PARROT NEWSLETTER, november-december 2005

THE WORLD ACCORDING TO BLUETOOTH®

There can no longer be any doubt today that Bluetooth® represents a solution of the future for a large number of sectors, including the motor industry. But what are brand names doing to raise awareness of this technology? You just need to find the right words to make Bluetooth® a household name. You can tell that a technology has come of age when directors start using it in their films. For example, Will Smith can be seen using a Bluetooth® earphone in "I, Robot". The same accessory is also on its way to becoming the favourite piece of gear for FBI agents or military strategists depicted in Hollywood's latest offerings. As for James Bond, he used a Plantronics Bluetooth® earphone in his last escapade. In the next film, "Casino Royale", which is due for release in 2006 and starring the recently named Daniel Craig, will cinemagoers see him using a Bluetooth® hands-free kit in his gadget-packed car?
Advertisers still have cold feet about this wireless technology, but a new phenomenon, known as "Bluecasting", appears to be developing. This practice involves installing a terminal in a public place (the underground, cinemas, etc.) for broadcasting advertisements that can only be picked up by people with Bluetooth® mobile phones or PDAs. A campaign carried out in the London underground met with a certain amount of success. For instance, 15% of the Bluetooth® mobile phone users targeted by this method agreed to download content relating to Coldplay's new album (i.e. 13.000 people out of a sample group of 87.000 during the campaign). Applications range from receiving audio and video files to downloading ringtones.

Bluetooth® takes to the streets

It is all just a load of gadgetry? Maybe, but it is helping to educate the public. People can only really get to grips with a technology when trials are held in real conditions. Scandinavians have certainly got the right idea. For example, Aalborg in Denmark became the world's first Bluetooth® city, or least to coincide with a conference on wireless. From 17 to 22 September, Aalborg (Denmark's 4th largest city with 162.000 inhabitants) set up an infrastructure for broadcasting data that could be received by conference participants, inhabitants and tourists, all on their Bluetooth® mobile phones, representing an original way of accessing practical information (restaurants, shows, etc.). Plans are already afoot to extend the experiment and enable both the local inhabitants and visitors to share music, video clips and chat rooms. Aalborg has already been nicknamed the "Hot Spot of the North". Replicating the experiment in other cities and countries could bring the Bluetooth® world within the reach of a wider audience more quickly.

Bluetooth discussions are all the rage among bloggers

According to Google, there are already no fewer than 55 million pages mentioning Bluetooth® and 5.6 million blogs. Heated forums allow Internet users to comment on the latest product releases (Bluetooth® iPod adapters) and applications (PC control by a Bluetooth® mobile phone). A few blogs stand out from the rest, including Blueserker.com and bluetooth.weblogsinc.com. These types of sites are continually updated and enhanced by web users themselves. They contain a wealth of surprising information. If you check out the pages, you might learn about a mobile scanner fitted in an ambulance for monitoring the patient's condition that communicates by Bluetooth® or a robot launched by the Japanese that can be controlled by a Bluetooth® mobile phone.

Parrot's way

Parrot has adopted a two-pronged approach to raise awareness of its cutting-edge expertise in the Bluetooth® technology. On the one hand, the website relays flash animations, as well as the "Drive, talk, be" video, which provides a 30-second introduction into the ease of using a hands-free kit. On the other hand, Parrot intends to go even further by setting up a Bluetooth® corner in every shop. Based on an idea by Henri Seydoux, Parrot's CEO, a display unit was designed to showcase the products spearheading the range. The 6' 4" unit focuses the spotlight on the Bluetooth® technology and flies Parrot's colours (yellow, red and green) through three products: the CK 3000 Evolution, the 3200 LS Color and the all-new Rythm'n'Blue. This eye-catching multi-coloured point-of-sale advertising tool meets several objectives head-on:
- Demonstrate Parrot's determination to forge its reputation as the only partner for hands-free kits
- Illustrate and introduce a greater degree of consistency into Parrot's development with a range effect
- Back up the launch of the Parrot RHYTHM N'BLUE as a hands-free kit with a car stereo feature
This marketing operation stands as a first in the history of the company, both in terms of its concept and its scope. 550 display units will be dispatched around the world (5 continents, 40 countries targeted). The concept actually met with a very positive response during the last Frankfurt motor show, where visitors only had eyes for the Parrot stand. Ditto for Equip Auto.

Home computing

When it comes to Bluetooth®-related communication, nobody does it better than the heavyweights in computing. It should be pointed out that Apple was the first to use wireless technology. In particular, there is Bluetooth® synchronisation between the Mac and the mobile phone, while waiting for the release of a high likely Bluetooth® iPod, even if we will have to make do with adapters in the meantime… Microsoft is also going to great lengths to create a stir about wireless technology. In addition to Pocket PCs, which are starting to communicate and which support GPS applications, mice, keyboards and printers are now incorporating the Bluetooth® technology. Microsoft is encouraging this means of communication, which can be used to connect up to seven wireless peripherals to the computer for sharing photos, music and other types of document. The Seattle giant has integrated Bluetooth® in its new video console, the Xbox 360, just like Sony obviously will next year with the PS3. In other words, Father Christmas just might be hiding a blue tooth behind his white beard this year. A godsend to make children and parents more savvy about this technology. Furthermore, it is increasingly clear that our entire world is about to be affected by the Bluetooth® tidal wave: in the office, in the car and soon at home.

Parrot on TV

Following the launch of Rhythm n' Blue and 3200LS COLOR, these new products received television coverage this month on the French channels TF1 News and on M6 for Turbo, an automotive “magazine” program. German viewers also received a demonstration of the two Parrot kits on ZDF 3sat during their automotive program coverage of the IAA Frankfurt Motor Show.

Elise Tchen,
Industrial and Quality Director

« Parrot meets the demands of automotive manufacturers »

Who agrees the quality standards?
« It is the automotive manufacturers who request their Tier One suppliers to meet these standards. At the present time there are different standards applying in Europe and the United States . The ISO TS 16949 standard is a mandatory worldwide standard which cannot be avoided if you want to sell your products to the automotive industry with manufacturers' rigorous needs. The certificate of conformity that was delivered to Parrot is therefore a guarantee of total quality and an undertaking from design to manufacturing with regard to the strict measures imposed by the automotive industry. ».

Is it really a major advantage for Parrot?
« Yes, it is truly a major advantage for a company such as ours at the forefront between telecommunications and the automobile. It must be noted that ISO TS 16949 certification occurs only three years after obtaining the ISO 9001 standard. It is clear that this is a competitive factor for Parrot which demonstrates its know-how, from design to the actual delivery of the real product. In relation to the vigorous standards in place in the consumer electronics sector where the standards are much more severe (30 to 50 ppm, meaning 0,005% for defective parts in place of 5% for classic parts). With such a certification, Parrot's objective is to reach zero faults. ».