FOR IMMEDIATE RELEASESD ASSOCIATION TRIPLES SPEEDS WITH UHS-IIAND INTRODUCES NEW eBOOK SPECIFICATIONNew pin design ratchets bus speeds up to 312 MB/s,eBook spec opens books, graphic novels to secure portabilityLAS VEGAS – CES Booth South Hall 4 # 36226 – Jan. 5, 2011 – SD gives consumersdata transfer speeds that exceed even the most demanding high-def recording needstoday with an important leap in SD bus-interface speeds up to 312 Megabytes persecond with its new UHS-II bus-interface specification. These extraordinary transferspeeds give manufacturers the flexibility to develop new features and markets for mobilephones and other consumer electronics strengthened by the world-leading memory cardstandard. The SD Association also announced today eBook, an application specificationthat gives eBook publishers access to billions of SD-equipped mobile phones and otherportable devices.
“UHS-II increases SD performance and value and delivers immediate impact onmanufacturer innovation and consumer creativity,” said Norm Frentz, chairman of the SDAssociation. “We’ve tripled bus-interface speeds from last year’s UHS-I development,and we plan to double UHS-II speeds in the future.”UHS-II: Available exclusively on SDXC and SDHC productsFast and reliable, the new SD 4.00 specification available to members this quarter turnsSD memory cards into high-performing storage systems and consumers’ video and stillcameras into professional-level equipment. Tripled bus-interface speeds givemanufacturers more flexible design options, including low voltage and low powerconsumption, for large and small SD devices without compromising data transfer rates.
Consumers will be able to increase the power and possibility of their mobile phone athome and work, recording high-definition video directly onto their UHS-II memory cardand backing up data. Well-known SD benefits are heightened with UHS bus interface,providing faster continuous shooting speed for digital still cameras and higher resolutionmovie recordings in video cameras, including 3D HD. Since it is fully backwardscompatible, devices supporting UHS bus interface will accept the billions of existing SDmemory cards in the market today.
New high-speed interface signals are assigned on the second row of pins on UHS-IISDXC and SDHC memory cards. This new speed option will be available in full-sizeSDHC and SDXC memory cards and microSDHC and microSDXC form factors anddoes not change the physical size or shape of the cards.
Both UHS-I and UHS-II make the massive storage specified for SDHC and SDXCmanageable and even more portable. Ultra High Speed was announced in June 2010and UHS-I delivers top bus-interface speeds of 104 Megabytes per second. UHS businterfaces are backwards compatible and are exclusive to SDXC and SDHC products.
All UHS-equipped memory cards achieve greatest performance when paired withcorresponding UHS devices. Both SDXC UHS-I and SDHC UHS-I products are alreadyin retail outlets around the world.
- more -SD ASSOCIATION TRIPLES SPEEDS WITH UHS-IIPAGE 2AND INTRODUCES NEW eBOOK SPECIFICATION	  	  eBook: Expanding functionality of mobile devices“Our new eBook application brings the digital book niche to the global masses. It opensbroad consumer access to eBook content and turns billions of existing SD mobilephones and devices into eReaders,” Frentz said. “SD continues to evolve its capabilitiesto support voracious consumer demand for portable movies, television broadcasts, highdefinition home videos and now full-color books.”The eBook application increases the value of SD-slotted mobile phones and otherdisplay devices. Publishers and readers alike will benefit from full-color, illustrationintensive books like graphic novels available as pre-loaded and portable content. Theapplication lets consumers create an expandable digital library and view content onother SD devices. It also opens new and secure opportunities for content publishers whoare currently limited by downloaded content restricted for use only on specific devices.
SD application specifications are designed so SD memory cards can be used in all SD
devices.
The Association has two videos showing optimized uses for the variety of SD memorycards available today at www.sdcard.org/videos. It also offers an online resource,www.sdcard.org/cardchoice, for users to explore the variety of SD memory cards typesfor new and existing devices.
SD AssociationThe SD Association is a global ecosystem of more than 1,000 technology companiescharged with setting interoperable SD standards. The association encourages thedevelopment of consumer electronic, wireless communication, digital imaging andnetworking products that utilize market-leading SD technology. The SD standard is thenumber one choice for consumers and has earned more than 80 percent of the memorycard market with its reliable interoperability and its easy-to-use format. Today, mobilephones, Blu-ray players, HDTVs, audio players, automotive multimedia systems,handheld PCs, digital cameras and digital video cameras feature SD interoperability. Formore information about SDA or to join, please visit the association’s web site,www.sdcard.org.
Media ContactAlisa HicksSD Association1.775.720.5071media@sdcard.org###