Cypress, to mobile handheld devices with the new West Bridge® peripheral controller
USB 3.0 (SuperSpeed USB) Performance Delivery Announcement!

Cypress Korea (Country Manager Young-do Lim, www.cypress.com ) announced the launch of “West Bridge® Benicia™,” the industry’s first USB 3.0 (SuperSpeed USB) solution specifically designed to enhance the performance of mobile handheld devices.

The new Westbridge Venicia (CYWB0263) peripheral controller is a highly optimized Data Transfer Offload Engine (DtOE) that enables mobile devices to double their IOPS (Input/Output Operations Per Second), play high-definition video, sideload multimedia content at up to 200 MB per second, and reduce battery charging time by up to 50% with an increase in charging current of up to 900 mA. The additional performance made possible by Venicia results in a cutting-edge user experience.

This technology significantly improves device performance during booting, page loading, or switching between apps and other tasks that require frequent memory access. The new Westbridge Venicia adopts Cypress's second-generation SLIM™ II (Simultaneous Link to Independent Multimedia™) architecture, which manages multiple non-blocking paths between peripherals, memory, and processors, allowing for maximum data throughput.

The new generation Westbridge controller supports the latest high-capacity storage standards, such as SD 3.0 (SDXC with UHS-I) and e-MMC 4.4x, enabling faster data access and larger storage capacity. In addition, the new Westbridge features Cypress's new EZ-Detect™ function, which provides charger and accessory detection without the need for any external power management device.

Cypress also announced the West Bridge Bay™ controller, a new USB OTG and USB 2.0 solution for mobile devices. The West Bridge Bay controller offers the same advantages as Venicia for devices without USB 3.0 capabilities, including SD 3.0 and e-MMC 4.4x support, EZ-Dtect functionality, and SLIM™ II architecture.

The new Westbridge peripheral controller acts as a data transfer co-processor for embedded application processors in handheld devices, freeing up the processor from data-intensive tasks. This product features a configurable ARM9™ processor core that enables the device to function as a low-power audio co-processor.

Cypress is a market leader in the USB controller sector, having shipped over one billion devices since 1996. Cypress’s USB products, including the new EZ-USB® FX3 USB 3.0 controller, provide design flexibility, USB compliance, and comprehensive product support services including software tools, development kits, and reference designs.

USB is the most successful peripheral connection standard installed in billions of devices and has been widely adopted in consumer electronics, PC peripherals, and portable devices. USB 3.0 is the next step in the wired USB market, offering the ease of use and flexibility users expect, while featuring a much higher data speed of 5 Gbps. USB 3.0 also provides better power management (20% of USB 2.0) and faster battery charging (charging in half the time) compared to USB 2.0.

“As a global USB company, Cypress is pleased to be the first to deliver USB 3.0 performance to the mobile sector. Cypress’s proprietary Westbridge architecture, which doubles IOPS performance when combined with 5-Gbps USB 3.0, will enable a richer user experience on mobile devices, along with high-definition video streaming and ultra-fast sideloading capabilities. Cypress is already collaborating with several major mobile phone and tablet manufacturers who are showing great interest in this solution,” said Lim Young-do, General Manager of Cypress Korea.

The West Bridge Benicia and Bay peripheral controllers are currently being sampled to key customers and are expected to enter mass production by September 2011. For more information, please refer to www.cypress.com/go/westbridge , and a photo of the new Westbridge controller can be downloaded from www.cypress.com/go/wb-benicia-photo .

Cypress is a provider of high-performance mixed-signal programmable solutions that deliver rapid time-to-market and exceptional system value to customers. The products supplied by Cypress include the PSoC® Programmable System-on-Chip™ product family, PowerPSoC® solutions for high-voltage and LED lighting applications, and derivative products such as CapSense® touch sensing and TrueTouch™ solutions for touchscreens. Cypress is also a global leader in USB controllers, including high-performance West Bridge® solutions that enhance connectivity and performance in multimedia mobile phones. Furthermore, Cypress is a leading provider of high-performance memory and programmable timing devices. Cypress supplies products to a diverse range of markets, including consumer, mobile, computation, data communications, automotive, industrial, and military sectors. http://www.cypress.com