Technology Luminaries Tapped to Keynote the Embedded Live Exhibition and Conference

The Definitive UK Event for Electronic Design Innovation and Systems Technology Development to take place October 20-21, 2010 at Earls Court in London

SAN FRANCISCO, October 6, 2010 - EE Times Group (eetimesgroup.com), a UBM company
(www.unitedbusinessmedia.com) and the daily source of essential
business and technical information for the electronics industry's decision
makers, and Reed Business Information today announced the four keynote
presentations for the Embedded Live Exhibition and Conference
(embedded-live.com), the definitive UK event for electronic design
innovation and systems technology development. Embedded Live is specifically
targeted to engineering executives, system architects, design engineers,
suppliers, analysts as well as media globally. The event is scheduled to take
place October 20-21, 2010 at the Earls Court in London.

    (Logo: photos.prnewswire.com/prnh/20101006/SF77509LOGO)
    (Logo: www.newscom.com/cgi-bin/prnh/20101006/SF77509LOGO)

On Wednesday, October 20, 2010 at 10 AM, Tanya Vladimirova, Leader of the
Embedded Systems Research Group, Surrey Space Center will discuss the
research and development activities and the status of space technology within
the UK space industry. Recent developments such as the establishment of the
new European Space Agency (ESA) facility at the Harwell Science and
Innovation Campus will also be discussed. In addition, main projects and
capabilities of the small satellite manufacturer Surrey Satellite Technology
will be outlined and space research activities carried out at the Surrey
Space Centre will be described.

On Wednesday, October 20, 2010 at 11 AM, Will Jackson, Director,
Engineered Arts Ltd will present the keynote. Engineered Arts is the creator
of the 'RoboThespian,' the humanoid robot. Jackson will demonstrate
RoboThespian's capabilities and discusses the underlying electronic,
mechanical and software structure down to the embedded level. The robot
utilizes a number of embedded processors from ARM devices running embedded
Linux through to Parallax Propellers and Microchip PIC's. Additionally, the
RoboThespian will be displayed in the Roboteers area of the Exhibition Floor.
A RoboThespian has just been bought by NASA for use at the John F. Kennedy
Space Center.

On Thursday, October 21, 2010 at 10 AM, Steve Wainwright, General
Manager, EMEA, Freescale Semiconductor will discuss the business & technology
drivers of future growth in the semiconductor industry. The market megatrends
such as the need for energy efficiency, health & safety and connectivity are
fuelling growth in areas such as consumer, networking, automotive, industrial
and medical. However, to benefit from these growth engines, semiconductor
companies will have to reinvent themselves. The complex architectures, the
system level expertise, the tools and ecosystems increasingly required by
customers are leading towards a technology paradigm shift.

On Thursday, October 21, 2010 at 11 AM, Clifford Dive of Sentec will
offer a keynote theatre presentation on the high growth area of smart
metering and how designers and manufacturers should look to protect their
products against obsolescence when creating new products for this market
where product lifespan is expected to be in excess of 20 years. Clifford will
evaluate the likely advances in Smart Grid functionality, Home Area Networks
and Wide Area Networks and the probable impact on embedded processors,
firmware architectures, the supply chain and manufacturability.

Following the keynote by Dive, two Meet the Experts Panels entitled "M2M
and the Internet of Things" will take place on Thursday, October 21 at 12:15
PM.

"M2M and the Internet of Things" are two of the labels attached to the
rapidly growing market for products and services based on connected devices.
So huge are the opportunities anticipated in areas such as e-health, consumer
electronics, energy management and automotive applications that most major
network operators, equipment manufacturers and chipset vendors have
comprehensive programmes under way to exploit opportunities in each of these
areas. However, several challenges lie in the path of market development.
They include need for standardisation, security and the disparate approaches
adopted in different industries: How will the market develop? Which markets
and application areas offer the best short-term and long-term opportunities?
Who will be best placed to exploit the emerging market opportunities? Who
will be the winners and losers as the market develops?

One panel will look at the hardware and software technologies available
and required for these applications, including the applicable standards ; the
second panel will discuss the services and applications that customers are
looking for and how to best deliver them reliably and securely. The two
panels will be moderated by Abraham Joseph, Device Management Forum.
Panellists include: David Trevayne-Smith, CTO, Embedded Mobile Programme, SGS
Wireless; Clifford Dive, Director, Sentec; David Blissett, Marketing Manager,
Telegesis; Paul Marshall, Director, Eseye; Paul Green, Director of
Technology, Arkessa; Mike Greening, VP, CSMG; and Moray Barclay, Director,
Strategy and Innovation, T-Mobile.

Additional information about the keynote presentations can be found at:
embedded-live.com/keynote_addresses

"Together with Reed Business information we have created a 'must attend'
event for the engineering community that will provide attendees, readers and
advertisers with the information they need to design, develop and
commercialize technology," said David Blaza, VP Embedded and Events of EE
Times Group. "The event will offer key technology insights to help the
electronics industry drive technology sales."

"We have a remarkable line-up of technology leaders to keynote the event
and we anticipate an excellent response," said Richard Wilson, Editor,
Electronics Weekly. "This event demonstrates the critical importance of the
embedded industry. Conference and exposition attendees will learn about new
trends and the latest technologies available to engineers."

    Key event highlights include:
    -- An Exhibition showcasing the latest in hot embedded technology -
       microcontrollers, design and development tools and embedded computers,
       from components to sub-systems, displays and communication devices.
    -- Features within the exhibition will focus on key UK industry sectors
       and their technology applications, including mobile communications,
       security, smart energy management, and space navigation.
    -- A comprehensive technical conference with coverage of the full
       spectrum of electronic and embedded engineering from hardware design,
       development and test to embedded software, firmware to application
       development, open-source and real-time.

To register to attend the event, visit:
https://esc-uk.embedded.com/live/2010/registrations?_mc=HOME Media interested
in attending the event, please visit:
https://esc-uk.embedded.com/live/2010/registrations/Media

To learn about exhibiting at the Embedded Live Exhibition and Conference,
contact Daljeet Bhamra, Events Sales, Europe at +44-207-560-4023 or
daljeet.bhamra@ubm.com. For more information about sponsorship opportunities,
contact Andrew Porter, Director of Events, Europe at +44-207-560-4029 or
andrew.porter@ubm.com.

About EE Times Group (www.eetimesgroup.com/)

EE Times Group is the global leader in media and marketing solutions for
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commercialization of technology through its market leading brands, peer
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Times, TechOnline, DesignLines and Embedded.com across the globe to
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Felicia Hamerman, Group Marketing Director, +1-516-562-5652, felicia.hamerman at ubm.com, for EE Times Group