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Imation Refocuses On Blank Media Market

Imation is going back to its roots as a supplier of optical storage media and abandoning its attempt to become a hardware supplier.

At the 2001 PC Expo the company launched a slew of CD burners and flash card readers, but the company has discontinued all of those products, except its multiformat flash card reader, said Jane Rodmyre Payfer, Imation’s marketing manager of personal storage products.

“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 already shipping but not yet widely available.