FOR IMMEDIATE RELEASESD STANDARD LEADS MOBILE MARKET SHARE, CREATES MORE OPPORTUNITIESWITH SDXC MEMORY CARD SPECIFICATIONSDXC Helps Smart Phones Get Smarter, Ready for More Mobile Services
Barcelona, Spain – Mobile World Congress Booth Hall 7, #7C62 -- Feb. 16, 2009 – Today
approximately 78 percent of all slotted mobile phones are equipped with an SD memory card
slot and the forthcoming next-generation SDXC (eXtended Capacity) memory card specification,
featuring a 2 terabyte maximum capacity and speeds up to 300 megabytes per second speed,will expand opportunities exponentially for smart mobile handsets and carrier services.
Additional storage capability turns smart phone promise into smart phone reality, freeing
consumers to do more with their data anywhere and at anytime.
iSuppli’s latest Data Flash Market Tracker for fourth-quarter 2008 estimates that 78 percent of
all mobile phones with removable memory card slots feature the SD interface and projects 85
percent market penetration by 2012. SDXC storage capacity and transfer speeds transform
digital lifestyles and work styles and increase flexibility for carriers and handset manufacturers.
Massive storage and fast transfer rates enable consumers to buy, and carriers to push, more
content and services for mobile handsets.
“For my money, the SDXC specification represents a real game changer for mobile andconsumer electronic device design, cost structures and retail ecosystems. The speed andstorage are impressive, but more importantly it offers the potential for device OEMs to widen
the range of handset costs based on embedded storage and opens up new revenue streams forretailers,” said Andy Castonguay, director of Access Devices Research at Yankee Group. “SDXC
will not only have an effect on mobile and CE devices, but on a broader level, is likely to impact
the very nature of content and media delivery.”A fingertip-sized microSDXC memory card in a smart phone can replace current data storage
devices such as pocket hard drives, CD-ROMs, DVDs and even USB devices for data andentertainment transfers. SDXC gives smart phone users the power to carry more GPS maps
and to download more music, video and other applications from carrier networks, increasing
average revenue per user. Smart phone users can maximize their Wi-Fi capabilities todownload and transfer full-sized presentations or other work files more easily to othercomputers. Smart phones might also serve the same market as netbooks, providing consumers
with sophisticated performance across a range of price points.
“SDXC helps smart phone users move lighter without compromise, confident that every dataand multimedia file is accessible and transferrable between thousands of devices from theirphones,” said James Taylor, president of the SD Association. “The ease of use and deep
penetration of the SD interface across all consumer electronic devices are strong indicators forfuture widespread adoption of the SDXC specification, especially in mobile phones.”

SDXC Mobile Impact

Further, since the SDXC specification applies to Embedded SD – and SDHC and SDIO
specifications, too – handset manufacturers have the opportunity to offer consumers
spectacular storage potential in SDXC handsets by combining SDXC embedded memory with anSDXC removable memory card slot, doubling storage capacities. The SDXC specification will be
released to SD Association members in March.
SDXC – Massive Storage, Incredible Speed
The new SDXC specification provides up to 2 terabytes storage capacity, giving consumers theability to store an estimated 100 HD movies, 480 hours of HD recording, or 136,000 fine-mode
photos, and to transfer files at read/write speeds up to 104 megabytes per second, with a roadmap to 300 megabytes per second. The SDXC specification leapfrogs memory card interface
speeds while retaining the world-leading SD interface.
SD Association
The SD Association is a global ecosystem of more than 1,100 technology companies charged
with setting interoperable SD standards. The association encourages the development ofconsumer electronic, wireless communication, digital imaging and networking products thatutilize market-leading SD technology. The SD standard is the number one choice for consumers
and has earned nearly 80 percent of the memory card market with its reliable interoperability
and its easy-to-use format. Today, mobile phones, Blu-ray players, HDTVs, audio players,
automotive multimedia systems, handheld PCs, cameras and camcorders feature SD
interoperability. For more information about SDA or to join, please visit the association’s website, www.sdcard.org.
Media Contact:
Alisa Hicks
SD Association
1.775.720.5071
media@sdcard.org###