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National Semiconductor CEO Brian Halla Delivers Keynote Address at Design Con

-- Content Is Killer App for Consumers, Chipmakers

-- Halla Also Addresses Importance of Maintaining U.S. Tech Leadership

Feb 7, 2006

February 7, 2006 – Brian Halla, chairman and CEO of National Semiconductor Corporation (NYSE:NSM), today addressed the importance that content --such as downloadable music, movies/TV and videogames-- is having on the technology industry as consumers snap up MP3 players, fully featured handsets and flat-panel displays in record numbers.  Halla, who is also chairman of the Semiconductor Industry Association, delivered his remarks during a luncheon keynote address at Design Con 2006 in Santa Clara, Calif.

“We have moved beyond the stage where personal technology overtakes information technology.  Content is now king.  The ability to wirelessly access all kinds of content through the Internet --from movies to music and news-- is driving consumer demand for media-rich devices and spiking the continued growth of the chip industry,” said Halla.  “Consumers are buying smarter and smarter cell phones and do-everything MP3 players so they can get connected anytime, anywhere, to the content that matters to them.  Fortunately for National, all these consumer devices need outstanding analog technology to provide vibrant graphics, robust sound, better portability and long battery life.”

In his remarks, Halla also stressed the importance of maintaining U.S. economic competitiveness and building our leadership in innovative technology.  He talked about the U.S. presidents who have had a huge impact on America’s development of technology and the positive effect that Sputnik’s launching in 1957 had on invigorating the fledgling tech industry. 

Halla also applauded the brand new efforts in Washington, including initiatives from President Bush and leaders of both parties, to win approval for the “American Competitiveness Initiative” that President Bush addressed in his State of the Union speech on Jan. 31.  This multi-faceted program –which includes doubling the federal commitment to the most critical basic research programs in the physical sciences, making permanent the R&D tax credit to encourage bolder private-sector investment in technology and enhancing science and math education—is designed to keep America at the forefront of innovation for years to come, Halla said.

Note to editors: To view a high-resolution downloadable photo of Brian Halla, visit  http://www.national.com/company/pressroom/gallery/peopleexe.html

About National Semiconductor
National Semiconductor, the industry's premier analog company, creates high-value analog devices and subsystems.  National's leading-edge products include power management circuits, display drivers, audio and operational amplifiers, communication interface products and data conversion solutions. National's key analog markets include wireless handsets, displays and a variety of broad electronics markets, including medical, automotive, industrial, and test and measurement applications. Headquartered in Santa Clara, California, National reported sales of $1.91 billion for fiscal 2005, which ended May 29, 2005.  Additional company and product information is available at www.national.com