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Chairman's Message to the Shareholders of American Technology Corporation.


Business Editors and High-Tech Writers

SAN DIEGO--(BUSINESS WIRE)--May 9, 2000

This letter is a direct communication from Con Brosnan to the

Shareholders of American Technology Corporation Please help [ improve this article] by expanding it.
Further information might be found on the talk page or at requests for expansion.
 (NASDAQ NASDAQ
 in full National Association of Securities Dealers Automated Quotations

U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on
:ATCO ATCO Air Traffic Control Officer
ATCO Association of Transport Coordinating Officers (UK)
ATCO Air Tanker/Fixed Wing Coordinator
ATCO Aviation Transportation Coordination Office
ATCO Air Taxi and Commercial Operator
). The

purpose of this letter is to provide Shareholders with an update on

ATCO's business strategy and to summarize recent developments at the

company

CHAIRMAN'S MESSAGE

May 9, 2000

To the Shareholders of American Technology Corporation:

At our recent shareholder's meeting we reviewed the current status of our HyperSonic hy·per·son·ic  
adj.
Of, relating to, or capable of speed equal to or exceeding five times the speed of sound.



hy
(TM) Sound (HSS HSS Humanities and Social Sciences
HSS High Speed Steel
HSS Home Subscriber Server (3GPP)
HSS Hospital for Special Surgery (New York, NY, USA)
HSS Hospital for Special Surgery
HSS History of Science Society
(TM)) technology, our signed license with Thomson Multimedia and signed Letter Of Intent with Jamo for our Stratified stratified /strat·i·fied/ (strat´i-fid) formed or arranged in layers.

strat·i·fied
adj.
Arranged in the form of layers or strata.
 Field(TM) Technology (SFT SFT Statens Forurensningstilsyn (Norwegian Pollution Control Authority)
SFT System Fault Tolerance
SFT Shaft
SFT Secure File Transfer
SFT School Food Trust (UK)
SFT Societe Francaise des Traducteurs
(TM)). We also announced our acquisition of important new planar A technique developed by Fairchild Instruments that creates transistor sublayers by forcing chemicals under pressure into exposed areas. Planar superseded the mesa process and was a major step toward creating the chip.  magnetic speaker technology. This letter will provide an update on these developments as well as clarify and detail our progress going forward.

HyperSonic Sound

As previously announced our first generation HSS technology has developed to where we believe it has become commercially viable and we are in the process of finishing our digital modulation The altering of a carrier by a digital signal. See modulation and carrier.  circuit which is an improvement over the analog circuit analog circuit, electronic circuit that operates with currents and voltages that vary continuously with time and have no abrupt transitions between levels. Generally speaking, analog circuits are contrasted with digital circuits, which function as though currents or . As explained at the Annual Meeting, we decided to come to market with the digital solution and not with the initial analog solution. Our reasoning is that if potential licensees evaluate the analog system they will still want to evaluate the digital system before licensing and implementing HSS. We are continuing to refine our HSS technology through optimization of a matrix of transducer transducer, device that accepts an input of energy in one form and produces an output of energy in some other form, with a known, fixed relationship between the input and output.  sizes, transducer configurations, electronics and modulation circuitry.

We expect to have digital evaluation kits available this summer for the first of the hundreds of companies who have expressed interest in HSS. We continue to progress in our relationship with Bath Iron Works Bath Iron Works (BIW) is a shipyard located on the Kennebec River in Bath, Maine. Since its foundation in 1884 by Thomas W. Hyde, Bath Iron Works has built private, commercial and military vessels. , a General Dynamics General Dynamics Corporation (NYSE: GD) is a defense conglomerate formed by mergers and divestitures, and as of 2006 it is the sixth largest defense contractor in the world[1]. The company has changed markedly in the post-Cold War era of defense consolidation.  company. We have prioritized our HSS work for them as we expect to outfit the first naval vessel with HSS technology this year for applications testing.

Many of you were unable to attend the Annual Meeting and experience Woody Norris' demonstration of HSS. The clear, highly directional beam of sound created a virtual speaker as Woody projected it off of the auditorium walls. When "within the beam of sound" shareholders heard lower frequency sounds than we have ever demonstrated before. Clarity was obvious to all in attendance. When the beam was projected off of the rear wall of the auditorium the sound reflected all of the way back to the stage with the apparent sound source being the back wall and not the HSS emitter. This simple but dramatic demonstration of our HSS technology illustrates its potential applications in a number of different areas, including theaters, drive-throughs, trade shows, galleries, theme parks, and special events venues.

Stratified Field Technology

Our Stratified Field(TM) Technology license agreement with Thomson Multimedia is a license for them to build Audio and Home Theater An audio/video entertainment center that has a large-screen TV and hi-fi system with three speakers in the front (left, right and center) and left and right speakers in the rear. Starting in the early 1990s, video inputs were added to stereo receivers and preamplifiers.  products under their global brands for global distribution. For investors who are unfamiliar with the Thomson brand name, the formal corporate name of Thomson is Thomson Multimedia; our license is not with a division that only makes multimedia products. Thomson is the fourth largest consumer electronics company in the world. They intend to manufacture and market products under one or more of their global brands which include: RCA See RCA connector and video/TV history. , GE and ProScan in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. ; Thomson, Telefunken and Saba in Europe; and Thomson elsewhere. Thomson also has a growing OEM (Original Equipment Manufacturer) The rebranding of equipment and selling it. The term initially referred to the company that made the products (the "original" manufacturer), but eventually became widely used to refer to the organization that buys the products and  business that we are working to utilize for Licensees who choose to use outsourcing services to manufacture our technologies.

Thomson is a world class company, the number one producer of large and very large picture tubes in the world. They are number one in the United States for television, third largest in Europe. They have the number two market share for audio products in the United States. Despite their size ($6.7 Billion revenues 1999) they had a 46% increase in revenues the first quarter of this year. They are on a positive track with their business and we believe we can become an important part of that business. The principal shareholders of Thomson are: Thomson S. A. (100% state owned company owns 52%), Microsoft (6.8%), NEC (NEC Corporation, Tokyo, www.nec.com, www.necus.com) An electronics conglomerate known in the U.S. for its monitors. In Japan, it had the lion's share of the PC market until the late 1990s (see PC 98).

NEC was founded in Tokyo in 1899 as Nippon Electric Company, Ltd.
 (6.8%), DirecTV (5.19%), and Alcatel (6.8%).

Our Targeted Licensing Markets are Large

Shareholders should understand more about the markets we have targeted. The following numbers include the United States market only (unless otherwise noted). The rest of the world typically is three to five times these numbers depending on the category:
-- In audio products shelf systems sales are a 10 million plus unit, $1.6
billion (factory shipments) category.

-- Home audio speakers (separates) sales are about a 4 million unit category.

-- Home Theater in a box systems sales are over 500,000 units per year.

-- Home Theater component sales are estimated at $10 Billion dollars a year
(much of that is the TV/Monitor, but there are substantial dollars for speakers
and there has been migration here from "hi-fi" in classification).

-- Separate audio component sales are a $1.5 Billion market (factory
shipments).

-- Multimedia speakers are a rapidly growing category. In 1999 world sales of
PCs topped 113 million units with growth at 22% over 1998. In the United States
alone the sales were 43.8 million units. As Internet music, video and other
multimedia usage grow the speaker business will follow the trend.


Audio Product             Annual Unit Sales      Annual Dollar Sales

Shelf systems             10 million plus   $1.6 billion (factory
                                                          sales)
Home audio speakers        4 million
Home theater in a box      500,000
Home theater
 components(1)                                    $10 billion
Audio components                                 $1.5 billion
                                                (factory sales)
PC's (multimedia)       43.8 million (U.S.)
                       113.0 million (Worldwide)
Television               200 million (worldwide)


(1) Home Theater includes TV/Monitor market as well as speakers. Some of the unit and dollar volumes for speakers formerly in "hi-fi" have migrated to this classification as well.

Our business model leverages our small R&D staff and overhead targeting an expected percentage of profits of world class brands with their sales and marketing expertise. For example, television is a global category with estimated annual shipments over 200 million units. These enormous volumes enable attractive returns with even small percentage points of market penetration Noun 1. market penetration - the extent to which a product is recognized and bought by customers in a particular market
penetration - the act of entering into or through something; "the penetration of upper management by women"
. As an Intellectual Property company we intend to maintain a low cost basis that will allow high conversion of royalties to our bottom line.

The plans and projections of our licensees as well as the terms and conditions of the licenses are proprietary. The timing of product introductions, types of products, market position and branding strategy are our licensees' trade secrets. Our integrity in keeping this information proprietary is important to our success as a supplier to OEM manufacturers. After we sign a license agreement there are implementation cycles as licensees do their product planning Product Planning is the ongoing process of identifying and articulating market requirements that define a product’s feature set. See also
  • Market requirement
  • Product management
  • Product Manager
, design and tooling to come to market. Each licensee has their own implementation schedule and lead times for each of these activities. Cash flows (in the form of royalties) to ATC ATC Air Traffic Control
ATC Average Total Cost
ATC Certified Athletic Trainer
ATC At the Center (Hartford, Maine retreat center)
ATC Applied Technology Council
ATC All Things Considered
 will vary accordingly. We do, however, get up-front license fees from our licensees. We have not given licenses away. The near term measure of our success will be in the royalty-bearing licenses that we continue to sign and the quality of our licensees. Next will be revenues followed by expected profitability. Success of products in the market should spur additional models in the next generation or season.

A successful licensing model is very much one of inertia and quality.

Planar Magnetic Technology

ATC has been very focused on thin panel speakers and related technologies for over four years. The acquisition of our new planar magnetic, patent pending technology is an extension of that focus. The main areas that distance our new planar magnetic technology from previous forms is the unique combination of new cost effective materials coupled with a highly specialized production process that produces an advanced radiating ra·di·ate  
v. ra·di·at·ed, ra·di·at·ing, ra·di·ates

v.intr.
1. To send out rays or waves.

2. To issue or emerge in rays or waves: Heat radiated from the stove.
 diaphragm diaphragm (dī`əfrăm'), term used to describe any of several large muscles, found in humans and other mammals, which separate two adjacent regions of the body. The most commonly known muscle of this class is the thoraco-abdominal diaphragm. .

Historically planar magnetic speakers, like electrostatic speakers, were reserved for the highest end of the Hi-Fi marketplace and achieved limited distribution due to high cost. We believe our new technology is thermally, mechanically, and acoustically better than anything yet produced and is available at a cost that allows this superior technology to be introduced to consumer markets for the first time. Bringing the high quality of heretofore "expensive" speakers to the masses is an important part of our strategic marketing direction. Products in the mid to high range of markets have higher profit margins than the low price sector. There is little room for royalties in the low end.

The other main advance of our new planar magnetic technology involves the integration of powerful advanced magnetic materials Magnetic materials

Materials exhibiting ferromagnetism. The magnetic properties of all materials make them respond in some way to a magnetic field, but most materials are diamagnetic or paramagnetic and show almost no response.
. The increasing popularity of these materials for use by a variety of very large high technology companies has driven costs down and quality and availability up. This represents another instance of innovative Hi-Fi development benefiting from much larger and dissimilar industries. It makes possible small lightweight devices that are capable of tremendous output levels.

Unlike cone or dome type devices, magnetic planar drivers have very wide bandwidth. The same electrical element The concept of electrical elements is used in the analysis of electrical networks. Any electrical network can be modeled by decomposing it down to multiple, interconnected electrical elements in a schematic diagram or circuit diagram.  that converts the amplifier signal into acoustic energy launches the energy into the air. Cone and dome point sources use a coil of wire to force a separate radiating element back and forth to produce sound which also produces secondary resonance that color the signal (cause distortion).

When arranged in a line, the output level of our planar magnetic drivers decreases with distance at about half the rate of ordinary speakers which means that the evenness of coverage in a given space is much more uniform. People seated in the front row hear things at much the same intensity as those seated in the back. The smooth, even distribution of the acoustic energy in a given space also means that annoying (and costly to attempt to control) microphone feedback is reduced.

Planar Magnetic Technology, Stratified Field Technology and Magnified Force Woofer (jargon) woofer - (University of Waterloo) Some varieties of wide paper for printers have a perforation 8.5 inches from the left margin that allows the 3.5 inch excess on the right-hand side to be torn off when the print format is 80 columns or less wide. (TM) Technology are Complementary

We have a wide range of innovative audio technology solutions. Each technology has its particular strengths and offers solutions to OEM suppliers. SFT brings electrostatic technology and its well-documented superior audio characteristics with extremely clear, natural sound to many more consumers. SFT adds the benefit of easy, reliable manufacturing compared to traditional electrostatic speakers and the ability to shape speakers in a myriad of designs that enable an industrial design revolution in audio products. We believe our planar magnetic speakers are the world's thinnest speakers at less than 1/4 inch thickness. In automotive stereos where thickness and weight are critical factors the hi-fi sound of the planar speakers provides a competitive advantage in a huge marketplace. There are some 45 million plus automobiles built globally each year. In the United States alone, there are over 6 million aftermarket car speakers sold annually. For flat Television we believe we now have the two highest quality sound solutions, each with its own advantages. As mentioned above, TV shipments are estimated at over 200 million units a year. For TVs with better audio systems and as the market migrates to thin TVs, we are positioned with multiple, very attractive solutions.

Our planar magnetic speakers can be very narrow and, compared to traditional cone speakers, provide attractive options in industrial design. Our planar magnetic technology is ideal for many applications from hi-fi speakers to boom boxes with foldaway fold·a·way  
adj.
Designed to be folded up for easy storage: a foldaway bed.



fold
 speakers with high fidelity high fidelity
n.
The electronic reproduction of sound, especially from broadcast or recorded sources, with minimal distortion.



high
 sound. In multimedia, home theater and bookshelf audio both SFT and planar magnetic technologies have applications.

Our Magnified Force(TM) Subwoofer A speaker that reproduces the lower end of the audio spectrum. A subwoofer system may include a crossover circuit which switches frequencies at approximately 100Hz and under to the subwoofer, while passing the rest of the signal to the main speakers.  technology compliments the planar magnetic speakers as well as SFT. Because ATC now owns the planar magnetic technology we are positioned to sell incremental licenses for MFW MFW Main Feedwater
MFW Mid Florida Wrestling
MFW Media Firewall
MFW Medical Women's Federation
MFW Mannell Flower Waples (Sydney, Australia. Grunge-Jazz band) 
 in concert with the planar magnetic speakers.

Our strategy as an intellectual property company is to create or purchase technologies that enhance our portfolio and fit into our R&D capabilities and marketing relationships.

ATC's Audio Incubator Strategy

At the Shareholders Meeting I also discussed our incubator strategy. An incubator is a place where capable people nurture ideas, develop and commercialize them. In recent months we have added significant capabilities within our staff and we continue to seek out strategic additions. We are internalizing the capabilities needed to take us to the next level. Within these and every addition are new capabilities that should allow us to improve and expand our operations and scope. Today we are an incubator for audio technologies. As we continue to improve our marketing abilities and our relationships with OEM brands, we will build momentum and attract more people seeking our abilities to refine, develop, license, and commercialize technology.

We believe our business model and strategies are sound. Our focus on high quality sound solutions at mid-tier pricing and the innovation of HSS give us a robust, unique market position. Our technological portfolio is growing. Our roster of creative, expert engineers is dedicated and growing. The quality and enthusiasm of our first major licensee, Thomson Multimedia, serves to benchmark our progress. The markets available to us are enormous and growing. As Chairman I am confident that we have the right elements for success to the benefit of our owners.

Yours truly,

Con Brosnan,

Chairman

Safe Harbor Safe Harbor

1. A legal provision to reduce or eliminate liability as long as good faith is demonstrated.

2. A form of shark repellent implemented by a target company acquiring a business that is so poorly regulated that the target itself is less attractive.
 statement under the Private Securities Litigation Reform Act The Private Securities Litigation Reform Act of 1995 (PSLRA) implemented several significant substantive changes affecting certain cases brought under the federal securities laws, including changes related to pleading, discovery, liability, class representation and awards fees and  of 1995: This newsletter contains forward-looking statements relating to relating to relate prepconcernant

relating to relate prepbezüglich +gen, mit Bezug auf +acc 
 future revenues and product development that may impact on future results and the future viability of the company. Actual results could differ materially from those projected in the forward-looking statements as a result of risk factors such as future products and results, technological shifts, using contract manufacturers, potential technical difficulties that could delay new products, competition, pricing pressures and the uncertainty of market acceptance of new products by distributors, OEMs, licensees and end-user customers.
COPYRIGHT 2000 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2000, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Date:May 9, 2000
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