To: hueyone who wrote (18528 ) 1/25/2001 9:44:24 AM From: Art Bechhoefer Respond to of 60323 Huey, your estimate seems to be on target. The only discussion on market share during the conference call was in response to a question from Pat Kim of Welch Capital. It was not clear to me whether the market share data were based on percentage of total units sold (removable flash cards, evidently) or percentage of total mb. It would seem more logical to base the market share on total units sold. But if you factored in the average unit capacity, then, because SNDK aims at the high end, particularly in its retail sales, the market share might be even higher. Your point suggests an interesting scenario for SNDK. First, because removable flash card unit sales are considerably less than sales for embedded flash cards, it seems that SNDK will increase its penetration of the whole flash memory market as it gets more involved in embedded memory. Second, with production starting later this year in 512 mb and 1 gb removable cards from the FlashVision joint venture in Virginia, it is likely that SNDK will greatly increase its market share in removable cards as well. In general, a company that is able to dominate its market niche (not necessarily dominate by producing more the 50 percent of the output, but simply by holding a greater proportion of the market than others) can strongly influence product prices. Intel, as an example, is able to drive down prices of competing microprocessors simply by adopting a certain pricing strategy regarding its own chips. Dominating a market doesn't always mean raising prices, but in cases where demand is highly elastic (as with flash memory), the lower the price, the higher the consumer demand. When Intel lowers prices on its microprocessors, what usually happens is that the competitors do the same, and as a result have a more difficult job of finding enough research and development money to remain competitive. Art