Consumers Thirst for Instant-On Experience

With Apple’s recent launch of the iPad 2 there’s lots of discussion in the blogosphere and editorials across the web on the “post-PC” era and the improved instant-on user experience that comes with it.  There’s debate whether tablets are signaling a new era beyond the traditional PC or if it is just an evolution of the PC.  Stephen Skankland at CNET wrote in an interesting column recently that he thinks it’s the latter, an evolution.

I think today’s tablets highlight a trend that has been taking place for many years – the need for instant-on performance.  Consumers have always had an expectation for fast boot-up and performance in their applications – on their personal computers,  phones, TVs and cars.  For example, once the ignition is turned on, drivers expect immediate access to all features and functions of the car from the next generation digital instrument clusters to infotainment and navigation systems.  It is a key part of a safe and pleasing driving experience consumers have come to expect.

NOR Flash memory is playing an important role in enabling the fastest instant-on experience.  With NOR’s fast read speed, devices are booting faster than ever and coming out of deep sleep modes ready to respond to consumer’s needs.

NOR Flash is also the premier choice for providing reliable storage for operating systems and applications that electronic devices require in order to function.  In fact, a new generation of NOR Flash memory from Spansion is bringing a whole new level of performance to consumer electronics and a host of other devices including automotive, networking and telecommunications.

It’s an exciting time in electronics.  What change will Flash memory usher in next?

ONFI 3.0 and the Driving Force of Competitive Collaboration

ONFi has recently announced the ONFi 3.0 specification.  This new spec will double the speed and bandwidth for future NAND devices, enabling faster and more packed mass storage solutions based on Flash.

I think this is an important milestone, since it enables the industry players to plan for a common long term roadmap, to design their devices to an openly recognized specification and thus form a vibrant ecosystem.

ONFI illustrates the uniqueness of the memory industry.  On one hand we have to innovate faster in order to stay ahead of the curve.  On the other, we have to keep an eye on the past, in order be compatible with existing solutions. We need to cooperate with other ecosystem players but also compete with them to succeed in the market.  In the area of NAND Flash memory, ONFI brings us together.

We have seen a strong momentum for NAND Flash adoption in memory cards, USB drives and mass storage. This means that device manufacturers, controller providers, software and system architects need to work quickly and closely together to enable new applications for emerging markets… and at the same time, compete to win.

Open standards are a way to facilitate this process.  In the software world we have seen Linux, Android and other open source projects take off and be pervasive forces in our society.

The ONFi (Open NAND Flash Interface) Workgroup is an organization that promotes standards for NAND Flash memory.  Membership is open and more than 100 companies with system, software and component background have now joined ONFi.  Spansion is one of 7 board members leading this organization as well as Intel, Sony, Micron, Hynix, Phison, and SanDisk.

Personally, as the Spansion representative and ONFi Board member, I have been privileged to work with such a group and take part in these standardization efforts for several years.

After all, even in nature, collaboration and competition are the two driving forces that set the way to evolution and success.