14 DAY TRIAL // Regardless of how good a new product is, it is inevitable that the amount of attention it gets, as well as the extent to which users know about it, depends directly on the reputation of its maker. The older and better-known a company is, the more favorably its product is looked upon, even when it doesn't deliver on all of its promises. This, combined with the fact that there aren't many opportunities for innovation when it comes most established markets, often prevents new companies from gaining a foothold. Seemingly hoping to break these shackles, BitFenix has announced its entry into the gaming hardware industry.
While the performance element is being well looked after even by current products, BitFenix will most closely work on design and towards giving end-users more control over their hardware.
The company itself was reportedly founded by a “significant portion” of the team that was behind Cooler Master's Storm series of cases. The first items the new players will show off, over the course of the next few months, are three PC cases, but they will not limit themselves to just that. Instead, they will implement “smart engineering, thoughtful design, and some very novel ideas” that will lead to the creation of “truly innovative products” whose nature has yet to be revealed, though they will likely be some sort of new peripherals.
"The truth is that users shouldn't have to adjust to the way their hardware works, which is why we want to give users as much control as possible," said David Jarlestedt, BitFenix Product Manager. "The time has come for true innovation to hit the scene, and I believe we have the experience and know-how to make it happen. And because a product's form is almost as important as its function, BitFenix products will be crafted to look as good as they work. We are driven to deliver some groundbreaking products, and along with the feedback from the community, I believe our upcoming designs will really cause people to do a double-take."
More details on the company's exact plans should be revealed in the next few weeks.