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Technology Stocks : WDC/Sandisk Corporation

WDC 163.26

+3.5%

12:59 PM EST

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To: Jim Greif who wrote (21300)	12/12/2001 2:24:19 PM
From: Ausdauer	Read Replies (1) of 60323

Jim, you make a very strong point. They need to get someone with a pretty face on national TV. I wonder if Claudia Schiffer uses both Palm and SanDisk products? She could present "Claudia's Ten Tips". I don't know if they intend to package the information they offered in a way that it would enhance the brand name. A little pamphlet in the card packaging would be a very nice touch. As far as branding goes I wonder if they have the talent in-house or whether they should just bite the bullet and contract with an advertising firm. They must have some open contracts with their new website and packaging design. I have seen little in the way of merchandising or other efforts to date. I like to compare SNDK's effort with Lexar's achievements. They have used their 4X, 8X, 12X and 16X designations to gain market share in the professional circles. They copied Kodak's coloring scheme (to some degree) and named their site digitalfilm.com as well. They essentially gave away their card reader with a card purchase. They created USB compatibility (even though I believe this is a useless enhancement). They have tried to distinguish their products from the rest of the pack. SanDisk came out a 5 million picture guarantee and has been competitively priced. That is about it. The kiosk effort may increase visibility in the future, but this will not come without a significant financial investment. In the meantime it would be nice to have a web-based connection to the kiosks where customers could submit photos for remote viewing and future image printing. I am not sure why this has not been pursued or promoted. I think you hit on a key point. Aus

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