SiRF on Consumer Roll as Bushnell Takes Aim at GPS Market
Monday November 27, 8:30 am ET
biz.yahoo.com
Outdoor Sports Optics Leader Pinpoints SiRF for GPS Market Debut
SAN JOSE, Calif., Nov. 27 /PRNewswire-FirstCall/ -- Furthering its penetration of the consumer GPS market, SiRF Technology Holdings, Inc. (Nasdaq: SIRF), a leading provider of GPS-enabled silicon and premium software location platforms, today announced its SiRFstar GPS receiver technology has been selected by Bushnell Outdoor Products for its GPS market debut. The adoption of SiRF's GPS technology by the industry leader in sports optics and outdoor accessories is the latest in a string of successes that further strengthen SiRF's leading position in the mainstream consumer GPS market, reinforcing its reputation as the technology of choice for leading consumer brands.
The Onix 200 hand-held GPS receiver and the NAV 500 portable in-car navigation are the first in a family of GPS products from Bushnell, establishing a new product category for the company and marking its entry into this rapidly growing market. With SiRF's GPS technology, optimized for portable, battery-powered GPS receivers, the ruggedized, waterproof Onix 200 handheld GPS receiver provides outstanding navigation performance even in tough environments such as mountainous terrain and under foliage canopies, and can operate for up to 26 hours on two AA batteries. The ability to download satellite and aerial photos is a feature offered only by Bushnell.
"Bushnell is one of the most recognized consumer brands for sports and outdoor enthusiasts, with products that enjoy a reputation for innovation and quality," said Kanwar Chadha, founder and vice president of marketing for SiRF. "We are pleased that Bushnell selected SiRF GPS architectures to meet the consumer demand for reliable location and we believe that their entry will expand the market for GPS enabled devices."
Perhaps best known for its binoculars, telescopes, laser rangefinders and other optical products, Bushnell has been the industry leader in high- performance sports optics for over 50 years. The company constantly explores emerging technologies to market sports optics that combines leading edge design with performance innovation.
"This is just the beginning in offering an exciting new line of GPS products to our customers that are innovative, feature-rich and live up to our reputation for quality, reliability and affordability," said Phil Gyori, vice president of marketing at Bushnell. "With aerial photographs, topographic maps, screen layering and simplified user interface, the Onix 200 is setting new standards for recreational handheld GPS receivers. With SiRF inside, hikers, hunters and campers can confidently go afield and easily find their way back."
The SiRFstarII in the Onix 200 offers high sensitivity and robust navigation algorithms, making real-time navigation practical even through the maze of complex urban canyons and under dense foliage. SiRFstarIII in the NAV 500 offers industry-leading performance at a competitive price point for the high-volume consumer electronics marketplace, along with SiRF's ability to support the quick time to market and large manufacturing volume needs of this market. |
