Make Your Phone Your Most Personal Computer?

3GSM WORLD CONGRESS-BARCELONA, SPAIN-FEBRUARY 12, 2007-In order to meet the growing multimedia demands of today’s mobile phone user, NVIDIA Corporation (Nasdaq: NVDA), the worldwide leader in programmable graphics processor technologies, today unveiled its new strategy to target the rapidly growing applications processor market . The NVIDIA GoForce 6100, the company’s first in a family of applications processors, is a highly integrated and optimized multimedia solution that consumes less than half the power of any applications processor available on the market today.

IDC predicts that the market for applications processors is set to more than double in terms of revenue in the next 4 years, increasing to $3.3billion in 2010 from $1.5billion in 2006.

“Semiconductors that enable connectivity and multimedia features in handsets are expected to show the greatest growth over the next several years. Namely, radios and transceivers that enable connectivity and applications processors and media coprocessors that process multimedia content will show the greatest revenue gains,” said Mario Morales, program vice president of semiconductors at IDC.

“NVIDIA is uniquely positioned to capitalize on the explosion that this market is about to experience with regards to dramatic changes in how we use, interact and share multimedia content on handheld devices,” said Michael Rayfield, general manager, handheld business unit at NVIDIA. “NVIDIA has been a driving force behind the transformation of the visual experience on computing and consumer electronics devices for over a decade, and as the mobile phone evolves into our most personal of computers, there has never been a better time for us to enter this exciting new space and enable our customers to deliver on the expectations of the market.”

Built from the ground up to support computationally intensive multimedia codecs as well as a high quality audio subsystem, integrated WiFi, USB 2.0 and more, the NVIDIA GoForce 6100 also boasts the industry’s lowest power consumption – under half the power draw of any other applications processor in the market today. The NVIDIA GoForce 6100 gives consumers the ultimate platform for exciting and compelling content combined with ultra low power technologies to provide maximum battery life.

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