CallMeKing
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Samsung is revamping their whole SD card lineup at once by simplifying it into three product series: Standard, EVO and the PRO. Those who are familiar with Samsung's SSDs notice that the EVO and PRO brands are adopted from the 840 SSD series, which makes sense given Samsung's success in the SSD space and the brand they've been able to build with the 840 EVO and Pro.
Samsung's goal with the branding is to make it as easy as possible for the customer to select an SD card that fits their needs because oftentimes SD cards are marketed using the class system (like class 10), which may not tell much to an average SD card shopper. Electronics stores tend to have isles of SD cards available and differentiating in that space is extremely hard, so Samsung hopes that its simple branding will help to boost sales. Each brand also has a unique color (turquoise for Standard, orange for EVO and black for PRO) that aims to simplify branding even further and to allure customers.
As one would expect, the PRO is of course the fastest offering available and provides rather impressive transfers rate of up to 90MB/s. Most SD card use scenarios don't require that high throughputs but as 4K video is steadily making its way into the hands of consumers, the storage media has to evolve as well. Some DSLRs can also be picky with SD card performance and especially professionals like to have the fastest card available to make sure the SD card isn't bottlenecking the performance of the DSLR.
Now they want to target MicroSD market. Make sure they create different model of card for different type of device. Actually I think this MicroSD may be good for in car camera also as most camera works under direct sun during day time. Since the EVO and PRO can tolerate heat, so it would be a best choice. Previously used SANDisk 16GB on my in car camera ended up over heated card spoilt.
sad lo.... Wait so long....

