Adata eyes emerging markets for growth

Adata Technology, among the largest providers of DRAM modules in Asia and one
of the three biggest DRAM module manufacturers aro­und the world, has achie­ved
an annual rapid growth of revenues and margins over the past five years. While
in the beginning the company focused on DRAM modules it later extended its
product line to include Flash memory products before venturing into full series
of Flash disk and Flash card products.

According to David Wang, Senior Manager, Marketing Planning Department, Adata
Technology, “DRAM module and Flash memory products account for 67 percent and
33 percent of our produc­tion. Adata Technology has established business pre­sence
in Americas (33 per­cent), Europe (20 percent), Asia (24 percent), Taiwan (21
percent) and other countries (two percent). The company is also looking at
emerging markets with a positive view, including China, Russia, India and South
America.”

“It is necessary for the company to implement diversified marketing
strate­gies in different markets, eg the price factor is given top priority in
the Indian market, while consumers in Russia attach importance to the
product's brands and quality and comparatively care less about the prices.
There­fore, the company must pay special attention to brand marketing and
product design in the process of en­try into the Russian market,” Wang added.

In this regard, Adata Tech­no­logy has made continuous efforts in designs
and promotions to enhance its brand image and add value to its products. In
product design also, the company has been well feted with international
awards. With regard to mar­keting strategies, in addition to OEM manufacturing,
Adata Tech­no­logy is distributing products under its own bra­nds in larger
proportion. However, in support of market segmentation, it also divides its own
brands into different tiers, so that different pro­ducts are pro-vided to consu­mers
with different demands. While Adata serves as a high-end product brand, V-DATA
is a middle-end brand Wang added.

Besides the product tiers, Adata also adopts varied marketing strategies for
different kinds of products, as high-performance and high-compatibility DRAM
module products are targeted at top game players who want to boost their memory
clocks. As for overall promotion, Adata participates in interna­tional and
domestic events, including CES, CeBIT, Compu­tex Taipei, Gitex, eMex, Pho­to­kina
and Information Month, etc.

Although the global Flash market is still dominated by Samsung and Toshiba,
the Taiwanese firms are playing their role as the largest sup­plier of memory
products. “Adata Technology will make continuous endeavors with a view to
boost its market position as one of the three biggest Flash memory prod­uct
provider,” Wang said.

Adata Technology recently obtained a licensing contract on the portrait right
of cartoon figures from Disney in the US, allowing Disney's cartoon figures to
be used in the company's products in Greater China areas. Even the new cartoon
figures produ­ced by Disney in the future can be utilized by Adata Technology.
The combination of electronic products and cartoon figures is expected to add
style and make the Adata products more attractive.