Dublin, Ireland 20th October 2009 - Movidia today announced that it has embarked on a complete re-brand of the company, and with effect from today, will now operate under the name Movidius. Based on specific market feedback, the company has re-branded to create a more distinctive presence in the mobile handset sector.

The new name Movidius is intended to reflect the core brand values of the company: mobility, video and imaging, and connectivity of the social network in "us". As a unique and innovative name, Movidius also conveys aspects of the company's product focus on video, as well as allowing the company to leverage the heritage of the Movidia brand by making the transition as smooth as possible for everyone involved.

Sean Mitchell, CEO Movidius commented, "Movidius is focused on perfecting the user experience for mobile social networking which The Neilsen Company reported this past June is delivering the fastest growing audience for mobile internet services. The last six months have been incredible for us, and since launching the MA1110 in January, we have generated excellent traction with customers and partners, as well as the industry as a whole." Mitchell continued: "Our new brand will better reflect the core values of the company and help us define our unique position in the market."

Movidius was founded by an experienced management team from the semiconductor industry, and in October 2008, announced it had secured over $14 million of Series A funding. Launched in January and demonstrated at Mobile World Congress in February 2009, Movidius' premier product, the MA1110, is the first processor in the world to enable complex in-phone video editing, in real time, on power-conscious devices. The MA1110 uniquely addresses the growing demand for both mobile social networking and UGC (User Generated Content) functionality on mobile phones, and will enable OEMs to create highly differentiated devices with unique user experiences.

The first MA1110-based products will be sampling from Movidius in late 2009. The company's R&D and sales teams are located in Dublin, Hong Kong and Romania.