Kingston Technology is targeting growth potential of eMMC-interface NAND memory devices, according to company co-founder David Sun.

Kingston is partnering with fabless controller IC supplier Phison Electronics for embedded NAND devices compliant with the eMMC standard, becoming the first dedicated module maker to enter the embedded memory territory dominated by major chip firms such as Samsung Electronics and Micron Technology.

Kingston will likely consume a total of 2.5 million NAND chips a month for use in eMMC devices during the third quarter of 2011, compared to the present level of two million units, said Sun. One eMMC device requires one to three NAND chips, depending on individual customer needs, Sun added.

Sun noted that Kingston's eMMC focus is not aimed at snatching orders from brand-name consumer electronics (CE) and handset companies such as Apple, in order to avoid direct competition with NAND chip producers. Kingston is targeting non-top-tier players in the CE and handset marketplaces, Sun pointed out.

Despite the modest remark, Kingston, however, reportedly has broken into the supply chain of smartphone vendor HTC with its eMMC NAND solutions.

Around late-2010, Kingston formed a joint venture with Phison on embedded memory devices aimed at the smartphone and tablet PC markets. The JV focuses on sales and marketing of embedded memory products, developed and manufactured jointly by the pair.

By: DocMemory
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