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To help satisfy an unanticipated increase in demand for Memory Stick Duo (half size) cards because of the popularity of Sony’s new PlayStation Portable (PSP), flash memory leader SanDisk announced it would double the capacity of its Memory Stick Duo Pro Gaming Cards to 2 gigabytes (GB) this week. The company will increase production of the already available 1 GB model as well.

Sony released PSP (see top image) to eager consumers and acclaim a few months ago. With PSP, you can play video games, of course. It also offers the ability to view photos, watch video clips, listen to MP3 audio, and save game data.

SanDisk reports 20 percent of all PSP buyers purchase memory cards. The company expects that number will eventually reach 50 percent.

Due this July, the 2 GB Memory Stick Pro Gaming Card will retail for whopping $350. The current Memory Stick Duo Gaming Card line ranges from $40 for 128 megabytes to $140 for the 1 GB model.

Although many digital cameras, MP3 players, and other consumer electronics devices support Memory Stick, the loss of Sony's Clie line of handhelds last year and seemingly endless introduction of new flash card formats hasn't helped its standing in the marketplace—curerntly third in line behind Secure Digital and CompactFlash. Perhaps devices like PSP are just what the doctor ordered.