A big sales pitch from SanDisk. Bloomberg Boot Camp…a report on today's technology. The biggest maker of those flash memory cards used in digital cameras and other devices….says the largest opportunity is in mobile phones. Lots of handsets today include slots for micro SD cards….for storing music and photos and video….but many consumers ignore that capability. SanDisk CEO Eli Harari is aiming to change that….

"We have taken a major educational effort, basically, what we call wake up your phone addressed to the young demographics to basically get young people to use their phone. What we call …have you got a slot? What are you doing with your slot? And we're using hip hop artists. In terms of actual sales, in the third quarter we said we sold 42 million cards into cell phones. 42 million is bigger than any other market we address…bigger than digital cameras. Yet we think the opportunity is still much larger than that." The education…are you going to use a bigger advertising budget to try to get people to use the cards in phones? "Yes. Advertising promotions, this is an ongoing process."

SanDisk CEO Eli Harari. At last month's Consumer Electronics Show, the company announced the development of micro SD cards that can store up to 12 gigabytes of data. Bloomberg Boot Camp, I'm Fred Fishkin.