SD Association Triples Speeds with UHS-II and Introduces New eBook Specification

New pin design ratchets bus speeds up to 312 MB/s, eBook spec opens books, graphic novels to secure portability

LAS VEGAS, January 5, 2011 - CES Booth South Hall 4 # 36226 -SD gives consumers data transfer speeds
that exceed even the most demanding high-def recording needs today with an
important leap in SD bus-interface speeds up to 312 Megabytes per second with
its new UHS-II bus-interface specification. These extraordinary transfer
speeds give manufacturers the flexibility to develop new features and markets
for mobile phones and other consumer electronics strengthened by the
world-leading memory card standard. The SD Association also announced today
eBook, an application specification that gives eBook publishers access to
billions of SD-equipped mobile phones and other portable devices.

(Logo: photos.prnewswire.com/prnh/20100623/SF25214LOGO-b)

"UHS-II increases SD performance and value and delivers immediate impact
on manufacturer innovation and consumer creativity," said Norm Frentz,
chairman of the SD Association. "We've tripled bus-interface speeds from last
year's UHS-I development, and we plan to double UHS-II speeds in the future."

UHS-II: Available exclusively on SDXC and SDHC products

Fast and reliable, the new SD 4.00 specification available to members
this quarter turns SD memory cards into high-performing storage systems and
consumers' video and still cameras into professional-level equipment. Tripled
bus-interface speeds give manufacturers more flexible design options,
including low voltage and low power consumption, for large and small SD
devices without compromising data transfer rates. Consumers will be able to
increase the power and possibility of their mobile phone at home and work,
recording high-definition video directly onto their UHS-II memory card and
backing up data. Well-known SD benefits are heightened with UHS bus
interface, providing faster continuous shooting speed for digital still
cameras and higher resolution movie recordings in video cameras, including 3D
HD. Since it is fully backwards compatible, devices supporting UHS bus
interface will accept the billions of existing SD memory cards in the market
today.

New high-speed interface signals are assigned on the second row of pins
on UHS-II SDXC and SDHC memory cards. This new speed option will be available
in full-size SDHC and SDXC memory cards and microSDHC and microSDXC form
factors and does not change the physical size or shape of the cards.

Both UHS-I and UHS-II make the massive storage specified for SDHC
(www.sdcard.org/developers/tech/sdhc) and SDXC
(www.sdcard.org/developers/tech/sdxc) manageable and even more
portable. Ultra High Speed was announced in June 2010 and UHS-I delivers top
bus-interface speeds of 104 Megabytes per second. UHS bus interfaces are
backwards compatible and are exclusive to SDXC and SDHC products. All
UHS-equipped memory cards achieve greatest performance when paired with
corresponding UHS devices. Both SDXC UHS-I and SDHC UHS-I products are
already in retail outlets around the world.

eBook: Expanding functionality of mobile devices

"Our new eBook application brings the digital book niche to the global
masses. It opens broad consumer access to eBook content and turns billions of
existing SD mobile phones and devices into eReaders," Frentz said. "SD
continues to evolve its capabilities to support voracious consumer demand for
portable movies, television broadcasts, high-definition home videos and now
full-color books."

The eBook application increases the value of SD-slotted mobile phones and
other display devices. Publishers and readers alike will benefit from
full-color, illustration-intensive books like graphic novels available as
pre-loaded and portable content. The application lets consumers create an
expandable digital library and view content on other SD devices. It also
opens new and secure opportunities for content publishers who are currently
limited by downloaded content restricted for use only on specific devices. SD
application specifications are designed so SD memory cards can be used in all
SD devices.

The Association has 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 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.

Alisa Hicks of SD Association , +1-775-720-5071, media at sdcard.org