NAND flash prices have increased dramatically. Supply and demand are unlikely to ease this year as AI technology giants and large cloud service providers (CSPs) aggressively purchase high-capacity SSDs. At the same time, a severe shortage of fiberglass cloth has also emerged, which is expected to push SSD controller prices upward as well. The NAND shortage will be severe enough to set new record highs for market prices, potentially creating five major challenges for controller manufacturers, who must accelerate their strategies to compete in AI and enterprise server markets.