WITNESS 'LIVE TEARDOWNS' OF A TOYOTA PRIUS AT CMP'S EMBEDDED ...

Special Events Showcase the 'Power of Brain Power' SAN FRANCISCO, March 21 /PRNewswire/ -- CMP Technology is proud to present several special events at this year's Embedded Systems Conference Silicon Valley ( http://www.embedded.com/esc/sv ), which takes an intriguing look inside today's hot technology. For the first time ever, a teardown team will take apart a Toyota Prius on the ESC SV show floor, so attendees can take a look at the electronics inside that power this revolutionary hybrid vehicle.

ESC Silicon Valley will also feature first-time events, such as the Disruption Zone highlighting groundbreaking innovations from leading start-ups, and "Get to the Point Panels" which engage participants in the latest technology debates of the day.

Other special events include the former Vice President Al Gore as keynote speaker and a special appearance by Orange County Choppers during the Intel Industry Address.

"ESC Silicon Valley is the premier event for the world's embedded engineers. These special events are a forum to publicly recognize their accomplishments and contributions to society," said Richard Nass, editor in chief of Embedded Systems Design. "We're excited to offer attendees unique opportunities that illustrate the power of their brain power -- whether it's developing the latest green technology, the hottest wireless technology or cutting-edge systems design technology, these engineers create solutions that affect the way the world lives, works and plays." Prius Teardowns, occurring on the Exhibits Floor: Tuesday, April 3, 12:15pm and 1:30pm Wednesday, April 4, 1:15pm and 3:45pm Thursday, April 5, 10:00am and 1:00pm The six modules of the Prius that we will look inside of are: -- User Interface/Dash Module: provides operators with direct feedback of various vehicle conditions including: Speed, Gear Position, Fuel Level, Door Ajar, Turn and High Beam Indicator. -- Airbag Control Module: deploys the airbags in the event of a crash. Various sensors provide inputs for directional forces to determine direction and severity of impact, along with which airbags to deploy and at what rate. -- Satellite Navigation System/DVD: provides directional guidance for the user and entertainment via the DVD player. The touch screen display also provides a user interface for interacting with various vehicle functions including radio, heat and AC controls. -- Inverter/Converter: provides voltage control/switching DC to AC for electric motor drive and AC to DC for battery charging as well as DC to DC. -- Engine Control Module: monitors and controls all aspects of the gas engine. It provides bus communication of various operating states to other modules. -- Skid Control Module: monitors wheel speeds, yaw sensors, steering wheel inputs and brake position switches to determine if the vehicle is about to go into a skid condition and then applies appropriate brake forces to correct the condition and allow the operator to maintain control of the vehicle. Keynote Speaker by Al Gore Tuesday, April 3, 11:00am at the Civic Auditorium

Famous for his outspokenness on the environment, most recently with his Academy Award winning documentary "An Inconvenient Truth," Vice President Al Gore will address the ESC audience on "The Democratization of Technology." Consistently an active leader in technology, Vice President Gore discusses technological advancement and the potential of user involvement. He identifies key opportunities and challenges, charting a new digital society.

Al Gore was inaugurated as the 45th Vice President of the United States on January 20, 1993. He is an active leader in technology and telecommunications and is keenly focused on global warming. His pioneering efforts to protect the earth's ozone layer and to clean up toxic-waste dumps were outlined in his bestselling book Earth in the Balance: Ecology and the Human Spirit. Industry Address by Intel, Featuring Orange County Choppers Tuesday, April 3, 3:30pm at the Civic Auditorium

Doug Davis, vice president and general manager, Intel's Embedded and Communications Group, will give the Industry Address. Davis is responsible for Intel's embedded business in market segments such as communications infrastructure, industrial, interactive client and military.

Mr. Davis will discuss how today's embedded environment is demanding innovation and how processors will rise to meet these challenges. The Industry Address will feature a special appearance by Orange County Choppers, the custom motorcycle company behind The Learning Channel hit television show, "American Chopper." The company was established in 1999 by custom-chopper builder and rider Paul Teutul Sr. ESC Silicon Valley attendees can catch the father and sons live to see for themselves why they have garnered worldwide recognition for their custom motorcycles.

The Attendee Casino Night Reception

Wednesday, April 4 from 7:00pm - 9:00pm at the San Jose Tech Museum of Innovation

Attendees can explore the interactive exhibits at the Tech Museum and enjoy an evening of games, fun, and networking with fellow attendees. Hors-d-oeuvres will be offered along with beer and wine, poker, blackjack and the opportunity to mingle with peers.

To register for ESC Silicon Valley, visit http://www.embedded.com/esc/sv/registration .

For more information on exhibiting or sponsorship opportunities, please contact Sean Raman, event sales director of the CMP Technology Electronics Group at (415) 947-6622 or sraman@cmp.com.

About the CMP Technology Electronics Group

The CMP Technology Electronics Group is the premier technology and business media brand serving the information needs of the creators of technology worldwide. Offering a full suite of products and services to reach electronics technology professionals throughout the world, the CMP Technology Electronics Group delivers the most targeted audience and actionable information to marketers in the electronics technology community. Each month, the CMP Technology Electronics Group delivers more than 1 million copies of its print publications, including EE Times, to subscribers in more than 23 countries and online visitors from 100 countries view more than 8 million pages on its Web sites in seven languages including EE Times Online and TechOnLine. More than 40,000 decision makers attend its Embedded Systems Conferences each year in Boston, Silicon Valley, China and Taiwan.

About CMP Technology ( http://www.cmp.com/ )

CMP Technology is a marketing solutions company serving the technology industry. Through its market-leading portfolio of trusted information brands, CMP has earned the confidence of more technology professionals than any other media company. As a result, CMP is the premier provider of access, insight and actionable programs designed to connect sellers and buyers in ways that yield superior return on investment. CMP Technology is a subsidiary of United Business Media ( http://www.unitedbusinessmedia.com/ ), a global provider of news distribution and specialist information services with a market capitalization of more than $3 billion. Contact: Michelle Sabolich Atomic Public Relations for CMP Technology michelle.sabolich@atomicpr.com (415) 402-0230 Website: http://www.cmp.com/

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