We Tell You: Why Samsung wants SanDisk

In the parlance of today’s youth, Samsung could be said to be “all up in SanDisk’s grill.” But why? Why would a massive South Korean company with factories around the world be focused on a fairly small memory manufacturer with a total revenue of $3.9 billion? To put this into perspective, Samsung did $100 billion in 2007 which means Samsung has, in the common parlance, “more money than God.”

To recap, Samsung offered $26 a share for SanDisk and SanDisk politely refused. Here is what I think is going on.

Samsung wants flash memory manufacturing capacity. As devices move away from spinning platters - I predict that in the next decade we will see the end of the optical disk and in another 15 years the end of the hard drive - to solid state storage. Solid state storage is comparatively cheap and it is a burgeoning market. The fact that 4GB drives thumb drives are still considered exotic is an important part of Samsung’s reasons for picking up SanDisk. The market can only grow as folks realize that solid state disk drives are faster and more efficient than hard drives and, thanks to the slow development of larger and larger flash drives, folks keep upgrading their chips.

Samsung, in short, needs more manufacturing capacity. With Samsung flash storage in almost every device around the world, the manufacturer is considered the top memory chip maker yet it still faces extreme shortages when new products like iPods and iPhones spike demand. The result is embarrassing for Samsung simply because the headlines read “Samsung unable to maintain Flash memory orders.” This happened often in the LCD space as well and, as a result, manufacturers ramped up production by building factories. Why build, however, when you can buy?

So why SanDisk? SanDisk is part of a triumvirate of smaller flash producers - Kingston and Lexar make up the other two points in the triangle - and, most importantly, SanDisk pioneered a considerable amount of the IP and patents that go into making a flash drive. As a result, SanDisk is tempting in its capacity and it’s know-how. Consumers also equate SanDisk with “thumb drives” and, a result, data storage safety. Folks like Lexar and Kingston have found their own niches, niches that Samsung may or may not need to take over in time.

The question, then, is this merger “good” for either party. This enables Samsung to cement its lead in the market while picking up a trusted brand in memory. For SanDisk - well, the hope is SanDisk can stand on its own and keep selling flash memory to a hungrier audience. $3.9 billion is nothing to scoff at - Lexar did $412 million but Kingston did $4.5 billion, placing SanDisk spot in the middle. However, being subsumed by the South Korean borg is a difficult prospect for any company, especially one whose future is actually fairly rosy. Expect hard, background negotiations for the next few days, a cooling off period, and an October surprise once SanDisk begins fighting a slowing economy and sad-eyed holiday season. I can’t see SanDisk ever selling, but we could see a “major investment” in the company, ensuring Samsung gets its hands on lots of tasty SanDisk flash.

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20 Comments/Pingbacks so far

 
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Chris (Who am I?)

The reason is clearly parents which SanDisk has and Samsumg doesn’t. Samsung shells out over $440 million a year to license those patents, imagine how much others pay as well. Going forward, those patents will be priceless.

 
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John Biggs (Who am I?)

Agreed. The IP is definitely valuable as well.

 
Kyle

That’s sad, I didn’t know Samsung was an orphan.

 
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edc (Who am I?)

Hahahahah.

 
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Korean (Who am I?)

it’s too sad again to hear that Samsung have to shell astronmical figures of something like nuts

 
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Ankush (Who am I?)

I think the hard drive will be dead in the next 10 years instead of 15years. Agreed solid state is yet out of reach of many, but the costs are bound to come down drastically in the next couple of years. Also, consider that new technologies will continue to come around and if one of them is a hit, it becomes a threat to Solid States as much as Solid state is to the hard drive.

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Darth Mac (Who am I?)

I’m glad that Samsung is doing something about their lack of capacity to produce the memory for my iPods and iPhones. This lack of resources must not slow our dominance of the technology Galaxy.

I also commend Samsung for their efforts to claim control of all flash memory production. Controlling the IP will give them near monopolistic control in the future. They have a long way to go, but Emperor Steve appreciates their efforts.

 
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Avichal (Who am I?)

lol, your intro paragraph is hilarious…great article all around

 
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Branden Silva (Who am I?)

I think hard drives won’t be dead in 15 years. I do think 10 years they will be phased out in the majority. However with the current economy looking poorer each day or month the future looks a lot less predictable.

 
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Canyada (Who am I?)

Good points but a painful read. Did anyone edit this?

“manufacturers ramped up production *buy* building factories.”
“make up the other *to* points in the triangle”
“$3.9 *million* is nothing to scoff at”

 
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Miles Arnone (Who am I?)

The original post by John Biggs notes that Samsung is pursing SanDisk because they need manufacturing capacity. This is incorrect on two fronts. First, there is massive overcapacity and the big firms are reducing their productive capacity. Second, SanDisk buys the vast majority of its product from Toshiba, Samsung and others. Buying SanDisk wouldn’t increase Samsung’s productive capacity, even if they were interested to do that.

This article is ill-informed and factually incorrect.

Samsung is likely trying to buy SanDisk to (a) mitigate IP costs, (b) to gain preferential access to IP, (c) to improve their position against tough competitor Toshiba, and (d) gain a better outlet for their memory products (i.e. one that is closer to the end users).

 
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Terry (Who am I?)

Found a typo:

“SanDisk can stand on its own and keep selling flash memory to a hungrier audience. $3.9 million is nothing to scoff at - Lexar did $412 million but Kingston did $4.5 billion, placing SanDisk spot in the middle.”

The first paragraph says 3.9 Billion but later on you say 3.9 million, that would put them at the bottom.

 
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JoeA (Who am I?)

Dam…Canyada stoll mye comentt…

 
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Ben (Who am I?)

I’ll agree with Mr. Biggs that it’s absolutely important for Samsung to get control of the Flash IP that Sandisk controls, but I think he’s completely off on the manufacturing capacity issue. For multiple reasons:

1. Samsung is the 2nd largest manufacturer of semiconuctors, and the world’s largest memory chip supplier. If they don’t have enough capacity, no one in the world does. The issue of not being able to meet demand is an issue with forecasting and with being able to ramp — not of capacity.

2. Sandisk’s manufacturing is done almost completely through a Toshiba-Sandisk Joint Venture. Samsung acquiring Sandisk would not give them control over these fabs or the process technology (which is probably incompatible with Samsung’s), and seeing how Samsung and Toshiba are manufacturing competitors, this does not seem to make a lot of sense.

Instead, I believe this deal is motivated by 2 things — the first is the Flash memory IP, and the second is the scale afforded by buying a top vendor of Flash memory — this gives Samsung more supplier power, and also feeds them more product to feed through their very expensive fabs/foundries.

 
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Ben (Who am I?)

I’ll agree with Mr. Biggs that it’s absolutely important for Samsung to get control of the Flash IP that Sandisk controls, but I think he’s completely off on the manufacturing capacity issue. For multiple reasons:

1. Samsung is the 2nd largest manufacturer of semiconuctors, and the world’s largest memory chip supplier. If they don’t have enough capacity, no one in the world does. The issue of not being able to meet demand is an issue with forecasting and with being able to ramp — not of capacity.

2. Sandisk’s manufacturing is done almost completely through a Toshiba-Sandisk Joint Venture. Samsung acquiring Sandisk would not give them control over these fabs or the process technology (which is probably incompatible with Samsung’s), and seeing how Samsung and Toshiba are manufacturing competitors, this does not seem to make a lot of sense.

Instead, I believe this deal is motivated by 2 things — the first is the Flash memory IP, and the second is the scale afforded by buying a top vendor of Flash memory — this gives Samsung more supplier power, and also feeds them more product to feed through their very expensive fabs/foundries.

 
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Chikodi (Who am I?)

But why? Why would a massive South Korean company with factories around the world be focused on a fairly small memory manufacturer with a total revenue of $3.9 billion?

For SanDisk - well, the hope is SanDisk can stand on its own and keep selling flash memory to a hungrier audience. $3.9 million is nothing to scoff at - Lexar did $412 million but Kingston did $4.5 billion, placing SanDisk spot in the middle.

Which one is it?

 
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Nobody (Who am I?)

Miles Arnone and Ben are right. IP access, IP right, Toshiba competition are strong reasons for Samsung to go after SanDisk. The other reason is a very strong consumer brand. While people associate Samsung with TVs, Microwaves and Phones consumers do not think of Sasung when they buy flash cards or USB sticks. Samsung is currently trying to recruit a team that would allow them to set up a Flash consumer brand. In a market that is so tough, buying a market leader might be the easier option. This could help them kill off their current NAND customers, like Transcend, A-Data who are a pain in the butt in some markets as they are just driving prices down.
Oh, and by the way: Kingston is doing $4.5 billion with Flash and DRAM.

 
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Simon (Who am I?)

A 4GB thumb-drive is exotic? I just bought one for $10. Shh. Don’t tell the ladies.

 
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Simon (Who am I?)

A 4GB thumb-drive is exotic? I just bought one for $10. Shh. Don’t tell the ladies.

 
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Rob (Who am I?)

It’ll be interesting to see if Toshiba decide to do anything such as their own takeover bid or investment into SanDisk.
This could also be a lot about brand, since I believe, certainly in Europe, that Samsung is still associated with the budget low-end of the market for cheap plastic electronics, regardless of just how much they actually manufacture into premium brands. I for one would and do, buy SanDisk branded memory products over Samsung branding, even at a premium price.

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