You may have read our press release about Asetek entering the server space. Over the years I have received many questions asking why Asetek is not very visible in the server space like we are in pretty much every other segment in this industry.
Let me start with a small anecdote; some 5 years ago I was doing a presentation for one of the world’s biggest OEMs on our integrated liquid cooling. There were probably 20 persons in the room and 10 of them were from server divisions and the remaining from the desktop side. There was a lot of interaction underway from all divisions. After my presentation, I received really good feedback on our technology and one of the server VPs approached me and said – “Andre, this is a really cool (no pun intended) solution you have. Come back to me when you have a million units in the field and 5 years of statistics”.
Wall Street High Frequency Trading There you go – that’s the answer to why Asetek has not been very active in the server market until now. This market (compared to the desktop market) is, for good reasons, much more conservative and bases its decisions on many other aspects than just performance, such as reliability and TCO. Also, if you have read “Crossing The Chasm” you would know that as a small company you want to start with enthusiasts and early adopters of technology. Asetek IS now at a place where we have more than a million(!) units in the field, we have years of track record from different segments and applications, and we have very good statistics around our quality level and reliability. 5 years ago we had PowerPoints and product life time statistical calculations.
Another thing has changed which makes the opportunity worth going after for us – we now finally see a meaningful need (in human terms: a valuable problem we can solve). We think there are three categories we can play in: 1. Performance 2. Density, 3. Power savings, and of course any meaningful mix thereof.