This paper presents industry developments that are enabling users to enjoy more multimedia content on their handsets, while pushing flash memory requirements higher. It then reviews the three existing flash memory types available today to meet these requirements—removable (cards), semi-removable (secure, high-density SIM cards) and embedded memory—and discusses the business models driving the proliferation of each memory type. It concludes with a discussion of handset models, and analyzes the various memory types that are targeted at meeting user needs.