SiRF Takes Fast Lane in Automobile Navigation & Telematics Markets

GPS Leader Helps Drive Growth of Market by Enabling Portable and Affordable Navigation Systems

SAN JOSE, Calif., May 16 -- SiRF Technology Holdings, Inc. , a leading provider of GPS-enabled location technology, today announced a series of innovative new technologies and major design wins that considerably widen the company's leading position in the automobile market for GPS powered systems, and will help to bring navigation within reach of most mainstream consumers and commercial enterprises.

Breakthrough Technologies Enabling Entry-level Systems

Today's SiRF technology announcements -- SiRFstarIIA and SiRFDRive2 are expected to accelerate the growth of the auto navigation and telematics markets by enabling the traditional automobile OEM electronics suppliers to bring a new class of high performance yet affordable radio navigation systems to market at price points comparable to the fast growing portable navigation systems.

SiRFstarIIA is SiRF's first "system on chip" optimized for the automobile market, integrating high performance GPS functionality with needed peripheral interface circuitry to enable entry-level radio navigation and telematics systems. When combined with SiRF's patent pending and innovative SiRFDRive2 GPS/Dead Reckoning software, it provides extremely reliable location information while significantly reducing overall system costs. This price performance breakthrough is achieved by taking advantage of the information already available on today's modern vehicle platforms and eliminating the need for external sensors to complement GPS.

"Clearly, bringing the overall system costs down will result in more affordable end-user prices, which should expand SiRF's market," according to Tim Bajarin, president of Creative Strategies. "The next big growth area for navigation is in the broader, lower-end markets and SiRF's new technology is exactly what is needed to enable these entry-level systems."

New Customers and Innovative Customer Products

SiRF is already the GPS technology provider to most leading brands in the portable navigation market worldwide such as Cobra, CoPilot, Lowrance, Medion, Mio, Navman, TomTom and Route66. Today SiRF further expanded its lead in this segment with the announcement of a new innovative portable navigation/entertainment product from Mio. SiRF also today announced that its technology is powering the navigation systems from a major automobile OEM electronics supplier: Bosch-Blaupunkt with a radio navigation system that has achieved one of the fastest production ramps in its history. These are in addition to the roster of high profile existing customers such as LG Electronics for the General Motors OnStar system, the world's largest telematics system provider, further illustrating that leading automakers and auto OEM electronics suppliers are increasingly adopting SiRF's GPS technology as the de facto standard for positioning for in-car navigation and telematics systems. See today's press releases at http://www.sirf.com/pressreleases.html .

"The convergence of auto, consumer and computer electronics will fundamentally change the auto electronics market landscape," according to Thilo Koslowski, vice president and lead automotive analyst at GartnerG2. "Reducing system costs through architectural innovations to enable device integration and provide new platforms, as well as collaboration between the automotive and consumer electronics industries will create successful solutions for the mass markets."

"As the leading supplier of GPS technology to the portable navigation market worldwide, we have seen that at the right price point consumer adoption of navigation products can be quite rapid. With the launch of our new innovative architecture that utilizes existing car platform information sensors, we believe we will enable a new class of high performance but mainstream consumer affordable navigation systems from auto OEM radio suppliers that appeal to broader markets," according to Kanwar Chadha, founder and vice president of marketing for SiRF. "We believe that at these price points, navigation products will become a 'must have' instead of a 'nice to have' for consumers and enterprises alike."

About SiRF Technology

SiRF Technology Holdings, Inc. is a leading supplier of GPS enabled location technology for high-volume mobile consumer devices and commercial applications. SiRF's technology has been integrated into mobile consumer devices, such as automobile navigation systems, mobile phones, PDAs, GPS-based peripherals and handheld GPS navigation devices, and into commercial applications, such as asset tracking devices and fleet management systems. SiRF markets and sells its products in four target platforms: automotive, consumer electronics, mobile computing and wireless devices. Founded in 1995, SiRF is headquartered in San Jose, California, and has sales offices, design centers and research facilities around the world. The company trades on the NASDAQ Stock Exchange under the symbol SIRF. Additional information about SiRF and its location technology solutions can be found at www.sirf.com.

NOTE: SiRF and the SiRF logo are registered trademarks of SiRF Technology, Inc.