Trend of Technological Evolution
by Innovationin Hard Disk Industry

HGST Japan
Platform Development

Yuki Taniguchi
Kazushi Tsuwako

The 10th Japanese TRIZ symposium
September 11, 2014 Waseda University© 2014 HGST, INC.

What is the Innovation?
The purpose of the enterprise is a creation of thecustomer. Therefore, the enterprise has only 2 and 2
basic functions. It is marketing and an innovation. Only
marketing and the innovation bring forth fruit.
from “Management” . Written by P.F.Drucker

The technology is a process where manpower, thecapital, the raw material, and information on theorganization are changed into a high product and theservice of value.
The innovation is to change the technology.
from “The Innovator’s Dilemma" . Written by C.M.Christensen© 2014 HGST, INC.

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What is the Innovation?
Disruptive Innovation and Sustaining Innovation
Definition of Dr.Christensen

 Disrputive Innovation
A quite different idea from a past and standard is brought in the market.
It is supported by a new minor user who is not the main current of the industry.
Cost competitiveness is high because it is born in the low-end market.

 Sustaining Innovation
Pursuit of performance requested in high-end market
It aims at the performance gain of an existing product by a new technology.
Because the performance gain is continued, customers' needs might beexceeded.

© 2014 HGST, INC.

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History of Storage Disk Drive
1956 RAMAC• 5 Mbytes• Fifty 24" disks, 1200 RPM• 2000 bits/in2

30 years ago

58 years ago

1986 3380• 1.2 GB >1000W• Nine 14" disks, 3600 RPM• 12 Mb/in2

Total weight 58Kg

Total weight2014 Now2t©International Business Machines Corporation.

Device HDD that head flies on disk,records, reads data on disk, and plays.
This structure has been succeeded
without changing.

115g

2.5" 1TB
5400RPM640g

3.5" 8TB
7200RPM© 2014 HGST, INC.

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History of Storage Disk Drive
M Units - Annual HDD Shipments

1st era1600 Mainframe era

2nd era

3rd era

4th era

Minicomputer era

PC eraConsumer era

1400
1200

3.5"24", 14"

2.5"

3.5" 2.5"

1.8" 1"/<1"8", 5.25"

1000
800
600
400
200

MP3 HDD since 2001
DVD/HDD recorder since 2002

0© 2014 HGST, INC.

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Trend of Demand Capacity and Supply Capacity
Short dashed line: Capacity practice of product
Solid line : Demand capacity of market
1000

HDD capacity
ＨＤＤ容量（ＭＢ）(MB)
14 inch HDD

Mainframe
Minicomputer

100

Desktop
PDA

8 inch HDD
5.25 inch HDD

10
2.5 inch HDD
3.5 inch HDD

1.8 inch HDD

Portable &Notebook market
SSD

174 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95

Year
C.M from "Dilemma of innovation" . Written by Christensen© 2014 HGST, INC.

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Disruptive Innovation
Disruptive Innovation: Architecture that miniaturizes HDD size
Innovator in each HDD industry

Trend of Evolution (written by D.Mann from "Systematic Technical Innovation")
Focus of Purchase of Customer
Performance -> Reliability -> Convenience -> Price
In HDD, a large-scale Disk size was always advantageous from the viewpointof performance each other.
However, when a subordinate position model met the demand of thecustomer with a constant, the focus of the selection of the customer wasshifted to reliability, convenience, and the price, and a small Disk modelcame to occupy the market.
© 2014 HGST, INC.

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Disruptive Innovation
 In a present HDD industry, the miniaturization more than this is
impossible. That is, the low-end type disruptive innovation cannot behoped for.
 Is it a road where the shift to the new market type disruptive
Innovation to survives?

New value is produced adimension different from the past.

From "Solution to theinnovation"
Written byC.M.Christensen© 2014 HGST, INC.

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Sustaining Innovation
Sustaining Innovation: Improvement technology of recording density
１． Slider technology
Ferrite head > Thin film head > MR head > GMR head > TMR head
2.Disk technology
Magnetic disk > Thin film magnetic disk > Vertical magnetic disk
3.Clearance between slider and disk
Micron > Submicron > Nano > 1 nm or less

The trend of common evolution to these technologies is "Evolution
from the macro to the Nano scale. "It aims at making minutely about the recording density and the FH
clearance further.
© 2014 HGST, INC.

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Improvement of Recording Density by Slider (Mb/in2)
1000
Excerpt from TDK WEB site

CapacityMR head

100

Thin Film head

Excerpt from TDK WEB site

10

Ferrite head1年© 2014 HGST, INC.

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Improvement of Recording Density with Disk
Each technology of the disk draws S curve severally.
GMRlaserwrite coils

Recording density

Thermal Assisted Recording (TAR)(probably on BPM)

heat spot

10 Tb/sq.in?

Bit Patterned Recording (BPM)

5 Tb/sq.in?

Discrete Track Recording (DTR)(1-2 generations, prepare for BPM)
Perpendicular Magnetic
Recording (PMR)
Longitudinal Magnetic
Recording (LMR)

1000 Gb/sq.in?

130 Gbit/sq.in.

• 50 Years• >50 Million increase in areal density

10,000 Gb/in2 = 10 Tb/in2
50 TB 3.5-inch drive
12 TB 2.5-inch driveTime© 2014 HGST, INC.

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Improvement of Recording Density by Flying Height
The trend of further evolution is used for a decrease in the clearance between
recent slider disks.
Because the clearance has approached at a molecular level, the control
technology of more advanced of flying height (FH) has become indispensable.
To always adjust to a complex user environment, it came to be able to manage.

Trend of evolution: Control
Straight line control action> When producing, FH is managed.

Control action that uses mediation > The user environment is assumed and FH is set.
Introduction of feedback> FH adjustment that uses TFC in user environmentIntellectual feedback> The temperature, the atmospheric pressure, gravity,and potential are perceived and it feeds back.

© 2014 HGST, INC.

12Principle of Thermal Flying Height Control (TFC)
Structure of head and disk in HDD
ThermalActuator(heater)

Generation of heat

Figure where slider flies on disk

Suspension
Write Coil

Head
Read Element

Magnetic headSlider
Flying height

10nm

Thermalexpansion

Direction of rotation around disk

AirDiskAbout100MΩ

Diagrammatic illustration of head and disk in HDD© 2014 HGST, INC.

13Conclusion
1.The disruptive Innovation in the HDD industry was a simple miniaturizationaccording to the downsizing of the system. However, this low-end typedisruptive Innovation comes to the limit. Groping for the next, disruptive
Innovation starts.
Trend of evolution: Focus of purchase of customer (performance -> convenience -> reliability -> price)
2.Maintain tracks of the performance gain always established to high-techdevelopment. In a word, it has aimed to improve the performance, and to
get to the area where the rate of profit is high. It did not destroy such atechnology though there were a lot of difficult one. The development , thetarget that the customer suggested was pursued.
Trend of evolution: Evolution from macro to Nano scale / Control
3.The manufacturer where results existed had technology that led theinnovation that continued. However, it was an upstart that it took the lead,it developed, and had adopted destroyed technology. However, the upstart
did not necessarily survive in the HDD industry. As for this, a part oftechnology to improve the recording density is thought that it is a reason
that one company (IBM) was leaving others far behind until about 2000.

© 2014 HGST, INC.

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Aiming at the future
Recording density
It challenges the limit.

 Approach 1 in HGST Japan
Innovation Harvest- The fence in the development field is exceeded
and the idea in-house is recruited.
- Regular review of specialist and executives- An excellent idea is an object of the commendation.
- Securing of budget frame for idea achievement© 2014 HGST, INC.

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Aiming at the future

For CloudNew environment, Approach 2 in HGST JapanAiming at further high reliability

Condition and demand- Trend of Evolution: Design Methodology
1.Trial and error(mainframe market in the 1950's)

2.Design that thinks about stationary state(mainframe minicomputer market in the 1960-1980's)
3.Design to which transitional effect is taken(desktop portable market in the 1980-2000's)
4.Design to which slow effect of deterioration is taken(desktop portable market after 2000)
5.Design to which cross coupling is taken(future tasks)

6.Design to which Murphy's law is taken(future tasks)© 2014 HGST, INC.

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Aiming at the future
Trend of Evolution : Design Methodology

Design by Murphy's law
Consideration "When something can be foolishthe customer, they will surely do so about thisproduct" is included in the design process.
=> It aims at the improvement of the design
margin by a guard band examination thoroughof HALT(Highly Accelerated Life Test) etc.
Written by D.Mann from "Systematic technical innovation"© 2014 HGST, INC.

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Thank you for listening.

HGST Japan
http://www.hgst.com/© 2014 HGST, INC.

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