Kioxia (TYO:285A) is seeking to recover lost market share by commercializing a new technology ahead of its competitors such as Samsung Electronics (KRX:005930), Nikkei Asia reported Tuesday, citing the company's engineer.

The plan comes as rising demand for data center memory extends to NAND flash chips, the report said.

The company is set to hold its first investor strategy briefing in a year on Tuesday, where Kioxia is expected to outline its technology roadmap, according to Nikkei.

While Kioxia's predecessor Toshiba, pioneered vertical stacking technology for NAND in 2007, the company has recently lagged behind rivals in layer counts-its main products still use 218 layers, compared to SK Hynix's (KRX:000660) 300-plus-layer chip unveiled in summer 2023, the publication said.

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