The new chief executive for Research in Motion Ltd., Thorsten Heins, mentioned recently that 80 to 90 percent of all BlackBerry users in the U.S. are still using older devices, rather than the latest Blackberry 7. Longevity of a consumer device is something that we at Datalight know belongs firmly in the hands of the product designer, rather than being limited by the shortened lifespan of incorrectly programmed NAND flash media. Both Datalight's FlashFX Tera and Reliance Nitro incorporate algorithms which reduce the Write Amplification on all Flash media. These methods are especially important on e-MMC, which is at its heart NAND flash. In addition, the static and dynamic wear leveling in FlashFX Tera provide even wearing of all flash for maximum achievable lifetime. Shorter lifetime for some consumer devices, such as low-end cell phones, may be found acceptable. However, many newer converged mobile devices that command a higher price, such as tablets, are expected by consumers to have a much longer lifetime. These devices may be replaced by the primary user with some frequency, although since they are viewed as mini-computers and therefore less "disposable," they will likely be handed down to younger users rather than being discarded or recycled. Consumers will protest in if they discover their $500 tablet only has a lifespan of 3 years, and they will be even more upset if due to flash densities and write amplification that the next version they purchase may have even a shorter lifespan. How will flash longevity affect your new embedded design?