Earlier this year, we debuted our all-new website; now, it’s time for a new domain ending, too. We’re retiring the arctic.ac domain name and going forward, all things ARCTIC will be found at www.arctic.de.
With the redesign of website, we are presenting ourselves as we actually are: a contemporary, service-oriented PC tech company. In addition to the visual aspects of the redesign, we placed a special emphasis on optimizing usability and performance.
.de stands for Germany
The new top-level domain “.de” underlines the great significance that the German location has within the ARCTIC corporate group. What began around seven years ago as a three-person branch has grown to become the largest ARCTIC location and an international hub in Braunschweig, Lower Saxony.
“The German market has always been of particular importance to ARCTIC,“ explains CEO Magnus Huber.
Today the location is an important pillar of the company and continues to show strong growth.
The German office, comprising nearly 3,000 square meters of office and warehouse space, is home to about fifty employees across eight different departments. They work side by side (from a safe social distance of course, including their home offices) to realize the company’s vision. International sales, global marketing, handling of service and support as well as deliveries to customers in Europe and beyond, are currently managed from Germany.
German influenced, internationally oriented
While Germany is and will remain a clear focus market, we are simultaneously sharpening our focus on an international level. Recently, with the formation of the Digital Commerce team, we strategically realigned ourselves in this area – thus reaffirming our commitment to aggressively serving other large target markets.
“We want to guarantee that our customers are able to obtain our products at an excellent price-performance ratio – worldwide“, says Head of Digital Commerce Britta Bubolz.
Digitalisation offers us myriad possibilities for this and we will gradually explore and implement them all.
We are proud of this dynamic development, and one thing is certain: ARCTIC will not stand still in the future either.
Planning to upgrade your PC with a new AMD Ryzen™ 5000 Series desktop processor?
If so, we’ve got great news for you! As a close partner of AMD, we at ARCTIC are happy to announce that not only is our Liquid Freezer II Series compatible with the new AMD desktop processors supported by “Zen 3” architecture, but that our newly-released A-RGB air cooler, the ARCTIC Freezer 50, is compatible as well.
AMD Ryzen 5000 Series – the world’s fastest gaming processors?
Last week, AMD unveiled its new “Zen 3” architecture, powering the next generation Ryzen™ 5000 Series desktop processors. AMD is setting the bar high, promising the highest single-thread and multi-core performance of any desktop gaming processor. AMD Ryzen™ 5000 Series desktop processors will come with higher max boost frequencies, a significant IPC uplift and lower latency thanks to its brand-new architecture, while still using the 7nm+ process.
The new core layout will allow every core to directly access L3 cache, helping to cut latency in gaming. The improved 7nm+ process also offers the new chips higher clock speeds while maintaining lower power consumption.
The AMD Ryzen™ 9 5950X, AMD Ryzen™ 9 5900X, AMD Ryzen™ 7 5800X and AMD Ryzen™ 5 5600X will all launch globally on November 5.
The ARCTIC Freezer 50 – a great cooling solution for your AMD Ryzen 5000 Series desktop processor
Want to keep your top-tier chip cooled in ARCTIC silence? Don’t worry: our Freezer 50 CPU cooler is compatible with the new AMD Ryzen™ 5000 Series desktop processors.
The new ARCTIC Freezer 50 is a dual-tower CPU cooler with two P-series fans in push-pull-configuration and addressable RGB. It is an extremely powerful cooling solution for common AMD and Intel CPUs, capable of efficient and quiet cooling. An ARCTIC A-RGB controller is included to ensure optimal compatibility, even with mainboards that don’t have A-RGB.
Some of ARCTIC’s older cooling models, like the Freezer 34 eSports DUO, are also compatible with the AMD Ryzen™ 5000 desktop processors; however, their performance–in terms of power–might be limited.
But stay tuned – we just might be releasing some new cooler models supporting these processors!
“I haven’t failed,” Thomas Edison once said, describing the trial and error that preceded his invention of the lightbulb. “I’ve just found ten thousand ways that don’t work.”
Edison’s way of thinking is very much in line with the “growth mindset” – a sincere belief that one’s abilities are not set in stone; that talent can be nurtured; that intelligence can be fostered; and that creativity and leadership can be developed. These are values we embrace at ARCTIC, to help facilitate innovation and create an atmosphere in which people can achieve their fullest potential.
When ARCTIC’s CEO Magnus Huber visited our head office in Braunschweig earlier this year, we took a moment to chat with him about risk-taking and error culture in Germany and at ARCTIC.
ARCTIC:Hi Magnus. Your vision for ARCTIC is that we, as a company, apply Growth Mindset principles to our work. This, however, can feel a bit counter to the traditional work culture in Germany. How would you assess German error culture?
Risk tolerance in Germany altogether is rather low. People are afraid to make mistakes at work or of running into a dead end, since the image of perfection is deep-rooted and anchored in German working culture. The expectation to be always perfect and 100% correct, even at the first attempt, is impossible to meet and it leads inevitably to disappointments and a feeling of failure.
This experience of “I’m bad if something goes wrong” discourages us from trying new things and being innovative. We are afraid to seek new paths, since the old ones are more secure. If you stay in your comfort zone and continue doing what you have always done, you are less likely to do anything wrong – but you definitely do not improve or invent anything new or extraordinary.
ARCTIC: This seems to be at odds with a transformative world. How can we, in your opinion, fight against these counterproductive traditions, making the work environment better for us all while boosting innovation at the same time?
Well, the first step is to see failure as a positive and not as a defining factor to our skillset. We need to develop the courage to push ourselves to the limit. Because if you don’t step across the border, you’ll never get to know what is on the other side. We need to understand that always going the same way guarantees only one thing for sure – no progress.
Big improvements often come with big challenges. Think about the vacuum cleaner without a filter bag – the inventor needed nearly 5,200 attempts to make it work. He didn’t give up – despite all the discouraging comments – and that makes the difference!
ARCTIC: That is a real success story. But in my experience, success is never guaranteed, even after numerous mistaken attempts. How should we react when mistakes do not lead to success, even after trying 5,200 times?
Certainly testing the same flawed machine 5,200 times won’t make it work. As growth mindset practitioners we don’t look at whether we fully succeeded or not. We look at the progress. It often comes in baby steps. Large challenges are broken down into numerous small ones and solved one by one. Regarding this example, it was clear from the very beginning that it would not be an easy endeavour and that the path likely would be a long one. Nevertheless, it made sense to iterate this long since the potential benefit of the idea is huge.
We have to get used to the idea that development is not a linear process but rather a street with lots of dead ends. Every time we run into a dead-end, we may not have gained a successful product, but additional knowledge instead. We should treasure the failed attempts and talk about them, like in so-called “Fuckup Nights”, which have slowly landed also in Germany.
ARCTIC: Innovation requires not only inspiration, but also perspiration and perseverance. What is your vision for the Growth Mindset at ARCTIC? How should it affect our everyday work culture and processes?
With a growth mindset, people believe that abilities can be developed through dedication and hard work. This view creates a love of learning and a resilience that is essential for great accomplishment. This is the atmosphere we want to cultivate at ARCTIC, throughout the company: in production and logistics, in sales as well as marketing. ARCTIC employees are encouraged to constantly learn, innovate, improve our processes and increase job satisfaction.
Have you seen it yet?! After a long period of intense planning and a few revisions, the new ARCTIC website is finally online. With the redesign of website, we aim to present ourselves as we actually are: a contemporary, service-oriented PC tech company. In addition to the visual aspects of the redesign, we placed a special emphasis on optimizing usability and performance. The implementation of dynamic, target group-specific worlds of experience is an important next step en route to a better buying experience.
We hope you love the new branding as much as we do! Now—here are a few features we’re especially proud of:
The new design is characterized by visually distinctive Northern Lights imagery.
The enhanced user experience includes fast, intuitive navigation and responsive design with shorter loading times.
The webshop received a complete overhaul, including improvement of the ordering processes and payment options. While customers in Europe can shop directly from the site, ARCTIC is working intensively to provide a convient shopping solution for its North American customers. Details thereof will be announced shortly.
In the Community section you can experience our social media presence at a glance:
The site is currently available in German and English.
We’d love to hear your feedback on the content as well as usability of the page!
So you’re able to stay at home and help stop the spread of Covid-19? Great! …now what? If you’re a PC lover whose suddenly got a lot of time on their hands, we have some ideas for you.
#StayHome Idea 1: Clean up!
Whether it’s your setup or the inside of your PC, now is the perfect time to dust your monitor, disinfect your devices and dispose of things you don’t need.
#StayHome Idea 2: Change your thermal paste.
If your thermal paste is overdue for a refresh, now’s a great time to do it. Not sure how to apply thermal paste? We’ll walk you through it in this video:
#StayHome Idea 3: Upgrade your components
With a less hectic schedule comes time to install that new cooler you bought. No components lying around? No worries! Go look around the internet and find all the parts you need to plan your perfect system.
You can never be too cautious with your cables. Check them out; if they’re too old to be safe or useful, toss them. And if you‘re less than happy with your PST cables, may we suggest you give ours a try?
Like everyone, we’ve made adjustments in the last few weeks to help stop the spread of the COVID-19 virus and to ensure the health and safety of our ARCTIC team. Consequently, we will be working primarily from home for the forseeable future.
We are closely monitoring the situation and are working hard to limit disruptions and restart production as quickly as possible. We are generally well-positioned and expect only a few short interruptions.
If new developments emerge, we will keep you informed.
We hope that all of you in our ARCTIC community remain well and safe!
Nick Hooker joined team ARCTIC in June 2019 as Marketing Manager responsible for the U.S., Canadian and Australian markets. He has been a marketing professional for nearly 15 years and specializes in campaign management, branding, and design. His passion for marketing stems from creativity and his ability to develop original concepts through inspiration and ingenuity.
When not in
the office, you will often find Nick spending time with his beloved daughter
coaching football (American soccer) or watching her softball games. Nick, his
wife Danielle, and daughter also like to travel, visiting other countries and
enjoy exploring new cultures.
We asked Nick a few questions about his work at ARCTIC, and here is what he told us:
What is your role at ARCTIC Inc.?
As Marketing Manager, I am responsible for developing marketing strategies for the North American region. This includes the management of online marketing channels, display advertising, and developing industry co-op partnerships. I also supervise brand awareness, enhance reviewer relations, launch PR and press-related activities, as well as, coordinate localized community efforts.
You are fairly new with ARCTIC, how do you like the company so far?
Everyone has been very welcoming and absolutely fantastic to work with. I see a bright future here and am very excited to be a part of this team. I have a deep passion for marketing and am fascinated with technology, so I feel right at home here.
What possibilities do you see for ARCTIC in the US market?
I think the possibilities here are endless. ARCTIC is a well-known brand throughout the technology industry and I hope to continue strengthening our brand and service. As the eSports industry continues to grow rapidly, I believe we are positioned perfectly here in the US to work closely with US, Canadian, and Australian organizations and gamers in a mutually beneficial manner to expedite growth for the industry, technology, and enthusiasts.
What is your favorite ARCTIC product?
have to be the Freezer 34 eSports DUO.
This beast generates a ton of airflow at a very reasonable cost. The push-pull configuration blasts cool air
in and warm air out faster than most.
Plus, it really looks killer in builds too.
What is your favorite part of marketing?
My favorite aspect of marketing would be creative design. I love how a design layout can trigger various emotions and actions often without any words at all. Just shapes, colors, and designs melted together can say so much with so little. I find it captivating to incorporate the perfect mix of elements to portray an idea, product, sale, or other types of messages that influence an emotional reaction using imagery.
Behind every ARCTIC product you love is a fantastic team of people who work very hard to bring it to you. We also have a lot of fun in the process! In our new Meet the Team blog series, we’ll introduce you to the ARCTIC family.
First up is Melanie Eichhorn. Melanie joined ARCTIC’s Finance Department as an accountant last year. Her duties include the balancing accounts and Amazon bookkeeping. She deals daily with billing, crediting and editing Remittance Advice, among other things. In her spare time, Melanie is a passionate gamer.
What do you like most about working at ARCTIC?
The team is great, of course. You feel immediately welcome and can also talk about personal things. Plus, I love numbers and order, I deal with that on a daily basis and it’s a great feeling when the accounts in the accounting are tidy.
What’s your favorite ARCTIC product?
This is an easy one! It is the Arctic Freezer XTREME! I installed it myself in my computer at home 10 years ago and have never had a problem with the cooler. It is still running flawlessly and hasn’t let up on performance
What is your connection to gaming?
I’ve been a gamer since I can remember. I started with consoles and then I quickly switched to the computer. I usually play World of Warcraft, The Sims or Assasins Creed and almost every genre of games. Working at a company that makes components and accessories for computers is absolutely great. One always pays attention to new product releases and whether they could be relevant for your own computer. Plus, you can suggest products to your friends and viewers in the stream with a clear conscience if you know them well.
After ARCTIC won the 2018 Top 100 Innovation Award, Kolleg88, an educational association, took notice and asked if they could stop by for a visit. We were happy to comply with this request, so yesterday we welcomed the inquisitive guests to our Brunswick location.
After getting an overview of the company and our diverse product range, we guided our visitors through our offices and warehouses and gave them insight into how we work. The Kolleg88 guests were particularly impressed by ARCTIC’s open corporate culture. We talked at length about digitalization and the changing work culture. It was a great day, with a great exchange of idea.