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Samsung Electronics Co. Ltd. Introduces MEMS-Based Storage Systems
Nowadays, economic success is often closely related to the technological progressiveness of the product a company is going to introduce. It is not a secret that the most attractable, from the point of view of a potential investor, are investments in new highly technological products which are mainly oriented on the growing demand in the field of IT and Computing systems. Naturally, we may name MEMS-based Storage systems that Samsung Electronics Co Ltd. Introduces but, at the same time we should realize that these systems will have to find their niche in the market and replace possible competitors who are quite numerous and they are not going to give in their current position. For instance, we have to take into account EEPROM or Flash memory, which remains one of the competitors of a new MEMS-based storage system. The same may be said about DRAM or disks. So the main difference that would either attract customers or, on the contrary, reject them from this or that product remains commercial and technical characteristics of the product. In this context MEMS-based storage systems seem to be quite competitive in comparison with other products due to its better technical characteristic (such as higher speed, higher reliability, etc.) and lower prices and current expenditures. For instance, if the cost of DRAM or disk varies from 50 to 300 dollars then for MEMS the cost is predicted in the frontiers of 10-30 dollars. Later I would discuss it in details. What is necessary to underline is an undeniable fact that the niche of market the MEMS-based storage systems pretend to is extremely profitable and prospective.

Now, it is necessary to speak in details about the main goals and prospects of introduction of a new product such as MEMS-based storage systems. First of all, a few facts would be extremely important for understanding of all the opportunities that new systems suggest. The costs of the devices have been recently mentioned. Now I would dwell upon this and some other points in details. In comparison with its competitors the new product, namely the MEMS-based storage systems, has a number of advantages. First of all the cost of the product, which is presumably about 10 dollars whereas DRAM costs from 50 to 200. As for the capacity characteristics, it is also evident that the new product of Samsung Electronics has good prospects on the market for the correlation between the capacity and entry cost varies as follows: MEMS costs about 10-30 dollars per 10 Gbytes, while DRAM costs 20 dollars per 1 Gbyte. Thus, it is obvious that MEMS-based storage systems have good chances if not to replace the competitors on certain segments of the market then to become an equal rival in the competition for new customers. Finally, as specialists estimate if we take EEPRON prices per 10 Gbytes it will cost 2700 dollars that seem absolutely uncompetitive with about 10 time less prices on MEMS-based storage systems. Consequently, the direction to the reduction of costs and expenditures and orientation on the increasing of technical capabilities of the product will provide successful market expansion regardless the present competitors and their resistance to the spread of the new product.

Another very important question that arises before the introduction of a new product is the question that the company has to answer, namely what the product is introduced for and what goals the company wants to achieve. The answer to this question if given properly and in time will provide a half of success of the product introduction. Answering this question it is extremely important to take into account the prognostic analysis of possible development of the events on the market. Probably, it would be better to dwell upon the nearest future and try to predict the possible development of the market and the role of MEMS-based storage systems can play in it. It is particularly important if we take into considerations the speed of the development of the market of high technologies and it is obvious that any retardation could result in the permanent degradation of the product since the day f its introduction, certainly, if it is introduced too late. Consequently, Samsung Electronics Co Ltd. Has to introduce MEMS-based storage systems as soon as possible while competitors do not have more powerful alternative and MEMS itself remain innovative for out time and may gain new markets and replace traditional systems.

The analysis of the data from the table makes it possible to predict the prospect of the product on the market and find out what goals it is necessary to achieve in order to remain competitive or, moreover, to find new niches in the market. Consequently, in the case of MEMS-based storage systems the major goals for the nearest future are to improve some technological characteristics such as access time, bandwidth, probably capacity, and, at the same time, to sustain the low level of cost of the device and the expenditures on its usage.

Here we come to the strategic planning for the introduction of the MEMS-based storage systems. It is evident that the strategy must be based on the main goals that have been just singled out. Furthermore, to create a good strategy, we will need to define where could we use the new product, in what segments of the market and where can it be practically used in order to better realize the prospect of the product. So, first of all, it would be better to single out where the MEMS-based storage systems may be used. Actually, the range of products where MEMS can be used is quite large. For instance, it may be used in space or satellite industry where MEMS-based storage system may be used as packet buffer for communications satellites, or as human portable applications, such as medical implants, super PDA, as well as it also may be used in security systems, including security surveillance, monitoring devices, or law enforcement. It is noteworthy that the list may be continued according to the development of technologies and ways of its implementation. By the way, even those fields, or it would be better to say market segments prove that MEMS- based storage system may be widely and effectively used, even replacing some existing models. Moreover, the use of this system will provide the improvement of streaming performance by providing low-access latency and high throughput for streaming data. It is also necessary to underline that the MEMS-based storage system may be applied in space/satellite industry which is extremely prospective that means that the progress of this industry will provide the producer of system, namely Samsung Electronics Co., Ltd., by growing demand on their products. Moreover, if the MEMS-based storage system proves its effectiveness it will contribute to the image of the whole company that makes possible the expansion of Samsung Electronics Co., Ltd. in this segment of the world market, which, by the way, is very profitable and prospective. Finally, the MEMS-based storage system may be widely used in computer systems and we could, probably put this industry on the first place if there were not so much competitors though the new product has ample opportunities to replace its rivals from this segment of the market. Finally, the introduction of the MEMS-based storage system should be oriented on mass consumption mainly.

And the final question we have to answer is the actions plan that would lead to the realization of the strategy, which has been declared above. A very important point is the price of the product. It is evident that even now the price is quite reasonable and often more attractable than the price of competitive products so the main task of the strategic planning is to follow this tendency and avoid any raises of costs from the part of customers. By the way, the company should be oriented on wide circle of customers, it means that among the clients may be as wide range of customers as possible, including highly technological international corporations, leading companies in space or any other industry as well as average customers so that the MEMS-based storage system could become a part of everyday life of an average person but not only of a powerful international corporation or national company. But one of the primary goals which has to be achieved is the expansion of the MEMS-based storage system and the replacement of its competitors. And the main condition of this goal is the following the existing price policy and possible technological improvement of the product. To fulfill this actions plan it is necessary to have well-qualified personnel which could provide not only the production but the distribution and promotion of the final product.

Naturally, it will also need a reasonable financing, including all necessary expenditures on the promotion of the product and finally, it have to result in commercial success of the MEMS-based storage system and Samsung Electronics Co., Ltd. at large.

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