"Cell phones will be the biggest growth opportunity for flash memory cards. Cell phones are becoming very content happy, multimedia. Very heavy reliance on camera phones, mp3 phones, Internet access. Eventually in the next three years we think that advanced cell phones will displace the function of a PC as well as a game machine, your console as well as your content center, and you're going to need storage. That storage will be our flash cards." There could be multi-megapixel camera phones available too.. "We expect camera phones to be two megapixel capable in 2004 and five megapixel capable in 2006. That's cell phones with cameras. So they will be very, very capable and basically they'll be as good as the best digital cameras out today." SanDisk competes with companies such as Lexar and Viking... and it expects more companies to enter as well as flash memory grows into a ten billion dollar a year business. The good news for consumers is, Harari expects memory card prices... which dropped about forty percent last year... to continue to fall. Bloomberg Boot Camp, I'm Fred Fishkin.