{"id":51873,"date":"2018-09-04T12:00:47","date_gmt":"2018-09-04T16:00:47","guid":{"rendered":"https:\/\/www.adorama.com\/alc\/?p=51873"},"modified":"2018-08-31T11:31:12","modified_gmt":"2018-08-31T15:31:12","slug":"lexar-is-back-the-company-announces-its-returned-to-full-production","status":"publish","type":"post","link":"https:\/\/www.adorama.com\/alc\/lexar-is-back-the-company-announces-its-returned-to-full-production\/","title":{"rendered":"Lexar Is Back! The Company Announces It’s Returned To Full Production"},"content":{"rendered":"

Lexar<\/strong>. To photographers of a certain age, the word used to be almost synonymous with flash memory. Although it was started in 1996, photographers might better remember its agreement with Kodak way back in 2004 to co-market memory cards. Typical of the announcements coming out from the company in those days was this one<\/a>, when Lexar and Kodak announced in 2006 that they were introducing a line of \u201chigh performance\u201d SD cards to reduce the time needed between shooting photos and having them recorded by the camera (it would also optimize video recording in certain cameras). For context, those cards were initially available at 512MB and 1GB!<\/p>\n

Lexar had a special affinity with photographers. In fact, for years Lexar\u2019s chief marketing officer was Jeff Cable<\/a>, a professional photographer. (You can see some of his photos right here<\/a> on Adorama\u2019s Learning Center \u2013 we featured his work all the way back in 2007!)<\/p>\n

But the market changed. Lexar\u2019s parent company, Micron announced<\/a> that it was closing the Lexar business. Although in their official blog post about it they only explained the decision as being made \u201cas part of the company\u2019s ongoing efforts to focus on its increasing opportunities in higher value markets and channels,\u201d industry observers noted that there was such a high demand in the enterprise-level flash memory market that it made no financial sense for them to focus on consumers. Micron still recognized the value that the Lexar brand has, and it announced at the same time that it was looking for opportunities to sell all or part of the business. And pretty soon a buyer showed up \u2013 Chinese company Longsys bought Lexar in 2017.<\/p>\n

Longsys kept mostly quiet since then about its intentions for the Lexar brand. But this month, in a release<\/a> on the Lexar website, Lexar and Longsys announced that they are going back into \u201cfull production and shipping globally\u201d this fall.<\/p>\n

It\u2019s also apparent from the release that they\u2019re looking to Lexar to maintain its status as an innovator in the flash memory space. What was more intriguing is the emphasis they made on professionals: \u201cContinued engagement with professional photographers, videographers, and creative professionals will ensure that the right products are created for the right markets.\u201d<\/p>\n

Can it be that Lexar is prioritizing their focus on the professional market?<\/p>\n

But in any case, Lexar\u2019s long history in the market meant that it never even fully left the market. You can still get Lexar<\/a> even before the new production makes it into the pipeline. Enjoy it!<\/p>\n","protected":false},"excerpt":{"rendered":"

Lexar. To photographers of a certain age, the word used to be almost synonymous with flash memory. Although it was started in 1996, photographers might better remember its agreement with Kodak way back in 2004 to co-market memory cards. Typical of the announcements coming out from the company in those days was this one, when […]<\/p>\n","protected":false},"author":11111143,"featured_media":51874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8717,4,17770,3],"tags":[],"class_list":["post-51873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessories-trending","category-photo","category-photography","category-trending"],"acf":[],"yoast_head":"\nLexar Is Back! 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