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Interview with ARCTIC's Daniel Man


by Stuart Davidson - 19th Dec 2011
ARCTIC Interview with Daniel Man
Hi, thanks for taking the time to speak to HardwareHeaven today. Can you introduce yourself to our readers and explain a little about your role at ARCTIC?
My name is Daniel and I am primarily responsible for public relations within the Marketing Department here at ARCTIC. My work typically involves working with various media vendors to devise various brand strategies in over 20 different markets across the globe.
ARCTIC will be known to many of our readers under the old name "Arctic Cooling". Can you give our readers a little background behind why the name was changed. Also can you tell us when did ARCTIC COOLING become ARCTIC and what are your main product categories?
Arctic Cooling focused solely on cooling products in the past. Today, our company offers a wide range of products that spans beyond cooling and into computer peripherals, consumer electronics and home entertainment solutions. For this reason, Arctic Cooling became ARCTIC in 2010 to better reflect the various product categories that aspire to please our customers with.

ARCTIC's mission is to provide a more complete set of innovative solutions to our consumer and hence we developed 6 sub-categories of products, namely COOLING, LIVING, EQUIPMENT, POWER, SOUND and HOBBY.
If you were explaining ARCTIC, as a brand, to a consumer for the first time what would the description be? (What makes ARCTIC unique in the market?)
ARCTIC was the catalyst behind a trend towards quieter PC cooling systems in 2001 and has led the way ever since.  Today, our range of expertise includes noise suppression for PCs, audio and computer peripheral equipment, and power supplies, right through to home entertainment solutions. So, as mentioned above, our current product categories include cooling, sound, equipment, power, living and hobby.
The ARCTIC brand has obviously been known, for some time now, as a leader in cooling products for both CPU and GPU. In recent times we have seen other manufacturers move towards Vapor chambers and Liquid coolers which enhance performance over traditional methods. Do you see ARCTIC taking the same approach? If not, why not?
Passive dual phase cooling solutions (heat pipes and vapour chambers) have been used in the space industry for over 40 years and have proven to be efficient and reliable. Our passive dual phase solutions based on heatpipes offer high performance at a reasonable price and are more reliable than liquid coolers (active, single phase). Heat pipes do not suffer leakage, ageing or pump failure and can be used for decades without maintenance. Our solutions allow enough headroom for today's application - overclocking included - and do the job virtually silent.

Liquid cooling does allow the push the cooling performance a little bit further, though has so far completely ignored the components surrounding the CPU or GPU. They do not even generate a little bit of turbulence - and cooling those components play an important role, especially when it comes to overclocking. If in the future we step into this market, it will only be with a solution taking all factors and issues of our customers into account, offering them a complete solution.

Many companies have promised a new level of cooling efficiency using vapour chambers. So far all of it remained a dream and our various tests support the idea that vapour chamber might remain a highly acclaimed technology which will never be of much use in the PC industry.
Other than coolers, what is the product that ARCTIC are most proud off?
Besides our coolers, ARCTIC is proud and passionate about its home entertainment solutions, namely our MC001. Besides standard HTPC features it offers multi-room audio which means that several people in a household can access the MC001 through an Android or iOS app at the same time and listen to their music in one or multiple rooms of choice. An integrated TV tuner allows recording your favourite TV show; a double tuner option let you do the same while watching another program. The MC001 is the centre of your entertainment at home, offers Internet TV and Internet Radio; with Video on Demand you order your favourite film comfortable from your sofa, it let you organise comfortable your music, picture and video library - and all this through an app. It serves as central data storage at home, uses hardly any space and is due to a passive cooling completely inaudible.
While the product catalogue at ARCTIC has been expanding rapidly for some time one of the areas which has seen slowest growth is PC cases. Is this because you feel that the current range offer an ideal alternative to other manufacturers or will we see more focus on new case designs in the future?
ARCTIC offers with the Silentium T11 an ideal basis for a quiet yet powerful PC at a very fair price level. We are not famous for packing the same products in a fancy way and sell it as new technology as well as we don't measure innovation by the amount of products we have on offer. A new PC case from ARCTIC will only be launched as soon as this case offers completely new options to our users - and back to your question, it will take place.
When designing new products what are the key aims at ARCTIC? Do you focus on performance first then features? Or is it about ease of use maybe?
When it comes to new product designs, we do and always will embrace the idea behind our slogan "Spirit of Innovation". Our customer is the centre. We build technology around our customers, keeping always their benefit in mind - this is what we call innovation. Performance and features might be important for our customers, so is usability and value-for-money. Talking about features or performance more is not always better. Very often we develop in several directions in order to offer the highest benefit to different customer groups.
ARCTIC will be at CES in January, clearly the new i30 and A30 coolers will be on show there. If our readers are to stop by the stand what other exciting items will they be see from ARCTIC?
At CES 2012, ARCTIC has its spotlight on two exciting CPU coolers - namely Freezer i30 and A30, with the former specifically designed for the Intel socket 2011 as well as a VGA cooler for the upcoming next generation VGA cards. We will also introduce our new Audio Relay and show how your friends and family can listen to their music within your home using our app. Furthermore we will let people experience the advantages of using an app controlled entertainment centre like the MC001. In addition, our sleek and probably thinnest 2.5" HDD Enclosure will definitely fit in every pocket, helps you to get your data available anywhere and never miss a backup anymore.
Aside from the usual product initiatives, what has ARCTIC done recently to resonate as a global consumer brand?
Beside our usual product initiatives, ARCTIC has largely invested in marketing to reinforce the ARCTIC's brand image within the consumer market. We have launched numerous marketing campaigns worldwide, including various social media, online and offline marketing platforms. Last month, we ran a co-branding campaign with one of the clarity organisation called Habitat in Hong Kong, to help donate money to build homes in China. While today's consumer are concerned about the environment, ARCTIC invested in a gold standard project supported by WWF in Jiangsu, China to regenerate energy form landfill gas and use it for clean power generation. (Carbon Report). In the coming year, we have many more exciting marketing initiatives to show our customers that we care.

Though at the end the user experience is what counts. Step by step we bring our customers to the next generation of entertainment. MC001, Audio Relay and their corresponding Smartphone apps were a start towards that direction.
Finally, there were recently three 10th anniversary competitions running on the ARCTIC website, can you give our readers a quick explanation of what they were and how they find out about future news?
To celebrate our 10th Anniversary, we launched our "PLEASANT SUPPRISES" campaign in Facebook. It is consisted of three competitions that are prized with ARCTIC products valued over USD 5,000. "10 Steps To The Top" consists of real-time multiple-choice question online competition with four rounds held from November 11th through 27th, 2011. This is followed by our "Photo Competition" and "Video Contest" in which participants are required to capture and upload photos or videos relating to ARCTIC and the theme 'Pleasant Surprises' between Nov 28th 00:00 (CET) through December 13th, 2011 23:59 (CET).

To find out about new products and future competitions your readers simply have to like our Facebook page or visit www.arctic.ac and keep an eye on our news section.