TL; DR: Crucial, Micron Technology’s global memory and storage brand for consumers, offers dynamic random-access memory (DRAM) and solid-state drives (SSDs) compatible with more than 175,000 desktops, laptops, and workstations. The company leverages decades of expertise in memory and storage to help tech lovers of all kinds boost system performance and productivity. By observing shifts in customer needs over the years, Crucial is able to effectively anticipate trends and empower users to upgrade their systems accordingly.
New software releases are undoubtedly beneficial — bringing forth bug fixes, security improvements, and innovative features.
But all good things come at a cost.
Whether you’re talking graphics-heavy PC games or productivity applications, newer software versions often consume more computing resources than older ones.
At a certain point, especially on older machines, your software requirements may exceed your computing resources. Of course, buying a new laptop or workstation to keep up with the latest technology isn’t always affordable. And upgrading an old machine can be a challenging prospect due to compatibility issues and high OEM price tags.
That’s where Crucial comes in. The global consumer brand, created by Micron Technology, delivers solid-state drives (SSDs) and dynamic random-access memory (DRAM) upgrades compatible with more than 175,000 desktops, laptops and workstations.
That’s where Crucial comes in. The global consumer brand, created by Micron Technology, delivers solid-state drives (SSDs) and dynamic random-access memory (DRAM) upgrades compatible with more than 100,000 desktops, laptops, servers, and workstations.
“For millions of customers, the fastest and most cost-effective way to extract more performance from an OEM machine is to go to Crucial.com and utilize our Crucial System Scanner or Crucial System Advisor online tools to find out what compatible memory or storage upgrade you need, and purchase that product,” said Rahul Sandil, Head of Global Marketing at Crucial.
The company, backed by decades of experience at Micron, provides installation help via online and mobile installation guides, videos, and customer support alongside its memory and storage product range. These resources put upgrades within reach, whether you’re well-versed in IT or just getting started transforming your system’s performance.
A Trusted Brand Built on Micron’s Memory Expertise
Crucial’s parent company, Micron, was founded in Boise, Idaho, in 1978. After more than 40 years in the business, the company is now one of the largest memory and storage manufacturers in the world — and the only one in the U.S.
Micron, which supplies its products to large enterprises, founded Crucial as its consumer arm in 1996. The goal was to give everyday consumers the means to improve their computers through DIY memory upgrades. Today, the company has built domain authority and become a thought leader in the memory and storage space.
“Crucial built a brand around Micron’s memory expertise and community for people looking to upgrade their PCs, and eventually incorporated out storage technology leadership and product lines as well,” Rahul said. “Despite the market being so competitive, if you go to Google.com and type in the key phrases, ‘upgrade my computer’ or ‘how to install memory,’ Crucial is listed among the top results.”
Crucial’s market leadership is, in part, a product of Micron’s cutting-edge technology. Crucial is the only consumer memory upgrade supplier that is part of a major manufacturer. And the Crucial.com website features innovative online tools and an intuitive design that makes it easy to find compatible memory and recommended upgrades.
“As a fully vertically integrated brand of Micron, we’ve been ahead of the curve,” Rahul said. “We were the first in the market with DDR4 DRAM. We recently announced the 176-layer 3D NAND components, so we have this market and product technology leadership, which we can enable not only for OEMs through Micron but for end customers through the Crucial brand.”
Ethically Observing Shifts in Customer Preferences
Rahul, who has a history in the music business, understands firsthand the importance of understanding and anticipating market changes.
“As in any other technology business, one of the biggest challenges is to understand where the market is shifting,” he said. “I always think back to my first international trip to Singapore in 1997. I bought myself an MP3 player, and I brought it back to an executive and showed him how to digitize your music. He said, ‘Well, it’s never going to catch on because the sound is not warm enough!’”
Crucial has a trend-spotting advantage thanks to the Crucial System Scanner, which helps users find 100% compatible memory and storage upgrades.
The tool examines each PC to analyze current memory and storage, offer compatible upgrade options, and provide maximum performance recommendations. In doing so, the Crucial team can keep a pulse on real-time customer preferences and needs.
“The good thing is, we don’t collect any personally identifiable information (PII) — we use data in a much better way,” Rahul said. “At an aggregate level, we can see shifts in consumer machines through the scans. For instance, we can see the pace at which the market moves from traditional hard disk drives (HDDs) to SSDs, and we can do that at a country level as well.”
Recently, the Crucial team has observed a consumer turn toward faster solid state drives and increased storage capacities, presumably due to the COVID-19 pandemic.
“The whole working-from-home economy that has happened as a result of the tragic spread of COVID-19 has led to greater consumption of content,” Rahul said. “People are storing more and downloading more.”
Refreshed Gaming Memory and Seamless Storage Solutions
Crucial is able to estimate whether consumers are using gaming machines based on the graphics card scanned.
“We’re seeing more data on desktop gaming rates; we’re seeing consumers moving to higher density modules,” Rahul said. “On SSDs, we are seeing people move to higher capacities. We’re seeing all these trend points in real time.”
The company recently updated its entire gaming line to better serve video game enthusiasts. In August, the company announced that it had set a world record for overclocking speeds (in which hardware is run at higher speeds than designed). The latest record was accomplished after Crucial beat the record for the sixth time in 18 months.
Crucial has set multiple records with the Crucial Ballistix MAX line.
“For years, we had a very limited portfolio in our gaming memory line up, but we doubled down on gaming,” Rahul said. “After announcing the new Crucial Ballistix MAX line, we made history as the number one overclock memory in the world. We also have the fastest memory product available for purchase in the world: Crucial Ballistix 5100.”
Crucial has set multiple records with the Crucial Ballistix MAX line.
On the storage side, Crucial recently launched the Crucial P5 SSD, a high-performance NVMe SSD, and expanded its SSD product portfolio to include external storage products with its Crucial X6 and X8 portable SSD product lines. These new internal and external storage products are targeted toward professional content creators, gamers, and other PC enthusiasts.
A Future-Forward Approach to Anticipating Needs
Crucial currently has a presence across all major continents.
“We have sales and channel marketing teams in Europe. We are selling products from Western to Eastern Europe,” he said. “We have a presence in China, Taiwan, Japan, and Korea.”
Crucial is continuously developing solutions based on Micron’s innovations.As with the memory industry’s previous transition to DDR4, Crucial and Micron will be leading the way to offer customers a full array of validated, compatible DDR5 memory solutions as new computing platforms become available in the future.
“We don’t really look at our products in gigabytes or gigabits — we look at them in terms of how effective they are in accelerating innovation for our customers,” Rahul said. “To work for a company that thinks like that is super exciting.”
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