Tag: performance

Why Tech Companies Are Taking Control of Their Communications

The disconnect between Ireland’s world-class tech sector and its telecommunications infrastructure has reached a critical juncture. While Dublin’s docklands host the European headquarters of Google, Facebook, and Microsoft, and Cork houses Apple’s only wholly-owned manufacturing facility in Europe, many tech companies still struggle with communication systems that fail to match their operational sophistication. Yellowcom, serving Irish businesses from their Dublin office, reports that technology companies achieving the best performance gains are those taking direct control of their communication infrastructure rather than accepting standard business packages.

The irony is palpable. Irish tech companies building cutting-edge software solutions often rely on communication systems that wouldn’t look out of place in 2010. This infrastructure lag doesn’t just affect startups in Galway co-working spaces or scale-ups in Limerick’s tech clusters—it impacts established firms across Dublin, Cork, and Belfast that assumed their business phone systems and business broadband would naturally evolve with their needs. The reality proves far different, with many discovering that generic business communications packages severely constrain their operational capabilities.

The Technical Debt of Traditional Telecoms

Ireland’s tech sector faces a unique paradox. Companies capable of building complex distributed systems, implementing sophisticated DevOps practices, and managing global cloud infrastructure often tolerate communication systems they wouldn’t accept in any other operational domain. This technical debt accumulates not through ignorance but through focus—engineering teams prioritise product development over internal infrastructure, assuming telecommunications is a solved problem.

The assumption proves costly. Traditional telecoms providers, even when offering “business-grade” services, rarely understand tech company requirements. A software company’s communication needs differ fundamentally from those of traditional businesses. API access for automation, programmatic control of call routing, integration with development workflows, and granular analytics aren’t nice-to-have features—they’re operational necessities.

Dublin’s tech companies particularly suffer from this disconnect. Despite the city’s status as European tech capital, many firms operate with communication infrastructure that creates friction at every interaction point. Engineers cannot programmatically provision phone numbers for testing. Support teams lack integration between phone systems and ticketing platforms. Sales teams juggle multiple disconnected tools because their CRM doesn’t properly integrate with voice systems.

The problem extends beyond pure software companies. Ireland’s growing ecosystem of tech-enabled businesses—from medtech firms in Galway to agritech companies in Cork—require communication systems that support their hybrid physical-digital operations. Traditional telecoms solutions force these companies into awkward workarounds that reduce efficiency and increase complexity.

Why Standard Business Packages Fail Tech Companies

The mismatch between standard business telecommunications and tech company needs stems from fundamental differences in operational philosophy. Traditional business packages assume predictable usage patterns, fixed locations, and hierarchical communication flows. Tech companies operate with variable demand, distributed teams, and network-style communication patterns that break these assumptions.

Consider authentication and security. While traditional businesses might accept username-password authentication for phone systems, tech companies require SSO integration, multi-factor authentication, and granular permission controls. Security isn’t just about preventing unauthorised access—it’s about maintaining compliance with SOC 2, ISO 27001, and customer security requirements that demand comprehensive audit trails and access controls.

API accessibility represents another crucial gap. Tech companies expect to automate everything, from user provisioning to call routing rules. Traditional business phone systems might offer basic APIs as an afterthought, but tech companies need comprehensive, well-documented APIs that enable deep integration with existing tools and workflows. The ability to programmatically control communications becomes essential for maintaining operational efficiency at scale.

Scalability requirements differ dramatically too. A traditional business might grow predictably, adding employees gradually. Tech companies can experience explosive growth, doubling or tripling headcount within months. Communication systems that require manual provisioning, hardware installation, or contract renegotiation for scaling become operational bottlenecks that constrain growth.

Data analytics expectations highlight another divide. Tech companies accustomed to comprehensive metrics from every system find traditional telecoms reporting laughably basic. They need real-time dashboards, custom metrics, data export capabilities, and integration with business intelligence tools. Communication data should flow into the same analytics platforms as other operational metrics, enabling holistic performance analysis.

The Hidden Costs of Communication Friction

The true cost of inadequate communication infrastructure extends far beyond monthly service charges. For tech companies where talent represents the primary asset and productivity drives valuation, communication friction creates compound negative effects that impact everything from recruitment to customer satisfaction.

Developer productivity suffers when engineers spend time managing communication workarounds rather than building products. A Dublin software company might lose dozens of engineering hours monthly to communication-related issues—time that could otherwise advance product development. When senior engineers earning €80,000-€120,000 annually waste time on communication problems, the opportunity cost becomes substantial.

Customer support quality deteriorates when communication systems don’t integrate properly with support infrastructure. Tech companies pride themselves on responsive, high-quality support, but disconnected phone systems create information silos that frustrate both agents and customers. The inability to automatically log calls, screen-pop customer information, or route based on technical expertise degrades service quality and increases resolution time.

Sales efficiency plummets when communication tools don’t support modern sales processes. Tech company sales cycles involve multiple stakeholders, complex demonstrations, and careful relationship management. Communication systems that don’t integrate with CRM platforms, support call recording for training, or enable sophisticated routing rules handicap sales teams competing against well-equipped competitors.

Remote collaboration challenges multiply with inadequate communications. Irish tech companies increasingly compete globally for talent, building distributed teams across multiple time zones. Communication infrastructure that only works properly from Irish offices limits talent acquisition and reduces team effectiveness. The best engineers have options—they won’t tolerate inferior tools.

Building Communications for Scale

Successful tech companies recognise communication infrastructure as critical technical architecture requiring the same attention as product infrastructure. They’re moving beyond traditional telecoms toward platforms that align with their operational philosophy and technical requirements.

Cloud-native architecture becomes non-negotiable. Tech companies already operating in AWS, Google Cloud, or Azure expect communication systems built on similar principles. This means horizontal scalability, API-first design, infrastructure as code capabilities, and seamless integration with existing cloud services. Traditional on-premise PBX systems or hybrid solutions feel anachronistic to teams accustomed to cloud-native operations.

Programmable communications enable the automation tech companies expect. Whether provisioning numbers for new employees through HR systems, updating call routing based on on-call schedules, or triggering customer notifications through communication APIs, programmability transforms communications from static infrastructure to dynamic capability.

Integration depth matters more than feature breadth. Tech companies prefer communication platforms that integrate deeply with their existing stack rather than attempting to replace it. This means native integrations with Slack or Microsoft Teams, webhooks for event processing, and SDKs for custom development. The communication system should enhance existing tools rather than creating another silo.

Geographic flexibility supports Ireland’s distributed tech workforce. With engineers in Dublin, designers in Cork, and support teams potentially anywhere, communication systems must provide location independence. This goes beyond simple remote access—it means consistent experience regardless of location, device, or network conditions.

The Irish Tech Ecosystem’s Response

Leading Irish tech companies are pioneering approaches to communication infrastructure that others can learn from. Rather than accepting telecommunications as unchangeable overhead, they’re treating it as solvable technical challenge worthy of engineering attention.

Dublin’s scale-ups are building internal platforms that abstract communication complexity from end users. Engineering teams create custom interfaces that integrate voice, video, and messaging into unified experiences tailored to specific roles. Support agents see communication options embedded in their ticketing interface. Sales teams access everything through their CRM. Engineers interact through CLI tools or Slack commands.

Cork’s tech cluster benefits from collaboration between companies facing similar challenges. Informal knowledge sharing through meetups and online communities helps smaller companies learn from larger ones’ experiences. This collective intelligence accelerates the adoption of modern communication approaches across the ecosystem.

Galway’s medtech companies, with their unique regulatory requirements, demonstrate that sophisticated communications can coexist with compliance demands. They’ve proven that cloud-based systems can meet strict quality and security requirements when properly configured and validated.

The rise of Irish communication tech companies creates additional options. Local providers understanding tech company needs offer alternatives to international platforms that might not fully grasp Irish market requirements. This competitive pressure drives innovation and improvement across the sector.

Practical Implementation Strategies

Tech companies successfully modernising their communications follow patterns that others can replicate. The key lies in approaching communications as technical project rather than procurement exercise.

Start with technical requirements gathering, not vendor comparison. Define API requirements, integration needs, security standards, and scalability parameters before evaluating solutions. This prevents being swayed by irrelevant features while missing crucial capabilities.

Assign technical ownership to engineering or technical operations teams rather than traditional IT or facilities. Communications increasingly resembles software infrastructure more than traditional telecoms. Teams managing cloud infrastructure often have better context for evaluating and implementing modern communication platforms.

Implement gradually through proof of concept deployments. Start with single team or use case, validate the approach, then expand. This reduces risk while building internal expertise. Many tech companies begin with engineering or support teams who can provide technical feedback before broader rollout.

Build abstraction layers that insulate users from underlying complexity. Whether through custom applications, browser extensions, or API integrations, create interfaces that match existing workflows rather than forcing workflow changes.

Measure everything from the start. Establish baseline metrics before migration, track throughout implementation, and continuously monitor post-deployment. Tech companies excel at data-driven decision making—apply the same rigour to communications.

The Competitive Advantage of Superior Communications

Irish tech companies with modern communication infrastructure report competitive advantages extending beyond operational efficiency. Superior communications become a differentiator in talent acquisition, customer satisfaction, and market expansion.

Recruitment benefits materialise immediately. Engineers evaluating opportunities increasingly consider tool quality alongside compensation and culture. Companies offering modern, integrated communication tools signal technical sophistication and operational maturity. The ability to support truly flexible working—not just “work from home with a laptop and mobile”—attracts talent with options.

Customer experience improvements follow naturally. When support teams have complete context, sales teams respond instantly, and technical teams collaborate seamlessly, customers notice. In competitive markets where product features converge, service quality becomes differentiator. Superior communications enable superior service.

International expansion becomes feasible when communications don’t constrain operations. Irish tech companies targeting European or global markets need presence without infrastructure. Modern communication platforms enable local numbers, regional support, and follow-the-sun coverage without physical offices.

Innovation acceleration occurs when communications become programmable platform rather than fixed infrastructure. Tech companies build custom applications on communication APIs, creating unique capabilities that competitors cannot match. This transforms communications from cost centre to innovation enabler.

Conclusion: Taking Control of Technical Destiny

The gap between Ireland’s tech sector sophistication and its communication infrastructure represents both challenge and opportunity. Tech companies accepting traditional business telecommunications handicap themselves unnecessarily. Those taking control of their communication infrastructure gain operational advantages that compound over time.

The transformation doesn’t require massive investment or disruption. Modern communication platforms designed for tech companies offer consumption-based pricing, gradual migration paths, and immediate benefits. The primary requirement is recognition that communications deserve the same technical attention as other critical infrastructure.

Irish tech companies have proven they can compete globally across every dimension—talent, innovation, execution. They shouldn’t let communication infrastructure become the limiting factor. By applying the same technical rigour to communications as they do to product development, they can eliminate this constraint and accelerate their growth.

The tools exist, the knowledge is spreading through the ecosystem, and early adopters are demonstrating the benefits. For Irish tech companies ready to treat communications as solvable technical challenge rather than immutable overhead, the opportunity to gain competitive advantage awaits. The question isn’t whether to modernise communications, but how quickly you can eliminate this unnecessary friction from your operations.

Simple Ergonomics for Gamers

When you picture a gamer, you might imagine someone glued to a glowing screen, leaning in with hunched shoulders, controller in hand, lost in a world of action. That picture isn’t entirely wrong, but what often gets left out is the physical toll those long sessions can take. The way you sit and manage your body during play matters more than most realise.

Ergonomics, the study of efficiency and comfort in a working (or gaming) environment, isn’t just for office jobs. It’s just as critical for anyone who spends time in front of a screen. Gamers may shrug it off, but a few weeks of stiff shoulders, wrist aches, or eye strain is enough to make anyone pay attention.

The Chair Problem

It’s tempting to think that any old chair will do. A dining chair, a couch, or even the edge of your bed seems fine when you’re booting up a quick session. But “quick” often turns into hours. Poor support means your lower back bears the brunt, your neck cranes forward, and your circulation slows. The result? A stiff body that’s sore when you finally stand up.

This is where proper gaming or ergonomic office chairs come in. They aren’t just flashy seats with bright stitching and a high back. Good ones offer lumbar support that keeps the natural curve of your spine intact. Adjustable armrests make sure your elbows rest comfortably without straining your shoulders. Height adjustment ensures your feet stay flat on the floor rather than dangling or pressing awkwardly.

If a branded “gaming chair” feels like overkill or is out of budget, a quality office chair often does a better job. The key is support and adjustability. Spending hours sitting isn’t ideal, no matter what you’re doing, but if you’re going to do it, you may as well set yourself up to avoid long-term damage.

Posture: Much More Than “Sitting Up Straight”

“Sit up straight” is advice everyone has heard at some point, but posture for gamers is a bit more involved. Think of your body as needing balance, not just rigidity.

Your feet should be flat on the ground, knees at a right angle, and hips positioned so you’re not slumping into the backrest. Your shoulders should feel relaxed, not creeping up toward your ears. The screen or monitor should sit at eye level, which means resisting the urge to tilt your head down toward a laptop or handheld device.

This applies across gaming genres. Console players often perch on sofas, leaning forward with controllers, while PC players hunch toward screens. Mobile gamers might curl up on a sofa or bed, neck bent downward for too long. In each case, the challenge is keeping your head aligned with your spine. The human head weighs enough that every degree you tilt forward puts strain on your neck muscles, leading to the dreaded “tech neck.”

Even in iGaming, where you might assume the play sessions are shorter, posture matters. A poker table or slots session online can stretch out over hours without you realising it. Adventure Gamers on offshore options shows that there is a huge variety of casino gaming options out there, so the temptation to keep playing can be very understandable. When concentration is high, the body tends to freeze in place. The best players learn to check themselves – shoulders relaxed, spine supported, eyes level with the screen – so they don’t end up stiff or sore after every session. 

Screen Time and Its Consequences

Screens are unavoidable. They’re the window to your games, but they also bombard your eyes with light, colour, and constant motion. Hours in front of a screen can lead to digital eye strain: headaches, blurred vision, dry eyes, and general fatigue.

The “20-20-20” rule is a handy fix. Every 20 minutes, look at something 20 feet away for 20 seconds. It sounds trivial, but it gives your eyes a chance to reset. Regular blinking is also important, since people blink far less when concentrating, which dries the eyes out.

Blue light is another talking point. While research is mixed on how damaging it is, many players use blue-light-filter glasses or software to tone down the glare. What’s less debatable is the effect of screens on sleep. Late-night sessions trick the brain into thinking it’s still daylight, making it harder to wind down. Shutting off games and other devices at least an hour before bed makes a huge difference for rest.

Movement

One of the simplest solutions to ergonomic issues is also the one most overlooked: movement. Even the best chair and posture won’t save you if you sit still for six hours. Blood flow slows, muscles tighten, and energy dips.

Setting reminders on your watch, for example, to stand, stretch, and walk for a couple of minutes, keeps your body engaged. Shoulder rolls, stretching and wrist rotations help somewhat prevent strain from repetitive motions. Many gamers swear by standing setups or even under-desk treadmills, though, understandably, these aren’t everyone’s cup of tea. The real bottom line is, though, that sitting endlessly, no matter how comfortable, is never truly healthy.

Helping Your Performance

Some might think of ergonomics purely in terms of health, but there’s also a performance angle here, too. Those gamers who maintain good posture, limit fatigue, and avoid eye strain often find they perform better. Faster reaction times, longer focus, and less distraction from physical discomfort all contribute to improved play.

Professional esports teams know this, which is why you’ll rarely see them training from a cheap folding chair. Their careers depend on small advantages, and comfort most definitely plays into that. And OK, for casual players, the benefit may not be big shiny trophies, but it can be hours of pain-free enjoyment, and that definitely counts for something.

Creating a Healthy Setup

For anyone unsure where to start, here are a few simple, practical steps:

  • Choose a supportive chair with lumbar support and adjustability.
  • Position your screen at eye level, roughly an arm’s length away.
  • Keep your wrists neutral, not bent upwards, when using a keyboard or controller.
  • Use cushions or pillows for support if you can’t afford new furniture.
  • Set time limits (or at least alarms) to remind yourself to move.
  • Consider screen filters or glasses to reduce eye strain.

These are small changes that add up. Gamers often spend money on better graphics cards, controllers, or headsets, but a little investment in your own comfort pays back every time you sit down.

The Bigger Picture

Gaming is supposed to be fun, but fun should never mean ignoring your body. Too many players realise too late that long years of bad posture or eye strain can create lasting issues. Thinking about ergonomics now is a way of protecting not only your health but also the enjoyment you get from your hobby. Treat your body well, and it’ll keep you playing comfortably for years.

 

Unlicensed Software Risks: Why It’s Crucial to License Your Microsoft Programs

Let’s be honest: software is what keeps the modern business world turning. We all rely on programs like Microsoft Word to draft documents, Excel to crunch numbers, and Outlook to stay connected. But faced with tight budgets, it can be tempting to cut corners by using unlicensed copies. It might seem like a harmless way to save a few dollars upfront, but that initial saving is an illusion. The reality is that using unlicensed software is a huge gamble, one that can seriously threaten your company’s security, finances, and good name. That’s why ensuring your Microsoft software is properly licensed isn’t just a best practice; it’s an absolute necessity for protecting your business.

The cybersecurity nightmare

Using unlicensed software is like leaving your front door unlocked in a busy neighborhood. Microsoft is continually working to seal security holes that hackers love to exploit, issuing regular updates to keep everyone protected. But if your software isn’t legit, you’re left out of the loop. Your computer and your entire network become a target for malware, ransomware, and data breaches. Think about it: the cost of dealing with just one attack, from lost data and operational chaos to regulatory fines and shattered customer trust, could be astronomical. That “bargain” software suddenly becomes the most expensive mistake you’ve ever made.

Performance and stability issues

Beyond security, unlicensed software is often unstable. The code has usually been tampered with to bypass payment, which means it’s no longer the original product Microsoft built and tested. That tampering leads to glitches, random crashes, corrupted files, and endless frustration. Imagine trying to build a house on a cracked foundation. It’s unreliable from the start. Businesses that rely on pirated versions often end up wasting more time and money fixing issues than they would have spent on proper licenses. By using licensed different versions of Windows Server 2025, you ensure smooth, reliable performance that helps your business reach its goals without setbacks. This gives you peace of mind and makes your business more powerful and competitive.

Legal consequences

Unlicensed software use is not a gray area. It is unlawful and constitutes piracy. Software Asset Management audits are a proactive way for Microsoft and other providers to verify compliance. If your company is discovered, you may be subject to severe penalties, which may include paying the full retail price of each unlicensed copy in addition to other damages. In addition, legal fees and administrative hassles can deplete resources and divert attention from managing your company. The consequences of an audit can sometimes destroy a business.

 

No support or backup

Buying a legitimate license doesn’t just give you the software; it gives you access to Microsoft’s support and resources. That means if something breaks, you’re not left guessing. You have experts, documentation, and solutions at your fingertips. With unlicensed software, however, you’re on your own. You won’t have a help desk to call or reliable instructions to follow. Instead, you’ll waste valuable time digging through questionable forums, hoping someone else has the same problem and the right fix.

Why licensing is worth it

Licensed Microsoft software is more than a box to check for compliance. It’s an investment in your company’s security, reliability, and long-term success. The risks tied to unlicensed programs, including financial losses, legal disputes, and damaged reputation, far outweigh the cost of doing things the right way. With proper licensing, you gain peace of mind knowing your systems are safe, stable, and fully supported, allowing you to focus on growing your business instead of fighting preventable problems.

 

Choosing the Right IT Partner for Your Business: 5 Essentials Everyone Should Know

If you’re looking to make the investment of partnering with an IT provider, this can be a big step forward for your business, but only if you choose the right one. The wrong one will leave you feeling frustrated, and before you know it, you’ll be wanting to switch. 

Making the right call is very important, but how do you go about doing this confidently, and knowing what to ask? This quick guide will outline five essential areas to consider. 

1. Look for an understanding of your unique industry and sector

There are plenty of generic managed IT support providers out there. However, finding one that understands the specific pressures faced in your sector makes a significant difference in the impact the partner can have. The benefits include far quicker response times, as the partner will likely have come across and have specialisms in the unique equipment and software you use. As well as gaining expert insight into new technologies and solutions, designed to solve challenges that industries in your area often face. 

And just because they claim to work with people in your industry, it doesn’t necessarily mean their experience is extensive, so be sure to ask for specific examples. 

2. Ask about their approach to businesses that are experiencing growth 

Your business today won’t be the same in a few years time. You need a partner who can grow with you, whether that means onboarding new staff simply and quickly, or helping you migrate to smarter cloud solutions. Ask for real examples of how they’ve helped clients to scale.

3. Check their communication style

IT is technical. And most likely your Team isn’t. A good IT partner will know how to explain their services and solutions in a way that makes sense to you. Pay attention during early conversations: Do they use technical jargon, or do they make things clear? That tells you a lot about what your day-to-day support will feel like once they become your partner. Over time this lack of clear communication will leave your Team feeling frustrated and unsupported.

4. Understand their approach to cybersecurity

If you speak to an IT provider that isn’t prioritising cybersecurity, this should instantly be a red flag. Anyone working in the IT services sector will understand the importance of having at least an essential level of security in place for businesses. If they’re not raising this in your conversations, it should be a signal that they’re a provider who isn’t going to look out for your company’s best interests. 

5. Demand transparency in service and performance

It’s easy to promise “fast support,” but what does that mean? Ask about service-level agreements, average response times, and how the provider is tracking performance. A good one will show you the numbers without hesitation, not just make big claims.

The takeaway message

Getting this decision right can have a big impact on your business, and making the decision based on the cheapest price or whose website wowed you the most isn’t going to result in you finding a long-term partner.

Finding a IT Team that understands your business’s unique needs and truly has your best interest at heart is crucial for a successful relationship. So keep these five key areas in mind when you’re next looking into managed IT services for your business 

 

CHERRY shortlisted at PCR Awards 2025

CHERRY has been shortlisted for Gaming Peripherals Vendor of the Year at the PCR Awards 2025 for its XTRFY range of performance-focused keyboards, mice and headsets.

The Gaming Peripherals Vendor of the Year category honours brands that have had a significant impact on gaming through innovation, performance and market presence.

The ceremony will take place on 24th September at The Brewery in London, bringing together leading names within the tech industry.

The CHERRY XTRFY line combines CHERRY’s expertise in mechanical switch engineering with XTRFY’s esports-driven innovation. The brand continues to redefine what gaming gear can be, from collaborating with professional players to co-developing enthusiast-grade technology.

In the past year, CHERRY has launched a range of products, including the MX Northern Lights Switch, the IK Magnetic Switch, the H3 Wireless Headset, the MX 8.3 TKL Wireless Keyboard and the KW 300 and 300W MX keyboards, which are CHERRY’s first hot-swappable models designed for productivity users.

CHERRY XTRFY products are now available both online and in Curry’s stores across the UK.

Recent collaborations with gaming enthusiasts have reinforced CHERRY XTRFY’s presence within competitive gaming. The brand’s first wireless gaming headset was recently endorsed by Counter-Strike legend Emil “HeatoN” Christensen, who praised it as “perfect for FPS games” with standout directional audio.

As the brand expands its presence across retail and esports, the PCR Awards recognition highlights CHERRY XTRFY’s role in shaping the future of gaming peripherals.

Robin Bithrey, Channel Marketing Manager at CHERRY Europe said: “We’re proud to be shortlisted for this award. At CHERRY, we’re gamers ourselves, and that passion fuels everything we create. From working closely with eSports pros to obsessing over the tiniest design details, our mission is to help every player get the most out of their game. Recognition like this tells us we’re on the right path.”

Viltrox’s AF 90mm F3.5 Lens for the DJI Inspire 3

Viltrox, a global leader in optical imaging innovation, is proud to announce its first-ever aerial lens – the Viltrox AF 90mm F3.5 with a native DL (DJI-compatible) mount, designed exclusively for the DJI Inspire 3 drone. This milestone in lens development builds upon Viltrox’s renowned reputation in ground-based photography and cinematography systems – and further emphasizes Viltrox’s commitment to the aerial imaging field.

The AF 90mm F3.5 DL features a native DL mount, for seamless integration into DJI’s professional aerial ecosystem. As Viltrox’s first 90mm lens – and the first 90mm telephoto lens for aerial cinematography – it delivers a unique mid-telephoto view with strong spatial compression and smooth subject separation, expanding creative options for drone filmmakers.

“We see this lens not just as a product, but as a declaration: Viltrox is now in the air,” said Kahn Wang, Director of Marketing at Viltrox, “We’ve spent years empowering photographers on the ground – and now we’re excited to also support creators looking for altitude, reach, and new perspectives.”

Designed for Flight, Engineered for Precision
Purpose-built for aerial use, this 90mm F3.5 lens strikes a fine balance between optical performance, lightweight construction, and gimbal compatibility. The lightweight 170g design assists with gimbal balance and flight performance.

Designed to work flawlessly with the DJI Inspire 3’s gimbal, this lens delivers sharp, stabilized images, even in demanding flight conditions.

Key design priorities for the Viltrox AF 90mm F3.5 DL include an optimized lightweight build for perfect balance with DJI Inspire 3 gimbals, and a robust structure engineered to withstand aerial vibrations. The lens delivers smooth focus control and edge-to-edge sharpness, ensuring professional results in demanding flight conditions.

Enriching the DJI Inspire 3’s Lens Ecosystem
As the DJI Inspire 3 continues to redefine what’s possible with drone cinematography, Viltrox is alongside, expanding user options with an optical tool tailored for mid-telephoto lens storytelling. The new AF 90mm F3.5 extends the lens options available to aerial directors, DPs, and content creators who aim to push their visual narratives even further.

Viltrox’s Strategic Leap into Aerial Imaging
This new product only marks the beginning of Viltrox’s innovation in air-based optical systems. From mirrorless mounts, and now to cinematic drone setups, the company is committed to building a complete image-making ecosystem – one that knows no limits and bridges ground and sky seamlessly.

Empowering Creators Everywhere
The Viltrox AF 90mm F3.5 DL isn’t just a new lens – it’s a total new perspective. Now, Viltrox is inviting inspired creators to explore altitude, compression, and cinematic depth in ways that were never before possible with aerial cinematography systems.

Other Viltrox news

More details and how to buy
For more information, please visit:

Viltrox Offical Store: https://geni.us/90dl_pr

Amazon Store:

US: https://www.amazon.com/dp/B0FHQBPTV8

EU: https://www.amazon.de/dp/B0FHQBPTV8

MSRP: US$ 499 / EU: €568 / UK £489

HighPoint’s Half-Length NVMe AICs empower compact systems with true x16 Storage Performance

In the ever-evolving landscape of high-performance computing, space efficiency, and raw speed are often at odds. However, HighPoint Technologies is changing the game with its new Rocket 7604A and Rocket 1604A PCIe Gen5 NVMe AICs, which deliver true x16 storage performance in a half-length, compact form factor. These solutions are ideal for small form factor tower servers, rackmount chassis, and edge computing environments where space is limited, but performance must remain uncompromised.

Designed for modern workloads that demand high-speed, high-capacity storage, the Rocket 7604A and Rocket 1604A enable systems to directly host up to 64TB of NVMe storage without the need for internal drive bays or additional cooling components. This makes them a perfect fit for edge computing, AI, and data-intensive applications where every inch of space matters.

Server-Grade NVMe AICs for Maximum Flexibility

Both the Rocket 7604A and Rocket 1604A are server-grade PCIe Add-In Cards (AICs) that support up to 8x off-the-shelf M.2 2280 SSDs, regardless of their speed or capacity. This flexibility allows users to tailor their storage configurations to specific needs, whether it’s high-speed read/write for AI training or large capacity for data archiving.

The Rocket 7604A and Rocket 1604A are not just about capacity—they deliver real-world performance of up to 56GB/s using just four drives. This is made possible by HighPoint’s advanced PCIe Gen5 switching and RAID technologies, ensuring that storage systems can keep up with the most demanding workloads.

Powerful Cooling for Sustained Performance

One of the biggest challenges in compact systems is thermal management. HighPoint addresses this with self-contained cooling solutions that effectively prevent thermal throttling, even under heavy, sustained I/O operations. This ensures that NVMe SSDs maintain their peak performance without the need for extra cooling devices or complex thermal management setups, making the AICs ideal for edge environments where space and power are limited.

Rocket 1604A Switch AIC: Gen5 Speeds with Native Support

The Rocket 1604A Switch AIC is designed for users who want to leverage PCIe Gen5 speeds without the hassle of software or drivers. It offers simple drop-in installation and is natively supported by modern Windows and Linux platforms, meaning it is automatically recognized and ready to use right out of the box.

With no need for additional software, the Rocket 1604A is perfect for environments that prioritize ease of deployment and simple serviceability.HighPoint’s proven PCIe Switching architecture ensures each M.2 SSD operates at maximum throughput under the most challenging workloads.

Rocket 7604A RAID AIC: Customizable Storage for Critical Applications

For users who need more than just speed—those who require flexibility, performance, and security—the Rocket 7604A RAID AIC offers a powerful solution. It supports RAID 0, 1, and 10 configurations, allowing users to balance speed, redundancy, and data protection according to their specific needs.

The Rocket 7604A’s Active Hardware Sensor Monitoring solution and a Comprehensive NVMe Storage Management Suite, give administrators real-time insights into drive health, temperature, and performance. These features are essential for environments where data integrity and system reliability are paramount.

In Summary

Whether it’s for AI model training, real-time data analytics, or media production, the Rocket 7604A and Rocket 1604A deliver the storage performance and dependability that professionals need in a compact, easy to integrate add-in-card form factor. As the demand for edge computing and portable high-performance systems continues to rise, HighPoint’s half-length NVMe AICs are setting a new benchmark for storage innovation.

Learn More

Rocket 7604A – PCIe Gen5 x16 to 4x M.2 NVMe RAID Adapter

Product page: https://www.highpoint-tech.com/rocket-7604a-individual-page/

Buy Now: https://www.highpoint-tech.com/product-page/rocket-7604a

Rocket 1604A – PCIe Gen5 x16 to 4x M.2 NVMe Switch AIC

Product page: https://www.highpoint-tech.com/rocket-1604a-individual-page/

Buy Now: https://www.highpoint-tech.com/product-page/rocket-1604a

Did the ‘Console Wars’ Prove PC is Still the Best Option for Gamers?

The so-called “console wars” have been raging for decades, with each new generation of PlayStation, Xbox, and Nintendo consoles promising better graphics, more immersive experiences, and exclusive games. And yet throughout all the excitement, there’s one question that keeps resurfacing: has the console battle actually highlighted that PC gaming might still be the ultimate platform for serious gamers?

Let’s take a closer look at what the console wars have taught us – and how they might have actually highlighted the enduring strengths of PC gaming.

The Rivalry of Consoles

Every console generation brings a new wave of hype. When Sony’s PlayStation 5 and Microsoft’s Xbox Series X were released, both companies saw record-breaking demand. Fans spent weeks refreshing online store pages in the hopes of snagging one. In fact, Statista reports even in quarter one of 2024, years after release, the PS5 was still selling approximately 2.4 million units.

These new generation machines are undeniably powerful, with fast SSDs, ray tracing, and 4K output. With services like Xbox Game Pass, the value proposition has never been higher. But there are limits, particularly in terms of flexibility, upgradeability, and raw power – areas where PCs continue to shine.

Affordability is Complicated

One of the most common arguments in favour of consoles is price. A PS5 or Xbox Series X costs significantly less than a top-tier gaming PC. That’s true, at least initially. Over time, the picture becomes more complex.

PC games are often cheaper. Steam sales, Humble Bundles, and free game giveaways through platforms like the Epic Games Store mean PC gamers can build vast libraries at a fraction of the cost. Subscriptions like Xbox Game Pass have improved value for console players, but the games only last as long as your subscription.

You can use a PC for more than just gaming. It doubles as a workstation for content creation, music, streaming, work, or betting on sites like betFIRST Sport. For many, that versatility adds to the value.

Power and Performance 

Modern gaming PCs have reached incredible levels of performance. With NVIDIA’s RTX 40 series GPUs and high-end AMD Ryzen processors, gamers can achieve visuals and frame rates that consoles simply can’t match. While consoles are often locked to 30 or 60 frames per second, many PC gamers enjoy 144Hz or higher refresh rates at ultra settings, especially in competitive titles.

Not only that, but PCs are modular, allowing you to upgrade your graphics card or add more RAM. Consoles, by contrast, are “locked”. Once you hit a hardware ceiling, you’re stuck with it until the next generation rolls around (often years down the line).

PCs also support a broader range of gaming peripherals. Want a racing sim setup with a full steering wheel and pedal set? Or perhaps you prefer a mouse and keyboard for pinpoint accuracy in shooters? Some of these accessories are available for consoles, but PC remains the primary platform for customisation.

Game Selection and Modding Flexibility

Consoles do have the advantage when it comes to exclusive titles. But over time, the gap has narrowed. More and more console exclusives are now being released on PC, often with enhanced graphics and features.

PC also offers access to an incredible library of indie games, early access titles, and mods. Games like Skyrim or The Sims 4 become new experiences thanks to community-created content. Platforms like Steam Workshop have made modding accessible to everyone, and for many gamers, that’s a huge draw.

Then there’s emulation. While not always legal depending on the source of the games, many gamers use their PCs to play titles from older consoles (something that’s trickier on PlayStation or Xbox).

Online Services and Ecosystem

Both Xbox and PlayStation charge users to access multiplayer gaming. Although the services (Xbox Game Pass and PlayStation Plus) include monthly games and discounts, they’re ongoing expenses. Meanwhile on PC, multiplayer is usually free outside of specific subscriptions like World of Warcraft or Final Fantasy XIV.

PC gamers also enjoy a level of control over their ecosystem that console players don’t. You’re not restricted to a single storefront. You can choose between Steam, GOG, Epic, Battle.net, and more. You can tweak graphics settings, install performance-enhancing mods, or even tinker with files to improve performance on older hardware.

So… Did the Console Wars Settle Anything?

The intense competition between consoles may have shown that the PC is still the most balanced and powerful option overall. While consoles have made huge strides, especially in ease of use and exclusives, they remain limited by their fixed hardware, locked ecosystems, and narrower customisation options.

For gamers who want plug-and-play simplicity, consoles are excellent. But for those who want maximum performance, customization, and freedom, the PC continues to stand tall.

In a sense, the real winner of the console wars might be the platform that never really joined the fight.