M-Systems & AlphaCell Join to Provide Flash Memory in AlphaCell's M5 Rich Media Mobile Handset

2/19/2003 - M-Systems (Nasdaq: FLSH), a leader in flash-based data storage products, announced that AlphaCell Wireless Ltd. (AlphaCell), an Emblaze group company (LSE: BLZ) and provider of customized rich media mobile handsets, has integrated the Mobile DiskOnChip®-based multi-chip package (MCP) into the M5 multimedia GPRS-enabled phone.

AlphaCell's innovative product, the M5, is a fully customizable mobile handset, which offers mobile service providers the opportunity to extend their services and enhance their brand. The M5 has a sleek design, 65K color display, integrated camera, rich media capabilities and personal information management services. Other key features include multimedia messaging services (MMS), media capture and playback as well as Internet browsing. The M5 will be launched at the 3GSM conference in Cannes, 17-21 February 2003.

"AlphaCell's M5 includes a range of features in a well-designed package," said Erez Lev, sales director at M-Systems. "The advanced multimedia and gaming functions within the M5 are impressive and benefit from the performance and low power consumption features of our Mobile DiskOnChip-based MCP. We see a growing trend in the market toward MCPs for memory within advanced handsets like the M5. M-Systems is answering this need."

M-Systems' Mobile DiskOnChip-based MCP is a complete memory subsystem contained within a miniature ball grid array (BGA) package. It provides 32 megabytes of flash-based memory for the storage of applications, the operating system and user data, along with 8 megabytes of PSRAM. Based upon NAND flash, DiskOnChip offers high performance (burst read/write speed of up to 20MB/sec) that enables faster access time and low power consumption (10microA) that contributes to long battery life.

"The partnership with M-Systems allows us to offer capabilities on our 110gr advanced wireless device that are available only on PDAs," said Tsion Gonen, VP Marketing at AlphaCell. "Their memory sub-system technology and 32 megabytes of memory will enable us to offer our customers a wider range of applications that can be stored on the device, such as the ability to store over 300 images and record over 30 minutes of MPEG4 video."

About M-Systems
M-Systems (Nasdaq: FLSH) is a leader and innovator of flash-based data storage products known as flash disks. M-Systems' flash disks provide the functionality of a mechanical hard drive in a silicon chip. M-Systems' products are based on its patented TrueFFS® technology and target applications in a vast array of markets, including connected devices, mobile, and telecom. M-Systems' products include the DiskOnChip®, DiskOnKey® and Fast Flash Disk (FFDTM) product families. For more information, please contact M-Systems at www.m-sys.com.

About AlphaCell
AlphaCell, an Emblaze group company, is a leading provider of fully tailored, advanced multimedia handsets, operating over mobile wireless networks. AlphaCell has designed and developed two innovative foundation rich-media handsets: the M5, serving the mid-range market and the M6 targeting premium hi-end customers. AlphaCell offers complete handset solutions spanning the entire product cycle: from research and development, through detailed design and prototype testing, to manufacturing and final product delivery. For more information, please visit: www.alphacell.com

About the Emblaze Group
The Emblaze group of companies share a common vision to lead the market transformation to rich media personal communication. The group consists of four companies: Emblaze Systems, a leading provider of media centric end-to-end solutions for wireless multimedia services; Orca Interactive, a global market leader in the development of highly scalable solutions for commercial iTV services; Emblaze Semiconductor, a fabless IC company providing semiconductor-based solutions for high volume mobile multimedia appliances; and AlphaCell a multimedia smart phone design company.

Emblaze went public in 1996 and is traded on the London Stock Exchange (BLZ). The Emblaze group has offices in China, Germany, Israel, Korea, Singapore, U.K. and the U.S.A., with over 400 employees worldwide.

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