Bluetooth's quiet success NO.8
Bluetooth's quiet success
It was born amid a blaze of hype at the height of the dotcom boom, but initially failed to thrive. Indeed, Bluetooth, a shortrange wireless technology used to interconnect portable devices, has been declared dead on many occasions. Early versions of the technology suffered from compatibility problems; an ambitious demonstration of the technology at a trade show in 2001 failed to work. And while Bluetooth struggled despite all the hype from its backers, another wireless technology, WiFi, took off on its own. Obituaries of Bluetooth have appeared many times in the technology press, usually attributing its demise to the success of WiFi. "Bluetooth is in full retreat," declared Sean Maloney, an Intel executive, in 2001. Other analysts issued similar verdicts.
But reports of the death of Bluetooth proved to be premature: today it is in rude health. Sales of Bluetooth devices more than doubled in 2005 to reach 320m units, and the figure is expected to exceed 520m this year-equivalent to more than 10m units a week and far outstripping sales of WiFi chips. Around one in four mobile phones sold now support Bluetooth.
And after years of insisting that Bluetooth was more than just a way to link a wireless headset to a mobile phone, its backers seem to have been vindicated, as other uses for Bluetooth have at last begun to emerge. Last year 60% of Bluetooth chips went into mobile handsets and 15% into wireless headsets, says Scott Smyser of iSuppli, a marketresearch firm, but the other 25% went into other devices, from laptop computers, keyboards and mice to Bluetoothenabled clothing.
This success, after its rocky start, is due to a combination of factors, says Stuart Carlaw, an analyst at ABI Research. In many countries Bluetooth's fortunes were boosted by new legislation banning the use of mobile phones without a handsfree kit while driving. This prompted many people to buy Bluetooth headsets. Several carmakers, led by Audi, also began to incorporate microphones and speakers, capable of connecting to a handset via Bluetooth, into their vehicles.
As consumers became more aware of Bluetooth and began to ask for it, handsetmakers started to include it as a means of differentiating their products and increasing their margins. Adding a Bluetooth chip to a phone now costs very littlearound $2, says Mr Carlaw, down from $20 in 2001-but allows the manufacturer to increase the price of the handset by far more, and opens up a new market for highmargin accessories. Finally, operators began offering Bluetooth headsets as incentives to new customers. Again, the perceived value of the headset is far higher than its cost to the operator, so this increases margins.
Greater adoption has, in turn, cleared the way for the inclusion of Bluetooth in all kinds of new products. In addition to Bluetoothenabled jackets, motorcycle helmets and sunglasses with builtin wireless headsets, the controllers for two nextgeneration videogames consoles due to be launched later this year, Sony's PlayStation 3 and Nintendo's Wii, will use Bluetooth. Because Bluetooth is an industry standard, both consolemakers can buy chips and software off the shelf, which is quicker and cheaper than developing their own proprietary technologies, says Mr Carlaw.
amid
prep.在......中
［真题例句］ Amid the outcry, many conservative leaders are seeking a return to the prewar emphasis on moral education.［2000年阅读4］
［例句精译］ 在一片抗议声中，许多保守党领导人正在力图回复到战前，强调道德教育。
thrive
v.兴旺，繁荣
［真题例句］But one insidious form continues to thrive: alphabetism.［2004年阅读2］
［例句精译］但是有一种隐蔽的（歧视）形式还在蔓延：按字母表顺序排名。
attribute
n.属性，品质，特征；v.①（to）把......归于；②认为......是......所为
［真题例句］ Not all that shift can be attributed (v.①) to the movement out of the snow belt, census officials say.［1998年阅读4］
［例句精译］ 人口普查官员说，所有这些人口迁移并非都是为了离开寒冷地带。
verdict
n.①裁决，判决；②定论；③判断；④意见
［真题例句］ Concerns were raised (49：that) witnesses might be encouraged to exaggerate their stories in court to (50：ensure) guilty verdicts (①).［2001年完形］
［例句精译］ 人们开始担心：(接受报酬)可能会鼓励证人在法庭上夸大他们经历的事情，以保证(陪审团对被告)作出有罪的判决。
exceed
v.①超过，胜过；②越出
［真题例句］ 66. The change in Japanese lifestyle is revealed in the fact that［2000年阅读4］
［B］ the divorce rate in Japan exceeds (①) that in the US
［例句精译］ 66事实显示：日本人的生活方式发生了改变
［B］ 离婚率超过了美国
incorporate
v.合并，纳入，结合；a.合并的
［真题例句］ Thus, in the nineteenth century, local geological studies represented worthwhile research in their own right; but, in the twentieth century, local studies have increasingly become acceptable to professionals only if they incorporate (v.), and reflect on, the wider geological picture.［2001年阅读1］
［例句精译］ 因此，在19世纪，局部的地质研究本身就可形成一种有价值的研究；而到了20世纪，如果局部的研究能够被专业人员接受，那么它越来越倾向于必须体现或思考更广阔的地质面貌。
