SanDisk, the world leader in flash memory, opened the region’s first new look memory centre at E Max, Oasis Center, Dubai. E Max is the largest multi-branded consumer electronics store in Dubai.

The memory centre concept features SanDisk’s latest flash memory cards and USB flash drives.

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 $4.5 billion to $10 billion 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.

“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,” said Tareq Husseini, SanDisk’s Middle East and Africa sales director.

“It’s a terrific, hands-on way for consumers to experience SanDisk’s products and learn more about their great features,” added Dirk Raemdonck, operations manager of E Max.

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 Dh500 million in opening 33 electronic retail outlets covering 1.2 million sq ft area across GCC.-TradeArabia News Service