Cisco Systems Inc says it will buy Pure Digital Technologies Inc in a stock swap worth $590 million.
Pure Digital is best known for its lineup of “Flip“-branded video cameras, all of which are based around CMOS image sensors, and feature fixed focus, fixed focal length lenses, 1.5” LCD displays, and built-in flash memory storage.
Despite their entry-level specifications, the Flip camcorder line’s combination of compact size, simplicity, good marketing and trendy touches like customizable body patterns has seen them selling 2 million units of the product.
Cisco intends to make Pure Digital a part of its Consumer Business Group. Cisco’s CBG was previously known by the Linksys brandname, after that company was acquired in 2003, and produces a range of home networking, storage and audio products.