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Analog Devices Extends Consumer Imaging Technology Expertise to Cell Phone Cameras.

NORWOOD, Mass. -- ADI introduces new category of "lens driver" chip to reduce board space and enable fine auto-focus without compromising image quality.

Analog Devices, Inc. (NYSE: ADI) has extended its expertise in imaging and digital still camera signal processing to camera phones--the fastest-growing segment of the cellular phone market with worldwide sales forecast to grow from 300M to 640M units by 2008(a). ADI's expertise in complex mixed-signal integration, its deep application-specific knowledge, and the company's experience with the world's top digital still camera and digital video camcorder manufacturers are the foundation for the development of its innovative new camera phone products. The first product in a new family of lens driver chips is being announced today. Targeted for mainstream camera phones and camera modules with image resolution greater than 1 MP (mega pixel), the lens driver device provides cell phone manufacturers with a solution that is 80% smaller than discrete options for driving auto-focus applications.

"ADI has pioneered the high-performance, image processing signal path in digital cameras over the past 10 years," said Mike Britchfield, product line director for precision data conversion, Analog Devices. " Building upon this expertise in mixed-signal integration and analog-front-end technologies, ADI is now applying its engineering know-how to other analog functions within the camera, such as lens control."

Lens Driver: A New Category

Analog Devices' AD5398 lens driver represents a new category of analog IC for the camera phone, which previously used multiple discrete chips to produce a low-quality auto-focus function. Recognizing that cell phone manufacturers need flexible camera solutions requiring minimum power, size and cost, ADI developed the category of "lens driver" IC based upon in-depth understanding of system partitioning for optimum performance in digital imaging applications. The AD5398 is the first device in a lens driver portfolio ADI will release this year.

Smaller than Discrete Solutions by 80%

Manufactured to achieve sub-micron analog and digital geometries, the lens driver integrates data converters, driver amplifiers, regulators and other key functions on a single chip to provide a complete solution requiring no external components. In addition to a 10-bit DAC (digital-to-analog converter), the chip also includes inductive protection diodes--components that typically consume large amounts of board space and reduce system reliability, but are advantageous for their the protection they provide against voltage spikes. A current sensing resistor and an internal reference are also integrated on-chip. Because the AD5398 uses 80% less board space than discrete solutions, customers can achieve lower system costs and faster time-to-market.

Fine Focus and High Image Quality with Simple System Integration

In addition to its small size, the AD5398 lens driver has the performance levels to enable very fine focus, which improves image quality, particularly for nearby objects. Only simple connections to the lens auto-focus motor, battery, and the processor/controller over an I2C interface are required. The AD5398 features 120-mA output current sink capability and 10-bit resolution, exceeding typical performance requirements.

Availability and Pricing

The AD5398 is available in a small 8-lead 3 mm x 3 mm LFCSP (lead frame chip scale package) and is priced at less than $1.00 per unit in volume quantities. For more information, please visit: www.analog.com/AD5398.

About Analog Devices

Innovation, performance, and excellence are the cultural pillars on which Analog Devices has built one of the longest standing, highest growth companies within the technology sector. Acknowledged industry-wide as the world leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment. Celebrating 40 years as a leading global manufacturer of high-performance integrated circuits used in analog and digital signal processing applications, Analog Devices is headquartered in Norwood, Massachusetts, with design and manufacturing facilities throughout the world. Analog Devices' common stock is listed on the New York Stock Exchange under the ticker "ADI" and is included in the S&P 500 Index.

(a) Forecast by IDC, April 2004.
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Publication:Business Wire
Geographic Code:1USA
Date:Mar 14, 2005
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