NEWS RELEASE
SD CARD ASSOCIATION ADDS KEY MANUFACTURERS TO ADVANCEWORLDWIDE WIRELESS INITIATIVES

3GSM 2005/CES 2005 - SD Card Association (SDA) announced at 3GSM 2005,Cannes, France, that an impressive rising number of mobile phone manufacturers areturning to the SD Memory Card as the memory format of choice. This fact together
with the creation of SDA`s Mobile Phone Task Force and Industry Analyst Support
demonstrate SD Memory Card’s escalating dominance in mobile phone market.

“Since we introduced the SD Memory Card in 2000, it has quickly achieved thenumber one position in the semiconductor memory card market across allgeographies,” said John P. Burnham, global director of marketing andcommunications for SDA. “We are pleased and excited that NPD has reported thatSD was the market share leader in 2004 for the U.S., with a year to date share of 40.7
percent, and that SD products were the definitive Christmas favorites – with SDcommanding an astounding 52.7 percent share of the market at the end of last year.”More and more, mobile phone manufacturers are turning to the SD Memory Card as
the memory format of choice. Most recently, Sony-Ericsson and Nokia joined the SD
Card Association, with the latter becoming a board member. These global leaders andothers, including Motorola, Samsung, palmOne, Sharp, Panasonic, Toshiba, Fujitsu,
NEC and Kyocera, are utilizing SD to deliver highly sophisticated applications that
excite consumers and create new revenue opportunities for manufacturers andnetwork operators. This is further confirmed by more than 170 SD and miniSDenabled phones and smart phone models that are available around the world.
“We have adapted our flash memory card expertise in the digital still camera,camcorder, PC and television categories to create a solution that specifically addresses
the unique needs of the wireless industry,” said Ray Creech, president of SDA. “SD’sstrength lies in its ability to meet the requirements of all wireless applications fromthe point of view of size, performance and security.”
Industry analysts across the board have concluded that the SD Memory Card is thedominant leader. According to Gartner analyst, Joseph Unsworth, “by 2008, revenues
generated from the SD Memory Card will approach 3.5 billion dollars and it willremain the dominant format.”
SDA’s commitment to the wireless mobile phone industry includes:• Consumer Security Comes First: Using the SmartSD Card, which integrates asmart card module with the SD Memory Card, consumers and carriers are able to1

take advantage of secure applications through their wireless devices. With both theSD and mini-SD enabled mobile phones, subscribers can make secure financialtransactions such as bill paying, stock trades and micro payments. In addition, thisfeature enables medical professionals to remotely download and utilize wirelessapplications that contain sensitive information, such as patient records.
• Commitment Through Mobile Phone Task Force: The Association continues
to demonstrate its commitment to the wireless industry through its Mobile Phone
Task Force, a group of engineers and marketing representatives dedicated tocreating a seamless and interoperable environment for building applications on theSD Memory Card format.
• Size, Speed, Security and Interoperability: SD Memory Card’s high capacity– currently shipping up to 1 GB – is an ideal match for “smart phones” that allowusers to take and email digital images, conduct financial transactions, play gamesand download maps, wallpapers and polyphonic ring tones, thus offering network
operators new kinds of revenue and service applications.
The card’s high transfer speed enables smooth exchange of data between SDenabled devices, such as printers, cameras, personal digital assistants (PDAs), andother phones. SD Memory Card also provides interoperability with PC-related
devices and audio-video products. SD is the competitive leader in copyrightprotection through its use of CPRM.
###About the SDA
The SD Card Association (SDA) is an open industry standards organization established inJanuary 2000 by Matsushita Electric (Panasonic), SanDisk and Toshiba, and is supported by aconsortium of over 700 companies. The SDA’s mission is to set industry standards andpromote the SD Memory Card’s wide acceptance in a variety of applications. SD Memory
Card standards are currently being built into a wide range of new digital products such as
cellular phones, audio players, automotive multimedia systems, handheld PC’s and digital
video and still cameras. The Association’s Web site can be accessed at www.sdcard.org formore information about the SDA. Parties interested in joining the SDA are encouraged tovisit the Web site or contact SDA President Ray Creech directly at 831-636-7322 or
rcreech@sdcard.org.

Editorial Contacts:
Ray Creech
SD Card Association
Phone: +1-831-636-7322
Fax: +1-201.348.7868
rcreech@sdcard.com
www.sdcard.org
www.sdcard.com

John P. Burnham
SD Card Association
Phone: +1-201.348.7850
Fax: +1-201.348.7868
burnham@us.panasonic.com
www.sdcard.org
www.sdcard.com

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