Available Now in Production Quantities, the SiRFatlasIV Platform
Maximizes Profits for Makers of Innovative, High-Volume Navigation
and Location Devices SAN JOSE, Calif., June 9
/PRNewswire-FirstCall/ -- Targeting an emerging class of
location-centric devices for budget-conscious consumers, SiRF
Technology Holdings, Inc. (NASDAQ:SIRF), a leading provider of
GPS-powered location platforms, today introduced the SiRFatlasIV(R)
multifunction location system processor, a versatile solution for
creating high-volume, navigation and location-aware products. With
its high performance location engine and twice the memory bandwidth
of current entry-level systems, the SiRFatlasIV platform -
available now in production quantities - is designed to minimize
bill of materials (BOM) and overall system cost while giving
manufacturers the premium location and multimedia performance they
need to create innovative, value-priced consumer products.
SiRFatlasIV complements the premium SiRFprima(R) multifunction
location system processor introduced last year, and combines the
same advanced location engine of SiRFprima with a multifunction
feature set more optimized for entry level systems. Working closely
with its key customers, SiRF designed the SiRFatlasIV architecture
to reduce overall system BOM costs, including the integration of
many high-cost peripheral functions onto the single chip, while
giving customers flexibility to differentiate. SiRFatlasIV is
already in use by several leading original equipment and original
device manufacturers, including ASUS International/Unihan
Technology Corp., Binatone Electronics International Limited, CiRex
Technology Corporation, Foxconn Technology Group, Globalsat
Technology Corporation, Maylong and Maylong's GPS for Dummies,
Navigon AG, NDrive Navigation Systems SA, Nextar Inc., Wistron
Corporation and YF International. "We believe multifunction,
location-centric consumer devices are best served by multifunction
location silicon and software platforms. The compelling
cost/performance benefits of our SiRFatlasIV solution enable our
customers to profitably address these high-volume consumer markets
today without compromising the location performance consumers have
come to expect from SiRF," said Kanwar Chadha, founder and vice
president of marketing for SiRF. "Together, our SiRFatlas and
premium SiRFprima multifunction system platforms enable SiRF's
customers to offer a complete range of location-centric products
with industry leading location, visualization and multimedia
performance across all tiers of the mainstream market." By
integrating the same advanced location engine as found in the
SiRFprima platform, the SiRFatlasIV solution brings to value-priced
products a level of location performance traditionally found only
in high-end navigation systems. This high-sensitivity, 64-channel,
multi-satellite system location engine, with more than 1,000,000
correlators, improves time to first fix (TTFF) in tough
environments, and provides true -161-dBm simultaneous tracking of
both GPS and Galileo satellites. Also, due to its intelligent
sharing of system memory, the location engine is able to use the
vast system resources available to improve tracking accuracy and
navigation and further reduce cost. The SiRFatlasIV's high
sensitivity GPS core also allows the use of lower cost patch
antennas and less expensive 2.5 ppm crystal oscillators without
impacting performance. These cost-driven innovations broaden the
potential for a wide range of entry-level and mid-range navigation
and location-aware consumer devices. "When developing our 3300 max
and 4300 max product lines, we were looking for a solution that
would enable us to deliver a premium navigation experience at an
entry-level price, one with the GPS performance and application and
graphics horsepower to support our unique MyRoutes feature, which
actually learns the driver's habits and tailors routes to fit the
individual's driving style, as well as our Reality View Pro, which
displays roads realistically," said Belhassen Jerbi, head of
product management at Navigon AG. "The SiRFatlasIV gives us
industry-leading GPS performance, a powerful application processor,
multimedia processor and other peripherals integrated in a
cost-effective solution, which enables us to bring these products
to market at an entry-level cost structure." With ever increasing
demands for faster route calculations, rich multimedia support, and
a richer visualization experience, the SiRFatlasIV provides a
500-MHz ARM11 processor core with vector floating point unit
complimented by a 64-bit system bus and an advanced, high-speed
memory controller with DDR 400/Mobile-DDR 333 memory module support
to provide plenty of horsepower and memory bandwidth for the most
demanding application scenarios. The built-in hardware video post
processing accelerator handles video rendering and display,
allowing popular mobile digital TV applications such as TDMB, DVB-H
and CMMB to run with minimal impact on CPU performance. "With
consumers demanding top-of-the-line features at entry-level prices,
we chose the SiRFatlasIV because it is an ideal platform for
creating such products, offering superior GPS performance, powerful
application and graphics processors and more integrated in a
single, very cost-effective package," said Eddy Zheng, president
and founder of Nextar, Inc. "The Q4-MD is a fully featured portable
navigation system we are able to offer at a price that our
value-driven consumers expect, thanks in large part to the reduced
chip count and cost savings we realize from employing the
SiRFatlasIV." The integrated NAND and SD controller design supports
both single and multi-layer cell (SLC/MLC) flash memory, allowing
system designers greater flexibility in selecting either a low cost
or a robust NAND product. By providing a full complement of
embedded components and peripherals - including GPS/Galileo
baseband, LCD touch-screen controller, 10-bit ADC, video input and
high-speed USB 2.0 PHY - the SiRFatlasIV platform enables
manufacturers to achieve extremely low overall system cost. "We are
committed to providing solutions that enable manufacturers to build
budget-priced PNDs and other location-aware products at lower cost,
without compromising location performance," said Conlan Ma,
director of marketing for the PND market. "At the same time, we
have normalized the design layout and unified our software
development environment across our SiRFatlas and premium SiRFprima
solutions to enable development of a full product range on a single
platform." SiRFAtlasIV-Based Customer Systems Navigon 3300 max,
3310 max, 4310 max and 4350 max: These navigation systems can
display realistic 3D views of roads, and can adapt to driving
habits and intelligently suggest routes. They are paired with
SiRF's InstantFixII fast-start technology and the SiRF GRF3i+ GPS
radio subsystem for fast fix times and improved immunity against
near-band RF interference in electrically noisy vehicle
environments. Nextar, Inc. Q4-MD: A low-cost, feature-rich portable
navigation device that provides realistic 3D renderings of
buildings for most major cities. The Q4-MD can play back stereo mp3
audio files and display photos, and with MSN Direct provides
up-to-date traffic reports, current and three-day local or national
weather conditions, and gas-price comparisons for nearby stations,
as well as news headlines, stock quotes, movie times and local
event information. YF International model 82A: This fashionable and
ultra-slim platform combines the SiRFatlasIV multifunction location
processor with Microsoft's Windows CE .NET 6.0 Core version
operating system to enable OEMs to tailor this product to their
needs. The 4.3-inch resistive touch color display panel, built-in
speaker, stereo jack, SD/MMC slot and USB port support a variety of
multifunction applications. Availability and Pricing Already fully
production qualified and available in high volumes, the SiRFatlasIV
multifunction location processor measures 12 mm x 12 mm with 1.1-mm
height, comes packaged in a 292-ball grid array (TFBGA) with
0.65-mm pitch and supports both WinCE and Linux operating systems.
Please contact a SiRF sales representative for pricing information.
SiRF's Multifunction Platforms SiRF's multifunction platforms are
designed to unleash the power of next-generation, location-centric
convergence devices, significantly enhancing the consumer
experience for location applications and media rich content.
Offering industry leading GPS/Galileo location performance and
powerful application processors with a common development
environment, these platforms provide a rich visualization and
multimedia experience. SiRFatlasIV integration is optimized for the
requirements of entry- and mid-level devices, while SiRFprima, with
its dedicated hardware for high-resolution multimedia and 3D
graphics, is optimized for higher-end systems. About SiRF
Technology SiRF Technology Holdings, Inc. (NASDAQ:SIRF) develops
and markets multifunction location platforms based on semiconductor
and software products that are designed to enable
location-awareness utilizing GPS and other location technologies,
enhanced by wireless connectivity and multimedia capabilities, for
high-volume mobile consumer devices and commercial applications.
SiRF's technology has been integrated into a wide range of mobile
consumer devices such as automobile navigation and telematics
systems, portable navigation devices (PNDs), mobile phones, mobile
computers, mobile internet devices, handheld and wearable GPS
recreational devices, digital cameras and camcorders, mobile gaming
devices, child and pet trackers, and GPS-based peripherals, as well
as into commercial applications such as logistics management
systems, enterprise and carrier LBS servers, asset tracking
devices, and fleet management systems. For more information see
http://www.sirf.com/. Forward Looking Statements Except for the
historical information contained herein, the matters set forth in
this press release, including, but not limited to, statements
regarding the anticipated benefits and functions of SiRFatlasIV,
including a customer's ability to reduce costs, differentiate,
provide a complete range of navigation and location-aware products
and profitably address high-volume consumer markets, providing
premium location and multimedia performance to create innovative,
value-priced consumer products, a manufacturer's ability to lower
cost without compromising performance, and that multifunction,
location-centric consumer devices are best served by multifunction
location silicon and software platforms, are forward-looking
statements within the meaning of the Private Securities Litigation
Reform Act of 1995. Words such as "to," "being," "possible," "may,"
"will," "addresses," "designed to," "expand", "provide," "believe,"
and similar expressions are intended to identify forward-looking
statements. These statements are not guarantees of future
performance and should not be considered as an indication of future
performance. SiRF's actual results could differ materially from
those discussed in these forward-looking statements as a result of
risks and uncertainties, including, among others, competition,
global economic conditions, product performance, demand, our
ability to effectively market our products, our ability to maintain
our customer base, effectively bring new products to market,
achieve market acceptance for our products and the success of our
customers, potential disputes involving third parties, our patents
or intellectual property, uncertainties related to business or
industry conditions, the market for GPS-based location awareness
and services, and risks associated with the semiconductor industry
and other business strategies. Risks and uncertainties discussed in
the Company's Quarterly Report on Form 10-Q for the quarter ended
March 31, 2009 and subsequently filed from time to time in SiRF's
SEC reports, any combination of which could adversely impact the
forward looking statements herein. These forward-looking statements
speak only as of the date hereof. We do not undertake any
obligation to update forward-looking statements. SiRF, the SiRF
orbit logo, SiRFstar, SiRFLoc and SiRFDRive are registered
trademarks of SiRF Technology, Inc. SiRFatlas, SiRFPrima,
SiRFInstant, SiRFInstantFix, SiRFDiRect, and SiRFecosystem are
trademarks of SiRF Technology, Inc. All other corporate names or
trademarks are the properties of their respective owners.
DATASOURCE: SiRF Technology Holdings, Inc. CONTACT: Lori Evans of
Evans Public Relations, +1-650-200-5891, , for SiRF Technology
Holdings, Inc. Web Site: http://www.sirf.com/
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