FOR	  IMMEDIATE	  RELEASE	  	  SD	  ASSOCIATION	  ADDS	  STANDARDIZED	  WIRELESS	  COMMUNICATION	  TO	  WORLD-­‐LEADING	  SD	  MEMORY	  CARD	  STANDARDS	  	  New	  Wireless	  LAN	  feature	  extends	  SD	  memory	  card	  convenience	  so	  consumers	  can	  transfer	  pictures	  and	  videos	  wirelessly	  from	  their	  cameras	  	  LAS	  VEGAS	  –	  CES	  Booth	  South	  Hall	  4	  #36231	  -­‐-­‐	  Jan.	  9,	  2012	  –	  A	  new	  SD	  memory	  card	  standard	  can	  transform	  millions	  of	  everyday	  consumer	  electronics	  into	  wireless	  LAN	  devices	  with	  portable	  storage	  and	  communications.	  The	  Wireless	  LAN	  SD	  standard	  announced	  today	  is	  the	  SD	  Association’s	  first	  wireless	  SD	  memory	  card	  standard	  combining	  storage	  and	  wireless	  capabilities.	  Consumers	  will	  be	  able	  to	  transfer	  pictures,	  videos	  and	  other	  content	  wirelessly	  from	  most	  existing	  digital	  cameras	  and	  digital	  video	  cameras	  to	  web-­‐based	  cloud	  services	  and	  between	  SD	  devices	  over	  home	  networks.	  	  	  The	  Wireless	  LAN	  SD	  standard	  combines	  the	  world-­‐leading	  memory	  card	  storage	  standard	  with	  the	  ubiquitous	  wireless	  standard	  IEEE	  802.11a/b/g/n,	  part	  of	  the	  Association’s	  strategy	  to	  expand	  SD	  services	  and	  features	  by	  incorporating	  other	  global	  standards.	  This	  standard	  is	  applicable	  to	  full	  size	  SD/SDHC/SDXC	  and	  microSD/SDHC/SDXC	  memory	  cards.	  It	  taps	  into	  a	  billions-­‐strong	  SD	  standards	  market	  for	  which	  manufacturers	  can	  develop	  products	  and	  consumers	  can	  reliably	  use	  Wireless	  LAN	  applications.	  	  	  “As	  cloud	  servers	  and	  wireless	  technologies	  continue	  to	  penetrate	  the	  consumer	  experience,	  wireless	  accessibility	  will	  become	  increasingly	  more	  important,”	  said	  Michael	  Yang,	  senior	  principal	  analyst,	  memory	  and	  storage,	  IHS	  iSuppli.	  “The	  addition	  of	  wireless	  capability	  to	  the	  existing	  SD	  memory	  card	  standard,	  will	  enable	  SD	  memory	  cards	  to	  remain	  relevant	  to	  shifting	  market	  demand,	  and	  add	  value	  to	  consumers	  and	  manufacturers	  of	  new	  cameras,	  tablets,	  and	  mobile	  phones.”	  	  	  	  	  	  With	  wireless	  communication	  capabilities	  in	  their	  familiar	  SD	  memory	  cards,	  consumers	  around	  the	  world	  will	  be	  able	  to:	  	
  • Upload	  family,	  vacation	  or	  sports	  photos	  and	  video	  wirelessly	  from	  a	  camera	  or	  video	  camera	  to	  a	  computer	  or	  server	  for	  sharing	  or	  backup.	  	
  • Wirelessly	  download	  pictures	  from	  servers	  with	  cameras	  and	  video	  cameras	  using	  Wireless	  LAN	  SD	  memory	  cards.	  Consumers	  can	  share	  pictures	  and	  videos	  without	  email	  or	  physical	  card	  transfers,	  including	  peer-­‐to-­‐peer	  picture	  and	  video	  transfers	  from	  cameras	  to	  smart	  phones	  and	  tablets	  wirelessly	  without	  an	  access	  point.	
  • Use	  Wireless	  LAN	  SD	  memory	  cards	  as	  wireless	  control	  points	  for	  other	  devices,	  such	  as	  TVs,	  in	  a	  home	  network.	  	  January	  9,	  2012	  	  1	  	  FOR	  IMMEDIATE	  RELEASE	  	  The	  Wireless	  LAN	  SD	  memory	  card	  standard	  defines	  two	  interface	  types:	  •The	  Web	  interface,	  designated	  by	  a	  peer-­‐to-­‐peer	  functions;	  •The	  home	  network	  interface	  designated	  by	  a	  symbol,	  supports	  server	  upload	  and	  home	  network	  communication	  functions.	  
A	  Wireless	  LAN	  SD	  memory	  card	  can	  provide	  both	  of	  the	  wireless	  communication	  types,	  designated	  by	  both	  symbols.	  

•	  symbol,	  supports	  server	  upload	  and	  	  “Wireless	  LAN	  SD	  offers	  you	  a	  standardized	  approach	  to	  transfer	  pictures,	  video,	  documents	  and	  other	  content	  easily	  with	  most	  existing	  cameras	  and	  video	  cameras,”	  said	  Norm	  Frentz,	  chairman	  of	  the	  SD	  Association.	  “The	  Wireless	  LAN	  SD	  memory	  card	  standard	  demonstrates	  how	  SD	  Association	  innovation	  continues	  to	  respond	  to	  market	  demand	  and	  improve	  consumers’	  digital	  lives.”	  	  For	  more	  than	  a	  decade,	  SD	  standards	  have	  increased	  the	  value,	  usefulness	  and	  longevity	  of	  consumer	  electronics	  by	  allowing	  consumers	  to	  easily	  upgrade	  storage	  instead	  of	  replacing	  devices	  and	  creating	  more	  electronic	  waste.	  	  	  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	  the	  development	  of	  consumer	  electronic,	  wireless	  communication,	  digital	  imaging	  and	  networking	  products	  that	  utilize	  market-­‐leading	  SD	  technology.	  The	  SD	  standard	  is	  the	  number	  one	  choice	  for	  consumers	  and	  has	  earned	  more	  than	  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.	  	  Note:	  The	  Wireless	  LAN	  SD	  standard	  will	  be	  available	  to	  Association	  members	  for	  product	  development	  once	  the	  standard	  is	  completed.	  	  Media	  Contact	  Alisa	  Hicks	  SD	  Association	  1.925.275.6670	  media@sdcard.org	  ###	  January	  9,	  2012	  2