Embedded NOR flash memory to reach 3.96billion units in 2011

According to the electronics market analyst, this growth is being driven by increased usage in tablets and e-readers such as the iPad and Kindle. It adds that unlike the dwindling wireless NOR sector for mobile handsets, the embedded NOR market is on a 'steady path of expansion'. IHS reports that shipments of NOR memory chips are up this year from 3.64bn units in 2010, with stable growth of 7 to 9% predicted each year on average for the next four years. By 2015, it believes NOR shipments in the embedded categories will reach approximately 5.41bn units. Ryan Chien, analyst at IHS, said, "The largest segments in 2011 for embedded NOR will be hard disk drives and pcs, with both areas enjoying double digit market share. Hard disk drives, with anticipated shipments this year of 526million units, will account for 13% of the embedded NOR market. The pc sector, with shipments of 383m units, will make up 10%". Chien says the highest growth for embedded NOR will come from the combined category for tablets and e-book readers. Figures reveal that in 2011 such devices will achieve embedded NOR chip shipments of 80m units, up 196% from 27m units in 2010. "Of the 20 categories in which NOR products are tracked by IHS iSuppli, tablets and e-readers as a category will boast the highest five year compound annual growth rate, topping out at 53%, compared to an average 8% for the embedded NOR market as a whole," Chien noted. "In comparison, the second fastest growing embedded NOR segment during the period will be Bluetooth, with a five year CAGR of 16%."