FOR	  IMMEDIATE	  RELEASE	  	  	  SD	  ASSOCIATION	  AND	  GLOBALPLATFORM	  	  COLLABORATE	  TO	  ENABLE	  NEW	  SMART	
  CARD	  APPLICATIONS	  ON	  SD	  MEMORY	  CARDS	  	  Agreement	  signals	  SDA	  efforts	  to	  extend	  SD	  standards	
  into	  new	  markets	  	  	  	  PARIS	  –	  CARTES	  &	  IDENTIFICATION	  BOOTH	
  3B140	  -­‐-­‐	  November	  9,	  2011	  –	  SD	  Association	
  will	  extend	  the	  utility	  of	  its	
  world-­‐leading	  memory	  card	  standards,	  giving	  thousands	  of	  consumer	  electronic	  device	  models	
  used	  by	  billions	  of	  consumers	
  more	  services	  and	  features	  by	  leveraging	
  other	  global	  standards.	
  Under	  this	  new	  strategy,	  the	  Association	
  today	  announced	  a	  new	  collaboration	
  with	  GlobalPlatform	  to	  include	
  smart-­‐chip	  technology	  in	  SD	  standards	  to	  enable	  mobile	  phones	  and	
  other	  portable	  CE	  devices	  to	  provide	  authentication	  services	
  with	  SD	  memory	  cards.	  	  	  GlobalPlatform,	
  which	  standardizes	  secure	  application	  management,	  and	  the	  Association	
  will	  work	  closely	  to	  jointly	
  build	  a	  secure,	
  open,	  dynamic	  environment	  for	  deploying	  secure	  services	  in	  connected	  devices	  supporting	  SD	  standards.	  	  Standardized	  authentication	  services	  on	  microSD	  and	  full-­‐size	  SD	  memory	  cards	
  would	  transform	  consumers’	  mobile	  phones	  and	  CE	  devices	
  into	  electronic	  wallets	  carrying	  cashless	  currency	  and	  paperless	  identification	  for	  use	  in	  making	  everyday	  purchases	
  such	  as	  groceries	  or	  train	  tickets,	  or	  in	  receiving	  customized	  subscription	  services	
  like	  mobile	  television.	  Identity	  features	  on	  portable	  devices	
  would	  increase	  consumer	  control	
  over	  their	  personal	
  data	  compared	  to	  today’s	  wallets	  typically	  bulging	
  with	  cards.	
  This	  would	  provide	  consumers	
  with	  greater	  security	
  than	
  cloud-­‐based	  solutions	
  since	  the	  smart-­‐chip	  enabled	  SD	  memory	  cards	
  would	
  only	  be	  active	  in	  an	  authorized	  device.	  	  “Using	  the	  SD	  interface,	
  with	  its	  ubiquitous	  presence	  of	  microSD	  memory	  cards	  and	  SD	  slotted	  devices,	
  gives	  manufacturers,	  service	  providers	  and	  consumers	  of	  smart	  cards	  and	
  smart	  card	  applications	  considerable	  momentum,”	
  said	  Joseph	  Unsworth,	  Research	  Director	
  with	  Gartner.	
  “CE	  device	  manufacturers	  have	  offered	  new	  innovations	  and	  extended	  the	  lifecycle	  and	  usefulness	  of	  devices	  for	
  more	  than	  10	  years	
  with	  SD	  standards,	  relying	  on	  the	  SD	  interface	  to	  respond	  to	  new	  market	
  needs	  and	  opportunities	  for	  removable	  media.”	  	  	  Service	  and	  content	  providers,	  as	  well	  as	  CE	  manufacturers,	
  could	  use	  the	  SD	  interface	  to	  offer	
  new	
  value-­‐added	  services	
  that	  are	  standardized	  and	  secure	  and	  use	
  near-­‐field	  communications	  to	  authenticate	  transactions	  and	  identity.	  SD	  standards	  are	  already	  supported	  in	  at	  least	  80	  percent	  of	  all	  mobile	  phones	
  with	  removable	  memory	  to	  enrich	  mobile	
  phone	  features	  and	  services.	  	
  SD	  ASSOCIATION	  AND	  GLOBALPLATFORM	  COLLABORATE	  	  TO	  ENABLE	  NEW	  SMART	
  CARD	  APPLICATIONS	  ON	  SD	  MEMORY	  CARDS	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  “SD	  standards	  are	  proven	  to	  drive	  new	  applications	  in	  consumer	  electronics.	  The	  Association’s	  strategy	  is	  to	  leverage	  SD	  standards	  to	  create	  opportunities	  in	  new	  markets,	  clearing	  market	  hurdles	  of	  price,	
  size	  limitations	  and	  security,	  and	  enabling	  new	  technologies,	  ”	  said	  Norm	  Frentz,	  SD	  Association	  president.	  “Collaborating	
  with	  GlobalPlatform	  complements	  and	  accelerates	  our	  plans	  to	  support	  near-­‐field	  technology	  and	
  gives	  device	  manufacturers	  and	  anyone	  providing	  content	  or	  service	  to	  consumers	  the	  turnkey	  to	  mass	  market	  mobile	  commerce	  and	
  smart	  IDs.”	  	  	  The	  Association	  and	  GlobalPlatform	  are	
  both	  committed	  to	  specifications	
  that	  ensure	  long-­‐term	  interoperability	  through	  backwards	  compatibility.	  	  	  “GlobalPlatform	  is	  very	  keen	  to	  work	  with	  the	  SD	  Association	  to	  leverage	  SD	  standards	  and	  be	  ready	  to	  respond	  to	  its	  requirements,”	
  said	  Gil	  Bernabeu,	  technical	  director	  at	  GlobalPlatform.	  
“From	  the	  perspective	  of	  secure	  application	  providers,	  it	  is	  very	  important	
  that	  the	  application	  performs	   as	   required	
   and	   to	   the	   highest	   security	   standards,	   regardless	   of	   the	   secure	   element	  selected.	  GlobalPlatform	  identifies	
  that	  SD	  memory	  card	  standards	
  offer	  many	  storage	  choices	
  and	  can	  support	  the	  delivery	  of	  a	  variety	  of	  services.”	  	  Opening	  new	  markets,	  creating	  convenient	  services	  Offering	  near-­‐field	  communications	  on	  microSD	  and	  full-­‐size	  SD	  memory	  cards	
  opens	  unlimited	
  new	  business	  models	  for	  any	  authentication	  process,	  including:	  	  	  	  • Mobile	  commerce.	  Consumers	
  will	  use	  CE	  devices	  equipped	
  with	  smart	  microSD	
  cards	  as	  cashless	  currency,	  authorizing	  secure	  financial	  transfers	  to	  buy	  everything	
  from	  groceries	  to	  subway	
  fare	  and	  restaurant	  meals.	  	  • Customized	  services.	  Content	  and	  service	  providers	  can	  customize	  features,	  offers	  and	  rewards	  automatically,	  eliminating	  manual	
  entry	  of	  customer	  identifiers	
  such	  as	  account	  or	  rewards	
  card	  numbers.	  Car	  navigation	  services	
  could	  provide	  customized	  concierge	  services	  including	  special	  pricing,	  reservations,	  coupons	  and	
  other	  offers	
  from	  locations	
  near	  the	  car	  or	  at	  the	  destination.	  Airlines	
  could	  automatically	  review	  customer	  accounts	  for	  upgrade	  and	
  other	  frequent	
  flier	  rewards.	  	  • Secure	  access/Personal	  ID.	  	  Integrating	
  smart	  SD	  memory	  cards	
  into	  mobile	  devices	  makes	  ID	  and	  access	  solutions	  flexible	  and	  customizable	  to	  suit	  multiple	  applications.	  	  • Secure	  voice.	  	
  Smart	  microSD	
  cards	  can	  support	  hardware	  encrypted	
  voice	  services,	  a	  proven	  security	  method	
  used	  by	  potential	  new	  markets	  for	  SD	  standards,	  including	  government,	  emergency	  services	  and	  corporations.	  
	  In	  each	  of	  these	  new	  business	  models,	  the	  microSD	  and	  full-­‐size	  SD	  memory	  cards	
  would	  provide	  the	  secure	  element,	
  based	  on	  GlobalPlatform	  standards,	  for	  authorization	  purposes	
  and	
  would	
  only	  be	  active	  in	  the	  authorized	  device.	  	  	  World-­‐leading	  SD	  standards	  are	
  based	  on	  real-­‐world	  market	  needs,	  giving	  manufacturers	  and	  service	  providers	  the	  flexibility	  and	  innovation	  to	  serve	
  their	  markets.	  The	  digital	  security	  	  
	  2	  SD	  ASSOCIATION	  AND	  GLOBALPLATFORM	  COLLABORATE	  	  TO	  ENABLE	  NEW	  SMART	
  CARD	  APPLICATIONS	  ON	  SD	  MEMORY	  CARDS	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  market	  for	  SD	  standards	  extends	  SD	  stakeholders	  beyond	  traditional	  markets	
  into	  banking	  and	  other	  financial	  services,	  as	  well	  as	  mobile	  phone,	  device	  and	  access	  control	  manufacturing.	  
Membership	  provides	  manufacturers	  and	  service	  providers	
  with	  the	  complete	  SD	  standards	
  that	  allow	  manufacturers	  to	  develop	  products	  and	  solutions	  designed	  to	  the	  standard,	  including	  support	  of	  other	  standards,	  and	  compatible	
  with	  other	  SD	  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	  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.	  	  Media	  Contact	  Alisa	
  Hicks	  SD	  Association	  1.925.275.6670media@sdcard.org	
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