Round-up of PMA 2008 reaction

Geotate launched at the recent PMA 2008 trade show. Read some of the press we received on our geotagging technology below.

• “An NXP Semiconductor spinoff called Geotate provides server-connected software that does the heavy-duty calculations once photos have been transferred over. This results in almost no hit to battery life or endless waits for a solid fix.” – Evan Bliss, Engadget
• “Popular photo sharing sites like flickr allow you to tag your photos with geographic location data and display them on a map... The missing link is a camera that has a built in GPS receiver (well there is one, but it's bulky, ugly and takes 30 seconds to get a location lock). This is all changing thanks to a company called Geotate.” – David Bullock, Wired
• “At the Photo Marketing Association's annual trade show this week, there were certainly plenty of new cameras and photo gear from the likes of Canon and Nikon, but it's the technology within them — innovations like wireless and GPS — that's the real star... Geotate, a newly formed subsidiary of NXP, provides hardware and software solutions to OEMs. Their new chip, which costs about $3, can add built-in geotagging capability to cameras.” – Curtis Walker, DVICE
• “Geo-tagging—associating a photo to a geographic location—is getting a lot of buzz in the photo industry, and cameras are just now beginning to show off its uses for digital photos... By separating the processing portion of the GPS tagging and leaving it up to the computer and Geotate's servers, it can save the camera a serious amount of power, and save time by not having to communicate with satellites all day.” – David Gussman, PC Magazine
• “According to Hans Streng, CEO of Geotate, the company that powers the GPS used by General Imaging: ‘We expect in the region of four million cameras in the next 18 months to two years to come with embedded geotagging functionality.’” - Ludovic Privat, GPS Business News
• “Geotagging, which uses a global positioning system to attach location data to photos to build in more descriptive data, is at present a difficult and largely manual process appealing mostly to serious photo enthusiasts. That's largely because it's too hard right now to build GPS directly into a camera for automated geotagging, so photographers must carry a separate GPS device and then marry the location data to the photos after the fact. But Geotate, which NXP Software is in the process of spinning off, thinks it has an answer to some of the GPS integration difficulties for camera makers.” - Stephen Shankland, CNET
• “Geotate showed two implementations of its geotagging system [at PMA 2008]. Both systems are a bit different from their competition in that they defer GPS data processing, according to Johan Peters, VP of business development and product marketing. Only the radio frequency data is recorded at the time of capture and stored in a sidecar-like file for later processing on the computer.” – Mike Pasini, Imaging Resource
• “Last but not least, the talk of the day was NXP software and its spinoff, Geotate.” – David Gussman, PC Magazine

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