ADATA: Leading memory brand advances in the UK

30th March 2011

ES Admin

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Following a successful 10 years since the company’s creation and having built up a strong worldwide business - with revenues of $1.4bn in 2010 - ADATA is now building up its presence in the UK market having appointed a Senior Director and recently added two new distributors. ADATA endeavors to become a leader in every sector it enters, providing consumer electronics and memory solutions to consumers and partners around the globe.

A global company

Founded in May 2001, ADATA Technology Co., Ltd. is committed to providing top-notch memory solutions that enrich the customer’s digital life. ADATA offers complete memory solutions including DRAM modules, USB Flash drives, memory cards, SSDs, external HDDs & PSUs. The company’s efforts to meet the demands of its customers have meant that ADATA has become one of the world’s leading providers of memory, holding the 2nd and 3rd largest market share in DRAM modules and Flash application products, respectively (iSuppli, May 2010).

ADATA’s traditional strengths have been in the OEM business and as a major supplier to the tier 1 PC companies. However the focus is now on building the ADATA brand in the channel as the company’s next engine of growth.

Settling in the UK

Recently appointed Senior Director John Habington is tasked with launching ADATA’s products in the UK market. Habington, who is based in ADATA’s UK headquarters in Weybridge, Surrey, brings with him over 15 years of experience in the memory business having previously held positions at Kingston, Hynix and Samsung.

“The company’s aim over the next 5 years is to focus on expanding the brand in the channel,” he explains. “ADATA will draw on its scale and experience to provide channel partners and customers with a viable and interesting alternative in the memory market.”

ADATA is determined to form and maintain close mutual relationships with both customers and partners, honouring commitments to them and striving for the success of all parties involved.

Habington reveals his no-nonsense attitude to business, “My approach has always been simple. Partner with good people, support them to grow a business and make sure everyone benefits.”

Ready to supply the market

ADATA has recently added two new distributors to its roster in the UK: Smithie, who will focus on the Storage and PSU range and M2M, who will bring their specialist skills in memory and SSD. These two distributors will provide ADATA with a strong pathway to market; ADATA’s products will now be widely available in the UK.