FOR IMMEDIATE RELEASE

SD ASSOCIATION DEFINES NEW HIGH-SPEED PERFORMANCE OPTIONSFOR SDXC AND SDHC MEMORY CARDS AND DEVICES
Symbols make it easier for consumers to choose
the best SD memory card to maximize their devices’ performance
SAN RAMON, Calif. – June 23, 2010 – The SD Association announced today
two new high-speed performance symbols for the fastest SDXC and SDHC
devices and memory cards. The first symbol identifies products with businterface speeds up to 104 Megabytes per second for greater device
performance. The second symbol identifies SD memory cards and products witha performance option allowing real-time video recording.
The sheer variety of high-performing, feature-rich devices has dictated the needfor a wide variety of SD memory card speeds and capacities to maximize device
performance and meet consumer expectations. With more than 2.5 billion SD
memory cards in the market today, the new high-speed performance capabilities
will co-exist with earlier SD memory cards still used by consumers, as thosecards are still interoperable with the newest host devices. New SD memory cards
and devices bearing the following new performance symbols may now beginentering the marketplace:
The new Ultra High Speed (UHS) symbol can be found exclusively on SDXC
and SDHC products. SDXC or SDHC products with the UHS-I symbol offer thefastest bus-interface speeds available today, capable of supporting data transferspeeds up to 104 Megabytes per second. UHS-I quadruples the existing
maximum possible speed of 25 Megabytes per second. UHS bus interfaces arebackwards compatible. SDXC UHS-I and SDHC UHS-I memory cards achieve
greatest performance when paired with a UHS-I device and allow consumers torecord HD resolution videos, plus perform other simultaneous recordingfunctions.

The new UHS Speed Class symbol can be found exclusively on SDXCUHS-I and SDHC UHS-I products. UHS Speed Class 1 designates SD memory
cards and products with a performance option designed to support real-timevideo recording. This symbol will be found on SDXC UHS-I or SDHC UHS-I
memory cards. Consumers can realize the full potential of recording real-time
broadcasts and capturing videos using a digital video camera by pairing theirdevices with UHS Speed Class 1 memory cards.

FOR IMMEDIATE RELEASEThe existing Speed Class symbols for non-UHS SD, SDHC andSDXC products are Class 2, Class 4, Class 6 and Class 10. They refer to theminimum write speed performance of the memory card. The symbols may befound on memory cards and devices, including video and digital cameras.
For greatest performance, users should pair their devices with the corresponding
SD memory card. The Association has created two videos to show best uses forthe variety of SD memory cards available today; to view, visit
www.sdcard.org/videos. The Association also offers an online resource,www.sdcard.org/cardchoice, for users to explore the variety of SD memory cards
types for new and existing devices.
“The world-leading SD memory card standard has increased the value,
usefulness and longevity of consumer electronic products by allowing consumers
to easily upgrade their devices to meet their needs and budgets,” said PaulRitchie, executive director of the SD Association. “The new high-speed symbols
are designed to make it easier for consumers to take advantage of the massive
storage and incredible speeds offered in SDXC and SDHC products.”
SD Association
The SD Association is a global ecosystem of more than 1,000 technology
companies charged with setting interoperable SD standards. The associationencourages the development of consumer electronic, wireless communication,
digital imaging and networking products that utilize market-leading SDtechnology. The SD standard is the number one choice for consumers and hasearned nearly 80 percent of the memory card market with its reliableinteroperability and its easy-to-use format. Today, mobile phones, Blu-rayplayers, HDTVs, audio players, automotive multimedia systems, handheld PCs,
digital cameras and digital video cameras feature SD interoperability. For more
information about SDA or to join, please visit the association’s web site,www.sdcard.org.
###Media Contact:
Alisa Hicks
SD Association
1.925.275.6670
media@sdcard.org