RNS Number:9559R
Emblaze Ltd
12 November 2003


Emblaze Semiconductor Multimedia IC Powers Videophone Attachment for Nintendo
Game Boy(R) Advance


  Digital Act's Campho Advance(R) allows Game Boy Advance users to communicate
                              with real-time video


Ra'anana, Israel and KYOTO, Japan - November 12, 2003 - Emblaze Semiconductor,
an Emblaze Group company (LSE: BLZ) and a leading provider of mobile multimedia
and application ICs, today announced that it has provided the multimedia IC
technology that powers the Digital Act Campho Advance (short for camera phone)
videophone attachment for Nintendo Game Boy(R) Advance.

Nintendo Game Boy(R) Advance handheld machine will work as a videophone with the
aid of Digital Act Campho Advance attachment that comes with a digital camera,
earphone and microphone and requires no Internet service provider.

The technology co-developed by the two companies enables real-time video chat
between users of the Campho Advance and Nintendo Game Boy Advance. The Campho
Advance plugs into the game cartridge slot of the Game Boy Advance and when
connected to an analog telephone outlet, the display shows live video of the
person the user is calling as well as the user's own image in the corner
display.

Campho Advance is expected to go on sale in December 2003 in Japan and will be
priced at 13,000 yen ($110). Nintendo has sold more than 10 million Game Boy
Advance machines in Japan and about 34 million worldwide.

"We are proud to be part of the next era of the handheld game market. The
development of peripherals such as the Digital Act Campho Advance takes the
Nintendo Game Boy beyond a simple gaming device," said Alon Ironi, CEO, Emblaze
Semiconductor. "Emblaze Semiconductor's expertise in IC development provides
solutions with superior multimedia performance, lower power consumption and a
small package size. By incorporating our technology into the Campho Advance,
Digital Act is able to achieve fast time to market and reduced costs."

"The Nintendo Game Boy is one of the best selling handheld gaming devices in
Japan as well as around the world. Thanks to Emblaze Semiconductor's complete
solution and expert technical support, we are able to increase the functionality
available to Game Boy users with the Campho Advance," said Mr. Kazuhisa Saito,
President, Digital Act. "With the customized processor as the only chip
necessary in the videophone attachment, we can offer a full multimedia
experience at an attractive price."

Emblaze Semiconductor's line of multimedia-centric application processors
provide the optimal architecture for a wide range of mass market applications
such as cell phones, smart phones, multimedia phones, wireless devices, PDAs, IP
cameras, toys and games, and surveillance products. This product line addresses
the intensive processing power challenges of today's 2.5G and 3G terminals,
enabling superior quality, high performance audio, video and graphics processing
at low power consumption and small form factor. Through capabilities such as
audio and video capture, video encoding/decoding, video display, and on-chip LCD
controller, the chips support wireless multimedia applications that include
download to media flash, audio and video local playback, MP3/AAC player, audio
and video streaming and messaging, digital video and still camera, MIDI decoding
and playback, and full duplex video telephony.

Emblaze Semiconductor's solutions enable a faster time to market by giving
customers the ability to quickly develop and implement multimedia capabilities
and infrastructure into mobile/wireless and other communication devices based on
market readiness. Regardless of the network infrastructure - GSM or CDMA -
Emblaze Semiconductor solutions fit the needs of today's wireless manufacturers
and service providers. All of Emblaze Semiconductor's products comply with
leading industry standards including JPEG, MPEG-1, MPEG-4, H.263, JVT (H.264)
and MP3.



Enquiries

Emblaze
Doron Cohen, Shira Levy                              + 972 9 769 9831/9514

Brunswick
Harry Chathli, Craig Breheny, Chi Lo                 + 44 207 404 5959

Digital Act
Mayumi Tachikawa                                     +81-75-212-4700 (Kyoto HQ)
                                                     +81-90-9115-4016 (mobile)
                                                     tachikawa@digitalact.co.jp



Notes to Editor

About Emblaze Semiconductor

Emblaze Semiconductor is a fabless IC company and part of the Emblaze Ltd. group
(LSE: BLZ), providing semiconductor-based solutions for high volume mobile
multimedia appliances in the telecommunication, consumer and security markets.

The company's products have already been implemented in a wide range of
custom-designed industry leading handsets and wireless video cameras.

Emblaze Semiconductor empowers its customers to turn multimedia capabilities
into high volume mobile/wireless information devices such as cellular phones,
PDAs, digital cameras, toys, etc. By combining its many years of expertise in
digital audio and video with an in-depth understanding of the real requirements
of mobile embedded systems, the company offers true solutions that bring real
value to their customers.

www.emblazesemiconductor.com


About The Emblaze Group (Emblaze Ltd.)

Emblaze Ltd. consists of four companies sharing a common vision to lead the
market transformation to rich media personal communication.

Emblaze Systems, a leading provider of media centric end-to-end solutions for
wireless multimedia; AlphaCell, a wireless rich media smart phone design house;
Orca Interactive, a global market leader in the development of highly scalable
solutions for commercial iTV services; and Emblaze Semiconductor, a fabless IC
company specializing in highly integrated digital multimedia chips for
telecommunication, consumer and security markets.

Emblaze Ltd. has offices in the United States, United Kingdom, China and Israel.

www.emblaze.com


About Digital Act, Inc.

Established in December 1999, Digital Act has been engaged in development of
application and product designs with focus on video compression technologies.
Digital Act's development concepts as to consumer products stress values on
user-friendliness and handy implementation.

Being a small team itself, Digital Act has a wide variety of collaborative
relationships with leading technology companies inside and outside of Japan, not
limited to those in video compression technologies but also in wireless
communication, software development, security technologies, etc. Digital Act
brings together these companies and technologies project by project to meet the
needs of rapidly changing information society.  Digital Act is also involved in
product development for industrial and governmental use.

Digital Act is headquartered in Kyoto, and has a marketing office in Tokyo.

http://www.digitalact.co.jp/


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