Date: Tue, 06 Jun 2000 09:58:07 -0700
To: lwn@lwn.net
From: Julie Donnellan 
Subject: ESC Summer Keynote Press Release


FOR IMMEDIATE RELEASE

PRESS CONTACTS: 		
Wendy Lewis
FS Communications
650/ 691-1488



FROM DIGESTIVE TRACKS TO MUSICAL LOLLIPOPS, BIZARRE

EMBEDDED APPLICATIONS REVEALED AT SUMMER CONFERENCE


Industry Expert Jim Turley Presents the Weird World of Embedded 
Microprocessors in
Keynote Address at the Embedded Systems Conference Summer


San Francisco - June 6, 2000  - From a popular senator's digestive tract to 
a musical lollipop, microprocessor-based embedded systems are finding their 
ways into the oddest places.  In the keynote address at the second annual 
Embedded Systems Conference (ESC) Summer, microprocessor guru Jim Turley 
will reveal some of the world's weirdest applications for embedded 
microprocessors.

ESC Summer, running from July 10-12, 2000 at the Sheraton Boston Hotel and 
Hynes Convention Center in Boston, is an educational forum that provides 
engineers, developers, and project managers with the latest in embedded 
technology innovations.  The keynote address highlights a conference 
program packed with 61 classes and tutorials, which address the most 
important issues in embedded development today, and an extended two-day 
product exhibition, which provides hands-on access to the latest hardware 
and development tools.

The offbeat keynote, "Reformat the Dog: The World of Weird Embedded 
Systems," scheduled for Tuesday, July 11 at 10:30 am, is sure to raise 
eyebrows at some bizarre embedded applications.  In addition to the 
electronic musical lollipop and the digestion chip, Turley will discuss 
other strange uses of embedded systems such as the CPU-enabled cow, a 
microprocessor-controlled kazoo, and an 8-bit programmable Frisbee, which 
he threatens to demonstrate.
  "Everyone's familiar with the Pentium microprocessor," says Jim Turley, 
vice president of marketing for ARC Cores.  "But how many of those can you 
swallow in an afternoon?  Embedded microprocessors are far more 
pervasive-not to mention perverse-than most people realize. They're in our 
homes, our cars, our pets, and sometimes ourselves.  Imagine the heartbreak 
when, after years of loyal companionship, it comes time to reformat the 
family dog."

Turley's expertise on microprocessors has garnered frequent appearances on 
television and radio, and quotes in publications such as THE WALL STREET 
JOURNAL, THE NEW YORK TIMES and the SAN JOSE MERCURY NEWS.  Prior to 
joining ARC Cores, he was a senior analyst at MicroDesign Resources, senior 
editor of MICROPROCESSOR REPORT, and editor-in-chief of EMBEDDED PROCESSOR 
REPORT, where he covered the latest technology trends in the competitive 
microprocessor market.  Turley is also the author of six books, including 
ADVANCED 80386 PROGRAMMING TECHNIQUES and the best-selling PCs MADE EASY.

For more information on the Embedded Systems Conference Summer, a complete 
conference catalog can be obtained by calling 800-789-2223 or by e-mailing 
esc@cmp.com.  Conference information is also listed online at 
www.embedded.com/summer.

The Embedded Systems Conference Summer is produced by CMP Media, Inc. and 
is sponsored by EMBEDDED SYSTEMS PROGRAMMING and ELECTRONIC ENGINEERING 
TIMES magazines.  Other conferences produced by CMP's Electronics trade 
show group include the Embedded Systems Conference, the Embedded Systems 
Conference Spring, the Embedded Systems Conference Europe, the Embedded 
Executive Conference, ICSPAT 2000, DSP World Spring Design Conference, and 
the Analog & Mixed-Signal Applications Conference.

CMP Media is now part of Miller Freeman, Inc., Miller Freeman's U.S. 
division, headquartered in San Francisco.  A wholly-owned subsidiary of 
United News & Media plc (UNEWY), CMP is the leading high-tech media company 
providing essential information and marketing services to the entire 
technology spectrum -- the builders, sellers and users of technology 
worldwide. With its portfolio of newspapers, magazines, custom publishing, 
Internet products, research, consulting and conferences, CMP is uniquely 
positioned to offer marketers comprehensive, integrated solutions tailored 
to meet their individual needs. Online editions of the company's print 
publications, along with products and services created exclusively for the 
Internet, can be found on CMPnet at http://www.CMPnet.com.

Exhibitor		Thayer Goodenow				
Contact:  		CMP Media, Inc.				
Phone:		415/278-5221						
Email:		tgoodenow@cmp.com 		

Attendee Contact:	CMP Media, Inc.
Toll free:		800/789-2223	
E-mail:		esc@cmp.com

Press			FS Communications
Registration:		650/691-1488
			wendy@fscomm.com