FOR IMMEDIATE RELEASE

SD ASSOCIATION REVEALS NEW MEMORY CARD DESIGN FOR
INCREDIBLY FAST CARDS
Dual-row pin memory card design for SDXC and SDHC confirmed as
Association continues development of the next SD 4.0 standard.
BERLIN – Sept. 2, 2010 at IFA Hall 17, Booth128 – The SD Association announced
today it has defined a new, dual-row pin memory card design achieving bus interface
speeds of up to 300 megabytes per second for SDXC and SDHC devices and memory
cards. It is fully backwards compatible, allowing equipped devices full use of any SD,SDHC and SDXC memory cards.
New high speed interface signals will be assigned on the second row of pins of select
SDXC and SDHC memory cards offering the new speed. This option will be available inboth full-size and micro form factors and does not change the physical size or shape ofthe cards. This design will be part of the forthcoming SD 4.0 specification, expected inearly 2011.
“Our innovative dual-row pin design ultimately lets consumers using equipped products
to manage the massive storage capacity found on SDXC memory cards at incrediblespeeds,” said Norm Frentz, chairman of the SD Association. “SD can now support highdefinition video from Hollywood movie studios, television broadcasts, or HD videos taken
on your latest vacation. SD is a very popular, extremely portable and easy-to-use
storage medium that has enhanced the enjoyment and portability of music, photos anddata. The Association remains committed to helping consumers maintain the value,
usefulness and longevity of all of their SD products.”
At IFA, the Association is displaying new and exciting products based on SDXC, its
latest standard. Attendees will see more than 40 products from 18 different global
brands including memory cards, HD digital cameras, HD video cameras, HD televisions,e-books, card readers, controllers and developer kits.
Several of the products on display feature the recently announced Ultra High Speed(UHS) UHS-I and UHS Speed Class high-speed capabilities. UHS-I technology is foundexclusively on SDXC and SDHC products. It offers faster bus-interface speeds, withdata transfer speeds up to 104 megabytes per second. The new UHS Speed Class 1technology offers a performance option designed to support real-time video recording.
Consumers can realize the full potential of these technologies by pairing their devicesand memory cards.

UHS-I symbol

UHS Speed Class 1 symbol- more -SD ASSOCIATION REVEALS NEW MEMORY CARD DESIGN FOR INCREDIBLYFAST CARDSThe Association has created two videos showing optimized uses for the variety of SD
memory cards 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 types for new and existing devices.
SD Association
The SD Association is a global ecosystem of more than 1,000 technology companies
charged 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 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,
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
Kevin Schader
SD Association
1.925.275.6670
media@sdcard.org###