More noise problems. Richard
2009/10/15 Chuck Profito <cprof...@cv-access.com> > Internet October 14, 2009, 12:01AM EST > > Wi-Fi Is About to Get a Whole Lot Easier > A consortium that includes Intel, Cisco, and Apple is set to release new > technology called Wi-Fi Direct that will turn a slew of gadgets into > hotspots > > By Olga Kharif > > Going Wi-Fi is about to get a lot easier. For many consumers, setting up an > in-home Wi-Fi connection point is something of a hassle. Before you can > enjoy the convenience of logging onto the Web without cables and wires, you > need to hook up some gear and create your own "hotspot." > > But that's set to change come mid-2010, when a tech upgrade will make it > easier for users of consumer electronics to exchange files between > electronic gadgets. > > On Oct. 14, the Wi-Fi Alliance, a tech industry consortium, said its > members > will release technology that effectively turns gadgets into mini access > points, able to create wireless connections with other Wi-Fi-enabled > gadgets > or broadband modems within a radius of about 300 feet. The alliance > includes > Intel (INTC), Cisco Systems (CSCO), Apple (AAPL), and more than 300 other > makers of the equipment that runs Wi-Fi networks, often used to provide > wireless Web connections in homes, cafés, hotels, and airports. > Sales Erosion Possible > > The new technology, called Wi-Fi Direct, will be built directly into > consumer electronics and automatically scan the vicinity for existing > hotspots and the gamut of Wi-Fi equipped devices, including phones, > computers, TVs, and gaming consoles. Owners of most existing Wi-Fi-enabled > devices will be able to upgrade to Wi-Fi Direct with a simple software > download. > > While the revamp may make life easier for consumers and business owners, it > may erode sales of other Wi-Fi compatible equipment. For starters, Wi-Fi > Direct may curb demand for routers and other products that make up the $1 > billion annual market for Wi-Fi access points, now present in about 30% of > U.S. homes. "The IT department doesn't have to set up an access point," > says > Victoria Fodale, a senior analyst at In-Stat. "Same thing in the home. You > can do the same thing with less equipment." Cisco and Netgear (NTGR) are > among the biggest sellers of Wi-Fi equipment. > > The feature also could disrupt usage of wireless Bluetooth technology that, > for example, helps users of the Apple iPhone play games with each other > outside a wireless network. In the future, some consumers may use Wi-Fi > Direct instead. Though Wi-Fi connectivity tends to drain battery life > faster > than Bluetooth, it's also faster and allows for transfer of richer > multimedia content like video. > Marketing Blitz on the Way > > For Cisco, Wi-Fi Direct could make up for lost sales of Wi-Fi access points > through other Wi-Fi-enabled equipment including camcorders. The company > didn’t make a representative available for this story. > > Members of the Wi-Fi Alliance plan to promote their new technology with a > major marketing blitz. Intel has already begun briefing retailers, who will > promote the feature in their stores, says Gary Martz, senior product > manager > at Intel. The chipmaker will also heavily promote the capability in the > first quarter of 2010 as it unveils its next-generation Wi-Fi chip package > for computers. > > Chipmaker Marvell (MRVL), meantime, is planning to collaborate with its > consumer-electronics partners to mark enabled devices with special stickers > and to promote the capability through ads. "We will make a big splash with > Wi-Fi Direct," says Bart Giordano, product marketing manager at Marvell. > A Boon for Smartphones > > Almost half of the 760 North American consumers surveyed in May by In-Stat > said they use their Wi-Fi-enabled devices for more than connecting to the > Internet. "We feel that it opens up a whole new set of applications and use > cases," Giordano says. "Wi-Fi Direct will really drive the next generation > of growth in [the use of Wi-Fi] consumer devices." > > The feature could boost usage of Wi-Fi capabilities in smartphones and > television sets in particular. "It makes adding Wi-Fi to devices that don't > have Wi-Fi more compelling," says Kelly Davis-Felner, marketing director at > Wi-Fi Alliance. Marvell is already talking to makers of TVs, few of whom > offer Wi-Fi connectivity today but are now considering adding the > capability > to let users wirelessly transfer photos and video from their Wi-Fi-enabled > cameras, camcorders, and netbooks directly onto TV screens. > > There's also growing interest from manufacturers of cheaper cell phones, > Giordano says. Today, Wi-Fi can be found mostly on high-end smartphone > models. "The new use cases are really going to allow the technology to > proliferate among devices it's not been considered for," Giordano says. "We > are expecting that this will drive a lot of growth for us." Worldwide, > shipments of Wi-Fi-enabled cell phones should rise from 64.9 million units > last year to 314 million units in 2013, according to consultant IDC. "This > technology is going to be ubiquitous in every notebook and netbook in 12 to > 18 months; it's going to be a very fast ramp," Martz says. "And I think > that's a pretty conservative [estimate]." > > Kharif is a senior writer for BusinessWeek.com in Portland, Ore. > > > > > -------------------------------------------------------------------------------- > WISPA Wants You! 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