Interviu

La Computex-ul din acest an, organizat ca de fiecare data in Taipei, Taiwan, am avut ocazia sa stau din nou de vorba cu doamna Pamela Chang – Senior Project Manager of Product Marketing ADATA. Mai jos puteti vedea discutia noastra, concentrata atat pe noile produse prezentate la Computex, cat si pe directia companiei in viitor, de la stocare si pana la AI.

1 – Hi Pamela, thank you for taking the time to answer our questions. This year marks ADATA’s 24th anniversary in the industry. How does it feel to be in the industry for so long, and how has this year been for you so far?

The journey has not been easy — the memory industry has seen many players come and go. To survive in this field, it’s not just about strong technical capabilities or a deep understanding of the industry; it also requires a strong heart, resilience, the courage to face failure, and the ability to manage both inflow and outflow.

We’ve maintained strong relationships with suppliers, customers, and partners. This philosophy of building goodwill and lasting connections has been key to executing our strategic goals.

2025 will continue to be a year full of uncertainty and challenges. Yet, echoing our brand motto, “Innovate Today, Embrace Tomorrow,” ADATA remains committed to deepening its efforts in DRAM and SSD development, while actively expanding into the AI market. By focusing on high-margin server SSDs and customized modules — both under our own brand and through OEM — we aim to build a strong “second engine” to drive future business growth.

2 – Computex 2025 is now over, and the event was more crowded than it has ever been since before the pandemic. It seems the IT industry is slowly recovering, with people returning to face-to-face meetings. AI was the main theme this year. Do you think AI will become increasingly integrated into our daily lives? How do you use AI in your activities?

Artificial Intelligence (AI) has become one of the hottest topics in today’s technology landscape. Its emergence and development have had a profound impact on our lives. AI technologies are continuously advancing and being applied across various fields, transforming how we live and work. Below are several common applications in our daily lives. However, these applications also face challenges and issues—such as personal privacy and copyright concerns—that require appropriate legal and regulatory frameworks for oversight.

1. Intelligent Assistants

One of the most common AI applications. Apple’s Siri, Amazon’s Alexa, and Google Assistant are prime examples of intelligent assistants. They can answer questions, execute commands, and provide information, offering great convenience in our daily lives. Whether checking the weather, playing music, or controlling smart home devices, these assistants meet our needs through voice recognition and natural language processing technologies. They also integrate with other smart devices and services, enabling a more intelligent lifestyle.

2. Autonomous Driving

Self-driving cars are one of the key applications of AI in the transportation sector. These vehicles can perceive and analyze their surroundings, navigate autonomously, and avoid accidents. The development of autonomous cars promises to transform transportation by improving efficiency and safety. In the future, we may enjoy reading, working, or relaxing while commuting.

3. Smart Homes

Smart homes leverage AI to automate and control household devices. For example, smart bulbs can be controlled via voice or gestures to adjust lighting, and smart plugs can remotely turn appliances on or off. These devices make our lives more convenient and comfortable.

With smart control and energy-saving devices, homes can optimize energy use. For instance, smart lighting systems can adjust brightness based on natural light and human activity, reducing energy waste. The adoption of smart homes contributes to sustainability and eco-friendly living.

4. Medical Diagnosis

AI is increasingly being applied in healthcare to assist doctors in diagnosis and treatment planning. For example, AI algorithms can analyze medical images (e.g., X-rays, MRIs) to detect abnormalities, offering faster and more accurate diagnostics and helping doctors make better treatment decisions.

AI also plays a role in monitoring patients’ health. By collecting and analyzing physiological data (such as heart rate and blood pressure), AI can provide real-time health monitoring and alerts, especially important for chronic or long-term care patients.

5. Education and Learning

AI is transforming how we learn and teach. Smart educational platforms can offer personalized learning content and suggestions based on a student’s performance and needs. By analyzing learning data and behavior patterns, AI understands students’ learning styles and weaknesses to provide tailored guidance.

For teachers, AI can improve efficiency and effectiveness. Intelligent teaching assistants can automatically generate teaching materials and test questions, saving time and effort. They can also grade assignments and exams, offering immediate feedback.

6. Retail

AI is reshaping the retail industry and consumer experience. Smart recommendation systems analyze purchasing history and preferences to suggest personalized products and promotions, helping shoppers save time and find suitable items.

Retailers also benefit from AI by optimizing inventory management and supply chain operations. By analyzing sales data and market trends, AI can forecast demand and adjust inventory proactively, reducing costs and avoiding stock-outs.

7. Entertainment

AI is changing the way we experience and create entertainment and culture. For instance, intelligent music recommendation systems suggest playlists based on users’ preferences and emotional states, offering personalized musical experiences.

AI is also used in film and art creation. Algorithms can analyze large datasets of scripts and films to help directors and writers predict audience reactions and market trends, supporting better creative strategies. Moreover, AI can generate artworks like paintings and music, introducing new forms of artistic expression.

3 – What steps is ADATA taking into offering products for an AI centric industry? Do you have any specific AI products or technologies you would like to tell us about?

By launching Own new brand “TRUSTA” into the AI server market, ADATA aims to strengthen its long-term presence in the fields of AI and high-performance computing (HPC). Product shipments are expected to ramp up in the fourth quarter of this year, contribute to revenue starting next year, and further increase their share by 2026.

The initial focus of the TRUSTA brand will be on high-performance DRAM modules and enterprise-grade PCIe SSD products. Applications include AI training and inference, virtualization platforms, vector databases, and server boot storage. All products feature enterprise-grade firmware, fault tolerance, and remote management capabilities, and have already passed validations from several cloud and healthcare system providers.

ADATA emphasizes that within three years, it plans to drive the TRUSTA brand deeper into the market with an “AI-first” strategy, high gross margins, and uninterrupted global delivery. The company expects the enterprise product line to achieve higher profitability than its existing consumer business.

4 – What do you think were the most important new products ADATA showed at Computex this year?

1. High-Speed AI Computing Demands:

– Memory Solutions:

ADATA has launched new memory modules including the ADATA DDR5 CUDIMM 6400 and XPG LANCER CUDIMM RGB DDR5 gaming memory, significantly boosting system data transfer performance. The XPG LANCER CUDIMM has been certified by leading motherboard brands ASUS, GIGABYTE, MSI, and ASRock, achieving overclocking speeds of up to 9,733 MT/s for a high-quality system experience. Additionally, the XPG AICORE DDR5 R-DIMM overclocking memory reaches speeds up to 8,000 MT/s, greatly enhancing workstation efficiency in processing complex data and multitasking.

– Industrial & Enterprise Applications:

ADATA leads the industry by unveiling high-performance industrial-grade 6400 MB/s DIMM series memory modules tailored for next-generation edge computing. With the integration of CKD (Clock Driver) chips, signal stability is significantly improved, offering essential high-reliability for generative AI at the edge. ADATA’s PCIe Gen4 and Gen5 SSDs support U.2 form factors and dual-port controllers, featuring built-in encryption and power loss protection technologies. These ensure stable and secure data handling in edge computing environments requiring high-speed, large-scale data processing. For the growing AI PC market, ADATA has introduced the Gen5 SM2P51E8 M.2 2280 SSD, capable of reaching 11,000 MB/s, alongside LPDDR5X memory with speeds up to 8,533 MT/s, combining high performance with energy efficiency for next-gen intelligent computing applications.

– Business & Edge Systems:

XPG, with its forward-looking design, introduces new commercial-grade products. The debuting DEFENDER SFF small form factor case and EDGECORE TFX power supply focus on compactness and performance, addressing diverse edge computing system needs. The DEFENDER WS XL workstation case, paired with the FUSION 1600W digital titanium PSU, offers a stable and efficient power solution for enterprise-grade workstations, ensuring reliable high-performance computing support.

“Innovative Technology & Smart Mobile Living” Zone: Setting New Standards for High-Speed Storage and Efficient Transmission

– DRAM:

The CES 2025 Innovation Award-winning XPG LANCER NEON RGB DDR5 memory is the world’s first eco-conscious RGB DDR5 gaming memory. It features a PCB thermal coating that improves cooling efficiency by 10%, delivering speeds up to 8,000 MT/s while ensuring stable performance during overclocking.

– SSD:

ADATA unveiled diverse cooling solutions for Gen5 SSDs. The MARS 980 STORM incorporates a patented dual-fan air and liquid cooling system, boosting cooling efficiency by 25%. The MARS 980 BLADE, equipped with a slim heatsink, achieves read/write speeds of 14,000/13,000 MB/s, powered by SMI’s latest SM2508 controller and TSMC’s 6nm process, significantly reducing power consumption and heat output, showcasing new possibilities for Gen5 SSDs in laptops.

The industry’s smallest USB4 external SSD, SE940, uses SMI’s latest single-chip controller and supports read/write speeds up to 4,000 MB/s, meeting the needs of high-capacity, high-speed access.

ADATA also showcased two new portable SSDs: the ultra-compact SC730 with dual USB-C/A interfaces, and the SC740 with 1.22m military-grade drop protection and a built-in USB-C cable. Both are compatible with iPhone 16, the latest Android devices, and offer large-capacity storage.

– Power Banks (PB):

ADATA continues to build a seamless USB-C ecosystem, launching innovative products for high-speed data transfer and mobile charging. The new SR800 magnetic power bank SSD supports up to 2,000 MB/s read/write speeds and up to 4TB capacity, with 15W magnetic wireless charging, designed for content creators and media enthusiasts.

For wireless charging, ADATA introduces the E100 3-in-1 magnetic power bank, capable of charging a phone, earbuds, and smartwatch simultaneously. With a built-in 10,000mAh battery and foldable stand, it’s compact and highly portable—an ideal mobile charging solution.

“XPG Gaming Total Solutions Zone”: Redefining Aesthetics and Performance

XPG showcased a full lineup of new gaming cases from ITX to ATX sizes, including the popular VALOR AIR series, the award-winning INVADER X series, and cases featuring XPG’s exclusive “:EXOSKELETON” design language such as STARKER AIR BTF and STARFIGHTER ITX. The upgraded INVADER X PRO gaming chassis made its CES debut with dual-curved frameless glass and reverse-mount motherboard design, demonstrating next-gen compatibility. XPG also collaborated with renowned PC modders GGF EVENTS to create exclusive gaming builds, merging top-tier aesthetics and performance.

Other featured gaming peripherals include the highly praised PRECOG STUDIO balanced gaming headset, the customizable SORCERER red-switch mechanical keyboard series, and the ergonomically designed NEXUS gaming chair lineup, creating immersive gaming environments for enhanced realism.

Continuing its momentum, XPG expands its power and cooling product lines with new power supplies meeting ATX 3.0 & 3.1 standards. The debuting PYMCORE series includes a Gold-rated SFX PSU tailored for compact builds, using 100% Japanese capacitors for top-tier stability. In cooling, the HURRICANE MAG 120 ARGB PWM magnetic fan introduces a revolutionary patented design, allowing users to switch airflow direction with a single click. The newly launched LEVANTE II liquid cooler features a dual-chamber pump and integrated infinite mirror fans, supporting cooling up to 320W TDP—delivering high performance and stability for next-gen gaming builds.

5 – The Gen 5 SSD’s have been around for a while, however the first solutions had issues with cooling, performance, or even availability. How do you feel this market evolved in the last year? Do you now have solutions that no longer require active cooling, but still offer top performance? What is the next model to look out for?

After whole-year of development in 2024, fifth-generation SSDs are set to continue growing. Thanks to strategic partnerships and TSMC’s 6nm process technology, there have been significant improvements in thermal management, power consumption, and overall performance.

Equipped with ADATA’s ultra-thin heatsink, patented dual-fan air cooling and liquid cooling system, thermal performance can be enhanced by up to 25%. The MARS 980 BLADE uses a slim heatsink and delivers read/write speeds of up to 14,000/13,000 MB/s. It is powered by Silicon Motion’s latest SM2508 controller and built with TSMC’s 6nm process, effectively reducing power consumption and heat generation.

These advancements showcase the potential of Gen5 SSDs for laptop applications, paving the way for fifth-generation SSDs to become the mainstream in future markets.

6 – Similar, even if the USB 40Gbps specs have been around for a while, only recently we started seeing very fast solutions, like SE920, last year, and SE940 this year. When do you estimate USB 40Gbps will become mainstream?

The widespread adoption of USB 40Gbps requires coordination across several aspects: peripheral product specifications, applications, and pricing.

As host devices have increasingly supported the USB4 standard in recent years, the adoption rate of compatible peripherals has also been rising. The upgrade to USB4 has further expanded the scope of applications. By utilizing USB4’s tunneling technology, it is possible to connect external network cards or graphics cards. For instance, if a laptop supports it, users can connect an external GPU at home to instantly upgrade to gaming-level performance. It’s even possible to play games while transferring data simultaneously, as the bandwidth is relatively unconstrained. Large volumes of company data can also be transferred quickly via USB4.

Moreover, the unification of transmission interfaces is expected to greatly boost adoption, as users will no longer be troubled by the wide variety of connectors and interface types.

7 – On the other hand, you launched a lot of interesting USB 3 solutions this year, like SR830, SC740, SR800, SC735 and SC730, most of them offering an unbeatable price / performance ratio. Do you think most people would notice the speed difference in real life between USB 20Gbps and USB 40Gbps?

I think this still depends on the user’s habits and application scenarios. USB 40G offers higher data transfer speeds, better compatibility, and a more unified interface. It has significant advantages in areas such as data transfer, video output, and power delivery. For users such as gamers or those who frequently transfer large video files or documents, products supporting USB 40Gbps can provide considerable benefits.

8 – The models I mentioned also offer other interesting features, like fingerprint security, or water resistance. What do you think matters the most when talking about external SSD’s, besides speed and price?

I believe security is another key factor. In recent years, both individuals and businesses have become increasingly aware of data confidentiality, making data security a critical issue we face on a daily basis. Encryption mechanisms not only protect data and privacy but also enhance overall security, reduce potential risks, and help meet regulatory requirements across various industries.

9 – Which ADATA product are you most excited about and why? This can be a product that has already been launched or an upcoming product.

We are very excited about ADATA’s upcoming new products, including:

1. The new brand TRUSTA
2. LANCER NEON RGB DDR5 memory and XPG LANCER CUDIMM RGB DDR5 gaming memory
3. The MARS 980 BLADE/PRO/STORM SSDs, the ultra-compact SC730 external SSD with dual USB-C/A interfaces, and the SC740 external SSD featuring military-grade 1.22m drop resistance and a built-in USB-C cable
4. The all-new SR800 magnetic portable power bank SSD
5. XPG INVADER X PRO gaming chassis which made their debut at CES；The PRECOG STUDIO balanced gaming headset—widely praised by the media which also paired with the SORCERER custom red switch mechanical keyboard series; and the ergonomically designed NEXUS gaming chair series

10 – Thank you very much for your time! We look forward to seeing the exciting developments from ADATA in the future.