Hitachi Global Storage Technologies is to double the total shipments of consumer hard drives this year, in response to faltering enterprise demand.
The company will target three key consumer segments - MP3/personal media players, digital video recorders and mobile phones.
Analyst firm IDC recently predicted that 20% to 22% of all hard drives shipped in 2005 will go into consumer devices compared to 15% in 2004. Hitachi said growth in the enterprise market is stagnant.
As part of its strategy for the consumer market in 2005 Hitachi will open five Hitachi Design Studios worldwide that will specialise in helping partners to integrate hard drives into consumer electronic devices.
Hitachi Global Storage Technologies was founded in 2003 as a result of the strategic combination of Hitachi's and IBM's storage technology businesses.