1997-07-01 , E/IC-828/650

Philips Semiconductors reports that the market for USB (Universal Serial Bus) products is taking off in a big way. "Confidence is particularly strong amongst monitor manufacturers," explained Walter Conrads, Philips Semiconductors' Director of International Marketing and Sales. "We have design wins with virtually all the leading monitor manufacturers who represent more than 60% of the monitor industry. Most of these companies are ready for mass production of USB versions of their monitors. In fact, some products are already on the store shelves."

USB makes the PC as easy to configure and use as other electronic appliances, as outlined in the Simply Interactive PC (SIPC) initiative. The true Hot Plug & Play characteristics of USB allows for all the peripheral devices, from mice to keyboards and from printers to desktop video cameras, to be simply plugged in and used immediately. The USB equipped PC automatically detects and identifies the new peripheral and loads the appropriate drivers in an instant. Monitors with hubs play a crucial role in realising the new peripheral connectivity model offered by the USB technology (See diagram 1).

"We are deeply committed to supporting the USB hub functionality in monitors," said Frans van Wijk, General Manager of Philips Semiconductors' Logic Products Group. "We have combined our pioneering USB technology skills and high volume manufacturing strengths to create a winning product. From all the competing products available today, only Philips Semiconductors has the necessary manufacturing capacity to sustain the explosive growth expected in this product line. We have become the first choice, as we were the first to market with our USB Hub IC, the PDIUSBH11, which has been optimised for monitors. Since that time, we have been working with our industry partners to develop the complete turnkey solution that includes the hardware, firmware and the software drivers."

"External buses such as USB provide easy Plug and Play support for users, delivering on the Simply Interactive PC initiative and our efforts to address total cost of ownership via Zero Administration Windows," said Carl Stork, General Manager in the Windows Operating Systems Division at Microsoft. "Microsoft is excited to provide full USB support in new PCs, and in future retail releases of our Windows operating systems."

"USB technology reinforces Sony's vision of providing useful innovation to its consumer and corporate customers. We are excited to take a leading role in bringing this innovation to the marketplace as we believe it will bring customers increased FLEXibility and ease-of-use," said Mr. Toshio Onodera, General Manager, Computer Display Division, Sony Corporation.

"Philips Monitors have a rich history of providing high quality display monitors. USB provides an opportunity to create new and exciting features in the PC monitors," said Thomas Leliveld, Senior Product Manager at Philips Business Unit Monitors. "We introduced the world's first monitor with the USB Hub and we have extended this advantage into a highly innovative product roadmap that leverages the Philips Semiconductors' leading position in USB. With technologies such as USB, Consumer Electronics and PC companies are taking another important step toward the convergence of these two markets."

"USB provides a significant step forward in the ease of use and cost of ownership for PC users, which is critically important for further expansion of the consumer market," said Mr. Roger Luo, Product Manager of Multimedia Display division at Acer Peripherals. "We are well positioned with our technology portfolio to support an industry transition such as this."

"Nokia Display Products is committed to USB and Monitors with USB Hubs will have an essential role in establishing this exciting technology in the market," said Thomas Kaiser, Product Marketing Manager, Nokia Display Products. "The USB concept will further integrate the monitor into the computer system and the monitor will be the natural place for connecting USB peripherals for true Plug & Play to the benefit of the user."

Over the past 18 month, Philips has amassed an impressive list of USB firsts: The first soft control for monitors over USB, the first stand-alone USB hub, the first working USB speakers, the first USB audio playback, the first USB monitor line, the first commercially available USB transceiver ICs, the first commercially available USB codex ICs and the first commercially available USB digital speakers for PCs.

Philips Semiconductors, a division of Philips Electronics NV, headquartered in Eindhoven, The Netherlands, is the ninth largest semiconductor supplier in the world. Philips Semiconductors' innovations in digital audio, video, and mobile technology position the company as a leader in the consumer, multimedia and wireless communications markets. Sales offices are located in all major markets around the world and are supported by systems labs.

Founded in 1975, Microsoft (NASDAQ "MSFT") is the worldwide leader in software for personal computers. The company offers a wide range of products and services for business and personal use, each designed with the mission of making it easier and more enjoyable for people to take advantage of the full power of personal computing every day. Microsoft and Windows are either trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries. If you are interested in viewing additional information on Microsoft check out the Microsoft Web page at  www.microsoft.com/presspass/ on Microsoft's corporate information pages.