Bangkok--18 Apr--Kingston Technology
The flash memory market has experienced an exceptional period of growth over the past two years. However, as increasing digital devices are presented to the market, many applications are developed as a result. According to IDC, the increasing use of digital cameras, MP3 players, portable digital devices, printers, and the Internet will boost the applications of flash memory; however, NOR and NAND flash memory will continue to be driven by digital devices, such like mobile phones, digital cameras, and USB flash drives. Also, industrial and telecom applications will continue to drive healthy demand for high-end flash memory cards and the demand for low-cost, consumer-oriented removable flash memory cards. Since 2000, leading flash memory companies have invested heavily in large-density capacity, which reflects the increasing demand of large-capacity products. Additionally, the rapid emergence of digital music players will drive additional demand too, like iPOD.
Foreseeing the growing importance and increasing market demand of flash memory products and its applications, Kingston Technology, the world’s largest independent memory module manufacturer, entered NAND flash memory sector in 2004. Within three years, Kingston is currently ranked the top 3 brand in the flash memory market and is expected to be No. 2 in the near future. With many years experience in the memory market, Kingston, though a latecomer in the flash memory market, owns many advantages over other players. For example, the close and long-term relationship with key suppliers and channel partners ensures that Kingston has excellent product quality and performance, stable supply, competitive pricing, extensive product distribution, and award-winning customer service.
Flash memory becomes more essential for consumer electronics device makers as devices shrink in size and more and more new applications emerge. Kingston has not only launched CF, SD and MMC as well as flash USB drives to support the boosting market demand, but also introduced mobile media including MiniSD, MicroSD, and MMCmobile that are designed to offer flash-based storage for devices with limited internal space for removable memory. With various card formats introduced to the market, SD cards are still the dominant memory card format used in digital still cameras, achieving around 40% of the market. In 2006, mobile media (small-size flash memory cards) will be the focus due to the increasing market demand. Growth of smartphones, 3G mobile phonse, PDAs, small-size mobile phones will increase the applications and usages of mobile media, which will increase the applications of mobile media. Kingston’s mobile media are designed for portable, storage-intensive, and small-size devices such as 3G mobile phones, smartphones, camera-phones, video cameras, PDAs, and the like, aiming to bring unforgettable experience for users and to maximize the performance of those mobile devices. The market for converged devices is rapidly expanding, as it is expanding and growing, so is the market's need for reliable, ultra-small storage solutions such as MiniSD, MicroSD, and MMCmobile.
“SD cards are the most common type of product, that are used in digital cameras, mobile phones, and video cameras. Kingston has introduced SD, CF, MMC cards to the market for different market needs,” said Scott Chen, Vice President, APAC Business Development, Kingston. “In addition to flash memory cards, our USB flash drives—DataTraveler Family, are gaining market recognition worldwide. As more and more devices that need large capacity storage are introduced to the market, we will launch better quality, faster transfer rate, and larger-capacity flash memory products to the market for supporting the increasing market demand. Furthermore, we understand that good distribution partners are very critical to success, so we are partnering with many good channel partners worldwide to broadly distribute Kingston’s products and well service our worldwide customers,” continued Scott.
More and more features and functionalities are added to newly launched USB drives. What consumers are looking into are not only the design, look, and portability, but also the functionality and feature. In recent years, security protection of USB drive is a very big concern for corporate users while they purchase a USB drive. Kingston’s DataTraveler Elite USB drive was introduced, targeting corporate users that emphasize high security protection. Understanding the market trend, Kingston incorporates software from U3 that adds applications to the portable DataTraveler USB drives. Kingston’s U3 DataTraveler Smart Drive include so-called "personal workspace" that saves not only data and files, but also software programs, user preferences and the tools for managing them. Kingston’s DataTraveler II Plus-Migo Edition has received awards from the media over the world for its embedded Migo software. What differentiates it from most other USB flash drives on the market is its Migo software. The Migo software allows users to capture and carry a virtual copy of their computer on a compact USB drive. Not only general files, Migo also captures outlook email, Internet Explorer favorites, and even the user’s desktop wallpaper image. Kingston will introduce larger capacity USB drives to the market in the future too in order to meet consumers’ needs.
“The trend toward the Internet will not only bring Internet access to PC peripherals, including digital cameras, MP3s, and handhelds, but also will encourage new applications and products. What makes Kingston’s flash memory products stand out from all the competitors are excellent quality, 100% tested, stability, fast transfer of data, and award-winning customer service. Most of them carry lifetime warranty service,” said Dave Lee, Digital Media Product Manager, APAC Business Division, Kingston. “To meet needs of different consumer segments, more and more innovative USB drives have been introduced to the market. For instance, the Kingston’s DataTraveler II Plus-Migo Edition can automatically synchronize the computer and let users work anywhere only with a compact USB drive. The Kingston’s U3 Powered DataTraveler Smart Drive can be personalized with software that is relevant to the way they work because many software can be downloaded from the U3 website. We are trying to satisfy less-tech savvy users by presenting user-friendly products,” add Dave.
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