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Samsung Selects Cypress TrueTouch(TM) Touchscreen Solution to Power Innovative Interface on Award-Winning P3 Portable Media Player | Cypress Semiconductor

Samsung Selects Cypress TrueTouch(TM) Touchscreen Solution to Power Innovative Interface on Award-Winning P3 Portable Media Player

Last Updated: March 15, 2010
Flexibility of Programmable PSoC®-Based Solution
Enabled Samsung Designers to Create Customized Multi-Touch Gestures

SAN JOSE, Calif., March 11, 2009 – Cypress Semiconductor Corp. (NYSE: CY) today announced that Samsung Electronics Co. Ltd. has selected Cypress’s TrueTouch™ touchscreen solution to implement the touchscreen interface in its new award-winning P3 portable media player. With its dynamic interface and innovative design, the P3 won a CES Innovations 2009 Design and Engineering Award. The TrueTouch solution, based on the PSoC® programmable system-on-chip architecture, enabled Samsung to develop customized multi-touch gestures, such as swiping a finger across the screen to switch audio tracks, or holding down a digital button to fast-forward video.

Cypress’s TrueTouch™ touchscreen solution enables OEMs to utilize a full portfolio of Cypress-developed gestures, from single-touch to multi-touch gestures, such as tapping an application to open, panning through photo albums, scrolling down an e-mail, and rotating and pinching pictures. The unique PSoC architecture allows designers to implement differentiated features and make last-minute design iterations without board changes. Additional information about the TrueTouch solution is available at

Featuring a 3-inch WQVGA TFT-LCD touchscreen, the P3 delivers widescreen video and photos at a 16:9 aspect ratio without the need for letterboxing. The P3’s EmoTure interface offers true haptic feedback, reacting to every command gesture with a variety of physical sensations for a more intimate user experience versus other media players. It also features a new “Music Hot Touch Key” that allows users to instantly access favorite music features and selections without cycling through multiple menus.

“We wanted the touchscreen on the P3 to offer a new level of responsiveness for the end-user,” said Hugh Hyung-uk Choi, senior engineer at Samsung. “Cypress’s TrueTouch touchscreen solution gave us the customization and responsiveness we needed.”

“In the P3, our TrueTouch solution helps Samsung push the envelope of touchscreen interfaces,” said Darrin Vallis, Director of the TrueTouch Touchscreen Business Unit at Cypress. “TrueTouch is gaining rapid adoption because its programmability allows designers to implement unique features and its high-precision delivers the responsiveness consumers demand.”

About TrueTouch
Cypress's TrueTouch touchscreen solution is based on projected capacitive touchscreen technology, offering numerous benefits over touchscreens based on resistive technology. These advantages include optical clarity, durability, reliability and cost-effective implementation of multi-touch features. The TrueTouch family, based on the PSoC® programmable system-on-chip architecture, is the industry's broadest touchscreen offering, including single-touch, multi-touch gesture, and multi-touch all-point solutions. Because of the flexible and programmable PSoC-based TrueTouch architecture, customers can also choose to work with a wide variety of touchscreen vendors and/or LCD module vendors to create their designs. Other touchscreen solutions are not programmable and require designers to implement a fixed solution with limited materials choices. The TrueTouch solution also enables designers to integrate additional functions such as CapSense™ touch-sensing buttons and sliders, driving LEDs, backlight control and I/O expansion. These functions, in conjunction with flexible communication options (I2C and SPI), allow for unparalleled system integration for touchscreen systems. Additional information about the TrueTouch solution is available at

About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., Ltd., markets a broad range of award-winning, advanced digital consumer electronics and home appliance products, including HDTVs, home theater systems, MP3 players, refrigerators and laundry machines. A recognized innovation leader in consumer electronics design and technology, Samsung is the HDTV market leader in the U.S. and is the only manufacturer that produces all four major digital television technologies. Please visit for more information.

About Cypress
Cypress delivers high-performance, mixed-signal, programmable solutions that provide customers with rapid time-to-market and exceptional system value. Cypress offerings include the PSoC® programmable system-on-chip, USB controllers, general-purpose programmable clocks and memories. Cypress also offers wired and wireless connectivity technologies ranging from its CyFi™ Low-Power RF solution, to West Bridge® and EZ-USB® FX2LP controllers that enhance connectivity and performance in multimedia handsets. Cypress serves numerous markets including consumer, computation, data communications, automotive, and industrial. Cypress trades on the NYSE under the ticker symbol CY. Visit Cypress online at

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Cypress, the Cypress logo and PSoC are registered trademarks and TrueTouch and CapSense are trademarks of Cypress Semiconductor Corp. All other trademarks are property of their owners.