Directed Electronics Introduces An Innovative and Affordable New Smartphone Product: Viper SmartStart GPS

Vista, California (CES Press Kit: January 6, 2011) – Directed Electronics today announced a major new Viper SmartStart product scheduled for Q1 2011 delivery: Viper SmartStart GPS.

Viper SmartStart GPS is the latest generation of Viper SmartStart 2.0 Module with GPS, and can be added to virtually any Viper security or remote start system. Viper SmartStart GPS has all the features of the current Viper SmartStart platform including the Viper Motor Club, SmartPark and compatibility with iPhone, BlackBerry and Android smartphones – but adds GPS capabilities that allow users to know where there vehicle is at all times.

"The benefits of Viper SmartStart GPS for the connected lifestyle are compelling. We’ve developed a completely new value proposition for location-aware products for the connected car. Never have customers been offered such great feature integration in such a great user interface at such an affordable price," said Kevin Duffy, President of Directed Electronics. "Not only can users connect with friends on social media, they are able to monitor the safety and security of young drivers in the family. Combined with other features like Viper Motor Club roadside assistance, Viper SmartStart GPS provides a whole new paradigm in family safety."

The new product offers the following state-of-the-art, location based features, all accessed and programmed through the Viper SmartStart smartphone app:

Users know where their vehicle is at all times. They can check the location and status of their vehicle right from a Viper SmartStart app at any time. They see real-time location on a map, as well as how fast the vehicle is moving and where it’s going.

Social Media Check-in feature supports the connected lifestyle, allowing users to let Facebook friends know where they’re parked with one-touch check-in and customizable messaging

Protecting family members with security and safety alerts:
  • Speed Alert provides notification when a family vehicle exceeds the specified setting
  • Lockdown Alert sets the vehicle location and provides notification if the vehicle leaves that spot
  • Curfew feature restricts above settings to a specified time frame
All five of the above features are included in the SmartStart GPS Basic Service Plan. The SmartStart GPS Premium Service Plan includes all the features above, plus:
  • SmartFence creates a secure zone around the vehicle, alerting users if the vehicle leaves that zone
  • HotSpot creates an alert zone around a prohibited location, notifying the user if the vehicle goes there
The company projects availability of Viper SmartStart GPS (model number VSM250) in Q1 2011 at authorized Viper retailers throughout the U.S. Suggested Retail Price is $299. Directed Electronics is making another major announcement at CES about Viper SmartStart: A new enhancement to the free app allows users to control their home security system – in addition to their car – right from the Viper SmartStart app. This feature is also available in the first quarter of 2011.

About Directed Electronics

Headquartered in Southern California, Directed Electronics is the largest designer and marketer in North America of consumer-branded vehicle security and remote start systems (sold under Viper®, Clifford®, Python®, Autostart® and other brand names). Directed Electronics is also a supplier of mobile audio products sold principally under the Orion® brand name, and digital OEM Integration products sold under the XPRESSKIT® brand name. Directed Electronics markets its broad portfolio of products through many channels including leading national retailers and specialty chains throughout North America and around the world. Founded in 1982, the company's primary operations are located in Vista, California and Quebec, Canada. For more information, please visit Directed Electronics is a business unit of DEI Holdings, Inc.

Forward-Looking Statements

Certain statements in this news release that are not historical fact constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements typically are identified by the use of terms such as "may," "should," "might," "believe," "expect," "anticipate," "estimate" and similar words, although some may be expressed differently. Shareholders and other readers are cautioned not to place undue reliance on these forward-looking statements. Such forward-looking statements involve known and unknown risks, uncertainties and other factors, which may cause the actual results of DEI Holdings to be materially different from historical results or from any results expressed or implied by such forward-looking statements. These factors include competition in the consumer electronics industry, development of new products and changing demand of customers, reliance on certain key customers, decline in consumer spending, reliance on certain manufacturers and their ability to maintain satisfactory delivery schedules, disruption in supply chain, shortages of components and materials, economic risks associated with changes in social, political, regulatory, and economic conditions in the countries where the company's products are manufactured, quality installation of products by customers, significant product returns or product liability claims, compliance with various state and local regulations, risks with international operations, impairment of goodwill and intangible assets, claims related to intellectual property, ability to service debt obligations, restrictive terms of the company's senior secured credit facility, vulnerability to increases in interest rates, disruption in distribution centers, ability to raise additional capital if needed, dependence on senior management, ability to realize on investments made in the business, and integration of acquired businesses. Certain of these factors, as well as various additional factors, are discussed from time to time in the reports filed by DEI Holdings with the Securities and Exchange Commission. DEI Holdings disclaims any intent or obligation to update these forward-looking statements.

Apple, the Apple logo, iPhone, iPod, iPod touch, and iTunes are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.

BlackBerry® and related marks and logos are owned by Research In Motion Limited and are registered and/or used in the U.S. and elsewhere.

Android is a trademark of Google Inc.

Facebook and other trademarks, service marks and trade names appearing in this release are the property of their respective owners.