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ROHM Continues its Steady Supply of MSDL, Predicted Toward a Cumulative Total of Ten Million Shipped

ROHM Co., Ltd. has shipped a cumulative total of seven million serial interface LSI and MSDL transceivers, used in the LCD displays of mobile phone applications, through June 2005. Sales are forecast to exceed a cumulative total of ten million in the first half of 2005.

MSDL is an abbreviation for Mobile Shrink Data Link, a technology developed by ROHM for high-speed differential serial transmission. It features low EMI and low-power consumption data transmission at high speeds (100 Mbit per second for each data channel), making it ideally suited for mobile phones. ROHM announced the commercialization of MSDL transceivers for mobile phone LCD display interfaces in 2003 (ahead of other companies), and began mass production in May of 2004.

Along with the rapid growth in popularity of third-generation mobile phones, the number of internal circuits has multiplied due to higher display resolutions and multicolor displays; EMI noise has increased as well. The design of mobile phones is an important element with regards to product differentiation. Although more and more phones have complex hinge structures that fold or rotate, measures for dealing with increases in circuitry and EMI noise inherently inhibit the freedom of case design, affecting the structural reliability. As a solution to solve these issues, differential serial transmission technology that can reduce EMI noise, reduce circuitry, and that can be applied to mobile phones has come into demand.

ROHM MSDL technology enables high-speed serial transmission. It reduces the amount of circuitry at the hinge and decreases EMI noise - issues that have previously troubled set manufacturers - resulting in greater design freedom and improved quality.

In the future, applications for third-generation mobile phones are expected to continue to diversify into online gaming and digital television, requiring displays to accommodate higher resolutions, multicolor functionality, and video content. This will result in making high-speed serial transmission an essential technology, which will have the effect of significantly increasing the demand for MSDL transceivers.

· Explanation of Terms

• MSDL (Mobile Shrink Data Link)
  A differential serial transmission technology developed by ROHM for use in mobile phones in order to transmit digital imagedata, it features high-speed, low-power consumption, and low-EMI characteristics. In addition, it enables a reduction in circuitry.
• EMI (Electromagnetic Interference)
  EMI denotes interference caused by electromagnetic noise (undesirable radiation) emitted from electronic devices. Regulatory requirements have been established around the world for the purpose of preventing electromagnetic interference. In general, EMI is caused by the higher harmonic elements of digital signals.