"If I get fish and chips I always get him a bit of fish - he doesn't like the chips, " she said.

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As a result, he says, companies like Samsung and Intel have pioneered chips that are more reliable and easier to produce--innovations that have trickled into enterprise-level storage.

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Kaplan also thinks some of the biggest companies have been unfairly punished simply because they're big, and he is bullish on the prospects for blue-chips like General Electric (nyse: GE - news - people ), IBM (nyse: IBM - news - people ) and Microsoft (nasdaq: MSFT - news - people ).

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Reinhart, a former Motorola executive, was on the losing side of the processor wars in the 1980s and 1990s as he watched Intel's industry-standard chips beat out companies selling incompatible chips, like Sun Microsystems, ibm and Digital Equipment.

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He's thinking of everything from locator tags for pets and packages, to chips embedded in portable products like cameras and computers.

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As a result, he says, companies like Samsung and Intel (nasdaq: INTC - news - people ) have pioneered chips that are more reliable and easier to produce--innovations that have trickled into enterprise-level storage.

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