News in the Channel - issue #9

INTEGRAL MEMORY PROFILE

order and within a couple of days they will receive their product,” he says. “We have our own assembly and packaging so that we can move quickly. It keeps our costs down because we can buy in bulk and package locally. We also do own branded products for a lot of multinational companies.”

Similarly, Integral Memory was the first company to put a movie on a phone, the first Spider-Man movie, done in conjunction with Sony Pictures. Integral was also the first company to release a military level encrypted SSD to level 140-2. Changing industry This pioneering spirit continues today, especially with increasing demand for ever faster and higher capacity RAM, solid state drives and more, from not just businesses but also gamers, those who use graphics and high-definition video technology. “We're also seeing dash cams and security cameras where customers want memory cards,” says Sunil. “There are also people who are trying to move large amounts of memory between devices. So there's an expanding market for external solid-state drives with ever higher capacity and speeds being demanded.” He expects this demand to grow in the coming years. “Developments such as artificial intelligence, the metaverse, cloud computing and high-end graphics really drive demand for memory products. We're expecting in the next two-three years memory to be quite sought after. “These new technologies come along but it takes a while for developers to design the products and get them to market, but when they do, you find that the demand then starts peaking, so business should be very good the next two or three years as memory demand is expected to go up with all the technologies that are coming through.” But Sunil isn’t complacent and will uphold the high standards the company is known for. “We just want to keep doing more of the same; supplying more solutions and working with more customers,” he says. “We've become a digital company. We're well organised with our products available for sale online, and we have data feeds, product feeds, stock feeds, so all our sellers can easily sell the product to the market. We're improving all our systems and bringing in more business process software so that we can become more and more efficient. “We have an AI purchasing system, we're upgrading our CRM system and we've got a new warehouse management system and project management system coming, so we're really embracing the tech that's available so that we can become more efficient as a company and keep providing the services our customers expect and to always be competitive.”

Flexibility and difference Integral Memory has always been

independent and remains vendor neutral to bring the best products to customers. “We’re able to pick the best memory suppliers and work with manufacturers to give customers the latest technology,” he says. “We can bring in different types of solutions by working with the right technology partners, to provide the latest independent memory technology. “That’s our point of difference, we don’t just work with one manufacturer, we work with several for components and technology. That allows us to give customers a lot more flexibility in terms of tech, but also to be very competitive on price. We’re always the supplier of choice for the alternative to multinational brands. “We offer a very quick solution for customers too, especially when they're bidding on larger volumes and need advice on what to put in, the right spec and the right price. You may have other brands in there, but we're that alternative to the supply chain, which will always give you a point of difference whether it's in the technology, the delivery date or the price that gives you that flexibility. The memory market fluctuates a lot, and we act as consultants for our customers to take out the risk and be more competitive. “We always maintain a high standard of service, quality and value, but can be relied on to bring the latest tech to customers.” Firsts As mentioned, Sunil always wants Integral Memory to be at the forefront of technology, and the company has had some notable firsts over the years. “We were the first company to load a music album on the phone,” he says. “It was Robbie Williams’ Greatest Hits album, and we did that in conjunction with Carphone Warehouse. “We had to firstly compress the data to fit on the relatively small memory card. And then we had to work on ways of locking the phone and the card together so it couldn't be moved. So, we put those two technologies together. It was a tricky feat to do.”

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This pioneering spirit continues today, especially with increasing demand for ever faster and higher capacity RAM, solid state drives and more, from not just businesses but also gamers, those who use graphics and high- definition video technology.

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