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Freescale and Axentra collaborate to offer comprehensive digital media platform for smart storage appliances
Digital media processors combine with HipServ software platform to accelerate creation of devices that deliver rich multimedia content anytime, anywhere

LAS VEGAS (Consumer Electronics Show) - Jan. 9, 2007 - Freescale Semiconductor and Axentra have collaboratively developed an integrated digital media solution engineered to speed and simplify the creation of digital media appliances. This joint solution allows consumers to save, show, sync and share their digital media anytime, anywhere, on any device.

The platform seamlessly integrates Axentra's HipServ platform with Freescale's recently introduced MPC8313 family of PowerQUICC™ digital media processors. The Freescale processors are optimized for price and performance, offering a combination of Gigabit Ethernet (GigE), USB 2.0, high speed interconnect and advanced power management technologies that optimize Axentra's HipServ platform.

Powered by the latest generation of e300 cores based on Power Architecture™ technology, the cost-effective family of Freescale processors is designed to meet a number of critical requirements for digital home technology including piracy protection, quality of service and ease-of-use features. With power management features such as smart-wakeup functionality and exceptionally low standby power, the processors also help enable the creation of devices compliant with the Digital Living Network Alliance (DLNA) and UPnP AV standards, which makes it easy for consumers to manage, view, print and share digital content across multiple devices within the home.

"HipServ technology from Axentra showcases the exceptional integration, outstanding performance and low power capabilities of Freescale's newest family of digital media processors," said Nikolay Guenov, worldwide SOHO/fixed consumer segment marketing manager for Freescale. "The turnkey consumer solution gives OEMs and service providers a more comprehensive offering versus standard Network Attached Storage products, and can speed development and deployment of digital media appliances that succeed in highly competitive consumer markets."

HipServ provides a centralized, easy-to-access portal for consumers to save photos, music, video and documents. The platform allows end users to simultaneously share content with friends and family over any broadband Internet connection. HipServ enables intelligent management of other home-based devices such as internet video and surveillance cameras. It serves content to digital media players and internet protocol enabled TVs, all through one simple user interface that is consistent when operating at home or remotely. Remote access and upload capability to home media is possible while on the road from any Web-enabled mobile device.

"HipServ will unify and simplify how consumers save, show, sync and share their personal digital media," said Eric Lefebvre, executive vice president of business development, Axentra. "Whether at home or away, a user can always access content and share it securely."

Benefits for OEMs and service providers
HipServ has been optimized for solutions based on Freescale technology, providing accelerated time-to-market. Service providers and OEMs utilizing comprehensive digital lifestyle strategies may integrate the combined solution into their portals to deliver next-generation services that can be customized and extended to link with infrastructure offerings such as offsite backup, managed services, webcast and pay-per-view service subscriptions, as well as goods and service offerings that increase revenue per user. Freescale's MPC8313 family of processors offers excellent price-to-performance ratios and HipServ's modular product structure offers the right mix of options at affordable cost targets for entry-grade to professional-grade packages.

About Freescale Semiconductor
Freescale Semiconductor, Inc. is a global leader in the design and manufacture of embedded semiconductors for the automotive, consumer, industrial, networking and wireless markets. The privately held company is based in Austin, Texas, and has design, research and development, manufacturing or sales operations in more than 30 countries. Freescale is one of the world's largest semiconductor companies with sales of $6.2 billion (USD) for the most recently reported four quarters.

About Axentra
Axentra is the leading provider of digital media platforms for smart appliances. The HipServ platform is the home for your digital life. It is a simple, easy, unified media experience offered to OEM and Service Providers who want to offer the next generation appliances: smart storage - intelligent NAS, residential gateway - super router, or intelligent set top box CPE. HipServ offers a modular, scalable, solution that enables consumers to save, show, sync and share their digital media anytime anywhere, in the home and beyond. OEM and SPs can extend infrastructure-based systems to deliver enhanced rich media experiences, offer additional products, targeted goods and services. Additional information is available at:

Freescale Media Contact:
Jack Taylor
Freescale Semiconductor
(512) 996-5161 Office
(512) 560-6197 Mobile

Axcentra Media Contact:
Cara Sloman
Representing Axentra
(831) 440-2411

Freescale™ and the Freescale logo are trademarks of Freescale Semiconductor, Inc. All other product or service names are the property of their respective owners. © Freescale Semiconductor, Inc. 2007.

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