This isn't another Elpida situation, but PQI does have enough problems on the dynamic random access memory market that there isn't much point in pushing forward from here on out.
According to a report from Digitimes, the number of companies manufacturing memory modules will go down by one next year.
The company did try to offer variety and somehow make its products interesting enough to survive the economic depression and, more importantly, the severe decline of the memory industry as a whole.
Over the past couple of years, DDR3 prices have fallen almost constantly, and whatever rebounds took place were never enough to make up for the price cuts.
For consumers, this is only good news. After all, 4GB DDR3 RAM modules that sell for under $16 / 12.21 Euro are a welcome bargain on any day of the week.
Sadly, the same cannot be said about the corporate segment. Elpida essentially went bankrupt, even though it was a major player. Micron agreed to buy it.
Power Quotient International (PQI) is taking more proactive measures by cutting its losses while it still can.
We said the company tried to differentiate its products, but what it succeeded in was moving away from computer memory modules.
Instead, it has chosen to focus on storage products, wireless accessories for Apple products, computer peripherals, and Wi-Fi storage devices.
Once it ceases all PC DRAM activities, PQI will become more active on the market of USB 3.0 flash drives as well. In fact, it intends to stop making USB 2.0 devices within six months.
To support this decision, PQI's CEO Alan Chang is said to have expressed his belief that USB 3.0 will be used in 70% of all flash drives by the end of 2013.
Nevertheless, the company will diversify its product selection. Currently, storage units bring in 85% of all revenue. The figure will fall to 70% by the end of 2013.