Toshiba may be late to the game, but the company is looking to break into the Wi-Fi SD card market. Toshiba is a big name in the flash storage market and produces its own flash NAND. That could mean trouble for the likes of Eye-Fi with Toshiba potentially being able to beat the price of the Eye-Fi card thanks to lower cost of materials.

Toshiba has announced its own Wi-Fi SDHC card, which will use 802.11b/g technology and comfortably slips into the SDHC card slot on any digital camera.

Another interesting feature of the Toshiba offering is that it will be able to connect with other cameras that are using the same specifications allowing the users to share images wirelessly without the need for a Wi-Fi network. The Toshiba card will support JPEG and RAW formats. Toshiba is teaming up with Trek to establish a forum called the "Standard Promotion Forum for Memory Cards Embedding Wireless LAN."

The purpose of the forum is to promote the wireless card Toshiba developed and to promote a standard specification for expanding the use of the card. Toshiba and Trek are inviting other companies to join the forum in exchange for technical details on the newly developed card.

When it comes to the competition, the latest Eye-Fi cards are the X2 Series which surfaced in January. The X2 cards are available in capacities up to 8GB and have integrated 802.11n Wi-Fi.