Ina Fried

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Eye-Fi Partners With SanDisk to Expand European Distribution

Eye-Fi, whose chips bring wireless capabilities to standard digital cameras, plans to work with flash memory chipmaker SanDisk to sell memory cards in Europe.

SanDisk will sell co-branded four gigabyte and 8GB memory cards that are similar in features to the company’s current entry-level products.

Though the partnership is initially centered around SanDisk selling co-branded Eye-Fi chips in Europe, CEO Yuval Koren notes that it opens the door for the two companies to work together more closely down the road.

“We really see this as the beginning of a deeper partnership,” Koren said in an interview, noting the deal has been some time in the making.

Although Eye-Fi had been distributing its memory cards in a few European countries, such as Germany, France and the United Kingdom, its efforts had been limited in scale.

“They are obviously going to take a much broader approach to that,” Koren said. With the deal, Eye-Fi plans to transition from selling its own brand cards in Europe.


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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus