Phison is a key player in the storage world. The company holds roughly 20% of the SSD controller market, 40% of the automotive storage market, and a slice of server SSDs, among other ventures. The unprecedented flash memory shortage is tough enough on Phison, but CEO Khein-Seng Pua (KS Pua) says that it could lead many smaller companies to a quick death this year in an interview with Ning Guan from Era News.
In the talk, he describes a meeting in China where he witnessed mobile and automotive companies (presumably major ones) pleading suppliers for flash memory. He concludes that smaller firms may not be able to secure any flash supply at all, stating that "consumer electronics are finished," and that the market "will see a lot of victims" in the second half of 2026.
