and all those days eventually become years and decades.  So while new surprise applications will amaze us all, best pricepoint & function memories are always selected.

Until next trip.

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