Siano Mobile Silicon, a supplier of semiconductor solutions for Mobile Digital TV (MDTV), expanded into the US market with the opening of an office in the Silicon Valley and the appointment of VP Loren Lasley as North America business manager. He will report to Alon Ironi, CEO of Siano

The opening of Siano's North American office, in Sunnyvale California, follows a year of growth through Siano's existing offices in Taiwan, China and Korea, as well as engagements with customers and partners in the US, that have been so far managed out of company headquarters in Israel.

Responsible for Siano's overall business operations in North America, industry veteran Lasley has been hired to enhance Siano's penetration into the US consumer and cellular markets. Formerly, he was VP Worldwide sales at SyChip and regional sales manager at Conexant Systems.

Siano's SMS1000 product family is the industry's first low-cost, ultra-low-power, quad-band, multi-standard mobile TV receiver. A combination of RF tuner and demodulator, the SMS1000 currently supports DVB-H, DVB-T, DAB, DAB-IP and T-DMB mobile digital TV standards, touting the highest performance and lowest power consumption levels within the industry.

Since its establishment in June 2004 Siano raised $34.5M from JVP, Walden Israel, Star Ventures, and Bessemer Venture Partners. The company has 65 employees. It is based in Israel, with business development offices in Beijing, Taipei, Seoul and the Silicon Valley.