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Pandigital Taps New President, Sees Expansion Beyond Frames

Dublin, Calif. — Pandigital appointed former Casio VP Todd Ruhalter to become the company’s president, the company announced today.

Ruhalter will report to company founder Dean Finnegan, who becomes the firm’s CEO.

According to Ruhalter, Pandigital will compliment its offering of digital frames with three unspecified “digital photo entertainment” products, likely in the first quarter of 2008.

The company is anchoring its 2007 digital frame line (announced last week) around two proprietary chipsets, one for driving lower cost models, the other for wireless functionality, Finnegan said. While the company offered frames with wireless capability built-in, most retailers wanted the capability as an add-on accessory, Finnegan added. He predicted that Bluetooth-enabled frames would find greater traction in mass merchants while Wi-Fi would find takers at CE channels.

In an interview, Ruhalter said he would push the company into more specialty retail channels in search of the company’s core demographic of female buyers. Pandigital will also look to expand SKUs within accounts, Ruhalter said.

In related news, the company announced the hiring of Brett Carey, formerly of Fujifilm and Sony, as national sales manager.