Cradle Technologies Adds Senior Sales and Marketing Management; Industry Veterans Chuck Fox and Patrick Soheili Named Senior Vice Presidents.

Business Editors/High-Tech Writers

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Oct. 6, 2003

Cradle Technologies, a fabless semiconductor company delivering the highest performance and most flexible multiprocessor DSP solutions for digital convergence, today announces that Chuck Fox and Patrick Soheili will join the company's senior executive team. Mr. Fox is senior vice president marketing, and Mr. Soheili is senior vice president sales and business development. Fox and Soheili will drive marketing and sales activity for the company's recently announced multiprocessor DSP products, reporting directly to company president and CEO Arthur Chang.

Fox and Soheili are semiconductor veterans and Silicon Valley entrepreneurs with more than 20 years experience at such notable companies as Altera, AMD, Chameleon, Intel, and Xilinx. Both men bring a unique combination of microprocessor and FPGA programmable product experience that complements Cradle's vision of delivering an immensely powerful, yet completely flexible, software programmable DSP platform required to support digital convergence applications.

Arthur Chang says, "The mix of management experience and credibility we have assembled at Cradle is extraordinary. The addition of Patrick and Chuck, coupled with our recent product launch, positions us extremely well to execute on our commitment to deliver compelling, high-performance DSP solutions that support the next killer applications such as video over IP and secure digital surveillance."

In addition to Mr. Fox and Mr. Soheili, Cradle Technologies has already attracted an impressive array of industry professionals who recognize the potential of this industry-impacting company. Cradle's existing management team hails from leading companies such as IBM, Intel, TI, Bell Labs, and Cirrus Logic. The Cradle team combines a powerful mix of system, silicon, and software expertise.

As senior vice president sales and business development, Patrick Soheili will manage all pre- and post-customer development and sales activities worldwide. Most recently, Mr. Soheili was president and CEO of Softcoin, a marketing platform technology and applications startup. From 1989 to 1997, Mr. Soheili held a number of sales and marketing management positions at Altera. In his last assignment, Mr. Soheili grew and managed roughly 25 percent of Altera's worldwide sales.

"OEMs are looking to do more complex designs and expediting time-to-market, while maintaining product expansion and backward compatibility," says Mr. Soheili. "Cradle's tools, architecture, and methodology are uniquely positioning the company as a catalyst for next generation designs. We saw a similar disruption and challenge in the early days of Altera. Customer focus, with keen attention to development tools and design performance, allowed Altera to rapidly establish itself as an industry leader. Cradle possesses the same leadership and market timing opportunities."

As senior vice president marketing, Chuck Fox will be responsible for all worldwide marketing activities. Mr. Fox was most recently CEO of Chameleon Systems, a reconfigurable DSP processor startup. Prior to that, Mr. Fox spent 10 years at FPGA leader Xilinx, both as division general manager and as vice-president of worldwide marketing. Prior to Xilinx, Mr. Fox spent 10 years in various marketing positions with Intel in the microprocessor, peripheral and ASIC groups.

"Cradle is setting the rules for the design of multiprocessing DSP technology in next generation digital convergence applications," said Mr. Fox. "Cradle has developed all of the system's architectural elements necessary to deliver compelling performance, integration and ease of design. I am excited to be a part of this industry-impacting company."

About Cradle

Cradle is a fabless semiconductor company providing the highest performance, most flexible multiprocessor DSP solutions for digital convergence, the integration of secure video, voice and images.

Cradle's Enhanced Communications Engines (ECE(TM)) target the Internet-centric digital convergence markets while Media Processing Engines (MPE(TM)) target media-centric digital convergence markets. These highly integrated engines contain multiple RISC and DSP processors and a unique Programmable I/O subsystem that delivers very high performance yet is completely programmable. Cradle's Rapid Development System and catalog of IP software functions and interfaces provide OEMs with all the building blocks necessary to rapidly and cost-effectively complete their DSP-based digital convergence designs.

Cradle's corporate headquarters are located in Mountain View, California. For more information about the company call 650-210-3600 or visit www.cradle.com.