During this year's CeBIT exhibition, we had the privilege of meeting Daniel Mauhopper, a representative of the global Western Digital company who came to the exhibition, and kindly provided us with an interview reviewing Western Digital's position in the information storage market today and in the future.
|Daniel introduces the Passport drives|
As is well known, the company is currently in a tough competition with other storage manufacturers,SSD (Drives based on Flash technology) to the market, which threatens to completely change the balance of power. In the face of this reality, drive manufacturers are forced - those who have not yet jumped on the bandwagonSSD - Invest in developing attractive and unique products, so we were curious to see how WD plans to maintain its market share in the near future.
Daniel chose to begin the interview by a quick review of the company's new products, emphasizing a design and marketing refresh of the company. Throughout the conversation he reiterated the great importance WD sees in branding the company name and its burning in the public consciousness. When we asked about the meaning behind branding , We received the following answer:
"Western Digital has always been a leading manufacturer in its initial field (internal hard drives), but it is precisely the progress in this field that has made us a 'boring' company, working mainly with OEMs and in the customer arena with computer enthusiasts only. If you ask a regular person who does not deal with Computers, he will not know the company.The goal now is to completely rebrand the product, from now on design is an integral part of the products we have to offer, and we will make sure to imprint the WD logo on any such product.Our goal is that even people whose connection to computers is absolutely coincidental, like The mother or aunt will enter the store and identify the company. "
On the table in front of us were laid out a number of remarkably small and superbly designed external hard drives; We could not help but be interested and hear more about these interesting products.
"We call this product line Passports. This name highlights the difference between the standard MyBook, which is not the main feature of portability, and these products. These are external 2.5" drives designed for computers. Mobile. As part of the branding trend, you can see how the company logo is embossed on all the drives, and you can even clearly notice the multiple colors available to the product. Design is our top priority as the product should attract non-standard customers, and even present the product as an impressive gift for every man and woman. The 320GB drives are currently available, but 500GB volumes are expected to be released later this year. "
Why branding is only for mobile devices? It seems that this product is suitable for mobility in general, and can definitely replace the MyBook.
"The MyBook is definitely a static product, usually connected to a desktop computer and standing on the desk itself. This product can fit any device and not necessarily mobile, and its marketing is aimed at anyone looking for comfortable mobility with high capacity."
And what about the durability of the products? The capacity is high, but it is still a normal mechanical drive.
"The products are very durable and are not likely to be a problem. I can not name exact numbers but it can be said that the outer packaging is thick and strong, and even if the drive happens to fall, it will still be in good condition."