For Immediate Release

SD CARD ASSOCIATION TO UNVEIL NEW MOBILE TV RECORDINGTECHNOLOGIES AT ITU TELECOM WORLD 2006
Hong Kong, 4th December 2006 – The SD Card Association (SDA) at ITU Telecom
World 2006 will be offering a first look at new recording technologies that allow
consumers to watch and share high quality video content securely on their mobilephones.
Mobile TV programming, already delivered in Japan through “One-seg TV”, a newform of digital terrestrial broadcasting (ISDB-T) brings video content to mobile devices
such as advanced mobile phones, car navigation systems and portable DVD players.
The new SDA technologies allow users to record video content on the SD Memory
Card and share it with friends, while ensuring copyright protection for contentproviders.
Based on the Copy Once policy of the Association of Radio Industries and Businesses(ARIB), CPRM was approved as a DRM on SD Memory Cards when recording “Oneseg TV” program using SD-Video applications defined by the SDA.
SD-Binding was originally established to meet requests by mobile phone carriers andcontent providers for copyright protection. Together with built-in CPRM, it allows
digital content to be stored securely on SD Memory Cards tied to authorized devices
from carriers.
According to Paul Reinhardt, Executive Director of the SD Card Association, “Thisconcept can be applied to any mobile TV effort in any region, including Europe, theUSA and China. New digital content distribution and broadcasting services, such as
DVB-H, Media-FLO and mobile phone internet content distribution, will find this useof SD Memory Cards to be an ideal solution for their business models.”
SD-Audio is another SDA CRPM specification currently in use in Japan. About half ofthe SD-enabled mobile phones are equipped with SD-Audio in Japan, where music
distribution service “MOOCS” has been a key player in its popularization.
“SD-Audio enabled mobile phones can play back music content downloaded from amusic distribution site or from CD-ripped content securely,” said Paul Reinhardt. “Andnot just mobile phones, SD-Audio is also available on SD Audio players, car navigation
systems, mini-component systems and other SD-Audio enabled AV products.”

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Since the introduction of SD Memory Cards in 2000, there have been 7,272 models ofSD application products launched by 394 brands in 31 categories in the global market.
At present, around 50 to 75 per cent (depending on the region) of all mobile phones are
now equipped with SD Memory Cards, including regular size, miniSD and microSD
cards. By offering phones that can accept SD Memory Cards, mobile phone
manufacturers do not need to increase built-in memory, which allows them to reducethe cost of production.
A new high-capacity 4GB SDHC Memory Card is capable of recording 20 hours ofvideo, photos, music and other digital content.
Most SD Memory Cards make use of CPRM copyright protection technology, which is
widely accepted by major international content providers. CPRM was developed by the4C group of Panasonic, IBM, Intel and Toshiba.
Paul Reinhardt encourages visitors to drop by the SDA booth at #8002, Hall 8 during
ITU Telecom World 2006, where they will be able to experience the rich video contentof "One-seg TV" on several mobile phone products and learn more about the newcontent protection system available on SD Memory Cards.
There will also be opportunities to develop new business models for the mobile phoneindustry. SDA representatives from Panasonic, SanDisk, Sharp and Toshiba will be on
hand to answer questions about the technology, copyright protection management
system and licensing scheme for SD host products.
####About the SDA
The SD Card Association (SDA) is an open industry standards organization establishedin January 2000 by Matsushita Electric (Panasonic), SanDisk and Toshiba, and is
supported by a consortium of around 900 companies. The SDA’s mission is to set
industry standards and promote 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, hand-held PC’s and digital video and still cameras. The Association’s Web
site can be accessed at www.sdcard.org for more information about the SDA. Parties
interested in joining the SDA are encouraged to visit the web site.
Editorial Contact:Paul Reinhardt
Executive Director
SD Card Association
Phone : +1 (925) 275-6687
Fax: +1 (925) 275-6691
Email : president@sdcard.org

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