Interview with U3
With all the U3 enabled drives that we have reviewed in the past, we thought it only fair to try and get a glimpse behind the scenes of it. So we put it to the man or rather company in this case. We've asked U3 some questions with regards to the product they put forward, the U3 platform. Read on and see what their answers were.
First off, Can you introduce yourself and your company?
Esther Kruijver, VP of Platform for U3, LLC. I’m responsible for the products U3 brings to market, including the Launchpad for the end-users, tools and documentation for the software developer community as well as a Hardware Developer Kit for the USB Flash Drive manufacturers who license our platform. In addition to that my responsibility includes all services and support U3 delivers to end-user, software developers and hardware manufacturers.
My background is in the software and services industries as an entrepreneur and member of executive management teams, where I’ve worked in strategic leadership in business planning, developer relations, setting strategies and building marketing and channel plans for companies around the world. I have a passion for early-stage business development and outbound marketing, so U3 is the perfect opportunity for me.
U3 is the company behind the innovative computing platform that transforms USB flash drives from simple storage devices into “smart” drives that let you access your personal workspace and everything that includes—favorite software applications, settings, passwords and profiles, wallpaper—and use then on virtually any PC, without lugging around a laptop and without worrying about security issues. When you’re done, you simply unplug the U3 smart drive and walk away knowing that all your personal information leaves with you. So you can share a PC yet maintain the privacy and familiarity of your favorite software, customized settings, and files no matter where you are.
How did it all start?
USB flash drive market leaders msystems and SanDisk envisioned a transformation for USB flash drives, from simple storage devices into USB smart drives that people can use not only to carry data, but also software programs, preferences, and profiles to launch on a PC wherever they go. However, there was no standard platform to enable software developers to create applications that are portable and secure on all drives.
To make this vision a reality, the companies formed U3 LLC, an independent, privately held company that is uniting the industry around an open hardware and software platform that ensures multi-vendor interoperability and compatibility. U3 offers the innovative U3 smart drive computing platform for the creation of USB smart drives.
When did you start?
The company was founded in 2004. We held our first International Developer Summit to recruit software developers to the U3 smart platform in June, 2005. And the technology was officially introduced to the market at DEMOFall in September, 2005, when the first U3 smart drives and software applications began shipping.
Who came up with U3?
U3 is a joint development project funded by our parent companies, SanDisk and msystems. R&D continues at U3’s R&D centers in Israel and Redwood City, California.
What made you start?
Vision of the founders (see above)
What is U3?
The U3 LLC is the company behind the U3 smart drive platform that transforms USB flash drives from simple storage devices into USB smart drives capable of carrying personal preferences and applications and launching them. U3 is a software company.
The U3 platform includes a hardware development kit (HDK), software developer kit (SDK) and the U3 system software. The HDK gives manufacturers the core technology to build U3 smart drives. The SDK enables software developers to deploy their applications onto U3 smart drives with minimal effort. The U3 system software includes the U3 Launchpad, which comes installed on all U3 smart drives and is the entry point to a person’s digital universe.
So U3 is really bringing together a global community of users, manufacturers and developers, to create a variety of applications and uses for U3 smart drives.
How much R&D did you do?
Our engineering team in Israel works closely with our Engineering and Platform and Development teams in the California. The foundation for this platform has been worked on for a number of years by msystems and SanDisk prior to U3 advancing it and taking it to market.
How many people do you employ?
Approximately 30 full-time staff plus additional support from independent contractors.
There are some hardware and software suppliers backing this technology, can you tell us some of the names?
U3 smart drives are easily recognizable by the U3 smart logo and are available from the following leading brands worldwide: BestBuy Geek Squad, Clever-Stuff disgo classic and Clever-Stuff busbi, COS Memory AG, Data Storage Advisors disk2go, Elecom Co., Ltd., EMTEC, Hama GmbH, Intuix, I-O DATA Device, Inc., Kingston Technology Company, Memorex, Office Depot Ativa, PQI, SanDisk, Toshiba, TwinMOS and Verbatim. Lenovo will begin providing U3 smart drives to the China market this year.
There are now close to 130 software applications available for all types of user needs, including audio video applications, business, design and photo, email, games, Internet, security, utilities and web browsers. Software applications are available from major developers, including Mozilla, Thunderbird, OpenOffice, XOFTspy, Skype, McAffee, Trillian, Maxthon Browser, ThinkFree Office. Visit U3 Software Central store on our website to see all the great applications available for U3 smart drives.
Are the partners that back U3 in hardware and software growing in numbers?
Yes, we’ve now grown to over 9000 registered developers. And we have nineteen hardware partners who are manufacturing and selling U3 smart drives around the world.
Can any flash drive become U3 smart devices?
U3 smart drives carry a specialized controller and are manufactured specifically as U3 smart drives. The specialized controller works seamlessly with the software of the U3 platform, delivering the U3 smart benefits to end-users.
Can you tell us the amount of units manufactured using U3?
U3 doesn’t sell U3 smart drives and therefore doesn’t track unit sales. These are tracked through individual manufacturers. What we can tell you, however, is that Gartner Group predicts that by 2008, smart USB Drives will represent 70% of all USB drives shipped.
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