Imation Refocuses On Blank Media Market

By Doug Olenick -- TWICE, 6/28/2002

New York - Imation is going back to its roots as a supplier of optical storage media and abandon its attempt to become a hardware supplier.

At the 2001 PC Expo the company launched a slew of CD burner and flash card readers, Jane Rodmyre Payfer, Imation's marketing manager, personal storage products, said the company has discontinued all of those products, except its multi-format flash card reader.

'We decided we were better off focusing on media than hardware,' she said explaining the change of heart.

At PC Expo this year the company added DVD +R, DVD+RW, DVD-R and DVD-RW blank media. Imation already makes DVD-RAM discs. The DVD+R/RW media is expected to sell for about $15 per 10 pack with the -R/-RW variety selling for about $17. It is shipping, but not widely available.