Steve's Digicams - Breaking News - Lexar Media 09/27/2004 Photokina Press Release




Lexar Media

Photokina Press Releases - September 27, 2004



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Lexar Introduces First Professional Card Readers With Innovative Stackable Design for Concurrent Downloads

Lexar Offers Retailers a Flash Memory Card Line for Popular Multimedia Cell Phones and Other Portable Devices

Lexar’s Multi-Card Readers Enhanced To Include Newest Digital Media Card Formats: Consumers Can Capitalize on Wide Compatibility That Now Includes Consumer-Friendly Reduced-Size MMC, Mini Secure Digital and Memory Stick Duo

Lexar Revolutionizes Professional Digital Photography Workflow with New ActiveMemory System



Lexar Introduces First Professional Card Readers With Innovative Stackable Design for Concurrent Downloads

COLOGNE, Germany, September 27, 2004 – Lexar Media, Inc. (Nasdaq: LEXR), a leading marketer and manufacturer of high-performance digital media and accessories, today at Photokina (Hall 1.2, B-058) introduced two new Professional CompactFlash Readers designed to address professional photographers’ need for almost instantaneous data transfer and an improved project workflow. Built with material similar to a digital camera, with a unique industrial design of hardened plastic and rubber over mold, the new card readers can be easily stacked and daisy-chained together for concurrent download of images. In addition, the new card readers support Lexar’s ActiveMemory System for improved photography workflow.

Delivering image read and write speeds in excess of 10MB per second, Lexar’s new CompactFlash Readers are available in USB 2.0 and Firewire formats. The Firewire units can be daisy-chained together directly, while up to four USB 2.0 units can be connected to execute simultaneous downloads via a 4-port USB hub. The firmware of both card readers can be upgradeable for possible future enhancements.

"Beyond performance specifications – that are among the most impressive in the photography business – the card readers are designed with the creative, professional photographer in mind," said John Omvik, director of professional product marketing, Lexar. "Developed to save time in the professional’s day by providing an exceptionally fast rate of transferring images, the cards also provide for simultaneous downloads from multiple CompactFlash cards. In addition, our industrial designers considered the photographer’s working environment and created card readers that will appeal to a broad user group."

Part of Lexar’s ActiveMemory System, the new card readers will also deliver even further optimized workflow and will enable users to achieve enhanced productivity both in and out of the photo studio. The ActiveMemory System streamlines the professional photographer’s workflow by reducing administrative redundancies and saving valuable time in the work day.

Lexar’s Professional Series Firewire and USB 2.0 card readers are compatible with both Windows and Mac operating systems and will be available in the fall of 2004.





Lexar Offers Retailers a Flash Memory Card Line for Popular Multimedia Cell Phones and Other Portable Devices

COLOGNE, Germany, September 27, 2004 – Lexar Media, Inc. (Nasdaq: LEXR), a leading marketer and manufacturer of high-performance digital media and accessories, today at Photokina (Hall 1.2, B-058) showcased its full line of reduced-size flash memory cards dedicated to mobile digital devices using reduced-size compact removable media cards. Lexar’s new product line provides retailers and distributors supporting the wireless market with a mobile-oriented line of the most popular reduced-size form factors making it possible to meet their memory card needs with one trusted supplier.

"Offering a full range of small-sized memory cards is a testament to Lexar’s continued commitment to deliver reliable and innovative storage solutions for emerging formats," said Bobby Billman, vice president of marketing, at Lexar. "By marketing a line of memory cards dedicated to the mobile sector, retailers and distributors can rely on Lexar for the products they want, presented in a way that supports their business needs."

Lexar’s mobile line offers an assortment of popular media cards in a variety of capacities and formats. Lexar’s line is distinguished by its unique packaging under the Lexar Mobile brand. Lexar’s offering includes SD, miniSD, MMC, RS-MMC, Memory Stick Duo, and Memory Stick Pro Duo.

Addressing the complete needs of consumers, Lexar’s mobile line will be showcased at Photokina, and will be available in retail stores around the world in the fourth quarter of 2004.





Lexar’s Multi-Card Readers Enhanced To Include Newest Digital Media Card Formats

Consumers Can Capitalize on Wide Compatibility That Now Includes Consumer-Friendly Reduced-Size MMC, Mini Secure Digital and Memory Stick Duo

COLOGNE, Germany, September 27, 2004 – Lexar Media, Inc. (Nasdaq: LEXR), a leading marketer and manufacturer of high-performance digital media and accessories, today at Photokina (Hall 1.2, B-058), announced the expanding compatibility of its line of USB 2.0 multi-card readers to include Reduced-Size MultiMediaCard (RS-MMC), Mini Secure Digital (miniSD) and Memory Stick Duo flash memory card formats to address the demand of consumers looking for readers compatible with the widest range of media cards. By adding a new multi-card reader to its line, and updating its single slot card reader, Lexar delivers valuable functionality to consumers who store important images, music and other data on a variety of media card formats.

"Consumers look to us to provide options when they need a quick and easy method for transferring captured images from their media cards to their desktops," said Dave Klenske, director of product marketing, Lexar. "Consumers are buying a variety of imaging and entertainment devices that use a variety of media formats. As a result, our multi-card reader is an ideal solution as it works with all popular digital media card formats, and provides high-speed information transfer and ease-of-use," he added.

Different in size and shape, the two multi-card readers are enhanced versions of currently shipping, well-accepted, consumer products.

Designed to complement a desktop or laptop user, the new Lexar four-slot Multi-Card Reader is a compact, lightweight solution that connects to a computer through the USB port. The Lexar Multi-Card Reader provides four distinct slots that accept the following media card formats: CompactFlash Type I and Type II, Memory Stick, Memory Stick PRO, Memory Stick Duo, Memory Stick Pro Duo, Secure Digital (SD), mini Secure Digital (miniSD), Smart Media, MultiMediaCard (MMC), Reduced Size MultiMediaCard (RS-MMC) and xD-Picture Card.

The slimmer Lexar one-slot Card Reader replaces the Lexar JumpDrive® Trio, the well-accepted single slot reader solution that offers compatibility with three popular media card formats, including Memory Stick, MultiMediaCard and Secure Digital. But unlike the JumpDrive Trio, the new Lexar Card Reader provides additional support for xD-Picture Card. The Card Reader’s compact design also makes it convenient for anyone who values portability, as the unit is small enough to easily fit in the user’s pocket.

Both media card readers are USB 2.0 devices, backward compatible with USB 1.1. The Lexar one-slot Card Reader delivers true plug-and-play functionality, requiring neither drivers nor external AC power, and is fully compatible with Windows 2000/ME/XP and Mac OS 9/OS X and above. The Lexar four-slot Multi-Card Reader requires no drivers when used with Windows XP/ME and Mac OS X operating systems. A CD is included for older operating systems.

The Lexar four-slot Multi-Card Reader and one-slot Card Reader will be available in the fall of 2004 with estimated retail prices of .99 and .99 USD respectively.





Lexar Revolutionizes Professional Digital Photography Workflow with New ActiveMemory System

COLOGNE, Germany, September 27, 2004 – Lexar Media, Inc. (Nasdaq: LEXR), a leading marketer and manufacturer of high-performance digital media and accessories, today at Photokina (Hall 1.2, Booth-058) introduced the ActiveMemory System, a technology designed to optimize digital photography workflow to achieve enhanced productivity in and out of the photo studio. The first products to support the ActiveMemory System are certain Professional CompactFlash cards, new Lexar Professional FireWire and USB 2.0 card readers, and Photo Mechanic 4.5 professional image browsing software.

At the center of the ActiveMemory System are ActiveMemory-enabled Professional CompactFlash cards that can store user preferences and host device settings in a protected area on the card. These settings can only be modified by the host application that created them and can be used to auto-configure multiple ActiveMemory-enabled products within the system. These settings are preserved even when the card is formatted or other data files on the card are deleted, because the ActiveMemory data is stored outside the standard DOS file structure on the card.

"Imagine a card that contains its owner’s name and image preferences," said John Omvik, director of professional product marketing, Lexar. "Images downloaded from the card can be automatically appended with the photographer’s copyright information, search keywords and caption information. In the future, photographers can also have confidence knowing that the camera is configured the way they expect, because their preferred settings are automatically loaded when the card is inserted in an ActiveMemory-enabled camera."

While many cameras and software applications already allow users to save favorite settings, storing this information on a memory card is unique because it allows for the immediate transfer of established information and improves multi-user or multi-device working environments.

ActiveMemory Software Applications

Photo Mechanic 4.5, an upcoming version of Photo Mechanic professional image browsing software, will feature ActiveMemory technology that allows users to store download preferences and IPTC captioning, including copyright information and database keywords. When an ActiveMemory-enabled card is inserted in the new Lexar Professional CompactFlash reader, Photo Mechanic automatically launches and begins to download the images on the card. During the download process the IPTC information is automatically appended to each image.

ActiveMemory will enable photographers to change the sequence of traditional workflow by eliminating redundant and repetitive manual tasks like captioning, adding search keywords and copyright information from the post-processing stage.

ActiveMemory Camera Applications

Digital cameras can also use the ActiveMemory technology to store user preferences and other camera-specific set-up parameters, such as CSM settings, on the card. This information can be used to quickly configure a camera to a known and trusted state, or for specific shooting conditions.

Today’s professional digital SLR cameras are feature-rich with multiple pages of menu and set-up options. While this provides professionals with maximum flexibility, it can also increase the possibility for user error. This is particularly true when cameras are shared among multiple photographers or with rental equipment. Users of ActiveMemory-enabled cameras will be able to plug in the card and be confident that the camera is ready to go the way they expect it.

"For professional photographers, there is nothing worse than losing a shot," said Kevin Gilbert, professional photojournalist and president of Blue Pixel. "But it is even more frustrating when it could have been avoided because the photographer or his editor was unaware that critical settings were changed on the camera. ActiveMemory-enabled cameras will give all photographers peace of mind, knowing that their preferred settings are stored on their cards and established on their camera. It will help us so much in the field."

The Future of ActiveMemory

ActiveMemory technology will have other applications beyond professional digital photography. Any software or host application that uses flash memory and can benefit from automating or configuring tasks, based on reading software settings or user preferences that reside in a protected area on a memory card, could benefit from this technology.

ActiveMemory-enabled CompactFlash cards, card readers and Photo Mechanic 4.5, will be available in Q4 2004. For more information, specifications and a white paper, please visit www.lexar.com/activememory





About Lexar Media, Inc.

Lexar is a leading marketer and manufacturer of flash memory cards, USB flash drives, card readers and ATA controller technology for the digital photography, consumer electronics, industrial and communications markets. The company holds over 76 issued or allowed controller and system patents, and licenses its technology to companies including Olympus, Samsung Electronics, SanDisk Corporation and Sony. For more information, please call 1-800-789-9418 or visit www.lexar.com

Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements which are subject to the safe harbor provisions of the Private Litigation Reform Act of 1995. These statements include statements related to the benefits of and consumer demand for Lexar’s products and the growth opportunities available to Lexar. These forward-looking statements involve risks and uncertainties that could cause our actual results to differ materially from those anticipated by these forward-looking statements. These risks include that the growth and success of our business depends on our ability to achieve and maintain technology leadership, and sell and market products that are commercially accepted. Readers should also refer to the risk factors described in our filings with the SEC, including our most recently filed Form 10-K and Form 10-Q. We assume no obligation to update the information in this release.







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