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【Market View】Lexar Announces Entry to DRAM Market with Exceptional Memory Solutions

Published 2020-08-26 (GMT+8)

Lexar Announces Entry to DRAM Market with Exceptional Memory Solutions

The COVID-19 pandemic has caused unprecedented changes remote working and distance learning globally. The demand surge in all related memory applications has a positive effect on the development of the global memory market. As one of the leading brands in memory solutions, Lexar is well prepared to meet the growing needs of customers during this critical period. With persistent focus on building high-quality products for consumers, Lexar has developed a comprehensive line-up of memory solutions featuring advanced technologies in their designs. In fact, Lexar has just made its debut in the DRAM module market with all-new laptop and desktop memory. Having already been a well-established brand in the memory card market, Lexar is sure to capture the attention of customers in the DRAM module market by providing exceptional user experience.

“Our company has recently been ramping up the R&D and marketing of memory products in response to rising demand from consumers,” said Mike Chen, president of Lexar. “Besides trying to attain greater brand recognition, we also leverage innovative technologies to create impressive products with exceptional user experience.”

 [Photo] Mike Chen, president of Lexar.

Chen stressed that since its establishment in 1996, Lexar was solely focused on developing products and technologies during its first decade of existence. As a result, the brand gained an outstanding reputation in the market for the quality of its products and earned the trust of consumers. In the following decade, Lexar steadily grew its presence on the international stage under the stewardship of Micron, a leading memory manufacturer from the US. The direct sourcing of memory chips from a principal supplier was essential to Lexar’s global strategy and added a lot of values to the brand. Micron’s backing also demonstrated Lexar’s worth in terms of the R&D capability that it had built up in the earlier years.

In 2017, Lexar was acquired by Longsys, a Chinese manufacturer of memory products. This deal was based on a shared business philosophy and a desire to utilize each other’s advantages in their respective fields. The competitiveness of Lexar products was also enhanced with an infusion of leading-edge technologies. 

Chen pointed out that memory cards from Lexar have always received excellent reviews in the professional photography and videography market. Many key technologies for digital storage have emerged from the time of DSLR cameras to the rise of smartphone photography to the latest wave of demand for 4K and 8K video recording. They are indispensable to users of cameras, smartphones, and other devices due to their contributions to a faster data transfer speed as well as a higher level of reliability.

In developing and integrating technologies, Lexar actively participates in the standardization process for digital storage and collaborates with the major manufacturers of DSLR cameras in Japan (e.g., Nikon, Canon, Sony, and Panasonic). These working relationships ensure that Lexar-branded solutions are compatible with a wide range of devices and provide optimum performance. Furthermore, Lexar thoroughly applies the high technological standard that it maintains with its allies. Consumers can expect to be fully satisfied when purchasing and using Lexar Professional memory cards for their photo and video needs.

Lexar works diligently with device manufacturers, incorporates feedback from users, and is on the cutting edge of market trends ensuring they are creating the best possible memory solutions for future users. The company has been skillfully balancing these diverse preferences and demands in its R&D, thus raising the performance and quality of its products to an even higher level. This ability is what really sets Lexar apart from its competitors and gives the brand its edge in the market.

Lexar formally entered the DRAM module market in the second quarter of 2020 with the aim of bringing its advanced technologies in the fields of memory cards and SSDs to other application areas. This step will also extend the already well-rounded portfolio of the company.

“We have absolute confidence in technological expertise in designing DRAM modules and taking this technology to the next level,” said Chen. “Memory cards and SSDs actually have a higher technological barrier to entry because there is the addition of a controller chip.”

Besides focusing on product quality and performance, Lexar will be leveraging its stellar reputation in the memory card and SSD markets when introducing its DRAM modules. Consumers looking for this kind of product will soon find Lexar-branded offerings in physical and online stores.

Chen believes his company can expand into the DRAM module market without any significant difficulty by applying the technologies and design knowledge that it has amassed for memory cards and SSDs. Nevertheless, he also humbly acknowledges that Lexar is a new entrant in this market and will have to adopt a slow-and-steady strategy in the initial period in order to establish a firm position. Specification-wise, the DRAM modules that the company launched this second quarter are primarily for PCs. They target system builders and retailers that provide upgrade solutions.

Following these PC DRAM offerings, Lexar will introduce modules of higher clock rates and capacities this third quarter. Some of these more powerful solutions will target the currently booming e-sports scene. Since the overall development of DRAM products is trending toward higher density, Lexar is not ruling out the possibility of providing modules for servers deployed in data centers in the future.

When asked about how Lexar will succeed in the fiercely competitive market for DRAM modules, Chen said that his company is banking on three crucial factors. First, Lexar already has a lot of experience in advertising and promoting products through its vast network of retail channels. It can rely on the same retail channels when ramping up marketing for its DRAM modules. Second, Lexar also has close relationships with branded PC and CPU manufacturers. These partners will assist in raising the adoption of its DRAM modules among consumers. Third, the COVID-19 pandemic has popularized working from home and distance learning, thereby resulting a huge wave of replacement demand for desktops and laptops. To capitalize on this latest development, Lexar is collaborating with retail channels in promoting its DRAM modules so that consumers will actively seek out the brand when they need this kind of product.

Finally, Chen asserted that the pandemic has caused significant and lasting changes in people’s daily lives. Aside from above-mentioned disruptions in work and education, there is also a broader transformation in social interactions. More than ever, people are dependent on technologies to carry out basic tasks and communicate with each other. Software apps, in particular, are rising rapidly in number as sources of demand become more diverse. This also drives market growth for hardware such as DRAM modules. In this context, Lexar hopes to expand its customer base with its advanced technologies and strong R&D capability.

For users of cameras and similar devices, Lexar’s original offerings of memory cards and SSDs will continue to effortlessly address their needs. At the same time, buyers of DRAM modules can expect new products under the brand to provide user experience that is exceptionally brilliant. Looking ahead, Lexar’s memory solutions are sure to play an important role in helping people adapt to life during and after the pandemic.

(All photos are credited to Lexar.)

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