Phison's lineup of SSD and portable SSD controllers is keeping pace with the general industry trends, as evidenced by their products on display at the 2024 CES.
Portable SSDs in all forms and sizes (including the popular thumb drive as a SSD-in-a-stick) have gained a lot of market and mind-share in recent years, thanks to rising capacity and performance. An important contributor on the power-efficiency front (which is important for flash drive vendors to pack SSD performance in a thumb drive) has been the rise of native flash controllers like Phison's U17 / U18 and Silicon Motion's SM2320.
