Elixir to remedy industry memory
Oct 12
Emma Cooney posted in CeBIT Asia 2007
GLOBAL semiconductor leader and memory chip specialist Nanya Technology Corporation present a bright, energetic face for the DRAM industry in a bid to revive their business from a long-standing, industry-wide low.
Its bumblebee-hued booth is an oasis of excitement, offering pop music and scantily-clad break dancing girls in costumes modeled to replicate their ‘Elixir Boy’ mascot.
‘We wanted our booth to have bright colours and entertainment … something to get the audience excited’, said Nanya Global Sales and Marketing Vice-President Pei Lin Pai.
With gimmicky gift bags and regular shows, the company has obviously hit its mark. However, the exciting innovative memory technologies also on display are not to be overlooked.
Their impressive range features both basic level and high-end yet cost-effective products offering optimized performance, and low power consumption.
The DDR2-800 is currently being marketed as their flagship product. This new technology requires a reduced supply voltage of 1.5 from 1.8 volts, setting Elixir apart from their competition.
Mr Pai says the company is working in overdrive to elude the poor state of the industry that has threatened business since 1997. The DRAM industry was allowed a brief break from their difficulties in 2006 in which Nanya achieved US$2,311 million in revenue and 51per cent growth in comparison with previous years.
During this time many companies overbought, resulting in further market flooding. Nanya have responded to this with a strong marketing strategy.
Their direction is characterized by what they call ‘the three P solution’. The first ‘P’ is purity, referring to the original Nanya components they integrate into their Elixir brand products. The second stands for power, which they demonstrate through their dedication to environmental standards and their economy scale concept, which guarantees their prices remain low.
The final ‘P’ is the most easily to be discerned by their CeBIT Asia presence this year – ‘pleasure’. To achieve this final goal they ensure their product is compatible with today’s leading PC products, and encourage their customers to think beyond the realm of normal day-to-day.
And their intriguing and entertaining mascot doesn’t hurt their cause either!
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[…] Emma Cooney wrote a fantastic post today on “Elixir to remedy industry slump”Here’s ONLY a quick extractGlobal leader in advanced memory semiconductors, Nanya Technology Corporation present a bright, energetic face for the DRAM industry in a bid to revive their business from a long-standing, industry-wide low. … […]