Digital era fuels Lexar’s stellar growth trajectory
Bespoke storage solutions meet digital customers’ growing needs
Lexar is a leading global brand specialising in high-performance storage solutions, including memory cards, USB drives, and SSDs. Known for its innovation and reliability, Lexar’s products cater to various users, from casual photographers to professional videographers.
The company’s high-endurance microSD cards are designed for demanding applications, such as continuous video recording, and are rigorously tested to be temperature-proof, shockproof, and vibration-proof. Lexar’s commitment to quality and performance has made it a trusted choice in the data storage industry, ensuring secure and efficient data management.
In an exclusive interview at GITEX Global 2024, the world’s largest tech and startup event, held at Dubai World Trade Centre from October 14 to 18, Fissal Oubida, General Manager and Global Marketing Director for Lexar in the Middle East, Africa, and India, expressed optimism that Lexar is right up there in terms of market reach and position.
Excerpts from the interview:
What has changed for Lexar from last year to this year?
In one word, a lot. To provide some context, I took over Lexar about two and a half years ago, focusing initially on the Middle East and Africa. Soon after, I was also put in charge of India, which is a significant responsibility given the vastness of our regions—over 70 countries.
How has your team evolved during this period?
The team has grown substantially. I started with myself, and now we have around 35 regional employees. India alone has about 16 team members. Building this team from scratch has been an enormous challenge, especially when hiring the right talent. We have learned valuable lessons from a few missteps, and each experience has influenced our hiring strategies.
How has Lexar’s sales performance been with the growing team?
Our sales have skyrocketed—up 200% from 2020 to 2024. While revenue growth makes our bosses happy, for me, the focus is on vertical growth rather than just horizontal. Horizontal growth is often about chasing volume, but it is unstable. In contrast, vertical growth reflects our long-term strategy. We have expanded our product range and entered new geographies and retail brands, which sets us apart from competitors.
Speaking of retail, how has your presence in the UAE market changed?
Remarkably! Two years ago, we were primarily working with Carrefour and Lulu. We have partnered with multiple brands, including Nesto, Virgin, Grand Stores, and E-Max. We recently signed a deal to have a significant presence in Virgin Megastores, where our products will occupy eight entire walls—a major leap for us.
What strategic partnerships have you formed to support this expansion?
We have forged strategic partnerships with Belkin distributors, leveraging their strong market presence to enhance our visibility and credibility in retail. Based on mutual recognition for high quality, this collaboration reassures consumers about our market position.
Why is the all-new Lexar Professional Go Portable SSD with Hub a game-changer?
Experience seamless video shooting with the revolutionary Lexar Professional Go Portable SSD, explicitly designed for capturing ProRes videos on the iPhone 15 Pro/Pro Max and iPhone 16 Pro/Pro Max.
This compact device, the size of your thumb at 1.00” x 1.71” x 0.32” and weighing just 13 grams, offers up to 2TB of storage. With USB 3.2 Gen 2 speeds of 1050MB/s for reading and 1000MB/s for writing, it is perfect for shooting and editing Apple ProRes 4K 60fps videos directly from your iPhone.
The innovative combination of the portable SSD and hub includes four USB Type-C ports and various adapters and cables to connect accessories easily. This versatile setup also features a male-to-female adapter, a male-to-male adapter, and a cold shoe adapter cable, expanding your shooting capabilities in multiple scenarios.
Designed for convenience, the SSD is plug-and-play ready and boasts an IP65 rating for dust and water resistance, allowing you to use it confidently in diverse environments. It is also drop-resistant up to one metre, equipped to handle everyday mishaps, and has a silicone case for added protection.
What is unique about the newly launched SL500 portable SSD?
The SL500 is designed to be user-friendly, especially for busy consumers. It offers a Type-C connection, allowing users to charge their phones while transferring data. It is more than just an adapter; it is a hub facilitating data transfer and power management, priced competitively at around $130.
The SL500 portable SSD utilises controllers from Silicon Motion Technology to offer impressive read and write speeds of up to 2000 MB/s and 1800 MB/s, respectively. Its sleek aluminium design and broad compatibility make it convenient for various devices, including laptops, cameras, Xbox, PlayStation, and mobile phones.
Notably, it supports Apple Log video recording in 4K 60FPS ProRes format on the iPhone 15 Pro and iPhone 15 Pro Max.
How is Lexar preparing to meet consumers’ growing storage demands as digital consumption increases?
It is important to note that most consumers do not need vast data storage. For example, while we offer products with up to 8TB capacities, the average user with a 512GB iPhone rarely fills it up. We focus on speed and functionality, like with our SSDs that can transform devices, enabling high-quality video recording directly to external storage.
How does Lexar ensure its products stand out in a crowded market?
We invest heavily in testing, and R&D. Our facilities are equipped with various devices, allowing us to ensure compatibility and performance. Unlike some brands that launch products based on minimal testing, we conduct rigorous trials across all scenarios to minimise consumer complaints.
How has consumer sentiment toward Lexar changed in the past two years?
It has transformed significantly. Two years ago, distributors would not even consider partnering with Lexar. Now, they actively seek us out. We have established our value in the market, and consumers increasingly recognise our products’ quality and reliability.
Given the competitive landscape, how do you view the challenges from other brands?
Many brands face issues due to a lack of control over their production processes. They rely on third-party manufacturers, which can lead to inconsistencies. In contrast, we focus on our R&D and manufacturing, ensuring we maintain high standards. We aim to create products that consumers can trust and encourage them to research our reputation versus competitors.
How do you envision the future for Lexar?
Our commitment to nurturing our retail culture and expanding our partnerships is matched only by our dedication to innovation. As digital demands grow, we aim to be at the forefront of data solutions, inspiring our audience with our future vision.
Featured image: Fissal Oubida, General Manager and Global Marketing Director for Lexar in the Middle East, Africa, and India. Credit: Lexar
