PCM memory's true potential lies in its ability to store more than a single bit per cell. It can hold multiple states at once could mean digital information is about more than just 1s and 0s. The technology relies upon phase change materials (PCMs) that can hold information by switching between an amorphous state and a crystalline one. PCM memory can write and retrieve data 100 times faster than Flash memory, which is used in many consumer gadgets and computers. It is also extremely durable and can be reused at least 10 million times; Flash can cope with just 3000 uses.