In order to stand out and attract customers, the US company Kingston Technology, which produces memory for personal computers, USB devices and flash memories, choosed a new approach. At the launch of Rick Martin's album "Black&White", the company closed a partnership with him, launching a memory stick of 1GB that holds the songs from the new album, wallpapers and other materials with the star from Puerto Rico.
Kingston's new approach continued in Europe, as the football European Championship approached. Kingston launched an USB stick with a 2GB capacity with exclusive content, named " Destination Vienna – Road to the Finals". This material follows the road to the championship of every participating country. DataTraveler Vienna was and still is available in our country through companies like: Auchan, Carrefour, Domo, Depozitul de Calculatoare, Flamingo or UltraPro, for 48 lei.
"Bringing on the local market a personalized USB, with content for fans, is not only a very good news, but yet another step for our engagement we have taken in offering unique products for our customers", said Mihai Marcu, development responsible for Kingston affairs in Romania, Bulgaria and Moldova. Kingston is not the first company that unites multimedia content and stick memory in commercial purposes.
At the end of last year, the largest record company of the world, Universal Music, started to offer music on such stocking devices. In Romania, Kingston estimates the USB sticks market to 1.1 million units in 2008, and their own sales ro 275.000 units.