SanDisk launches region's new memory center concept

E Max is the largest multi-branded consumer electronics store in Dubai.

The memory center concept, which features SanDisk's latest flash memory cards and USB flash drives, provides a unique retail experience for SanDisk customers, in line with E Max's youthful, vibrant and energetic feel.

It will also offer customers comfort, easy and convenient information to assist them when making purchasing decisions.

Demand for flash memory - which is used to store data and programming in mobile phones, digital cameras and MP3 music players - has surged in recent years. Recent reports expect flash memory sales to climb from $4.5bn to $10bn this year, fueled by higher demand and escalating prices.

Flash memory serves as a hard drive for consumer devices. Music, phone lists, applications, operating systems and other data are generally stored on flash chips. Unlike with computer memory, the data is not erased when the device is turned off.

According to Tareq Husseini, SanDisk's Middle East and Africa Sales Director, the new center will not only strengthen SanDisk's presence in the UAE - which is a critical market for SanDisk - it will also boost the company's sales as it provides customers with 'direct experience' and access to SanDisk's products.

He added, "Consumer electronics are becoming increasingly advanced, and the strategy behind the SanDisk memory center is to create a comfortable environment where consumers can educate themselves about the latest technology. At the center, trained staff will show consumers how to unlock the full potential of their devices - or wake up their phones, as we like to say."

Dirk Raemdonck, Operations Manager of EMAX, expressed his excitement about the SanDisk memory center, enthusing that innovation has been the cornerstone of SanDisk and noting that the new interactive area is the perfect showcase for SanDisk's current and future technology.

"We are thrilled to have this unique space for SanDisk, which is in line with Emax's concept to provide the customers with the right accessory and relish the experience. It's a terrific, hands-on way for consumers to experience SanDisk's products and learn more about their great features," Raemdonck said.

Dubai-based Landmark Group, which owns Oasis center, has ventured into electronics retailing under the E Max brand. The company, which currently has eleven E Max stores across the GCC, plans to invest over Dhs500m in opening 33 electronic retail outlets covering 1.2 million square feet area across GCC.