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Program memory is the RAM, this area gets cleared whenever you do a hard reset and is also the default installation area (when asked on activesync while installing if you would like to install to the defualt location)
Built in Storage is the ROM, this area is not cleared with a hard reset and is usually a good place to put a backup as it does not get cleared if you are forced to do a hard reset or if the battery goes dead.
Storage memory is also usually the same as program memory, storage cards are flash cards that you have in the unit like CF and SD cards
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