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May 15, 2000
Hitachi Releases Industry's First 16-Mbyte Secure MultiMediaCard with Content Protection Function
- Colorful seven-color lineup for use as recording cards in "Keitaide-Music" music distribution system for mobile phones -
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Hitachi, Ltd. (TSE: 6501) today announced the industry's first secure MultiMediaCard as a flash 
card for storing digital contents requiring content protection, for music distribution and 
similar applications.  Sample shipments of the 16-Mbyte HB288016SM1 will begin in August 2000.

This new product employs the UDAC-MB*1 general-purpose content protection technology 
jointly developed by Sanyo Electric Co., Ltd., Fujitsu Limited, and Hitachi, Ltd., to achieve 
stringent security.  It is also upward-compatible with the MultiMediaCard(TM)*2 standard, and 
is of the same size, including thickness.
The new card comes in a range of seven colors-silver, beige, orange, pink, blue, white, and 
purple-as a fashionable content recording card for the "Keitaide-Music"*3 music distribution 
system for mobile phones.

Background
With the explosive growth of the Internet and the widespread personal use of PCs, mobile phones, 
and similar products, various kinds of digital information are beginning to be distributed 
using this new approach.  Music information distribution, in particular, is expected to be 
handled more and more 1) via the Internet and 2) via mobile phone carriers, in addition to 
traditional retail media such as CDs.
However, this kind of distribution has not been fully developed due to concerns over copyright 
infringements by illegal copying, and so forth.  At present, the SDMI (Secure Digital Music 
Initiative)*4 is moving ahead with the establishment of content protection technology standards 
to prevent such illegal activities in the area of music downloading and distribution to personal 
computers from the Internet.
Focusing on the mobile phone market, with its fast-growing number of subscribers and increasing 
variety of high-speed distribution services, Sanyo Electric, Fujitsu, and Hitachi developed the 
"Keitaide-Music" content distribution system, optimized for distribution networks and mobile 
phones, as announced in the press last year.  This has now been followed by the development of 
a 16-Mbyte secure MultiMediaCard as a flash card based on this standard.

Secure MultiMediaCard
The new product contains flash memory and a controller in a single chip.  The flash memory used 
is 0.25 m, 128-Mbit AND-type, employing Multi-Level Cell  technology*5, that allows 
dimensions to be minimized, while the controller employs a Hitachi SuperH(TM)*6 RISC 
microcomputer as its CPU core for high-speed encryption processing.

The main features of the new product are as follows.
1. Built-in high-speed security functions
A high degree of security is achieved, based on the UDAC-MD system.  The card itself has 
encryption/decryption functions, and is also provided with a TRM area*7 that allows license 
keys*8, etc., used in encryption/decryption to be stored in a secure area within the card.  
Moreover, the security level required by music distribution systems is achieved by the addition of 
a content protection related command set*9.

2. Compatibility with current MultiMediaCards
The new product maintains upward-compatibility with MultiMediaCards, using not only the 
same functions, but also identical dimensions, including thickness.  This means that this 
secure MultiMediaCard can be used not only in new products that require content protection 
functions, but also in current products using MultiMediaCards.  As with conventional 
MultiMediaCards, 2.7 V to 3.6 V low-voltage operation is possible, and the industry's highest 
speed levels are achieved, 
with a reading speed of 14 Mbits/sec and a writing speed of 3 Mbits/sec. Seven pins are used, 
with the same pin arrangement as conventional MultiMediaCards.

Work will continue on increasing memory capacity, with the development of 32 M-byte/64-
Mbyte products, and also on improving the writing speed.

This secure MultiMediaCard specification has been proposed to the MultiMediaCard 
Association*10 by Infineon Technologies AG of Germany, Sanyo Electric, and Hitachi, as an 
open standard for MultiMediaCards with a content protection function.  This technology allows 
flexible provision not only for music distribution applications, but also for the storage and 
distribution of various kinds of contents requiring content protection measures, including 
books and images.

Notes: 
 1.UDAC-MB (Universal Distribution with Access Control - Media Base): A content protection 
   technology that implements user-friendly legal copying and legal playback when contents are 
   distributed to secure MultiMediaCards, etc., and exchanged between users.
 2.MultiMediaCard is a trademark of Infineon Technologies AG of Germany.
 3.Keitaide-Music: A technical specification for a system that distributes music to mobile and  
   PHS phones, developed jointly by Sanyo Electric Co., Ltd., Hitachi, Ltd., and Fujitsu 
   Limited.  
   The "Keitaide-Music" standard is based on the UDAC-MB general-purpose content protection 
   technology developed by the three companies, and comprises security guidelines, a protocol 
   specification, a secure MultiMediaCard specification, and a download and playback system    
   specification.
 4.SDMI (Secure Digital Music Initiative): A group formed in February 1999 to coordinate 
   technology specifications for protecting digital music distribution from illegal copying, 
   cmprising more than 110 companies including content holders such as RIAA (Record Industry 
   Association of America) together with hardware, software, and systems related companies.  
   The SDMI has already published "SDMI Portable Device Specification Part 1 Version 1.0" which 
   stipulates technical specifications for playback type portable players. 
   (http://www.sdmi.org/)
 5.Multi-Level Cell technology: A technology that is effective in reducing chip size, and is 
   suitable for future large-capacity flash memories.  In contrast to the two threshold levels 
   (0 and 1) of normal memory, four threshold levels (00, 01, 10, and 11) are used, enabling 
   one cell to do the work of two cells.
 6.SuperH is a trademark of Hitachi, Ltd.
 7.TRM (Tamper Resistant Module):  Tamper resistant technology physically and logically 
   prevents internal analysis of, or tampering with, a semiconductor chip.  A tough and highly 
   viscous coating may be applied to the inside of the chip, so that if the surface is peeled 
   off, the internal circuitry will be totally destroyed, for example, or dummy wiring may be used.  
 A TRM is a silicon area, or card area, formed or configured using this technology.
 8.License key: Information whereby a key for unlocking encrypted contents is encrypted with a 
   public key, etc., unique to the medium to which distribution is performed.  The license key is 
   purchased via a network, etc., or recorded in a secure MultiMediaCard by legal transfer.  
   In  playback, encrypted contents can only be decrypted after secure transfer to a legal decode 
   chip.
 9.Content protection related command set: An encryption related command set provided 
   exclusively for secure MultiMediaCards for content protection.  Instructions such as ENCRYPT 
   and DECRYPT are included.
10.MultiMediaCard Association: A standardization group for MultiMediaCards and proposed  
   secure MultiMediaCards, the world's smallest class of currently available flash cards.  
   The MultiMediaCard Association currently has approximately 70 member companies.

< Typical Applications >
All kinds of personal devices that handle digital information requiring content protection
Mobile phones with music download/playback functions, portable music players, toys, game 
machines, and similar portable entertainment products
Digital video cameras, digital cameras, and similar portable imaging systems
Portable information devices such as palm-size PCs and electronic organizers
Portable communication products such as smart phones and pagers

< Prices in Japan > (For Reference)
Part Number         Capacity           Price                    
HB288016SM1         16 Mbytes          Open price               

< Specifications >
Item                            Specifications                                   
Memory capacity                 16 Mbytes                                        
InterfaceMulti                  MediaCard                                        
                                SPI (Serial Peripheral Interface)                
System performance              Reading: 14 Mbits/sec typ. (multi-block read)    
                                Writing: 3 Mbits/sec typ. (multi-block write)    
Power supply specifications     Operating voltage: 2.7 V to 3.6 V                
                                Read current: 40 mA                              
                                Write current: 40 mA                             
Read/write specifications       512-byte block reads/writes                      
                                Multi-block reads/writes also possible           
Operating temperature range     -25C to +85C                                 
Package dimensions              32 mm x 24 mm x 1.4 mm, 7 pins                   
                                * Same pin arrangement as MultiMediaCard         















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