Bluetooth Vendors Look for Respect, Adoption

At this week's Bluetooth Americas expo, vendors explored interoperability issues, adoption rates and expanding acceptance for the wireless standard.

SAN JOSE, Calif.—According to wireless industry executives here for the Bluetooth Americas 2003 expo, Bluetooth is now boring. And to some that is both a good and a bad thing.

In a keynote address, Mike McCamon, executive director of the Bluetooth Special Interest Group of Overland Park, Kan., said that while the short-range wireless technology has become accepted, Bluetooth still faces some last hurdles of interoperability.

On the other hand, fellow speaker Seamus McAteer, managing partner and senior analyst at San Franciscos The Zelos Group sounded more pessimistic, noting that U.S. consumers and carriers alike simply dont care about the technology.

Both speeches underscored the fundamental promise and challenge of the Bluetooth technology, which has labored under a cloud since its inception. Bluetooth components, now in their third generation, have overcome questions of interference with Wi-Fi radios, and become widely adopted in Japan and Asia. The Bluetooth 1.2 specification, released in late November, provided further provisions for removing interference and improving the user interface. Vendors chips are being qualified now.

However, Bluetooth has also become intrinsically tied to the cellular phone, finding success in just three markets: as a connection to hands-free wireless headsets, tying together a PC or PDA to a cell phone, and as a means of connecting the mobile phone to an automobile. Slowly, McCamon said, the technology is being used for wireless gaming, such as in Nokia Communications N-Gage phone wireless gaming platform.

/zimages/6/28571.gifTo read a 1UP review of Nokias combination gaming-talking platform, click here.

Bluetooths success, McCamon said, will be found in "disvergence," allowing manufacturers to build in their best capabilities into a single device, and then tying them all together with Bluetooth.

"There is no [one] killer app for Bluetooth; there are probably dozens of killer apps for Bluetooth," McCamon said. The challenge, McCamon added, is to improve the interoperability of Bluetooth devices.

Last year, the Bluetooth SIG installed a plan to ask manufacturers to allow devices to be set up in five minutes. Now, the SIG is still hammering out the last vestiges of interoperability concerns, with two dozen initiatives under way among the SIGs 3,000 or so member companies.

In 2004, the SIG will work on brand building, and plans an "Operation Blueshock" publicity stunt at the Consumer Electronics Show in Las Vegas in January, McCamon said. Companies are also examining ways to "beam" business cards and other data via Bluetooth.


On Tuesday, Stockholms Ericsson Technology Licensing also announced that it would form an independent laboratory for interoperability testing, designed to facilitate interoperability studies on an application level with end-user products.

McAteer, however, offered a more pessimistic view. To date, the largest cellular carrier in the U.S., Verizon Wireless, has not qualified Bluetooth cellular phones, or handsets. In a survey of American consumers asking which technologies they considered important in wireless, Bluetooth ranked last on the list, he said.

"The bottom line is, consumers dont care about Bluetooth," McAteer said.

In 2003, about 2.2 million Bluetooth-equipped mobile handsets will be shipped, McAteer said, about 2.8 percent of all handsets sold. The total installed base of Bluetooth handsets will represent 1.4 percent of all mobile subscribers, The Zelos Group found. In 2004, an estimated 7.8 million Bluetooth-enabled handsets will ship, or 9.4 percent of the total, and the installed base will represent 5.1 percent of all mobile subscribers. By 2008, about 60 percent of all handsets in the market will include Bluetooth, McAteer said.

However, Bluetooth-equipped PDAs have topped out at between 6 to 8 million units and will probably decline, McAteer said. "We really need support for handsets if we are going to see any success," he said.

/zimages/6/28571.gifNational Semiconductor this week unveiled a new low-power Wi-Fi technology that could compete with Bluetooth. To read the full story, click here.

And that, McAteer said, comes back to the carriers. According to the analyst, representatives of the largest CDMA carrier in the U.S., Verizon Wireless, told him that the company has no near-term plans to add support for Bluetooth and "the jury is still out for Bluetooth."

Representatives at Verizon, Bedminster, N.J., could not be contacted by press time for comment, although representatives of mobile handset makers here privately confirmed the accuracy of McAteers report.

Likewise, retailers have few incentives to sell Bluetooth-enabled data devices, McAteer said, as that would mean losing out on a cellular service subscription that they could otherwise attach to a cell phone.

However, handset makers have largely adopted Bluetooth, especially in Europe and Asia. More than 18 Bluetooth-enabled cell phones launched or shipped during 2003, according to Markus Schtelig, senior manager for wireless connectivity for Helsinkis Nokia Communications, the worlds largest handset maker. In total, Nokia has shipped between 50 and 70 million Bluetooth-equipped phones in 2003, he said.

Stefan Svedberg, vice president of product management for Ericsson Technology Licensing, described 2004 as the "year of Bluetooth."

Even Motorola Inc., the lone U.S. handset maker, is jumping on the Bluetooth bandwagon. "If you ask consumers what Bluetooth is, they still wont know what youre talking about," said Steve Deutscher, director of product marketing for companion products at Motorola, Schaumburg, Ill. However, he added the time is right for Motorola to start getting involved.

"All the issues have been solved," Deutscher said. "Motorola will be jumping in significantly on the handset side in 2004." Motorola has one Bluetooth-equipped phone on the market, the V500, and will be launching the V600 in 2004, along with the A835 and A760, representatives for the company said.

Next Page: A Look at Bluetooth Headsets, Computer Support and Cost Challenges for Vendors.