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Technology Stocks : WDC/Sandisk Corporation -- Ignore unavailable to you. Want to Upgrade?

To: Ron C who wrote (5583)	5/3/1999 7:20:00 AM
From: Ausdauer	Read Replies (1) \| Respond to of 60323

Ron, Maybe SanDisk will allow Lexar to continue flooding the market with their digital film if they are allowed to co-license their marketing department. Maybe some of the Iomega marketing genius is ready to bail ship, too. I think they are relying on retail exclusivity clauses to bolster CF sales. The only fault in this logic is that many people are going to shop at E-malls for this type of product. The pricing is better and you get to see a variety of vendors, card capacities and price ranges. This is why Lexar is kicking our butt at the site I have linked here lately. They beat us to market with the 64 MB card and people just skip over the SanDisk 48 MB card. Digital camera and handheld PC consumers are not idiots. They are going to shop around. And like many of us, we are tired of waiting around at Best Buy for some high school freshman to help us out, demonstrate how little they know about the product, then try and talk us into a service contract. THAT JUST DOES'T DO IT FOR ME. Meanwhile the e-business end is slipping away. The biggest letdown is that you don't have to be a rocket scientist to come up with a few good ideas. I recommend the following... 1) At the retail level I would package the CF cards in boxes with two box fronts. One side is for digital cameras and mentions the newest improvements in write speed, the 10 million picture guarantee, the fact that it is fantastic for both color and black and white pictures... When you flip the box over the other side is for mass removable storage for PDA's. A similar attack could be used for the Windows CE market including the fact that the CF card is like a removable CD-ROM, Zip drive and floppy drive combined! And it works in your digital camera. And you'll never wear it out or need to replace it. Then allow the retailer to display whichever box front they like, depending on the store section or specialty (Ritz Camera, National Camera,...would use the digital photography side, Office Max, CompUSA,...would use the H/PC side in their mobile computing department. 2) For print or web banner advertising let's think of some catchy phrases... "SanDisk CompactFlash...simply unforgettable" "The last roll of film you'll ever need." (Kodak will love this.) "SanDisk Compact Flash...accept no subsitute." (Picture of a black Porsche with the SanDisk logo on the hood.) 3) In select portable computing or digital photography magazines I would create an ad with the SanDisk logo in the center or a 96 MB card or some other icon for the product. Then down below I would include all the logos of companies which have used SanDisk as the OEM including logos from Kodak, Nikon, Casio,... It would be like the sign on top of an ATM machine that accepts a wide variety of bank cards. This would emphasize the universal compability of SanDisk CF. 4) Match or undercut Lexar's prices for a given capacity card or offer slightly larger capacities for the same price. (Let's flex some muscle here.) 5) All of the above. C'mon SanDisk, let's get the word out about the product. Ausdauer