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Fish Memory; A Universal Memory Card Format

The Universal Transportable Memory Association (UTMA) is revolutionizing mobile computing today with the introduction of a flash memory card standard that requires no adapters, cables or card readers. It simply plugs into any USB port, allowing information from your digital camera, PDA, stereo or other device to be transferred to any PC. Inaddition to universal communications, Fish Memory cards are smaller than both SD and xD picture cards, transfer data very quickly, and are rugged enough to carry in your pocket (using the available fob). Electronic devices using the Fish standard are already in development. The standard is not controlled by any individual supplier, but is open to everyone.

Fast Universal Communications

Today, getting data into and out of transportable devices such as digital cameras, PDAs and personal stereos requires a cable, a card reader, or an adapter. Not with Fish. Fish Memory cards plug directly into your PC, using fast USB 2.0 communications. Transfer rates are tens of megabits per second. A Fish-enabled digital camera is capable of transferring twenty separate four mega-pixel images in one second. In fact, Fish are fast enough to capture streaming video for digital video cameras and set-top digital video recorders.

Rugged and Easy to Carry
Fish have an all-metal housing, making them rugged enough to leave on your key ring in yourpocket or purse. The small fob makes carrying it a snap. Small Size Fish are small — small enough for your compact digital camera, cell phone or PDA. Standard Fish measure in at a scant 1.3″ long with a width and thickness no larger than the USB port on acomputer. “Baby Fish” are 25% smaller than that. The key chain fob helps make sure you don’t misplace it when it is not inside your camera or other electronic device.

Capacity and Versatility

With today’s flash, a single Fish is 2 GBytes (16 Gbits), and this is expected to grow to 16GB by the end of 2005. This incredible memory capacity and small, transportable format enables a consumer to use one Fish memory device to store photographs, video clips,presentations, MP3 files, documents, and more without having to worry about compatibility between computers or having to carry around bulky card readers. With Fish, consumers can take their personal computing environment with them on the go–to work, home, or school.

The Drivers

“Consumers want interchangeability,” said Michael Minneman, spokesperson for the UTMA. “Nowa single device answers the needs of multiple market segments, from the consumer digital camera user to business person on the go. Fish is a small, universal communications portable memory card that is compatible with multiple electronic devices. There were 47 independent industry experts involved in the development of the UTMA standards. Inputs to the standard came from 34 different companies ranging from imaging toPCs to consumer devices to industrial products,” said Mr. Minneman.

There are already several companies developing Fish memory cards and consumer devicesbased on Fish Memory cards. These companies represent tens of billions of dollars of revenue.

Pricing and Availability

The Fish Memory standard is available immediately from the Universal Transportable Memory Association. The agreement is non-discriminatory — anyone can develop cards or compatibledevices. The members of UTMA guide its future development. More information for manufacturers, resellers and consumers can be found at www.Fishmemory.org.

About Dave Conabree

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