Actuation: A No-Actual Actuation Okay So Basically What You're Trying to Tell Me Then Is That We're Going to Be Looking at an Enterprise Technology Here That's Going to Give Us Better Data Density and More Reliability at the Same Time Yeah And It's Also Going to Bring Costs Down a Little Bit Too Because The You Know We're Cost Per Gigabyte Is Coming Down And Right And I Guess This Comes Down to That Power of One Thing Because Ultimately If You Guys Don't Have a Different Technology for Desktop and Enterprise You're Only Doing the R&D Once You Might as Well Well We Still Have Enterprise Drives Because There's Additional Functionality That The Enterprise Needs It Is Still More Expensive But But We Are Taking Some Very Sophisticated Technology And We're Deploying It In A Platform That Will Ship You Know Hundreds of Millions Of Units In You Know At Some Price Points Less Than a Hundred Dollars So I Think That's a Pretty Amazing Story

Speaking of price point, storage keeps getting cheaper and cheaper. I mean, you alluded to that we might not seek I mean we've always seen densities going like this and costs going like this sort of at the same time. Yeah, I mean it have we reached the point where we're at the limit of you know whether we can scale capacity like that? Is there a limit to how much storage we need is it okay? Well, you know we're not quite at the limit but it's definitely slowing down squeezing the bits closer together and the tracks closer together is getting really really tough. Some of the technology that's being looked at is actually taking the performance in a different direction when it comes to mind is called shingled magnetic recording where in order to get the tracks closer together you actually overlay the travel like a shingle. Problem is, that when you rewrite your data you have to rewrite tracks and so that's going to be challenging in terms of how to implement that so that'd be great for reads it would be great for writes.

So potentially something like weight and I go right once implementation would be right okay or a situation where you could delay your rights or you know catch them or something like that without storage. Could certainly take advantage of this, but yeah, you got to wonder whether or not four terabytes in the desktop is enough. So I think that's why we're certainly kind of betting more on the performance side with you know going into fifty 7200 all across the board as well as you know implementing more hybrid technology because we think that's where consumers are really going to be focusing more. Is to get more bang for their buck out of their systems.

I'm going to wander away and get a prop, and I'm going to leave you here on your own talking about hybrid drives on the desktop particularly the Barracuda XT. Tell me, you can about it.

The Barracuda XT drive again, we don't have a time frame to announce yet, but it's going to be the first product that's going to be shipping in the desktop form factor three and a half inch for vector. Today, we ship the momentus XT hybrid drive in the two and a half-inch form factor, but the especially the channel environment is such a vibrant market for performance and for those types of things to be latched on to, we're really excited about that potential.

Awesome, so is the Barracuda XT going to perform significantly better than the momentus XT? Is that the plan? Well, it'll probably be an iteration of performance improvement because it's going to take some new things that we've got slated for the hybrid technology, and it'll go a little bit beyond the previous generation drive. It'll definitely have a little bit better cost per gigabyte performance because of the form factor in itself three and a half-inch drives I've always had that advantage over two and a half-inch drive right so it'll be an iterative improvement in terms of cost per gigabyte and iterative improvement in terms of performance, and it'll be that form factor that we you know as I mentioned before is very very popular and sells a lot of drives in the channel environment.

Speaking of that form factor, this was just along the lines of the B. Is four terabytes in a single drive enough? And I would suggest that for most home users, we're getting pretty close. This is I think this is only about 150 to 200 dollars and this is an 8-Bay storage enclosure that basically sits next to your Tower so you could literally put thirty-two terabytes in here without any kind of special configuration your own personal cloud right there, and there you go. So I guess, I guess we're probably getting close.

There's anything else that you wanted to mention in terms of desktop drive trends or the Barracuda XT? I think we captured it. I think we did all right, well, thank you very much, enjoy having me, appreciate you being here

"WEBVTTKind: captionsLanguage: enwelcome to NC I expected today we have Dave Burke's who is a director of product marketing for seagate technology welcome Dave thanks Linus and we are going to be talking about a few different things including the Barracuda XT drive we're also going to be talking about general trends with the hard drive space we're going to be talking about oh this is this is interesting we're gonna be talking about where'd it go I have aha two dimes in my pocket twenty cents we're going to be talking about the significance of twenty cents and finally the future trends of desktop hard drives in terms of density reliability and cost so why don't we get started with you telling me a little bit about the power of one okay the power of one is sort of the slogan we're using in relation to our new product launch for our new Barracuda product family barracudas you know been around for years and everybody seems to be familiar with it what we're doing is we're introducing our first one terabyte per disk capacity drive and so that's a pretty big milestone in the industry and it basically means that we're able to cram a whole terabyte of data onto you know one platter to rights of a three-and-a-half inch hard drive and so that's kind of where the power of one comes in but the secondary message around the power of one is we're doing two different things with our desktop product category we're consolidating a little bit currently consists of a barracuda green drive right a barracuda drive and a barracuda xt right and so what we're going to do is we're actually going to phase out our Barracuda green drive and we can that's where the two times comes in ok about that and and then our Barracuda XT drive is actually no firm date and to announce but our Barracuda XT drive is going to migrate to be the home of solid state hybrid technology in the desktop eventually so you guys are consolidating hard drives down to one SKU essentially one traditional rotating hard drives cubera codec for the desktop right you know notebook is different and then yes so that and then the Barracuda XD high performance is going to be different product will stay hybrid eventually right okay so let's talk a little bit about that consolidation of the of the product lineup and is where the two dimes comes in and tell me a little bit I think we have a slide about this i'm just going to come it yeah there it is tell me about the two dimes story and why we're getting rid of is it 5,400 or 5900 are ours is 5939 hundred RPM drives tis twenty cents okay well let me show you where twenty cents comes in this this little equation up here is an equation that I've done that basically shows you how much it costs to run a typical desktop computer at different rpm speeds in electricity and so 2400 is the average number of hours your computer's on the desktop that's what the industry figures and the 5.4 is the average power in watts of a green driver of 5402 5900 RPM drive you multiply by that or divide by a thousand to get kilowatts and then then you multiply that by then by how much your electricity charges you for a kilowatt hour anyway that complicated equation a dollar seventy is what it costs you for green drive a dollar ninety for a 7200 RPM drive so I'm sorry to dispel the myth here folks but you only save about twenty cents a year in your typical green drive but Dave my green drive was cheaper in the first place well it may be cheaper but there's no real reason for it to be cheaper okay so what you're saying then is that it costs the same or similar to produce a 7200 RPM drive as a 5900 RPM drive essentially yeah there's really no same number of components they're the same overhead in manufacturing and stuff and a matter of fact it actually takes us longer to test a slower drive to actually certify all the data on there right but so so yeah that's really a positioning thing more than than a cost of goods perspective well I can tell you from the retailer side of things that's that's where I come from obviously that it's beneficial to have fewer skews because it's less overhead for us so that's going to help us deliver better price points and if every customer now gets 7200 rpm performance for the same price right regardless of anything else then I see this as a major win and that's our message if you don't mind I want to just this slide which is people often ask can you can you really get more performance out of 7200 the answer is yes but you can go ahead and keep well the answer is yes I mean I wish I could say that this was as fast our hybrid drives and they're not but you do get faster performance because it's all about getting data into that cpu and so if you take two similarly you know SPECT hard drives into the same areal density and heads and so on then a 5400 RPM drive essentially runs about thirty percent slower and so I think on this slide here this gives you some sense about what you're giving up right to get that 20 cents is you're giving up performance which could lead to productivity and I've just got a slight hear that you know says if you you know if you have a worker that's making twenty dollars an hour they don't have to save much time to get that money back for honey that's about twenty cents yeah so that's our story there okay and i would suggest given my experience in real-world usage that a 7200 RPM drive performs significantly better than thirty three percent faster than a 5400 RPM drive because remember Dave here is talking brand new numbers I'm talking you know cruddud down OS with yahoo toolbar this and you know eight different instant messaging clients that when it gets bogged down far more there's a deep deep queue of of instructions to be read from the drive so with that head moving around and that disk spinning slower I would suggest that the 7200 RPM is significantly faster well and let me just tell you the hard drive technology is getting harder to do and I kind of see a period where the prices are not going to be coming down as historically they have and that's that's all the more reason why 7200 is just cheap performance so here's here's something that because in the recent history in recent history we've seen a few different improvements that have given us significantly more capacity so one of them is perpendicular recording so you guys were all about that when it when it first happened I believe you were the first with a perpendicular drive I think we were right in there yeah I mean I we're start talking about it a lot and you have a little bit there's a great little song i believe about perpendicular recording so you guys should check that out just google it something for that yeah go ahead and look for that it's pretty neat um so perpendicular recording allowed us instead of writing the data longitudinally on the drive were able to take that and limit so we get more density that way ok now for K sectors which really were overdue allowed us to reduce the overhead on the drive but what are we able to achieve in terms of actual physical implementation on the disk to make drives more dense and I guess stay as reliable or more reliable well the you know in this generation of our product we've actually squeezed the tracks a lot closer together so about forty percent closer and now we're actually achieving track densities of 340,000 tracks per inch and just to give you some perspective about how dense that is if you're to measure those tracks they'd be about 75 nanometers and I picked up this little analogy it's kind of gross but it's actually smaller than a flu virus that you write I want to breathe in during flu season and give you a little more perspective on spinning a 7200 rpm s that head that's tracking is experiencing set 85 mile an hour winds okay so that's hurricane force winds and we're trying to track at that so the technology that we've implemented to help us improve its actually improved our tracking we call a cue track it's actually micro actuation micro actuation is where we've put two little piezo electric actuators at the very end of the swing arm out near the head that allows that head to adjust to about seven nanometers of accuracy and that is I mean it the scale here is really amazing but that technology is essentially stuff that's been used in the enterprise called micro actuation what we've done is we've miniaturized it costs reduced it and made it so that we could deploy it on the consumer level of our products and get just fantastic performance out of it and that nano actuation a no actual actuation okay so basically what you're trying to tell me then is that we're going to be looking at an enterprise technology here that's going to give us better data density and more reliability at the same time yeah and it's also going to bring costs down a little bit too because the you know we're cost per gigabyte is coming down and right and I guess this comes down to that power of one thing because ultimately if you guys don't have a different technology for desktop and enterprise you're only doing the R&D once you might as well well we still have enterprise drives because there's additional functionality that the enterprise needs it is still more expensive but but we are taking some very sophisticated technology and we're deploying it in a in a platform that will ship you know hundreds of millions on in you know at some price points less than a hundred dollars so I think that's a pretty amazing story so speaking of price point storage keeps getting cheaper and cheaper I mean you alluded to that we might not seek I mean we've always seen densities going like this and costs going like this sort of at the same time yeah I mean it have we reached the point where we're at the limit of you know whether we can scale capacity like that yeah and is there a limit to how much storage we need is it okay well you know we're not quite at the limit but it's definitely slowing down squeezing the bits closer together and the tracks closer together is getting really really tough some of the technology that's being looked at is actually taking the performance in a different direction when it comes to mind is called shingled magnetic recording where in order to get the tracks closer together you actually overlay the travel like a shingle okay problem is that when you rewrite your data you have to rewrite tracks and so that's going to be challenging in terms of how to implement that so that'd be great for reads it would be great for Ruiz so potentially something like weight and I go right once implementation would be right okay or a situation where you could delay your rights or you know catch them or something like that without storage could certainly take advantage of this but yeah you got to wonder whether or not four terabytes in the desktop is enough and so I think that's why we're certainly kind of betting more on the performance side with you know go into fifty 7200 all across the board as well as you know implementing more hybrid technology because we think that's where consumers are really going to be focusing more is to get more bang for their buck out of their systems so I'm going to wander away and get a prop and I'm going to leave you here on your own talking about hybrid drives on the desktop particularly the Barracuda XT so tell me you can about it I'm just going to go well the Barracuda xt drive again we don't have a time frame to announce yet but it's going to be the first product that's going to be shipping in the desktop form factor three and a half inch for vector so today we ship the momentus xt hybrid drive in the two and a half inch form factor but the especially the channel environment is such a vibrant meant for performance and for those types of things to be latched on to we're really excited about that potential okay awesome so is the is the Barracuda XT going to perform significantly better than the momentus xt is that the plan well it'll probably be an iteration of performance improvement because it's going to take some new things that we've got slated for the hybrid technology and it'll go a little bit beyond the previous generation drive it'll definitely have a little bit better cost per gigabyte performance because of the form factor in and of itself three and a half inch drives I've always had that advantage over two and a half inch drive right so it'll be an iterative improvement in terms of cost per gigabyte and iterative improvement in terms of performance and it'll be that form factor that we you know as I mentioned before is very very popular and sells a lot of drives in the channel environment speaking of that form factor this was just along the lines of the B is four terabytes in a single drive enough and I would suggest that for most home users we're getting pretty close this is I think this is only about 150 to 200 dollars and this is an 8 Bay storage enclosure that basically sits next to your Tower so you could literally put thirty two terabytes in here without any kind of special configuration your own personal cloud right there and there you go so i guess i guess we're probably getting close um it was there anything else that you wanted to mention in terms of desktop drive trends or a barracuda xt I think we captured it I think we did alright well thank you very much enjoy having me I appreciate you being herewelcome to NC I expected today we have Dave Burke's who is a director of product marketing for seagate technology welcome Dave thanks Linus and we are going to be talking about a few different things including the Barracuda XT drive we're also going to be talking about general trends with the hard drive space we're going to be talking about oh this is this is interesting we're gonna be talking about where'd it go I have aha two dimes in my pocket twenty cents we're going to be talking about the significance of twenty cents and finally the future trends of desktop hard drives in terms of density reliability and cost so why don't we get started with you telling me a little bit about the power of one okay the power of one is sort of the slogan we're using in relation to our new product launch for our new Barracuda product family barracudas you know been around for years and everybody seems to be familiar with it what we're doing is we're introducing our first one terabyte per disk capacity drive and so that's a pretty big milestone in the industry and it basically means that we're able to cram a whole terabyte of data onto you know one platter to rights of a three-and-a-half inch hard drive and so that's kind of where the power of one comes in but the secondary message around the power of one is we're doing two different things with our desktop product category we're consolidating a little bit currently consists of a barracuda green drive right a barracuda drive and a barracuda xt right and so what we're going to do is we're actually going to phase out our Barracuda green drive and we can that's where the two times comes in ok about that and and then our Barracuda XT drive is actually no firm date and to announce but our Barracuda XT drive is going to migrate to be the home of solid state hybrid technology in the desktop eventually so you guys are consolidating hard drives down to one SKU essentially one traditional rotating hard drives cubera codec for the desktop right you know notebook is different and then yes so that and then the Barracuda XD high performance is going to be different product will stay hybrid eventually right okay so let's talk a little bit about that consolidation of the of the product lineup and is where the two dimes comes in and tell me a little bit I think we have a slide about this i'm just going to come it yeah there it is tell me about the two dimes story and why we're getting rid of is it 5,400 or 5900 are ours is 5939 hundred RPM drives tis twenty cents okay well let me show you where twenty cents comes in this this little equation up here is an equation that I've done that basically shows you how much it costs to run a typical desktop computer at different rpm speeds in electricity and so 2400 is the average number of hours your computer's on the desktop that's what the industry figures and the 5.4 is the average power in watts of a green driver of 5402 5900 RPM drive you multiply by that or divide by a thousand to get kilowatts and then then you multiply that by then by how much your electricity charges you for a kilowatt hour anyway that complicated equation a dollar seventy is what it costs you for green drive a dollar ninety for a 7200 RPM drive so I'm sorry to dispel the myth here folks but you only save about twenty cents a year in your typical green drive but Dave my green drive was cheaper in the first place well it may be cheaper but there's no real reason for it to be cheaper okay so what you're saying then is that it costs the same or similar to produce a 7200 RPM drive as a 5900 RPM drive essentially yeah there's really no same number of components they're the same overhead in manufacturing and stuff and a matter of fact it actually takes us longer to test a slower drive to actually certify all the data on there right but so so yeah that's really a positioning thing more than than a cost of goods perspective well I can tell you from the retailer side of things that's that's where I come from obviously that it's beneficial to have fewer skews because it's less overhead for us so that's going to help us deliver better price points and if every customer now gets 7200 rpm performance for the same price right regardless of anything else then I see this as a major win and that's our message if you don't mind I want to just this slide which is people often ask can you can you really get more performance out of 7200 the answer is yes but you can go ahead and keep well the answer is yes I mean I wish I could say that this was as fast our hybrid drives and they're not but you do get faster performance because it's all about getting data into that cpu and so if you take two similarly you know SPECT hard drives into the same areal density and heads and so on then a 5400 RPM drive essentially runs about thirty percent slower and so I think on this slide here this gives you some sense about what you're giving up right to get that 20 cents is you're giving up performance which could lead to productivity and I've just got a slight hear that you know says if you you know if you have a worker that's making twenty dollars an hour they don't have to save much time to get that money back for honey that's about twenty cents yeah so that's our story there okay and i would suggest given my experience in real-world usage that a 7200 RPM drive performs significantly better than thirty three percent faster than a 5400 RPM drive because remember Dave here is talking brand new numbers I'm talking you know cruddud down OS with yahoo toolbar this and you know eight different instant messaging clients that when it gets bogged down far more there's a deep deep queue of of instructions to be read from the drive so with that head moving around and that disk spinning slower I would suggest that the 7200 RPM is significantly faster well and let me just tell you the hard drive technology is getting harder to do and I kind of see a period where the prices are not going to be coming down as historically they have and that's that's all the more reason why 7200 is just cheap performance so here's here's something that because in the recent history in recent history we've seen a few different improvements that have given us significantly more capacity so one of them is perpendicular recording so you guys were all about that when it when it first happened I believe you were the first with a perpendicular drive I think we were right in there yeah I mean I we're start talking about it a lot and you have a little bit there's a great little song i believe about perpendicular recording so you guys should check that out just google it something for that yeah go ahead and look for that it's pretty neat um so perpendicular recording allowed us instead of writing the data longitudinally on the drive were able to take that and limit so we get more density that way ok now for K sectors which really were overdue allowed us to reduce the overhead on the drive but what are we able to achieve in terms of actual physical implementation on the disk to make drives more dense and I guess stay as reliable or more reliable well the you know in this generation of our product we've actually squeezed the tracks a lot closer together so about forty percent closer and now we're actually achieving track densities of 340,000 tracks per inch and just to give you some perspective about how dense that is if you're to measure those tracks they'd be about 75 nanometers and I picked up this little analogy it's kind of gross but it's actually smaller than a flu virus that you write I want to breathe in during flu season and give you a little more perspective on spinning a 7200 rpm s that head that's tracking is experiencing set 85 mile an hour winds okay so that's hurricane force winds and we're trying to track at that so the technology that we've implemented to help us improve its actually improved our tracking we call a cue track it's actually micro actuation micro actuation is where we've put two little piezo electric actuators at the very end of the swing arm out near the head that allows that head to adjust to about seven nanometers of accuracy and that is I mean it the scale here is really amazing but that technology is essentially stuff that's been used in the enterprise called micro actuation what we've done is we've miniaturized it costs reduced it and made it so that we could deploy it on the consumer level of our products and get just fantastic performance out of it and that nano actuation a no actual actuation okay so basically what you're trying to tell me then is that we're going to be looking at an enterprise technology here that's going to give us better data density and more reliability at the same time yeah and it's also going to bring costs down a little bit too because the you know we're cost per gigabyte is coming down and right and I guess this comes down to that power of one thing because ultimately if you guys don't have a different technology for desktop and enterprise you're only doing the R&D once you might as well well we still have enterprise drives because there's additional functionality that the enterprise needs it is still more expensive but but we are taking some very sophisticated technology and we're deploying it in a in a platform that will ship you know hundreds of millions on in you know at some price points less than a hundred dollars so I think that's a pretty amazing story so speaking of price point storage keeps getting cheaper and cheaper I mean you alluded to that we might not seek I mean we've always seen densities going like this and costs going like this sort of at the same time yeah I mean it have we reached the point where we're at the limit of you know whether we can scale capacity like that yeah and is there a limit to how much storage we need is it okay well you know we're not quite at the limit but it's definitely slowing down squeezing the bits closer together and the tracks closer together is getting really really tough some of the technology that's being looked at is actually taking the performance in a different direction when it comes to mind is called shingled magnetic recording where in order to get the tracks closer together you actually overlay the travel like a shingle okay problem is that when you rewrite your data you have to rewrite tracks and so that's going to be challenging in terms of how to implement that so that'd be great for reads it would be great for Ruiz so potentially something like weight and I go right once implementation would be right okay or a situation where you could delay your rights or you know catch them or something like that without storage could certainly take advantage of this but yeah you got to wonder whether or not four terabytes in the desktop is enough and so I think that's why we're certainly kind of betting more on the performance side with you know go into fifty 7200 all across the board as well as you know implementing more hybrid technology because we think that's where consumers are really going to be focusing more is to get more bang for their buck out of their systems so I'm going to wander away and get a prop and I'm going to leave you here on your own talking about hybrid drives on the desktop particularly the Barracuda XT so tell me you can about it I'm just going to go well the Barracuda xt drive again we don't have a time frame to announce yet but it's going to be the first product that's going to be shipping in the desktop form factor three and a half inch for vector so today we ship the momentus xt hybrid drive in the two and a half inch form factor but the especially the channel environment is such a vibrant meant for performance and for those types of things to be latched on to we're really excited about that potential okay awesome so is the is the Barracuda XT going to perform significantly better than the momentus xt is that the plan well it'll probably be an iteration of performance improvement because it's going to take some new things that we've got slated for the hybrid technology and it'll go a little bit beyond the previous generation drive it'll definitely have a little bit better cost per gigabyte performance because of the form factor in and of itself three and a half inch drives I've always had that advantage over two and a half inch drive right so it'll be an iterative improvement in terms of cost per gigabyte and iterative improvement in terms of performance and it'll be that form factor that we you know as I mentioned before is very very popular and sells a lot of drives in the channel environment speaking of that form factor this was just along the lines of the B is four terabytes in a single drive enough and I would suggest that for most home users we're getting pretty close this is I think this is only about 150 to 200 dollars and this is an 8 Bay storage enclosure that basically sits next to your Tower so you could literally put thirty two terabytes in here without any kind of special configuration your own personal cloud right there and there you go so i guess i guess we're probably getting close um it was there anything else that you wanted to mention in terms of desktop drive trends or a barracuda xt I think we captured it I think we did alright well thank you very much enjoy having me I appreciate you being here\n"