I tried interviewing about future flash memory products and sales strategy to SanDisk of the world market share No. 1

Today SanDisk adopts a proprietary new technology "power core controller"We have officially announced the "SanDisk, Extreme, Pro, Compact Flash Card" which realized overwhelming super high speed transfer, high durability and high reliability of twice as much as beforeHowever, I tried interviews about this flash memory product and its sales strategy.

In addition, it also touched on the company that rivals the world's largest share of the flash memory market rival, the petit freeze problem occurring at SSD, the reason why the active skate player Shizuka Arakawa was appointed to the press release It is.

Details are as below.
SanDisk Headquarters in Shin-Yokohama


The entrance is decorated with flash memory products that SanDisk has done so far


If you are looking at the capacity of past products, you will have no choice but to feel a change in the times


Various prizes are awarded


A number of trophies


It was Ms. Eric Bone of SanDisk Corporation Vice President Product Marketing who responded to the interview.


GIGAZINE (hereinafter abbreviated as G):
How long did it take to develop this new product "SanDisk, Extreme, Pro, Compact Flash Card"?

Eric Bourne (hereinafter abbreviated as Eric):
It's about a year and a half.

G:
The product of this time realized the speed which is twice as much as the conventional speed, but is the next product aiming at speed improvement as well? Or is it aiming for a different approach?

Eric:
We also believe that it is important to incorporate the requirements of manufacturers that manufacture "host devices" such as digital cameras. Since we have a very good relationship with all major host device manufacturers, we are developing it focusing on "how the device is used".

Also, since SanDisk develops products in four major categories, mainly entertainment such as computing, image ingest, mobile, and games, the trend of development is different for each category.

G:
This time, we introduced a proprietary new technology called "Power Core Controller" that realizes high-speed transfer, high reliability and high durability, but we will apply it to our own products such as microSD card and SSD for high speed Are you thinking about converting it?

Eric:
I think that it is a very good question. Because SanDisk is the only manufacturer that develops the controller and NAND flash memory together, I am thinking about such a thing.

G:
In the case of some third-party SSDs, the operation of the personal computer stops for a moment when trying to write data "Petit Free (Petit Freeze)There are cases in which there are occasions when you cause software to solve petit freeze, but what are you thinking about that?

Eric:
I am not an expert on SSD, but I believe manufacturers must understand that using flash memory with the OS of the PC is very different from using it with cameras and the like.

HDD makers and OS makers such as Windows have been optimizing for a long time while SSD manufacturers and OS makers only have a relationship of two to three years,
Introducing it to SSD does not always work.

I am thinking about deepening my cooperative relationship and building a new connection with OS that already has a long history and SSD that started newly.

G:
SanDisk's flash memory is referred to as the "Yokkaichi model of the world", but why is there a factory in Yokkaichi City, Mie Prefecture?

Eric:
Since we are a joint venture with Toshiba in the flash memory business, there is a factory in Yokkaichi City, Mie Prefecture where Toshiba has a flash memory factory. Although Toshiba is a giant company, it is a miracle to be able to continue a joint venture for a long time as stated by SanDisk Founder, Eli Harari, Chairman and CEO.

G:
Although there is already a feeling that brands are penetrating mainly on PC users, is it that you felt low brand power to strengthen brand image?

Eric:
SanDisk is the world's largest share of flash memory manufacturers, but because of its low brand recognition in the Japanese market, we decided to embark on brand image enhancement.

In the European market, Sony, which is the second largest share in "Memory Stick" and others, has become a rival. In the US market, the second largest flash memory specialized maker is rival, but the rival in the Japanese market is not only Sony , Toshiba and Panasonic and so on.

SanDisk has to admit that brand power is still low as compared with Sony, Toshiba and Panasonic, which are rivals in the Japanese market. In the Japanese market I also want to become to be said to be "SanDisk Flash Memory Card".

G:
Specifically, what kind of things do you intend to strengthen your brand image?

Eric:
Although it is not said to be "extensively using TV commercials", we will increase the recognition by placing SanDisk products in prominent locations at mass flash dealer flash memory card depots or by seeking sales methods at mass retailers I think that.

When buying flash memory, since customers are the most concerned about capacity, we also incorporate the technique of giving impact by writing a large amount of capacity in the product package.

G:
Why did you use Shizuka Arakawa for PR?

Eric:
Since our products are designed to have the performance realized only with hardware such as cameras, we have pursued "How effective is it when shooting things with speed," Japanese figures skated I appointed Mr. Shizuka Arakawa as a PR in anticipation of liking and liking to be held next year Vancouver Olympic Games.

G:
A plurality of data restorers speak differently that the data recovery from the physically damaged NAND flash memory is more difficult than the HDD, and if the flash memory has lower reliability in case of emergency I heard that there is no voice, is it true?

Eric:
The voice of the users received from all over the world is that "Although the digital camera was broken, the memory card was safe", "There was something wrong washing but still safe".

G:
When thinking on a worldwide scale, is SanDisk's biggest competitor?

Eric:
It will be difficult to think on a global scale as it will differ from region to region and every four categories, but if you say that it is in Japan, I think that it is Panasonic. I also have brand power, and since I have built up the standards of the SD memory card together, I would like to build a good rival relationship with co-existence and prosperity, not as a rival to beat.

G:
Thank you very much.