Expanding Storage in the New World of Consumer Electronics

Expanding Storage in the New World of Consumer Electronics

Patrick O’MalleySVP, Consumer Electronics

Seagate Technology

Storage Remains Expansive and Ubiquitous

Based on a global population of over 6B people, almost

800MB of information is produced per person each year

The typical American consumer will generate

100GB of information during their lifetime

Over 100 million hours of original programming of broadcast and television each year –

That’s 75PB’s

Email generates

400PB’s of data each year

In 2002, 5 Exabytes of data were recorded magnetically, yet that was

only ¼ of the electronic information flows in the same yearSource: UC Berkeley Study 2003

Technology Enables Lifestyle

Removable “flash card” size

storage for music, still and motion video

(phones, camcorders, “personal” PVR’s…

Multimedia in mobile

computing...

Wireless storage of photos, music,

HDTV quality video recording

and archive, gaming…

A Terabyte In Your DenA Terabyte In Your Den

200 GB’s In Your Lap

200 GB’s In Your Lap

10 GB’s In Your Palm

10 GB’s In Your Palm

1-2 Years from Now…1-2 Years from Now…

for less than $200

for less than $150

for less than $100

“I want to take it with me”

Picture is clear that mass storage will pervade many applications Many different Technical and Business Models are evolving/converging

STB with HDDMP3 HDD based devices

The end consumer will have storage in many placesConsumer will want to manage this and take much of it with

them ALL OF THE TIMEConsumer will want options to expand storage needs easily and from multiple devices

As market evolves in HDD Consumer Electronics, expansion and the ability to remove will become a “necessary” option on many devicesUnderstanding applications will be paramount to design engineers

Consumer Storage Categories

Estimated External HDD Market Size

Source: IDC, 2003 adjusted based on Retail Team data

Units/

thousa

nds

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2002 2003 2004 2005 2006

External Market Projections by Interface

Customer SetsUS Cable TV Satellite TV

Game consoles

Retail

Handheld

All market players

PC Crossover

Expected form factors required for Digital CE applications in next 3 years

• PVR/DVR/STB Fat 3.5”, 2.5”, External, Removable• Home audio, video archive Low Cost 3.5, 2.5”, Fat 3.5”, Removable• Gaming Low Cost 3.5”, 2.5”, 1”, Removable• MP3 2.5”, 1.8”, 1”, .85”• Mobile Video Players 2.5”, 1.8”, 1”• Cell Phones .85”, 1”, External• Multi function devices 1.8”, 1”, .85”, Removable & Embedded• Digital Cameras 1”, & .85”, Removable & Embedded• Digital Camcorders 1.8”, 1” Removable & Embedded• Auto Navigation 2.5”, 1.8”, 1”, Removable & Embedded• Auto Entertainment 2.5”, 1.8”, 1”, Removable & Embedded

External Products-Today

Portable Hard Drive

On-the-go storage and backup

Portable Hard Drive

On-the-go storage and backup

Compact Flash Hard Drive

Cameras and PDAs

Compact Flash Hard Drive

Cameras and PDAs

Pocket Hard Drive

Mobile file transfer

Pocket Hard Drive

Mobile file transfer

PC Backup Drive

Desktop storage expansion and backup

PC Backup Drive

Desktop storage expansion and backup

ST12.5 and 5 GBPrimarily targeted at digital music players at launch 5 GB =

– 2500 songs (Windows Media)– 74 minutes MP4 video

RunOn Technology G-Force Protection

– 1500 Gs robustness non-opFuture applications will be PDA’s, DSC,DVC,others

Test Mapping through Field Study (Handheld Storage):Shock and Vibration Profile

ShockShock

Random VibrationRandom Vibration

Barriers to Portability1) Legal-(Digital Rights Management) Content owners will dictate accepted

solutions 2) Technological-

1) Interfaces will evolve and multiply- USB,SATA, CE-ATA2) Evolving Form factors3) Wireless communication capability of devices

3) Business Models- many models will compete in this space. Many variables to determine success on any given one

4) Social- Consumer may want an easy/expandable storage solution to their devices, but will we overload them with “option-itis”

5) Lack of tools to manage vast storage/content across the consumers world

6) Cost,cost,cost1) Price points dictate volumes and volumes dictate cost