With semiconductor manufacturers continuously working to make computer memory chips smaller and smaller, Flash memory has started to run into the limits set by physics. Flash memory is the work horse of data storage, but Flash memory cells just can't get any smaller without malfunctioning. And that is a big problem in a world where video content is being created at an exponentially growing rate due to the popularity of YouTube, Netflix and social media. With every new phone, we want more storage capacity, which is why new technologies are being developed. 4DS Memory (ASX:4DS) is working on one of the front runners in the Next Gen memory space and the technology the company is working on received public endorsement from storage giant Western Digital. Time for a closer look.