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A Visual Aid
The Experience Icon program has helped consumers better understand which products are compatible with each other. And now, that program has become even more robust with the addition of a new Icon.
The Video Icon, introduced in September, supports the newest use case enabled by the Bluetooth Core Specification V3.0 + HS: high speed video transfer. Other current high speed use cases are addressed by the five original Icons: Headset, Music, Print, Input and Transfer.
Together, the Icons make it possible for manufacturers to communicate product capabilities to consumers in aneasy-to-understand manner. Consumers can then compare functionality among devices and know at a glance whether two devices will function together.
Although optional for manufacturers, use of the Experience Icons is strongly recommended by the Bluetooth SIG. Used properly, on product packaging, product Web sites and in stores, the Experience Icons help to educate consumers and retailers and eliminate many common misconceptions about pairing devices. The end result is a stronger brand and a better user experience. Additional Icons may be added in the future as new use cases are developed. For now, here is a recap of the existing Icons:
The Headset Experience Icon shows that the device allows a user to talk on a Bluetooth enabled phone “hands-free,” even while driving.
The Music Experience Icon means the device can stream Hi-Fi stereo music wirelessly when paired with a Bluetooth enabled computer, MP3 player or other device bearing this symbol.
The Video Experience Icon indicates that the device has high speed video transfer capabilities enabled by V3.0 + HS.
The Print Experience Icon indicates that printing is simple when a printer is wirelessly connected with another device displaying this Icon. The Input Experience Icon shows that a device can input data wirelessly to a Bluetooth enabled device.
The Transfer Experience Icon appears on devices that can send and receive data, text, pictures, music orother files to other such devices.
Visit Bluetooth.com or Bluetooth.org (keywords: Experience Icon).
What's the Word? | What are some challenges facing the Bluetooth SIG in 2010?
 Alf Omre / Business Development Manager
Nodric Semiconductor ASA / Oslo Norway:
What we’re doing now is evangelism groups. I think that’s very important. A lot of users do not really understand the different types of technology, like classic, high speed or low energy, and we really need to get that message through. We are doing quite a good job now, but I think we can do a better job because we are almost every day getting very basic questions about the technology, which we, in our inner circles, probably think are very obvious. But for customers it’s not obvious.
What are some challenges facing the Bluetooth SIG in 2010?
 Frederic Albeit / Marketing Group Manager
Parrot / Paris, France:
I think the Bluetooth SIG should communicate a little bit more to users about what they are doing, more about the use cases and what could be done with Bluetooth technology. Some companies have a lot of money and energy and resources invested in Bluetooth technology, and in the end the result is not that good because people only think Bluetooth is for communication applications and not for imaging, video, music and stuff like that. Also, for example, manufacturers are implementing A2DP,but the way they do it is different from one to the other, so for the end user it’s really hard to stream a phone to another device if you are not familiar with this technology.
What are some challenges facing the Bluetooth SIG in 2010?
 Jakob Hjelmàker / Business Manager
Mecel AB / Göteborg, Sweden:
We think connectivity is the next big hurdle for us, at least in the auto sector. We can create alot of valuable solutions for end users by actually using existing profiles … to download road speeds from the roads you travel often, or the latest traffic and weather information if you are traveling to an area where you know there is going to be bad weather. Or you might want to use your Web radio station when you are out driving. We believe that connectivity, both for infotainment purposes and also user friendliness, is a big challenge for us, but also an opportunity.
 Friendly Competition
World Cup Fosters New Apps
The Bluetooth SIG and the World Federation of the Sporting Goods Industry (WFSGI) are hosting the Bluetooth Innovation World Cup. The competition, which is accepting entries through 31 October 2009, is designed to accelerate development of new applications and products using Bluetooth low energy technology in the sports, fitness and sports medicine industries.
“It is important that the sporting goods industry is committing to are liable technology, (and) Bluetooth wireless technology is our preferred choice,” says Robbert de Kock,WFSGI secretary general. “We are looking forward to the new ideas that will be presented, which can serve high performance as well as leisure equipment so that all levels of a physical activity can benefit … .
“We also hope that (the competition) will create motivation for the companies to further invest in this direction, with the aim to ease and encourage the consumer’s sport practice,” concludes de Kock.
Entries will be judged on innovation, implementation and marketability. Four finalists will exhibit their ideas within the Wearable Technologies Area at ispo winter 2010, to be held in Munich, and one finalist will be named “Bluetooth Innovator of the Year.”
2009 Hall of Fame
Two Honored by the Bluetooth SIG
Once again, the Bluetooth SIG’s annual All Hands Meeting, held this year in Tokyo, featured a Hall of Fame ceremony. The inductees for 2009 have contributed significantly to the development of Bluetooth technology – one as a working group participant and one as a Bluetooth SIG staff member.
Joel Linsky, a fixture within the Bluetooth SIG since early 2001, has worked with the technology since joining Silicon Wave in March 2000. He joined his first committee, Radio 1 Improvements, in April 2001 and has continued to participate in various working groups through two corporate acquisitions (Silicon Wave to RFMD to Qualcomm). Linsky has chaired or cochaired the Core Specification Working Group since 2003 and has been a key contributor to Bluetooth Core Specification Versions 1.2, 2.0 + EDR, 2.1 + EDR and 3.0 + HS.
Peter Cook is the second Bluetooth SIG staff member to be honored with induction into the Hall of Fame. Over the past five years, Cook has led the adoption of three major core specifications and countless profile specifications. In addition, he drove the development of the specification management process, and he creates, leads and/or supports prototype test events and multiple technical work and study groups.
Market Watch
A Look Ahead to 2013
IMS Research released its annual report on Bluetooth technology. The World Market for Bluetooth Technology – 2009 Edition examined a wide range of market opportunities, including devices equipped with the new Core Specification V3.0 + HS. The research firm projects the following shipment volumes for Bluetooth high speed technology enabled devices in 2013:
Handsets: 300 million
PCs: 60–70 million
Dongles: 10–15 million
Cameras: 1–2 million
Personal Media Players: 30–35 million
This and other research reports areavailable at a discount to Bluetooth SIG members. Visit Bluetooth.org.
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