Edgeperience with Kingston!

Ann Bai,
Director - DRAM Memory Sales for APAC,
Kingston

Are you witnessing more traction in the mobile memory modules (SO-DIMM) segment than that of desktop segment (DIMM) because of more notebooks and netbooks? Where is the Indian memory modules market heading to in the coming years? 

The past few years have seen the advent of netbooks and also the notebooks demand has increased, but when you look at the enterprise segment the desktop demand has also increased and the trend will continue. Though there has been a trend of having compact PCs that require SO-DIMM memory modules. Currently, based on our channel business, we are still selling more desktop memory modules than the SO-DIMMs.

For India, we expect to have double-digit growth in volume in the next couple of years. We still have a lot of potential opportunities in the market.

How do you ensure channel partners are able to tap opportunities better with branded PC and laptop sales increasing?

Besides ValueRAM and HyperX product lines, Kingston also provides system-specific memory module for branded PC as well as laptop. Kingston system-specific memory delivers superior quality, performance, and 100-per cent compatibility with the computing system for which the module is designed. So, our partners can capture business opportunities with different product portfolio for branded PC market.

How much of a performance boost can gamers get from using HyperX memory kits over conventional RAMs? 

When gamers overclock their machines and are using HyperX memory kits, then they can notice the increase in performance due to higher speeds and lower latency of the HyperX memory modules. According to the comparison test between HyperX Plug-and-Play (PnP) DDR3-1866MHz and standard DDR3-1333Mhz, HyperX boosts the performance hugely. In PCMark 7 benchmark, the score increases more than 20 per cent in average!

In what direction are you expanding your HyperX product line?

The latest HyperX RAM from Kingston represents the first memory modules to reach the higher frequencies of the second-generation Intel Core i5 and i7 CPUs. The Kingston HyperX family includes blu, Genesis, T1, LoVo, H20, and the newly-launched “Plug-and-Play”, which is a high- performance memory for desktops and notebooks, are designed to suit the unique needs of different users. This memory is programmed with the faster frequencies and when a user will "plug" the modules into a system, they will automatically "play" at either 1600MHz or 1866MHz without changing system settings.

The hardcore gamers and the PC enthusiasts are always looking for high-capacity and high- performance modules, and the HyperX products offer them just that. These modules are designed to make extreme speeds possible and give gamers the chance to achieve better thermal conditions in their gaming rigs so as to have a satisfying experience without any lags.

How are you tapping the gaming trend in India?

The gamers and enthusiasts segment is a niche segment, but they demand exclusive and high-performance products. Our HyperX memory modules are focussed at this segment delivering better gaming experience to the users as HyperX memory modules are capable of operating at faster frequencies to match the new-generation of processor speeds. The 300-per cent sales growth of HyperX product line that we experienced this year is outstanding and I believe it will only get better in the future. 

Any exclusive initiative by Kingston to tap Indian potential?

We have rolled out a number of customer contact programmes to get customers aware of Kingston's world NO.1 brand and our high quality products. In this year, we just launched the “Get the Kingston Edgeperience” campaign to further consolidate Kingston's position as a market leader in India. With lots of outdoor medium, print and magazine ads, Kingston did grab the maximum attentions. We have increased our brand awareness and equity in India in the past couple of years.

Throw light on your OEM partnership in India?

Kingston has good partnership with both international and national OEM customers. Most of the OEM partners like to work with Kingston as memory suppliers due to our brand equity and product quality.

Syeda Beenish 
beenish@varindia.com