Longsys, a mainland NAND Flash solution provider, put a bet on the embedded Multimedia Card (eMMC) by cooperating with its partner Samsung Electronics in smart phones and consumer applications. Today, Longsys invests in SSD by seeking commercial opportunities from the mainland market to the globe, showing their strong confidence in the IoT and industrial storage markets.
Longsys believes that the global NAND Flash industry is very competitive. It hopes to penetrate into the market as a cooperator instead of a wrestler because the terminator who will end Longsys is most likely not a player inside the NAND Flash industry, but a system integrator who develops his own storage interface and solutions. As a result, NAND Flash practitioners should not waste time dog-eat-dog.
According to Longsys, Kingston and Transcend are both distinguished NAND Flash storage, providers. Their successful stories of shifting from consumer electronics to the industrial control sector and becoming storage product providers for Apple is always inspiring for Longsys.
Analysis of Taiwan's NAND Flash industry suggests that many global and mainland brands have been trying to develop their own storage solutions. The most obvious and successful example is Apple, who bought Anobit, an Israeli NAND Flash technology team, many years ago and developed a new interface for iPhone. It was a successful move.
Since 2015, Apple starts to apply its own SSD controller to NAND Flash. A similar case may repeat in Lenovo. This could be an alert for storage players as they may be replaced by their own customers at any time.
Following the development route of NAND Flash storage vendors, Longsys starts its business from flash memory cards and USB flash disks before it achieves success in eMMC for consumer use in recent years, by penetrating products including Tablet PC, set-top box (STB), and eMCP products under 32 GB.
Longsys has not yet planed to produce high-capacity eMCP for smartphones, where a stable supply of DRAM SoC is temporarily controlled by Samsung, SK Hynix, and Micron. They have formed a complementary relationship with each other.
Longsys has obtained a considerable appearance in storage products in the field of consumer electronics, but the company is looking forward to a stable and healthy business model considering the volatility of the consumer electronics market. Longsys aims to expand its reach to enterprises in the future. By getting closer to industrial control, automotive electronics, IoT and similar fields that NAND Flash giants often neglect, the importance of technical value will become more prominent.
According to Longsys, a lot of consumers and industrial products require highly scattered, customized services, such as frequent access, high and low-temperature resistance, and localized technical services. For example, the eMMC strategy for set-top boxes has to be accurate enough because such devices are used with a high frequency of on and off. Normally, big manufacturers will not support these complicated testing technologies even though they are necessary.
For instance, buses’ built-in system integrates with 3G/4G to Wi-Fi module or the built-in router with the hard drive on the car to provide customers with network, videos and social software connectivity, SSD with 128GB capacity, are all highly customized products.