Crucial Technology Interview

[Capper]

"The Crucial story starts with Micron Technology, Inc., one of the largest dynamic random access memory (DRAM) manufacturers in the world and the only one based in the U.S. Headquartered in Boise, Idaho, Micron manufactures DRAM chips and assembles them into high-quality memory modules for sale to original equipment manufacturers ("OEMs") worldwide.

For nearly three decades, Micron has learned that when you make some of the very best memory in the world, lots of companies want it, from computer makers to wireless device manufacturers to printer producers. (And we're really glad that they do!)

But then Micron asked, well, what about the end user? What about the everyday folks who want to upgrade their existing systems with OEM-quality memory — the home desktop user, the IT network guy, the student notebook user? Why don't we offer our memory to the public, at factory-direct pricing?

So in 1996, Micron responded to a growing demand for high-quality memory upgrades among end users who wanted the best possible performance from their systems. Micron launched Crucial Technology in September of that year, and for the first time, end users had the opportunity to buy directly from the manufacturer the same memory modules bought by the world's major OEMs for original installation in their systems.

Having a direct sales division focused on selling Micron's DRAM to the public was apparently an idea whose time had come, and 10 successful years later, we have expanded our product line to include graphics cards, flash cards and readers, and USB flash drives. In fact, we are celebrating our 10th anniversary at Memory upgrades from crucial.com

Why is Crucial thriving? We offer our customers a number of clear advantages over our competitors."

Crucial carries a wide variety of memory based products covering desktops, servers, and flash memories, as well as a modest selection of ATI based video cards.


Crucial's website also features tools which help consumers choose the best product for their needs, including the Crucial Memory Advisor Tool, and the Crucial System Scanner.

Recently hardwareLogic had the opportunity to sit down with Kelly Sasso, the Media Relations Manager for Crucial Technology. During our chat, we asked Kelly a series of questions submitted by HL Forum Members, as well as got her thoughts on a variety of memory topics.

Kelly manages media interactions and relationships on behalf of Crucial Technology. While she's got over ten years of marketing and public relations experience in the technology industry, she's a ****ie when it comes to gaming. Which means you won’t be getting fragged in a death match by her anytime soon!

HardwareLogic: Looking back at the progress in technology over the last two years, some companies have made modest changes, some have completely reinvented themselves, and some have disappeared. Where do you expect Crucial Technology to be in two years? Is Moore's Law being applied to memory manufacturing?
Crucial Technology: It's difficult to project where Crucial will be in two years time, as Crucial and Micron continually look for ways to make improvements to the product. At this point in time, our best guess for the future would be that we should see a major transition to DDR3. The industry will continue to push the limits to see how far memory will go.

HardwareLogic: With DDR2 memory speeds on the rise, rising voltage seems to be accompanying every new product. Is it really safe to be pumping upwards of 2.4v through these high-speed memory kits on a regular basis with average cooling?
Crucial Technology: Crucial doesn't recommend pushing the product beyond its specifications. Currently, some Crucial Ballistix memory products are rated at 2.2v.

HardwareLogic: Recently there has been an outbreak of dead memory modules, most often associated with the NVIDIA 680i enthusiast motherboards. Despite a lot of finger pointing on all sides, consumers are still not completely sure where the blame lies. Can you shed some light on this issue?
Crucial Technology: I am not aware of a specific issue relative to the nVidia 680i motherboards where memory is concerned; however, in cases where multiple items are involved (i.e. motherboard chipset, memory, power supply, system and user configuration), it’s often difficult to narrow an issue down to one root cause. Many times there are multiple variables that contribute to an issue.
Another thing to keep in mind is that manufacturers provide product specifications to ensure stability and reliability. Pushing product past these recommended specs – be it voltage, speed, FSB or other items – can lead to issues that are hard to pinpoint and diagnose.

HardwareLogic: What separates Crucial's Ballistix series of memory from other competing lines?
Crucial Technology:Crucial provides users with well-respected memory products, including the Crucial Ballistix high-performance memory product line. We continue to strive to deliver well-tested, reliable, and compatible products that provide peace-of-mind to consumers that they’re getting quality memory each and every time they purchase from Crucial. Our on-line tools, such as the Memory Advisor and System Scanner, take the guess-work out of upgrading memory, and offer a 100% compatibility guarantee.

HardwareLogic: What is a realistic limit on current DDR2 memory bandwidth and how much further does Crucial plan on taking it?
Crucial Technology: We are approaching the maximum limit with DDR2, so the upcoming DDR3 technology is a natural progression for memory going forward. DDR2 will be around for a while after the launch of DDR3, similar to how DDR is currently still available even with DDR2 on the market. It will be similar to the introduction of DDR2, when there was an overlap of bandwidth at launch. We anticipate consumers will push the limits of DDR2 product to see how far it will go. Additionally, the industry will be adding focus to DDR3 technology where the benefits allow it to surpass DDR2.

HardwareLogic: Will we ever see the tight latencies of DDR in DDR2?
Crucial Technology: As you know, the current latency's are higher in DDR2 but the bandwidth is also higher. Memory manufacturers are constantly trying to improve speed and performance where possible.

HardwareLogic: With DDR3 right around the corner, what benefits can we expect? What does Crucial expect out of the new memory technology and should we be excited about the first generation of DDR3 desktop memory? What are the projected latencies, voltages, and speeds of DDR3?
Crucial Technology: The expectation is that DDR3 will eventually surpass DDR2 in terms of bandwidth and speed, including: lower power consumption, higher speeds and increased performance, as well as larger densities and modules for all applications. Users should be excited that the introduction of a new technology shows that the industry is constantly refining processes and technology standards to provide customers with a better overall computing experience.There are several advantages to DDR3,
Micron Technology DDR3 presentation

HardwareLogic: What means are you taking towards ensuring there will be a fair amount of DDR3 available at the time of Intel’s Bear Lake chipset release?
Crucial Technology: Memory module manufacturers will depend on their component suppliers for projected DDR3 product needs. At Crucial, we’re working closely with Micron to try and ensure we have ample product available for our customer’s memory needs.

HardwareLogic: With many memory manufacturers dabbling in other markets, such as power supplies, cooling, and now video cards, can we expect to see Crucial do the same or will they remain focused on the memory aspect of the market?
Crucial Technology: Although we can not give specifics on product lines that are under development, we continue to look into a variety of new markets and opportunities that support Crucial’s business strategies. We’re currently focused on our core markets, but we do keep an eye on industry trends and opportunities for future growth.

HardwareLogic: What is the future for Flash memory in desktop computing now that it's going to be used in some laptops?
Crucial Technology: As cost and capacities improve over the next few years, you will see flash-based products migrate into all computing platforms, including servers, desktops and portable computers.

HardwareLogic: We haven't really seen a big showing from Crucial in the flash/static memory department. What can we expect to see in the future? Perhaps some good, reliable, high capacity solid state drives?
Crucial Technology: Given our recent merger with Lexar Media, we’ve recently announced and are in the process of developing many new products. SSD products will be among the upcoming product announcements; launch timeframes are still being determined.

HardwareLogic: Can we expect Crucial to release flash memory vending machines?
Crucial Technology: Currently, we do not have plans to offer flash memory vending machines.

HardwareLogic: Does Crucial have any plans to market a solid state drive? If so, what can we expect the initial capacities to be and how will it retain its memory?
Crucial Technology: We do have plans to offer SSD; however, we are still working on product launch time lines at this point. Expect to see more information later this year.

HardwareLogic: How will the market for solid state mass storage drives (at least +20GB) in general look in the near future?
Crucial Technology: You will see many companies begin shipping 1.8" and 2.5" drives later this year, including capacities in excess of 32GB+ as well.

HardwareLogic: We've all heard the advantages in Solid State mass storage, but what of the disadvantages, especially in long term storage? We know that most mass devices that lose power lose the data, but is that the only disadvantage?
Crucial Technology: The biggest advantage to using NAND-based SSD's is that there are very few disadvantages over traditional mechanical HDD's. Currently the only disadvantages are cost and capacity, which should improve quickly over the next few years.

HardwareLogic: With the new materials Intel is using, high-k gate dielectrics and metal gates, can we expect this technology to trickle down to memory technology?
Crucial Technology: This is really more of a question for Micron and their engineering team, but we can be sure their engineering team is looking at new technologies and designs to see if there is something that can benefit the product. HardwareLogic Crucial Product Reviews:

Crucial Ballistix DDR2 PC-5300 2GB Memory Kit Review
Crucial Ballistix Tracers DDR 500 (PC4000) 2GB Memory Kit Review
Crucial 10th Anniversary 2GB DDR2-667 Memory Kit Review
Crucial Ballistix 2GB DDR2-800 (PC2-6400) Memory Review

[Mithosphere]

pretty good read, although who asked the flash memory vending machines question?

[Capper]

I think Panda did as a joke....remember the news story about Kingston placing flash memory vending machines in Europe?

[Jokerswild]

Good interview.

[gvblake22]

Great to see some honest efforts toward making solid state drives a reality! I'm really looking forward to the day when SSD's are reasonably priced enough to become widely accepted, keep it up Crucial!

[stinger608]

Yea, I see the SSD's in the very near future, with price and capacity being somewhat at todays hard drives are. The other nice feature will be the smaller foot print!!! I mean just think how many 1.8" drives you could stick in a mid tower case!

[Hitman]

Originally Posted by Mithosphere

pretty good read, although who asked the flash memory vending machines question?

We laugh at it now, but it's actually a legit question. How many people still use cameras that take film? Not many, even professionals are using digital. I travel all the time, and more then once I have run out of room on my flash card. I had to search through the pictures choosing which ones to delete. If there had been a flash card vending machine near by I probably would have bought some. Not to mention all the other devices that also use flash memory, I think it would be more popular then we think. At first they should be in places that attract tourist, such as amusement parks, zoo's, and other places that have lots of visitors on a daily basis.