(Singapore, 7th January 2010) – A global leader in the memory card sector with the advanced technology developed through the popular Memory Stick™, Sony Electronics Asia Pacific brings its special blend of quality, reliability and performance to the memory card market with the launch of five new SD/SDHC and three new microSD/microSDHC memory cards.

With Memory StickTM and SxS memory card, Sony offers users various benefits which support and enhance features of host devices such as stable recording of high-definition video, ultra high-speed data-transfer and a high reliability. Aiming at providing its memory card products to a broader group of customers, Sony has decided to expand its product line with SD memory card series.

The new cards offer performance and quality necessary to get the very best from hardware products, in particular, products which support high definition video recording and high resolution photo taking. The new memory cards are classified with Class 4 data transfer speed , which supports stable HD video recording and more than enough speed to cope with the advanced functions of compact digital cameras and high-end camera phones.

Sony’s new SD/SDHC and microSD/SDHC memory cards offer customers added value in other ways too. For a start they will get peace of mind thanks to powerful File Rescue software, available as a simple, free download. This enables quick retrieval of photos, videos or music that were damaged or deleted by mistake.

There is also the x-Pict Story™, available to Sony’s memory card users as a free download, which lets them combine their choice of music with pictures to create outstanding slideshows. The easy to use software has a slideshow-sharing function ideal for uploading to video sharing services like YouTube™. Both File Rescue and x-Pict Story™ software are also available as free downloads for Memory Stick™ users. All memory cards are ultra-resistant to shock and can withstand temperature extremes from -25C to 85C.

“Sony recognises the growing demand for more versatile memory storage, especially as more products are now enabled with high-resolution and high-definition integrated visual and audio capabilities,” says Mr. Hakuyu Yoh, Director of Recording Media & Energy Division, Sony Marketing Asia Pacific. “Combining the new range of memory cards with the existing line up of Memory Stick available, Sony is able to value add to our consumers with an expanded array of memory storage options which is now unparalleled in the market.”

Sony and the Environment

Sony is consistently engaged in a review of our manufacturing operations and business practices to ensure products are developed in an environmentally responsible manner. The new memory cards are packaged in recyclable materials featuring less plastic and reduced weight and volume, resulting in less material being used in the manufacturing process.

Sony’s SD/SDHC memory card range features a storage capacity of up to 32GB, while the microSD/microSDHC memory cards are able to store up to 8GB of data. The new memory cards will be available in Asia Pacific from end January 2010.

View the specification chart of SD/SDHC and MicroSD/SDHC memory card.

About Sony Electronics Asia Pacific Pte. Ltd.

Based in Singapore, Sony Electronics Asia Pacific Pte. Ltd. is a subsidiary of Sony Corporation. It serves as the regional management and marketing headquarters for Sony’s consumer as well as broadcasting and professional products, overseeing S. E. Asia, Oceania, Middle East and Africa regions. For more information on Sony’s products and services in Asia Pacific, please visit www.sony-asia.com

About Sony Corporation

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately US$78.9 billion for the fiscal year ended March 31, 2009. Sony Global Web Site: http://www.sony.net/

About make.believe

“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolises the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.