Following reports that Kingston is reducing prices of its NAND flash-based products by up to 15%, SanDisk too is reportedly preparing price-cuts of its own. Unlike Kingston, SanDisk's entire product portfolio is connected with NAND flash memory, it is the world's largest vendor of memory cards, and also has a vast lineup of USB flash drives. SanDisk will lower its prices just enough to maintain competitiveness with Kingston's products. The company maintains that initiating a price-cutting strategy is intended to boost sales volume and maintain the company's leading market share. According to DRAMeXchange, major NAND flash vendors are initiating price cuts to clear inventories, to make way for flash memory built on newer fabrication technologies.