Ryan Baxter, Director Cloud & Verticals, Micron & Mo Farhat, Director Enterprise SSD Business Line Management, Micron | AWS re:Invent 2017 #reInvent #theCUBE https://siliconangle.com/2017/12/27/hyperscale-trend-creates-demand-advanced-memory-support-innovation-reinvent/ Hyperscale trend creates demand for advanced memory support innovation The future of cloud computing looks to be primed for faster processing, automation and increasingly larger workloads as businesses across the board continue to innovate in the scalable processes that contribute to this exponential growth. With hyperscaling as a top priority, companies providing tools that enable more rapid processing are becoming indispensable to the advancement of tech. “The rise of hyperscale is the true story in [information technology]. We’re closely engaged with AWS to support their storage, memory — and emerging memory technologies as well. We’re tremendously excited by the potential that AWS can bring to the market and is bringing to the market today,” said Mo Farhat (pictured, right), director of the enterprise SSD business line at Micron Technology Inc. A player in tech for over 30 years, Micron is helping usher in a new era of digital transformation with its memory support capabilities. Farhat and Ryan Baxter (pictured, left), director of marketing at Micron Technology, spoke with Lisa Martin (@LuccaZara), co-host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, and David Floyer (@dfloyer), CTO and co-founder of Wikibon, during the AWS re:Invent conference in Las Vegas, Nevada. They discussed the industry-wide transformation driven by cloud and how Micron Technology is working to support growth and innovation. (* Disclosure below.) Elucidating digital transformations Micron Technology is innovating through this shift by rethinking the traditional model of memory and storage, recently releasing NVDIMM (non-volatile dual in-line memory module). “It is the first example of a persistent memory which we believe will usher in a completely new model … of the way folks do compute. … With just a little bit of investment in terms of adjustments in software and the way you use hardware, what you can gain from a performance perspective is enormous,” Baxter said. The company is primarily interested in accelerating and enabling new workloads. Baxter and Farhat are excited about the persistent memory storage prospects made possible by solid-state storage devices and potential for accessing non-volatile storage media with non-volatile memory host controller interface specification. “What NVMe allows you to do is harness the inherent parallelism of solid state memory technology and enable better control, enable lower latency, higher throughput, and really move away from the legacy input/output stack that was built for the hard-drive era,” Farhat said. Allowing customer needs to provide direction is integral to the Micron’s overall strategy. “We have the privilege of working with folks like Amazon Web Services, Inc., because these customers at the end of the day challenge us to be better … to maintain or improve our quality levels … to be more flexible from a go-to-market and business model perspective,” Baxter said. For Micron Technology, a focus on customer input is of chief importance in creating tools that will serve their growth. “You’ve got to go in on collaboration. Some of the most exciting things we do here is enabling our customers to succeed,” Farhat concluded. Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of AWS re:Invent. (* Disclosure: Micron Technology Inc. sponsored this segment of theCUBE. Neither Micron Technology nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)