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Samsung & Microsoft On HDTV for Next-Gen Xbox

Samsung Electronics and Microsoft Corp. announced an alliance to elevate gaming to the next level through high-definition technology. Microsoft has chosen Samsung as the exclusive HDTV worldwide marketing partner for the next-generation Xbox high-definition gaming platform. The announcement was made during the Home Entertainment Expo at the New York Hilton.

The next-generation Xbox/Samsung HDTV combination is designed to deliver the most advanced and realistic high-definition experience to gamers worldwide. To promote the HD Era, the companies plan to place more than 25,000 Samsung high-definition televisions in Microsoft Xbox retail kiosk locations across the globe.

"Gaming has become a primary force for innovation in the entertainment and technology industries. Samsung has selected Microsoft Xbox as the best next-generation game console and a key driver in the global HDTV revolution," said Peter Weedfald, svp consumer electronics & North America corporate marketing, Samsung Electronics America Inc. "Samsung is proud to expand the Microsoft relationship and stand with them at the forefront of the HD gaming century."

"Samsung is a natural partner to showcase the richness of the next-generation Xbox," said Peter Moore, cvp of worldwide marketing and publishing for Xbox at Microsoft. "Samsung HDTVs will provide Xbox enthusiasts with the truest high-definition gaming experience available."

The alliance is the culmination of a global process begun by Microsoft in October 2004 to find the most advanced and formidable visual display company to join with the new-generation Xbox videogame console. The alliance will include cinema, POS, television, print, on-line and various other media efforts.

Samsung Electronics and Microsoft enjoy a long-standing relationship as strategic and tactical business partners. Microsoft Xbox currently incorporates Samsung technology, and Samsung will continue to be a tech driver for the next-generation Xbox videogame console. Microsoft's first high-definition game will incorporate Samsung-branded products as well as instances of Samsung's logo as part of the overall HD gaming experience. This will mark the first time Microsoft incorporates a consumer electronics technology partner with the Xbox console and games.

The companies are involved in other collaborative technology efforts as well. Samsung Smartphones incorporate the Windows Mobile platform; Windows Media Audio and Windows Media Digital Rights Management 10 (Windows Media DRM 10) are integrated with Samsung digital audio players; Samsung's new Portable Media Centers feature Windows Media Audio and Video and DRM 10; and the Microsoft Windows platform is used across Samsung's global family of notebooks and personal computers.

As a part of their continued relationship, Microsoft and Samsung Electronics are uniting in a nationwide cause-marketing program entitled "Samsung's Hope For Education." Now in its second year, the program will deliver more than $2 million in much needed technology and software products, including Encarta Reference Library 2005, to elementary, middle and high schools across America through an online essay contest. For more information on how to enter, visit www.hopeforeducation.com/

Founded in 1975, Microsoft is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Headquartered in Ridgefield Park, New Jersey, Samsung Electronics America Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., markets a broad range of award-winning, advanced digital consumer electronics, information systems and home appliance products. The SEA organization oversees the North American operations of Samsung including Samsung Telecommunications America, Samsung Electronics Canada and Samsung Electronics Mexico. Please visit www.samsung.com/ for more information.

Samsung Electronics Co. Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies, with 2004 parent company sales of $55.2 billion and net income of $10.3 billion.

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