Lexar’s Mr. Fissal Oubida Unveils Innovation and Growth Strategies


In an exclusive interview with TimesTech, Mr. Fissal Oubida, General Manager of Lexar Co. Ltd., discusses the brand’s cutting-edge innovations and growth strategies in the data storage industry. From catering to the gaming market to addressing the unique demands of the Indian market, Lexar’s forward-looking approach and commitment to quality shine through in this insightful conversation.

Read the full interview here:

TimesTech: What are the innovations and products Lexar is bringing to the Data Storage Industry?

Mr. Fissal: Lexar has been a pioneer in the flash memory solutions market for over 25 years now and has been able to build a sizable loyal customer base, basis its innovative product offerings. Our highly impressive product portfolio is known for its advanced technology, superior quality and efficient after sales service. We deliver exactly what our customers have been looking for in the market.   

For example, catering to the demands of high-performance gaming, Lexar provides top-quality DDR5, DDR4 RAMs, and SSDs specially designed for gaming enthusiasts. Additionally, our USB 3.0 to 3.2 flash drives deliver a significant performance boost, meeting essential requirements for USB storage.

Lexar’s best-selling products include high-end SDXC cards boasting larger capacities, faster read/write speeds, and improved reliability. For those seeking top-notch storage solutions, Lexar offers a range of CFexpress cards, encompassing Type A and Type B variants with NVMe interfaces, ensuring state-of-the-art storage performance.

To guarantee exceptional performance, quality, compatibility, and reliability, all of Lexar’s product designs undergo rigorous testing at their Quality Labs, involving over 1,100 digital devices. As a result, Lexar has earned a well-deserved reputation as one of the most trusted and reliable brands in the field of memory solutions.

TimesTech: What are the major challenges and opportunities the Indian Market is facing when it comes to storage solutions?

Mr. Fissal: The memory storage market may appear very competitive due to the frequent entry of new players but we see it as a huge opportunity for us.  As competition heats up, we can differentiate ourselves not only in terms of quality and performance, but also in terms of customer engagement and after-sales service. The Indian market is the perfect place for a global brand like ours to offer exceptional customer service and personalized experiences while expanding our distribution network.

The rapidly expanding gaming industry in India has also created a plethora of opportunities. The new generation of games is loaded with exceptional graphics and game assets, creating a demand for faster NVMe SSDs and DRAMs. Moreover, game developers have to worry a little less about load times while upgrading their games, with most gamers shifting to SSDs. And as game sizes are increasing, there has been a sharp rise in demand for SSDs with storage capacities as high as 1 TB or higher. When it comes to DRAMs, while DDR4 forms are still the norm, we are gradually transitioning to the DDR5 interface.

Drone photography is also starting to get popular among Indian professionals, and the demand for high speed microSDs that can support recording 4k quality RAW videos is slowly rising too. Such rising demands create several opportunities for a Global brand like Lexar to monopolize the storage solutions industry with next generation innovations that are reasonably priced for a cost sensitive market like India.

Market competition is here to stay, but it is also an opportunity to stand out by providing exceptional customer service and continuing to innovate to meet the ever-changing and growing market demands. The opportunity has never been better to demonstrate the unmatched dependability and longevity of Lexar’s widely recognized storage solutions.

TimesTech: The gaming market is itself a booming industry. What gaming products does Lexar have for the Gaming industry?

Mr. Fissal: Lexar has strategically positioned itself within the growing gaming market, leveraging its exponential growth, notably accelerated during the pandemic. As individuals globally sought entertainment within their homes, gaming emerged as a secure and popular recreational pursuit. The domain of e-sports particularly experienced a remarkable surge, recording approximately 29.6 million monthly viewers in 2022, reflecting an impressive 11.5% growth from the previous year. Recognizing this trend, Lexar has proactively addressed the gaming community’s needs, offering exceptional gaming solutions.

Lexar’s commitment to meeting the demands of gamers has resulted in a diverse range of premium gaming products. These encompass high-performance NvMe SSDs (Solid State Drives) ensuring rapid and seamless data access, along with DDR4 and DDR5 offerings to optimize system performance and overall gaming satisfaction. Our dedication to pioneering solutions perfectly aligns with the dynamic requirements of the thriving gaming sector.

As the gaming market continues to flourish, we remain dedicated to empowering gamers and enthusiasts with the latest technologies and reliable gaming solutions. Our focus on quality and performance aligns perfectly with the evolving needs of the gaming industry, and we are excited about the opportunities ahead.

TimesTech: What marketing strategies do you have for the Indian Market?

Mr. Fissal: Lexar already has a massive expansion plan for the Indian market and is eyeing to capture a sizable market share in the next three years. This move aims to meet the growing demand for flash memory products in India, particularly among the thriving content creation community. Recent reports from EY show that India’s online content creation market was worth around USD 4.5 billion in 2022, and it’s predicted to rise to over USD 24 billion by 2028. This growth is fueled by the widespread use of the internet and digital services in India.

In line with our growth plans, Lexar intends to introduce a more advanced and innovative range of high-performance flash memory solutions and powerful desktop memories. These products are designed for both experienced and emerging photographers, videographers, gamers, and content creators.

We also plan to collaborate with major retail chains, online shopping platforms, and distributors across India, for easy accessibility of our products. These partnerships will make it easier for consumers in cities and rural areas to access Lexar products, benefiting from the company’s technological expertise and excellent service. Furthermore, Lexar will launch digital campaigns and strategies to educate customers about the creative uses of its products, available through authorized distributors in India. The company also intends to set up customer support services in Tier 1 and Tier 2 cities for after-sales assistance.

As part of its growth strategy, Lexar will unveil an extensive range of innovative products in the memory market. The popular products in the Indian market currently include SDXC cards with larger storage capacities, faster read/write speeds, and exceptional durability. Additionally, Lexar offers CFexpress cards, including Type A and Type B variants with advanced NVMe interfaces for cutting-edge storage solutions. Moreover, Lexar caters to the needs of high-performance gaming with top-quality DDR5 and DDR4 RAMs, along with SSDs designed specifically for gaming enthusiasts.

TimesTech: How are you helping to drive transformative ICT growth in this market?

Mr. Fissal: Lexar is known for its strong commitment to driving transformative growth in the ICT market. As a leading manufacturer of memory and storage solutions, our cutting-edge products empower technology companies, businesses, and individuals to leverage the full potential of their devices and systems, leading to enhanced productivity and user experiences. We continuously invest in research and development to stay at the forefront of the ICT market and work closely with technology partners to ensure seamless integration of our products into their platforms, contributing to the seamless functioning of modern digital ecosystems. Additionally, our emphasis on data security and reliability ensures that businesses and consumers can trust our products to protect their critical information. In summary, Lexar plays a crucial role in enabling and supporting the rapid advancements and innovations within the ICT industry, shaping the digital landscape and contributing significantly to its transformative growth.

TimesTech: Storage is getting more and more in demand for higher capacities. What are your key player products to fulfill this demand?

Mr. Fissal: The demand for higher storage capacities is on the rise due to the rapid growth of digital data. At Lexar, we recognize this increasing demand and specialize in manufacturing and providing a diverse range of memory products, including memory cards, USB flash drives, and solid-state drives (SSDs) tailored for both consumer and professional use.

To meet the growing need for larger storage capacities, we continuously innovate and enhance our memory products, with a particular focus on SSDs. Our objective is to offer high-performance solutions that cater to the needs of digital content creators, photographers, videographers, and general consumers. Our products are designed to seamlessly integrate with cameras, smartphones, computers, and various electronic devices.

With our unwavering commitment to data optimization and reliability, Lexar empowers individuals and businesses to efficiently manage and maximize their digital content in the constantly evolving digital landscape.

TimesTech: What are the key security features Lexar is ensuring in its NVMe SSDs portfolio?

Mr. Fissal: As a global leader in flash memory solutions, Lexar prioritizes data security in its NVMe SSDs portfolio with key features. These SSDs come equipped with hardware-based encryption, leveraging the Advanced Encryption Standard (AES) to protect data at rest effectively. Additionally, Lexar ensures data integrity through End-to-End Data Protection, using error correction codes for reliable read and write operations. Notably, they have launched a Microsoft Vista-compliant security device, designed to safeguard digital identities and sensitive data storage. With a commitment to continuous improvement and innovation, Lexar emphasizes the importance of data security for their customers. For the latest and most detailed information on their NVMe SSDs security features, users can visit the official website or contact Lexar’s dedicated customer support team to keep their valuable data safe.

TimesTech: What is the major advantage of Flash Memory Storage in the Data Storage Industry?

Mr. Fissal: The major advantage of Flash Memory Storage in the Data Storage Industry lies in its ability to provide cutting-edge, high-performance storage solutions to meet the evolving needs of consumers and businesses alike. As a prominent player in the data storage market, Lexar leverages the following key advantages of flash memory technology to offer innovative products and maintain its position as a market leader:

1. Unparalleled Speed: Lexar’s flash memory products boast exceptional read and write speeds, enabling users to experience lightning-fast data access and transfer. Whether it’s booting up an operating system, launching applications, or handling large media files, Lexar’s flash memory solutions ensure a seamless and responsive user experience.

2. Enduring Durability: Lexar understands the importance of data integrity, especially in today’s dynamic and mobile world. By utilizing flash memory technology, Lexar’s storage devices demonstrate outstanding durability, making them resistant to physical shocks, vibrations, and other external impacts. This resilience ensures that users’ valuable data remains safe, even in challenging environments.

3. Energy Efficiency: Lexar takes pride in providing energy-efficient solutions to cater to the needs of modern, power-conscious consumers. Flash memory’s low power consumption translates into longer battery life for devices like smartphones, tablets, and laptops equipped with Lexar’s memory cards and SSDs.

4. Compact and Portable: Lexar recognizes the significance of portability in today’s digital landscape. Flash memory’s compact size enables Lexar to offer sleek, lightweight, and pocket-sized storage solutions that seamlessly integrate into users’ lifestyles. Whether it’s a USB drive, memory card, or SSD, Lexar’s products are designed for on-the-go convenience.

5. Enhanced Performance: Lexar is committed to continuous improvement, and its flash memory devices reflect this dedication. With advancements in flash memory technology, Lexar continually enhances the performance of its products, delivering higher capacity, faster data transfer rates, and reduced latency to meet the demands of data-intensive applications.

6. Reliability and Longevity: Lexar understands that reliability is a fundamental aspect of any storage solution. Through innovative wear leveling algorithms, error correction codes, and controller technologies, Lexar’s flash memory devices are engineered for longevity, ensuring consistent and dependable performance throughout their lifespan.

7. Cutting-edge Interfaces: Lexar stays at the forefront of technological innovation by embracing the latest industry standards and interfaces. By transitioning from SATA to PCIe for its SSDs, Lexar enhances data transfer rates and ensures compatibility with the latest computer systems, enabling users to leverage the full potential of their storage devices.