Bluetooth SIG Enhances User Experience to Meet Consumer Demand
Bellevue, WA – March 27, 2007 – Bluetooth technology, the global standard in short-range wireless communications, continues to grow in popularity with an average of 81 percent of consumers aware of the technology, according to a survey released by research firm Millward Brown.
The study polled 2700 consumers between the ages of 18 and 70 in the United States, United Kingdom (UK), China (mainland), Germany, Japan and Taiwan. Of those polled, an average of 81 percent of consumers had heard of Bluetooth technology, up from 73 percent in 2005.
Total awareness of Bluetooth technology was extremely high (88-96%) in China, Germany, Taiwan and the UK. The largest rise in awareness was in the US, where it jumped from 58% in 2005 to 74% in 2006. For the first time, the survey was conducted in mainland China, a region which displays strong familiarity with wireless technologies, including a reported 93% awareness of Bluetooth wireless technology in the regions of Shanghai, Beijing, and Guangzhou.
“While it’s great to see consumers around the world know the technology, we are constantly working to ensure they are using the technology and have a positive experience. We want consumers to think of Bluetooth technology for more than just a wireless headset and use it to connect keyboards and mice, send photos and other data from a handset to a computer or printer or talk hands-free in their cars,” said Michael Foley, Ph.D., executive director, Bluetooth SIG. “To help, we are improving the Bluetooth specification in a variety of ways to make it easy and convenient for consumers to use Bluetooth devices every day.”
The study did find as a whole, consumers are starting to understand there are a variety of uses for Bluetooth technology beyond the headset to mobile phone connection. Awareness of additional use cases, especially the ability to send files and other data via Bluetooth technology, is on the rise in all areas.
Additionally, Bluetooth products were cited as the most purchased products with wireless technology across the board. In line with this purchasing information is an increase in products qualified through the Bluetooth SIG qualification program in 2006 – 356 different companies qualified 993 products in 2006, up approximately 20 percent from 2005.
The Millward Brown study highlighted Japan as an area with work left to do – consumer awareness of all wireless technologies was lower than expected, with awareness of Bluetooth wireless technology at approximately 50% for the second year. Still, Bluetooth technology is the most widely known wireless technology on the market in all six regions surveyed.
This is the fourth year the Bluetooth Special Interest Group (SIG) commissioned Millward Brown to conduct an independent study on consumer awareness, attitude and usage of Bluetooth wireless technology. View study highlights.
USER EXPERIENCE REFINED
As consumer awareness of the global wireless standard continues to climb, the Bluetooth SIG guides the industry’s creation of next-generation Bluetooth products with an eye toward enhancing the consumer experience.
Also announced today, Bluetooth Core Specification Version 2.1 + EDR (Enhanced Data Rate) will soon be ready for members to develop products that take advantage of numerous enhancements. The new version of the specification adds:
- Improved Pairing - Makes the initial connection of Bluetooth devices easier for all users by reducing the number of steps in the pairing process. This enhancement will appeal to Bluetooth technology’s broad range of users, from the technically savvy to the technically adverse.
- Lower Power Consumption - Further reduces the already extremely low power consumption in many scenarios to increase the battery life of devices like mice and keyboards by up to five times, optimizing Bluetooth technology for consumer devices where ultra low power is an important consideration.
About Millward Brown
Millward Brown (www.millwardbrown.com), one of the world's leading research agencies, is expert in advertising effectiveness, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional global practices include Millward Brown's Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
About Bluetooth® Wireless Technology
Bluetooth wireless technology is the global short-range wireless standard for personal connectivity of a broad range of electronic devices. The technology is now available in its fourth version of the core specification and continues to develop, building on its inherent strengths – small-form factor radio, low power, low cost, built-in security, robustness, ease-of-use, and ad hoc networking abilities. More than five new Bluetooth enabled products are qualified every working day and 13 million Bluetooth units are shipping per week. The installed base of Bluetooth devices is one billion and climbing, making it the only proven choice for developers, product manufacturers, and consumers worldwide.
About the Bluetooth SIG
The Bluetooth Special Interest Group (SIG), comprised of leaders in the telecommunications, computing, consumer electronics, automotive and network industries, is driving development of Bluetooth wireless technology and bringing it to market. The Bluetooth SIG includes Promoter group companies Agere, Ericsson, Intel, Lenovo, Microsoft, Motorola, Nokia and Toshiba, along with more than 7000 Associate and Adopter member companies. The Bluetooth SIG, Inc. headquarters are located in Bellevue, Washington, U.S.A. For more information please visit www.bluetooth.com.
The Bluetooth word mark and logo are registered trademarks and are owned by the Bluetooth SIG, Inc.
NOTE TO EDITORS: Media assets (stills and video) to accompany stories about Bluetooth wireless technology are available on Bluetooth.com, hosted by The NewsMarket: http://www.thenewsmarket.com/Bluetooth/br/Story/MultimediaPressPacks.aspx
PRESS CONTACTS:
Americas
Starr Million
INK Public Relations for the Bluetooth SIG
+1 (512) 382-8981
starr@ink-pr.com
Eddie Chan
Hill & Knowlton Asia Ltd. for the Bluetooth SIG
+852 2894-6214
eddie.chan@hillandknowlton.com.hk
danny.devriendt@porternovelli.be