FOR IMMEDIATE RELEASE
Contacts:
Ray Creech
SD Card Association
831-636-7322
rcreech@sdcard.org

Ann Barlow
Peppercom
212-931-6112
abarlow@peppercom.com

SD MEMORY CARD – A GROWING PRESENCE IN WIRELESSCOMMUNICATIONSFormat Uniquely Positioned to Meet Needs of Mobile Phone Manufacturers,
Network Operators and Users
ATLANTA, GA, March 22, 2004 – SD Memory Card continues to make its
presence felt in the wireless communications industry. According to the SD Card
Association (SDA), the diminutive flash memory card -- fast becoming the format ofchoice for digital still cameras, camcorders, audio and computer applications with 2,105
models of SD and miniSD-enabled host products from 180 brands in 31 categories thathave been introduced into the global market – is uniquely positioned to address the needsof today’s Mobile Phone Industry.
The measure of SD’s acceptance by the wireless industry, as seen by Ray Creech,
SDA President, is found in the growing number of SD and miniSD-enabled mobilephones currently available and displayed at CTIA Wireless 2004 in Atlanta. Accordingto Creech, nearly 50* SD and miniSD-enabled mobile phones and smartphones arecurrently available around the world, with new and continuing models - by such leading
companies as Motorola, Samsung, palmOne, Panasonic, Toshiba, Sharp, NEC, Fujitsu,Kyocera, and others.

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“With mobile phones now offering built-in high-resolution camera functions,content downloading capabilities, and compatibility with PC data,” Creech says, “thereis a clear need for removable memory cards to enhance mobile device capabilities. And,SD Memory Card – both standard and miniSD -- offers the size, interoperability andsecurity handset makers require and consumers demand. ”SD Memory Card – Making New Applications & Interoperability Possible:
As mobile phone experience grows, consumers will increasingly demand new andmore sophisticated applications from their devices – functionalities that SD and miniSD
are qualified to deliver. For instance, the newest generation of mobile phones, withhigher resolution color screens and improved sound and graphics capabilities, boasts awide variety of applications that require removable flash memory. The SD Memory
Card’s high capacity – up to 1 GB** – is an ideal match for “smart phones” that allowusers to take and e-mail digital images, conduct financial transactions, play games, anddownload maps, wallpapers and polyphonic ring tones, thus offering Network Operators
new kinds of service applications. .
The card’s high transfer speed also enables smooth exchange of data between SDenabled devices, such as printers, cameras, personal digital assistants (PDAs), and otherphones. SD Memory Card, with its small form factor, also provides interoperability withPC-related devices and audio-video products such as digital TVs, camcorders, DVDrecorders and portable audio devices.
SD Memory Card – Security for the Mobile User:
As mobile users come to depend more on their wireless devices, they will seek toconduct financial transactions and communicate sensitive information. A new Mobile2

Commerce specification, established by SDA last month, will expand the applications ofthe SD Memory Card format by adding “smart card” security and other functionalities.
This will allow the SD Card, including the -miniSD™ card, to enable secure transactions
from mobile phones and other devices for such important market segments as: PersonalTransactions such as banking, stock trades, and micropayments; Personal Entertainmentsuch as content download and navigation; and Mobile Workforce Applications forindustries such as medical, insurance, real estate and government sectors.
The SD Memory Card – both standard and miniSD – also incorporates advanced
copyright protection technology. By preventing unauthorized copying, this function willencourage content creators and owners to quickly make high-quality content available for
new download services, especially via mobile phones, with greater assurance aboutprotection from privacy.
SDIO – Adding New Functionalities:
The forward-looking SD format also allows manufacturers to produce a widevariety of SDIO products that will permit handset users to add new functionalities to theirmobile phones. A wide variety of SDIO modules are currently available, adding digitalcamera, radio, GPS and Bluetooth® capabilities to existing devices. For handset makers,
this means their products need not be rendered obsolete with every new innovation; forconsumer, this allows them to embrace new functionalities without purchasing entirely
new products.
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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 and promote
SD Memory Card’s wide acceptance in a variety of applications. The SD Card is a highlysophisticated memory device about the size of a postage stamp. SD stands to revolutionize
information, entertainment and communications by putting advanced digital storage technology
quite literally at users’ fingertips. SD 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 video and digital still cameras.
The Association’s Web site can be reached at www.sdcard.org for more information about SDA
membership, applications usage, member companies and upcoming meetings. Parties interested
in joining the SDA are encouraged to visit the Web site or contact SDA President Ray Creech
directly at 831-636-7322 or rcreech@sdcard.org.

* Breakdown of SD-Enabled Mobile Phones By Region:
RegionModelsManufacturers

Europe106

United States

107Japan20

10Asia86** Usable capacity will be less.
Bluetooth is a licensed trademark of Bluetooth SIG, Inc.

CTIA 2004 – SDA Release.doc

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