Strong links with brands drive advanced displays into consumer designs
[ClickPress, Mon Dec 10 2007] Firefly Technology today announced that it has signed a Business Consultant Agreement with Toshiba Electronics Europe GmbH to promote Toshiba Matsushita Display (TMD) mobile display technology for portable and hand-held devices. This represents a key step in Toshiba’s strategy to augment its success in mobile handsets with other portable designs, such as portable media players and portable navigation devices.
This announcement extends existing links between Firefly and Toshiba Electronics Europe. A key aspect of the new agreement is Firefly’s expertise in shaping OEM, channel and retail brand roadmaps to adopt leading-edge technologies offered by its partners.
The full TMD LCD product range, which Firefly will support, includes advanced technology products for the portable media player and navigation equipment markets. Focus products will be a 2.4” reference design platform for basic MPEG-4 video and MP3 portable media players, as well as displays for portable GPS navigation devices.
Horst Fegers, Head of Consumer segment for Toshiba Electronics Europe, said, “We were impressed by Firefly’s in-house technical skills and track record of design wins in the portable media player and navigation markets. We expect this partnership to deliver Toshiba’s innovative display technologies to mass-market consumer design opportunities at the perfect time.”
“Toshiba has been successful in winning mobile handset display slots but the same technology is perfect for other portable devices, such as portable video players and portable GPS devices,” added Tony James, Firefly Technology’s Managing Director. “Toshiba can offer the better resolution and increasing screen sizes that these customers are looking for to enable differentiation in fiercely competitive and fast-growing markets. Our goal is to widen and deepen Toshiba’s presence in the consumer electronics market in Europe across other portable applications.”
By combining market-leading screen sizes with innovations including 24-bit colour and Low Temperature Polysilicon (LTPS) technology for power efficiency and high optical performance, Firefly expects to win design slots ranging from entry-level models up to advanced, premium products now being prepared for launch in 2008 and beyond.
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About Firefly Technology
Firefly Technology’s reputation as one of Europe’s leading advanced semiconductor technology representatives is based on complete focus and extensive industry experience. Its business model is to act in every way as the principal's OEM sales team in Europe. That means not only taking full ownership of every sales opportunity in the region, ensuring that customers technical, design and logistical support expectations are met and exceeded, but also assuming complete responsibility for marketing and demand creation for each line that it represents. Firefly Technology has ongoing representative agreements with semiconductor companies such as Altera, International Rectifier, Pixelworks, SigmaTel, and many more. Firefly Technology is headquartered near Reading, UK, and has additional offices abroad. For further information please visit: http://www.fireflytech.com/.
For further details please contact Firefly Technology, The Byre, Lantern Courtyard, The Street, Bramley, Hants, RG26 5DE. Tel: +44 (0) 1256 884980,
Fax: +44 (0) 1256 884981
E-mail: sales@fireflytech.com; Web: www.fireflytech.com
About Toshiba
Toshiba Corporation is a leader in information and communications systems, electronic components, consumer products and power systems. The company’s integration of these wide-ranging capabilities assures its position as an innovator in advanced components, products and systems. Toshiba has more than 172,000 employees worldwide and annual sales of over US$54 billion (FY2005).
Toshiba Electronics Europe (TEE) is the European Headquarters for the electronic components business of Toshiba Corporation, which is the world's fourth largest semiconductor vendor according to estimates by Dataquest.
Providing design, manufacturing, marketing and sales, TEE was formed in 1973 in Neuss, Germany. The company now has headquarters in Düsseldorf, Germany and subsidiaries in France, Germany, Italy, Spain, Sweden and the United Kingdom. Company president is Mr Ryoichi Shikama and the total number of personnel in Europe is around 400.
Toshiba Electronics Europe offers one of the industry's broadest IC and discrete product lines including high-end memory, microcontrollers, ASICs, ASSPs and display products for automotive, multimedia, consumer, telecoms and networking applications. The company also has a wide range of power semiconductor solutions.
For more company information visit Toshiba's web site at www.toshiba-components.com
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Company: Firefly Technology
Contact Name:
Martin Walker
Contact Email:
sales@fireflytech.com
Contact Phone:
+44 (0) 1256 884980
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