The HDD companies, Seagate, Western Digital and Toshiba are participating in better management of storage device energy use, as are flash manufacturers such as SanDisk, Samsung and Toshiba and many flash based storage equipment suppliers such as Skyera, SmartStorage Systems and Virident.
Other factors that will increase storage capacity growth are the creation and sharing of user generated content and the growth of machine to machine communication (and thus information storage) such as smart grid networks, video surveillance, big science in astronomy and physics and other emerging automated users of storage capacity.