FOR IMMEDIATE RELEASE

SD CARD ASSOCIATION INTRODUCES EMBEDDED SD
FOR MOBILE PHONES, CONSUMER DEVICES
New Embedded SD standard offers field-proven SD functionalityand design ease to increase device storage options
SAN RAMON, Calif. – Sept. 11, 2008 – The SD Card Association (SDA) announced today it willenter the embedded storage market with the Embedded SD standard for storage devices inNovember. The Embedded SD specification extends the widely adopted, market-proven SD
interface to embedded storage, doubling device storage potential and easing platform design inmobile handsets and consumer electronics devices.
As next-generation mobile handsets and CE devices demand high-capacity embedded storage
and flash management solutions, Embedded SD simplifies system engineering by leveraging
well-known SD standards. It allows all removable, embedded storage devices and input/output(I/O) peripherals to utilize the same common interface. Embedded SD separates flash
management from the host and provides manufacturers and consumers with the flexibility of up
to 32 GB scalable high-capacity on-board memory, plus 32 GB of removable memory with anySD High-Capacity memory card.
“The miniSD and microSD form factors are the leading interfaces for removable storage cards
for mobile handsets, currently dominating the market, and are expected to constitute 90
percent of all card slots in mobile handsets in 2010, according to our analysis,” said Nam Hyung
Kim, director and chief analyst for iSuppli Corp. “The new Embedded SD standard is built onthat leading SD standard and takes aim at mobile handset storage needs like low power
consumption, boot functionality, small form factor and integrated flash management.”
The Embedded SD standard regulates the specifications of SD interface-based embedded flashdevices, easing the integration of storage devices and avoiding market fragmentation in themobile and CE industries.
The Embedded SD specification defines the mechanical and electrical framework of the newembedded form factor and is also focused on enabling advanced functionality in embedded
storage devices. Embedded SD devices offer a smart system solution with a smooth migration
path from legacy designs, reduced design complexity and support for code, applications anduser data storage.
“The SD Card Association plans to significantly reduce market fragmentation by deliveringsuperior compatibility to the world of embedded storage, just as we have done in the storage
card industry,” said James Taylor, president and chairman of the SD Card Association. “Theassociation will continue to drive significant host market expansion while maintaining backwards
compatibility with future interface development. The continuous collaboration and cooperation
within the association’s ecosystem serves as a strong engine for innovation, consistency andgrowth.”-1-

SD CARD ASSOCIATION INTRODUCES EMBEDDED SD FOR
MOBILE PHONES, CONSUMER DEVICES

Page 2To speed adoption of Embedded SD, support of boot functionality requires only minor changes
in the host ROM code of currently mass deployed baseband, application and multimedia
processors with minimal additional changes to block device driver to support the additional
functionality of embedded SD.
The Embedded SD Standard Defined:
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Fully Compatible with SD standard – Embedded SD is fully compatible with the industry
leading SDHC (SD 2.00) interface, ensuring a seamless migration from current SD toEmbedded SD designs.
Both 3.3V and 1.8V Power Supplies – Supported for both flash and I/O power sources.
Boot from Embedded SD – Reliable and secure storage of boot code on an Embedded SD
device reduces the number of memory components in a design, as well as the number ofbusses required, enabling more efficient designs.
Flexible Partition Mechanism – Allows multiple physical partitions accommodating varied
data sources such as boot code, OS, applications and multimedia content with customizablelevels of protection for each partition. Original equipment manufacturers, mobile network
operators and content providers gain optimal flexibility and control to configure theEmbedded SD device for different usages and data types.
Protection Mechanism – Flexibility to separately configure each physical partition withdifferent read and write/erase protection modes.
Data Robustness – Optional configuration of each physical partition of the Embedded SD
device, including full immunity to power failure and protection of critical data (boot code,operator data, etc.).
Power-Saving Sleep Mode – Option to customize power needs and reduce power
consumption and boost battery life.

SD Card AssociationThe SD Card Association is an open industry standards organization established in January 2000
by Matsushita Electric (Panasonic), SanDisk and Toshiba, and is supported by a consortium ofmore than 1,100 companies. The SDA’s mission is to set industry standards and promote SD
product acceptance in a variety of applications. SD Memory Card standards are currently being
built into a wide range of digital products such as cellular phones, audio players, automotive
multimedia systems, handheld PCs and digital video and still cameras. For more information
about SDA, please visit the association’s web site, www.sdcard.org. Parties interested in joining
SDA are encouraged to visit the web site or contact helpdesk@sdcard.org.
CONTACT:
Alisa Hicks
SD Card Association(775) 720-5071
ahicks@inventures.com