Bluetooth SIG seeks expansion in Korea

By Kim Yoo-chul

Suke Jawanda Bluetooth SIG CMO

Bluetooth SIG (Special Interest Group), a global association with more than 17,000 member companies, plans to increase its presence in Korea by strengthening alliances with the nation’s top-ranked technology heavyweights such as Samsung Electronics and LG Electronics.

A senior executive at SIG, a trade organization overseeing the development of specifications of the Bluetooth brand — said Tuesday its partnership with the Korean technology powerhouses is getting stronger amid the rising demand for energy-saving Bluetooth devices.

Bluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices.

“Samsung and LG Electronics are undoubtedly our crucial business partners. We are closely working with them on various attractive projects. Our job is to support member companies to help them develop products and applications that will address consumers’ future needs,” Bluetooth SIG Chief Marketing Officer (CMO) Suke Jawanda said in an interview with The Korea Times at a restaurant in Seoul.

Jawanda was briefly in Seoul to oversee the management of the event announcing its latest Bluetooth 4.0 technology. The technology enables users to use the item for one or two years just with a single bill, according to the CMO.

Jawanda confirmed that the 4.0 technology is currently being used by Apple’s latest iPhone 5 and MacBook Air thanks to its improved power-saving systems.

Referring to closer cooperation with Microsoft (MS), the executive said Bluetooth technology is gaining more attention as today’s digital devices are getting smarter. “MS announced that its latest Windows 8 software provides native support of the 4.0 technology and I can say that means any device based on the MS software will support our advanced technology,” he said.

The company’s important business partners include Samsung and LG, Panasonic, Nintendo, Sony, Ford and Nike, all part of a grand collaboration for the expansion of the Bluetooth tech.

But the CMO was unwilling to offer specifics citing the sensitivity of the issue.

SIG believes the total shipment of Bluetooth-enabled devices will reach 20 billion by the end of 2017. ABI Research, a leading market research firm, expects that shipments of Bluetooth-support gadgets in sports and fitness applications will only grow ten-fold from 2011 to 2016, totaling 278 billion, which means a representing over 60 percent of the total market share.

Suke was previously responsible for Windows Phone 7 platform planning for MS’ Mobile Communications Business. He leads an international team charged with all aspects of Bluetooth marketing, brand management, product management and member services, according to the organization.