The 1394 Trade Association, which now boasts 160 members, has named Susan Strehlow as its managing director. The Association, which is attempting to promote the IEEE 1394 multimedia bus standard also known as FireWire, is based in Santa Clara, California. Every major electronics, computer and software company in the world is a member of this group said Strehlow. The Association has a tough task ahead as it battles with Apple Computer Inc, the originator of FireWire technology, over what many perceive as unfair royalty demands which threaten to slow down adoption of the technology just as it appeared to be taking off. Apple is said to be upping the current licensing terms of $7,500 per port for Firewire to significantly more sources said, something that could seriously affect new entrants into the market. A first public statement on the issue by the Association may be issued at the Intel Developer’s Forum in two week’s time.