Who The Heck is Monster’s New Storage Partner SDJ?

Monster Cable is licensing the new Monster Digital brand to SDJ Technologies, apparently a "leading innovator" of flash memory. But we can't find SDJ or CEO Jay Tandon anywhere.

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This is just a really bad Photoshopped image because we couldn’t manage to find any flash memory products from the elusive SDJ Technologies. We suspect the real Monster Digital flash memory products will be much prettier.

By Julie Jacobson
November 02, 2011
After its successful run with Beats by Dr. Dre headphones, Monster Cable is licensing its brand again -- this time to a company called SDJ Technologies, apparently “a leading innovator, developer and manufacturer of high-performance Flash Memory Storage devices,” according to Monster’s press release (next page).

But the company is nowhere to be found online -- zippo nada -- except in association with today’s announcement by Monster.

Strange, isn’t it?

According to the “long-term licensing agreement,” a new brand called Monster Digital will be created for a line of new storage products offered by SDJ. It's a fabulous brand.

Bearing the familiar Monster imprimatur, the products will enjoy “the full weight of our Monster brand, including our retail distribution network, training, marketing and customer service resources, all to ensure that the consumer experience will be seamless, and people will know they are purchasing a premium quality ‘Monsterous’ product.”

It's a great business model for a brand maker like Monster, and the flash memory category fits nicely with the big M portfolio. Perhaps we'll find out if a hip brand can bring some margin back to memory cards.

But we were just wondering: Who the heck is this SDJ? The company evidently is based in the Simi Valley area, but Monster provides no other details about this “great company and innovator in memory storage,” and darned if we can find any reference to them online.

SDJ CEO Jay Tandon was quoted in the press release but, again, a Google search of "Jay Tandon"+SDJ yields nothing.

That leads me to wonder if SDJ is a mash-up of Sandisk (also located in Simi Valley) and Jay.

UPDATE: Well, we did manage to find Jay Tandon online. We assume it's the same Jawahar L. "Jay" Tandon mentioned in this 1993 LA Times article about the demise of Tandon Corp. That is the same company that the LA Times in 1994 called a "once high-flying Simi Valley computer maker."

Jay Tandon went on to found Golden Systems, an OEM supplier of battery packs for PCs.

And then there's this from Linkedin:

As of February 29, 1988, Tandon Corporation was acquired by Western Digital Corp. Tandon Corporation manufactures two compatible memory-oriented product lines including magnetic 'read-write heads' in floppy disk drives and 5 1/4' disk drives. The company is based in Moor Park, California.

The LA Times followed up with this article in May 1988: Western Digital Bought Patent Problems When It Acquired [Tandon] Hard Disk Operation."

Indeed the Tandon name is associated with some pretty large ventures in the past -- tapping low-cost labor in India and elsewhere -- even if those ventures fell on hard times. Perhaps Monster will make Tandon and SDJ household names like it did with Beats.

See Monster Digital press release, next page.

PRESS RELEASE
Monster Announces Long-Term Licensing Agreement with SDJ Technologies
To Create New "Monster Digital" Brand for Memory Storage


Partnership agreement Will Help Launch Monster Digital® as a Clear Leader and Premium
Brand in Fast Growing Memory Storage Category


Brisbane, CA, November 2, 2011 -- Monster, world leader in the manufacturing of high-performance headphones, connectivity solutions and consumer electronics accessories, is pleased to announce that it has signed a long-term agreement to license the Monster brand name for use by Simi Valley-based SDJ Technologies, a leading innovator, developer and manufacturer of high-performance Flash Memory Storage devices. The new brand, Monster Digital®, will debut its initial products next month at CES Unveiled in New York on November 8, followed by launch of a comprehensive product lineup in the upcoming months.

Head Monster Noel Lee noted: “Monster is delighted to be working with such a great company and innovator in memory storage as SDJ Technologies for the launch of Monster Digital. Just as Monster leads the way in premium headphones, power and connectivity solutions, Monster Digital is poised to set new standards for quality, flexibility and innovation in Flash Memory Storage. We’re looking forward to supporting Monster Digital with the full weight of our Monster brand, including our retail distribution network, training, marketing and customer service resources, all to ensure that the consumer experience will be seamless, and people will know they are purchasing a premium quality ‘Monsterous’ product.”

SDJ Technologies CEO Jay Tandon noted: “The future for high-capacity memory storage has never been brighter, as more and more people are looking for ways to maximize performance of all their new mobile computing, smart phones, digital camera and video recording devices. We’re especially proud that a company with such a renowned reputation as Monster has agreed to support our launch and provide us with a brand name that is recognized worldwide for high-performance, superior quality and reliability.”

ABOUT MONSTER®
Monster was founded by Head Monster Noel Lee with a commitment to creating products under the Monster Cable® brand to literally “make music sound better.” Today, Monster has grown and diversified to become the world's leading manufacturer of connectivity solutions for high-performance audio, video, car audio, computer, console and computer gaming, as well as a leading innovator in the field of iPod, iPhone and iPad accessories and professional audio and sound reinforcement. As part of its commitment to improving the music listening experience, Monster worked with Dr. Dre and Interscope Geffen A&M Chairman Jimmy Iovine to create the Beats™ by Dr. Dre™ headphone line, including the Heartbeats by Lady Gaga headphones. The company is also continuing to innovate with its own line of Monster brand headphones, including “Turbine Pro™ In-Ear Speakers™,” the first in-ear headphones geared for use by music professionals and audiophiles. Additionally, under its Monster Power® brand, the company is the leading manufacturer of high-performance AC power line conditioning and protection products for audio/video systems.

Explore the world of Monster at http://www.monstercable.com.




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