TDK Lambda Americas Inc
TDK World Wide


April 9, 2008 Editor Contacts:
Mel Berman, Lambda Americas

Unique "Power City" Speeds Search for Power Products by Applications

SAN DIEGO, CA (April 9, 2008) - Lambda has expanded its online power-products search engine to include an easy to use Search-by-Application called "Power City". When selected, the user sees a pictorial of a typical town with hot links to places where power supplies and DC-DC converters are used. For example, within Power City there is a hospital (medical applications), a factory (industrial/automation), a radio tower (RF amplifiers/satellite communications) and a military base (Mil/COTS applications), to name a few. In all, there are nine (9) application specific hot spots within Lambda's Power City. When the user clicks on a hot spot, all of the power products that are designed for that application appear as photos with a brief description. To get more detailed information (i.e., datasheet, instruction manual); the customer just clicks on the product photo that comes closest to their needs.power city picture

David Norton, VP of Marketing for Lambda Americas, thought of this concept based on feedback he received from Lambda's customers, sales people and representatives. "Often times I was told that Lambda's existing search features such as our Model Number Search, Parametric Search (specs) and Visual Search (product photos) worked very well, but, there seemed to be a need for a quick way for the user to find 'application-specific' power products," said David Norton. "For example, our clients asked for a faster way to find all of the power products that related to Medical or Industrial applications. So, it came to me that a pictorial of a small town with buildings/graphics and hot links to the associated application for our power products would be a great way to make searching easier for our clients."

In early March 2008, Lambda went online with its unique "Power City" selection aid, which can be accessed by going to: . "Already we have received rave reviews from our customers and associates about how easy and effective this new search feature has proven to be," commented Mr. Norton.

About Lambda
Lambda Americas is a unit of TDK Corporation (NYSE: TDK) and has been a leading global provider of power solutions for over 60 years. The company designs and manufactures a wide range of AC-DC and DC-DC power products for Industrial, Medical, Telecom, Datacom, and Test and Measurement applications worldwide. Additional information is available at 800-LAMBDA-4 (toll free) or 619-575-4400.

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