Simple Technology Announces CompactFlash Storage Cards For Digital Cameras And Other Consumer Electronics
SANTA ANA, Calif. — May 19, 1997 — Continuing its technology leadership position in the memory module and PC Card marketplace, Simple Technology announced volume distribution of CompactFlash series of flash storage cards. Currently available in 4 MB (megabyte) and 8 MB capacities, Simple Technology's CompactFlash card is the smallest ATA flash memory solution available, making it the ideal storage method for today's portable consumer electronics such as digital cameras and Windows CE palmtop computers as well as industrial applications. Simple Technology's CompactFlash cards have been certified compliant with the latest CompactFlash Association specifications. Furthermore, Simple Technology's CompactFlash card provides the lowest total power consumption available in the market.
Unsurpassed Performance
Simple Technology's CompactFlash card incorporates an intelligent power management scheme developed with strategic partner Lexar Microsystems, Inc. This means the CompactFlash card provides the highest speed performance in data transfer while ensuring the lowest amount of power is used during the transfer.
Total power consumption is determined by the time it takes to perform a data transfer and the amount of power required to complete the transfer. The table below compares Simple Technology's CompactFlash card and the competition.
Simple Technology's Competitive
CompactFlash card CompactFlash card
Write Performance 1.0 Mbytes/sec 0.13 Mbytes/sec
Read Performance 3.0 Mbytes/sec 1.0 Mbytes/sec
Write Current 37 mA 75 mA
Read Current 32 mA 57 mA
Standby Current < 1 mA 1 mA
Simple Technology's CompactFlash cards use solid-state technology that eliminates the reliability concerns associated with rotating disk drives in portable applications. An integrated ATA controller handles the unique characteristics of the flash technology, thus relieving the host system from space consuming flash file systems or device drivers. In addition, the CompactFlash card automatically detects and operates on a single supply voltage of 3.3 or 5.0 volts.
Completing the Data Transfer Loop
Flash cards, regardless of format, are ideal for emerging mobile applications such as digital cameras and handheld PCs because most of these devices are shipping with minimal or zero internal storage capacity. In addition, flash cards are less cumbersome than using cables and offer faster downloading capabilities to a notebook or desktop system.
As an example, most digital cameras sold today can hook up directly to a computer in order to download photos. However, through a serial port the transfer of data may take up to an hour to complete and the camera is out of service while performing this task.
A flash card, such as CompactFlash, is easily removed from a digital camera and inserted into a laptop or desktop using a PC Card adapter. The computer treats the card like any other drive and the user can instantly move photos to the hard disk. Place the flash card back into the camera and the camera is ready to take more photos. In the case of a CompactFlash card, the images on the card can be moved to any PC or other electronic system by inserting the card into a Type II PC Card adapter which can be inserted into a PC Card slot. The economical flash cards can be reused repeatedly for many years to take hundreds of thousands of pictures.
Simple Technology solves the interchange of data from a flash card to desktop PC with the SimpleStation, an internal PC Card adapter bay. In less than ten minutes, the SimpleStation can be mounted in a 3.5" or 5.25" drive bay and connected to an included plug n' play controller board via a ribbon cable. SimpleStation provides full support for all memory, storage and I/O PC Cards, and is Windows NT, Windows 95, Windows 3.1, MS-DOS and OS/2 Warp! compatible.
Market Growth for Leading Flash Applications
Digital photography, advanced cellular phones, digital audio recorders, PDAs and smaller handheld PCs are applications targeted for this new storage media. A recent In-Stat survey found that worldwide flash card sales in 1995 reached $173.7 Million and expanded to $252.9 Million in 1996. In-Stat expects rapid market growth to continue with forecasts of $1.25 Billion by the year 2000.
According to Keith T. Braesch, vice president of marketing, Simple Technology, "From a distributor and reseller perspective, the ability to offer a high-quality storage solution to enhance the performance of today's portable electronics, particularly digital cameras, will result in greater customer satisfaction while contributing to their bottom line.
"Consumers will quickly find that purchasing CompactFlash or other flash type cards for their cameras will greatly increase their enjoyment of the camera because they will always have plenty of reliable, reusable storage for all the pictures they want to take," Braesch continued.
Product Price and Availability
Simple Technology is shipping in volume the CompactFlash series of flash storage cards. In addition, the SimpleStation is available immediately to complete the data transfer loop from flash card to desktop. The following are suggested retail prices:
4 MB CompactFlash Card $110.00
8 MB CompactFlash Card $150.00
CompactFlash Card Adapter $20.00
SimpleStation, Internal PC Card Adapter $155.00
In addition to CompactFlash, Simple Technology designs and manufactures all of the popular flash card formats — ATA and Linear PC Card Flash, and Miniature Card Flash. With a complete understanding of all flash technologies, Simple Technology is positioned to lend design and production advice as well as supply any card necessary for a completed application.
Founded in 1990, Simple Technology, Inc., is a worldwide technology leader in the memory module and PC Card marketplace. Simple Technology is ISO 9002 certified as part of a continuing global effort to assure customers the highest quality manufacturing standards and services. Products are tested for compatibility with over 2,400 systems covering desktop computers, notebooks, H/PCs, workstations, servers and printers. The company also offers a line of networking and modem PC Cards. Simple Technology markets its products through a worldwide network of distributors, major reseller chains, and retailers.
The company is headquartered in Santa Ana, California, with sales and manufacturing facilities in Toronto, Canada, and East Kilbride, Scotland.
Visit Simple Technology's web site at http://www.simpletech.com.
Simple Technology and the Simple Technology logo are trademarks of Simple Technology, Inc. All other trademarks and product names are the property of their respective companies.
SOURCE: Simple Technology
CONTACT:
Jane Torre, Public Relations Manger for Simple Technology, 714-476-1180, ext. 219, [email protected]