According to DigiTimes, Samsung Electronics could potentially bring about a fundamental change in the branded memory card market as the chip supplier is said to start marketing its own branded memory modules - at which point it may also start selling less memory chips to third party memory card makers in Taiwan. Samsung will target the Samsung-brand memory cards for handset customers first, but may introduce the memory cards to the retail market in the future. Handsets customers from Europe will be the first to take up the Samsung-brand memory cards. In order to meet the potential reduction in supply from Samsung, memory card makers in Taiwan are aggressively securing relationships with other major chipmakers. A-Data Technology and Power Quotient International (PQI) are strengthening ties with Hynix Semiconductor, whereas Transcend Information is extending its relationship with Hynix and Intel.