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Issued on : 06-04-2012
ADATA Presents New Product Naming System at COMPUTEX
Unveils “The Dash to Infinity” to Launch a New Brand Series

Taipei, Taiwan – June 4, 2012 – ADATA Technology Co., Ltd., a world leader in DRAM modules and NAND Flash memory, today announced its new product naming system as well as a complete range of new storage products at COMPUTEX Taipei 2012.  ADATA continues its role as an industry trend-setter with the introduction of new product series names that closely connect the company’s products to consumers’ daily lives.  Concurrently, the booth theme “The Dash to Infinity” is intended to guide visitors through the story and reasoning that are the foundation for the new product naming system via a striking presentation of new star products.

Strong Re-branding Showcased
ADATA is a worldwide leading brand of DRAM modules and storage products, including USB Flash drives, external hard drives (HDD), solid state drives (SSD), and memory cards.  The ADATA brand was recently recognized as a paragon of successful re-branding by ReBrand 100® Global Awards.  Now, with a consistent concept and image that clearly express both target users’ personalities, and product performance features, ADATA’s new product naming system is expected to establish a shining example in the consumer electronics industry.

New Product Naming System and Packaging Designs Revitalize the ADATA Brand
Today, ADATA announced the “DashDrive™” product name for USB Flash drives and External HDDs.  In light of the trend for consumers to place higher value on device appearance and lifestyle suitability, the DashDrive lineup is divided into four series: “DashDrive Elite” for business professionals, “DashDrive Choice” for stylish trendsetters, “DashDrive Durable” for outdoor and active users, and “DashDrive” for value seekers.

For SSDs, DRAM modules and memory cards, ADATA’s original product names “XPG™” (Xtreme Performance Gear), “Premier Pro” and “Premier” were applied due to the fact that speed, technology innovation, and performance are strongly emphasized by users of these products.  ADATA is introducing new product packaging designs to help customers recognize the differences of the series.  Premier Pro and Premier series continue to sport ADATA’s 8-color hummingbird on a white base with a silver or blue product label, while the XPG series features a silver hummingbird logo on a dark blue background with a gold product label, emphasizing its extreme speed and performance.

“The Dash to Infinity” to Provide Delightful Brand Experience, Awesome Star Products, and Hardcore Live Overclocking
This year, the ADATA booth theme is “The Dash to Infinity”, integrating the new “DashDrive” product name with the company’s everlasting pursuit of breakthroughs and innovations.  The booth is divided into three zones: the “DashDrive” zone, the “XPG” zone and the “Industrial Solutions” zone. 

Among the star products in the DashDrive zone, “DashDrive Choice UC500” is definitely the most eye-catching product.  Based on the design concept of classic French wine bottles, and endowed with elegant curves that highlight the sparkling red and golden colors, it is a must-have item for fashion leaders.  In addition, also in the DashDrive zone, ADATA will showcase many new external HDDs such as the ultra-slim DashDrive Elite HE720, military-grade shockproof and waterproof DashDrive Durable HD710, as well as the colorful and trendy DashDrive HV610.

In the XPG zone, ADATA will create a hot spot for serious users with high performance gear.  ADATA has invited the Overclocking world record holder - Mr. Said Velazquez (known online as “Solid Snake”) to its booth to demonstrate his OC skills and to push a dream machine with built-in ADATA DDR3-2133 to break the world record.  Moreover, ADATA SSDs like the hot-selling XPG SX900 and the upcoming XPG SX300 (mSATA), as well as the cutting-edge Premier Pro SDHC/microSDHC UHS-I U1 memory cards will be showcased in ADATA booth.

COMPUTEX Taipei 2012 will be held from June 5th to the 9th.  The ADATA booth is located at I0618 of the Taiwan World Trade Center (TWTC) Nangang Exhibition Hall, 1st floor.  For more information, please visit the ADATA official website at www.adata-group.com or “The Dash to Infinity” mobile website at http://m.adata-group.com/computex.

About ADATA
ADATA Technology, one of the world’s largest vendors of DRAM Modules and USB Flash Drives, provides complete memory solutions, including memory cards, solid state drives, and portable hard drives.  ADATA products are internationally recognized by Germany’s iF Design Award, red dot Award, CES Best of Innovations Award, Japan’s Good Design Award, Best Choice of Computex Award, and Taiwan Excellence Gold Award.  The company’s slogan of Love, Life, Dreams, embodies the ADATA brand and the role of innovative memory products in the human pursuit of universally cherished ideas.  For more information, please visit www.adata-group.com.

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