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, September 3, 2010 - IFA Hall 17, Booth 128 — 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.

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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 in both full-size and micro form factors and does not
change the physical size or shape of the cards. This design will be part of
the forthcoming SD 4.0 specification, expected in early 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 incredible speeds," said Norm Frentz, chairman of the SD
Association. "SD can now support high definition 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 and data. 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 found exclusively on SDXC and SDHC products. It offers faster
bus-interface speeds, with data transfer speeds up to 104 megabytes per
second. The new UHS Speed Class 1 technology offers a performance option
designed to support real-time video recording. Consumers can realize the full
potential of these technologies by pairing their devices and memory cards.

The 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 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 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.

Kevin Schader, SD Association, +1-925-275-6670, media at sdcard.org