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Mark Peters : October 10th 2003 - 14:01 CET

ATP pushes MultiMedia Card towards 1GB capacity


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ATPWe actually missed this one, but a few days ago ATP Electronics decided to expand the storage capacity of the good old MultiMedia Card. Where all eyes are focused on the Secure Digital card, this version of the stamp-sized storage card is according to ATP Electronics a cheaper to sell card then its brother, the Secure Digital card. Kent Eisenberg, ATP Product Marketing Manager, stated that the MultiMedia Card can be offered at a much attractive price point due to the lack of any licensing fees. The card is not on the market yet and a price is yet to be determined so at this point it is not clear whether this card will actually be cheaper then the Secure Digital card. We will wait and see what will happen.
ATP pushes MultiMedia Card towards 1GB capacityATP Electronics Inc, an independent leader in memory products, today announced its first to market 1GB MultiMedia Card. The new 1GB card was first introduced at a press conference at the 2003 Computex Taipei in September. ATP MultiMedia Cards are targeted mainly at the fast growing demand for memory in digital cameras, digital video camcorders, audio players, new multi-function 2.5G/3G cell phones and other portable devices.

Kent Eisenberg, ATP Product Marketing Manager, said, 'We are proud to announce the first available 1GB MultiMedia Card. We believe this high capacity card will provide open system application makers the ability to develop an increasingly exciting multimedia experience. The new markets demand high capacity storage in ever-shrinking portable digital devices. ATP's 1GB MultiMedia Cards have been designed to meet these demands.'

With an ATP 1GB MultiMedia Card, consumers can store up to 30 hours of digitally compressed music, more than 320 minutes of MPEG-4 compressed video or more than 1000 high-resolution digital images. Consumers will no longer feel forced to choose between picture/video quality and memory space.

Eisenberg continued, 'Our new 1GB MultiMedia Cards will give digital devices much more storage capacity combined with very low power consumption. In addition, MultiMedia Cards offer a much more attractive price point than SD cards since there are no licensing fees.'

According to InfoTrend Research Group, Inc. 30% of U.S. households will have a digital camera by the end of this year. ATP MultiMedia Cards are popular in stand-alone MP3 players, as many players require the cards to store additional music. In addition, MultiMedia Cards can be used in most portable devices that have a slot for SD memory cards. Based on this trend, ATP foresees demand for Multimedia Cards will continue to grow.

ATP's complete MultiMedia Card line includes 16, 32, 64, 128, 256, 512MB and 1GB. The 1GB MultiMedia Card will be available to both OEM and retail channels and is expected to begin volume shipments in the fourth quarter of 2003.




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