CeBIT 2005
By John Latta, WAVE
0516 4/22/05
Hannover, Germany
March 120 - 12, 2005
Our first day of attendance was the 2nd day of CeBIT. It
seemed muted. The weather was terrible and the crowds not nearly as large
in the past. We did note some trends in our coverage of the pavement.
Companies from China are here like never before. They
are challenging Taiwan in presence but still have a way to go here.
MP3 and Media players are everywhere. The impact of
iPOD has created a 1,000 imitators.
Sightings Around CeBIT
We cannot help but wonder if CeBIT is getting old. Yes,
there are the big exhibit halls full of big companies but the other halls
are not as busy. One of the halls was half filled and the empty section
blocked off. One exhibitor made comments on how dead it is. One year
does not stop an event but the trend determines its future.
Last year we saw quite a bit of electronic pen activity.
This year, it is like the pen died. We have only found two pens. The
V 1 of the Anoto pen under glass in the Nokia booth and the Logitech
IO2. Siemens had a pen demo last year and not a pen in sight this year.
It may be early to pronounce the pen RIP but the trend line is certainly
downward in terms of CeBIT activity.
If the pen is near death, the Bluetooth headset is just
the opposite. We would not be surprised if there were 50 booths with
Bluetooth headsets. We even saw a company from China selling them and
this is a reflection of the increased activity of Chinese companies here
at CeBIT.
Logitech Drives Innovation Message at CeBIT with Many New Products
One could only come away impressed with the steamroller
that Logitech runs. This was reflected in its announcements.
Laser Mouse Bundle
The MX1000 Cordless Laser Mouse is now available with
a cordless keyboard in Europe which is called the Logitech Cordless
Desktop MX 3100. This is available now for £89.99.
Mouse for Gaming
Logitech announced the MX518 Gaming-Grade Optical
Mouse which puts quick-shift controls at gamers’ fingertips.
The mouse engine provides the ability to process 5.8 megapixels per
second – achieving an acceleration of 15 g. However, in combat,
higher resolution is not always better. With a click of a button,
one can now shift to a lower-resolution setting that gives them more
precision. This MX optical engine uses a 16-bit format to send data
enabling the mouse to transmit 8,000 bits of information per second.
Logitech SetPoint software allows one to program as many as five
levels of resolution, ranging from 400 dpi to 1600 dpi. The mouse
features a total of eight buttons, including left and right key plates,
which can be set to represent different commands using the SetPoint
software.
The Logitech MX518 mouse will be available at U.S.
and European retailers and online from April. The suggested retail
price for the product is £44.99.
MediaLife Changes the Role of Control Devices and the
Display
Logitech is bundling MediaLife software with select
desktop products.
MediaLife has the ability to hide the multi-step process
of media control from the consumer, delivering instead a simple,
intuitive way to experience digital music, videos and photos. MediaLife
ties digital media control directly to buttons present on many Logitech
keyboards and mice. And it removes steps involved in simple tasks,
such as playing digital music or viewing images and video clips,
by providing a unified interface that’s easy to understand
and navigate.
Logitech MediaLife supports a large, full-screen interface
which lets consumers sit back, relax, enjoy, and control their media,
whether they are sitting at their desk or across the room.
The Logitech SetPoint software provides the ability
to reassign the media controls on all mice and keyboards to an application
other than MediaLife. The simple, intuitive interface allows users
either to select from a list of specific supported applications (including
MusicMatch, iTunes, Windows Media Player, and WinAmp) or to browse
to select a different media application. Similar features throughout
SetPoint provide complete flexibility to personalize the digital
media experience according to individual tastes and needs.
The WAVE got a demo of Media Life. It supports DVD,
Audio and images on the PC display. The menu screen was simple on
the PC and this was all controlled by a mouse with media functionality.
One might label this a low cost media PC which uses the existing
PC capabilities including a mouse. It is just plain cute to see the
mouse picked up and morph into a Media Life controller.
PC Headsets
Logitech announced 3 PC headsets: the Logitech Premium
USB Headset 350, the Logitech Stereo USB Headset 250 and the Logitech
Premium Stereo. These are designed to minimize outside noise by providing
a sealed, comfortable fit to the ear. Each headset features 40 mm
neodymium drivers to deliver clear audio. To optimize the microphone
performance, the chamber was engineered to include directional filters,
allowing sound to enter only from the mouth. This design minimizes
background noises. The Logitech Stereo USB Headset 250 will be available
online and on retail shelves in the U.S from April and in Europe
from March at a suggested retail price of £39.99. The Logitech
Premium USB Headset 350 will be available on retail shelves and online
in the U.S. and Europe from April. Its suggested retail price in
Europe is £49.99. Finally the Logitech Premium Stereo Headset
will be available on retail shelves and online in the U.S. and Europe
from April. Its suggested retail price in Europe is £19.99.
Harmony for HDTV
The Harmony 885 was announced in support of high-definition
TVs and personal video recorders (PVRs). It is expected to be available
beginning in April in North America and May in Europe. The suggested
retail price is expected to be £179.99 in Europe.
Speakers for iPOD
Logitech announced mm22 portable speakers which will
create high-quality sound for iPod users. The ID is excellent. Prices
are to be announced.
Second Generation Cordless Controller without Bluetooth
Logitech showed the Cordless 2.4 GHz Presenter has
a timer, displayed on a 1-by-1/2-inch LCD, is large enough to see
with a quick glance – and it provides vibration feedback when
there are five and two minutes left on the timer. The keys are claimed
to allow control while still looking at the audience.
VideoCam Milestone
Logitech has sold more than 25 million webcams worldwide,
more than any other company. It has shipped approximately 37 percent
of the world’s supply of webcams since 1998.
Notebook Webcams
Two webcams were announced for the notebook: QuickCam
for Notebooks Deluxe webcam and the QuickCam for Notebooks. Both
webcams include VGA CMOS sensors. The Deluxe version will operate
in low light conditions. The QuickCam for Notebooks Deluxe webcam
will be available in the U.S. from April, and in Europe in May for
a suggested retail price of £39.99. The QuickCam for Notebooks
webcam will also be available in the U.S. in April, and in Europe
in May for a suggested retail price of £29.99.
Video for the Business
Logitech ViewPort AV 100 focused on video communications
to the workplace PC. This combines a Logitech video camera, an integrated
microphone with acoustic echo cancellation, and a Bluetooth wireless
headset into a single product. Polycom is a preferred provider of
solutions for the ViewPort AV 100. Logitech is marketing the ViewPort
AV 100 with Polycom’s PVX software video conferencing solution
through select distributors and value added resellers to enterprise
customers. Logitech is also working with RADVISION and VCON to deliver
video conferencing solutions using ViewPort AV 100.
Creating a Game Wheel for a Specific PS2 Game
In support of Polyphony Digital’s Gran Turismo
4, Logitech will release Driving Force Pro wheel for the PlayStation2.
This product has 900 Degrees of rotation, a simulation of rack and
pinion steering system, and force feedback. It is available now for £99.99.
Products for the Sony PSP
The PSP products open the product line of PlayGear
accessories. This includes PlayGear Pocket case to protect the PSP
which uses a polycarbonate shell. The Logitech PlayGear Pocket case
will be available online and on retail shelves in the U.S. from April
and in Europe from May. Price to be confirmed. Another is PlayGear
Stealth earphones. This will be available on retail shelves and online
in the U.S. in April and in Europe in June. Price to be confirmed.
PlayGear Amp portable speakers will be available in the U.S. from
June and in Europe from July. Price to be confirmed. Finally PlayGear
Share audio splitter which creates a pair of open 3.5 mm ports, allowing
friends to use two sets of headphones or speakers simultaneously
on one PSP device. This will be available on retail shelves and online
in the U.S. from May and in Europe from June. Price to be confirmed.
Pen Upgraded with Bluetooth – No longer a consumer
product
Logitech will offer business solution providers a
Bluetooth wireless technology enabled version of the io2 Digital
Pen, beginning in Summer 2005. Subsequently, it will be marketed
as part of custom mobile workforce solutions through solution provider
channels.
A4Tech Wireless Optical Mouse without Batteries
It looked strange – there was this big crowd in a
mouse booth. This was the A4Tech that we have seen many times before.
This time they had a simple game smashing an inflated battery mockup.
The theme was an optical mouse which uses no battery. Impressive. It
runs on a RFID mouse pad which is powered and the mouse lights up. They
state that it uses RFID for induction to power the mouse. That is the
only detail which was available. The box claims auto-execute in Word,
Excel and ACDsee and more. Seems far fetched but it works. I bought one
for 20 euros. This product deserves a close look.
HSDPA – What to do with all that Bandwidth?
Buried in the back of the Vodafone booth was a demonstration
of High Speed Downlink Packet Access (HSDPA) on two notebooks. Booth
conversation netted the following:
Initial network rollout in early 2006;
Very stable system;
Easy to upgrade from UMTS – software upgrade in
the base stations;
The first service will be via a PC Card in notebooks.
WAVE Comment
Increasingly as the WAVE probes, the more solid HSDPA looks.
Already Cingluar Wireless has completed a trial in Atlanta but here in
Europe the talk is about deployments. Vodafone ran its trial in New Zealand.
The key to the development of this market is pricing. The
operators have shown the inclination to price based on speed or bandwidth
and at small chunks of “data.” HSDPA opens a whole new opportunity
space and NO it is not the triple play as we heard at 3GSM. HSDPA provides
any place any speed (or just about) networking. We have seen indications
that the operators are ready to hop on the “always connected low
cost notebook” opportunity as a means to lock in service plans
and revenue stream. As we found at Vodafone there is a hint they are
planning on such an offer. But more importantly the viability of this
as a network connection option will be determined by what the operators
charge for it. HSDPA could break the back of the WiFi hot spots if the
pricing is modest – especially with fixed price plans.
First market entry will likely be automobiles in the form
of moving networks. In this environment voice recognition and voice feedback
could play a critical role to avoid safety issues. But the market could
rapidly move to notebooks as a PC Card and then embedded. This could
radically change the role of the PC and mobility in the same way that
cell phones did for telephony. Note that WiFi, the notion of a hot spot
with very limited coverage held hostage buy the venue owner and with
NO mobility, is a failure in comparison. The keys to the potential success
of HSDPA are seamless roaming and price. Let’s hope the carriers
get it. Recall from our 3GSM report.
Marco de Benedetti, CEO of TIM (mobile of telecom Italia)
said it well with the sound bite:
In our first 10 years we cut the wire to the phone
In our second 10 years we cut the wire to the PC
He is right on. The consequences could be huge.
Looking for HSDPA Terminals
If HSDPA is around the corner we should be able to find
cell phones. At 3GSM we found a PC Card from Sierra Wireless and in the
Vodafone booth here at CeBIT we found another one in notebooks as described
in yesterdays report. Consistent with the comments at 3GSM that there
is a shortage of terminals we found nothing for HSDPA. It could be too
early but here is where we tapped.
Nokia
Nothing - too early
Samsung
Nothing
NEC
They had HSDPA cell station equipment in the booth
but there were no terminals. A comment was made – NTT DoCoMo
will be first in the race to deploy HSDPA and thus terminals will
surface in Japan first.
Siemens
Siemens has the Gagaset product line. Basically this
is leveraging broadband in the home including VoIP. They showed wireless
routers, gateways and phones, Siemens had very well designed VoIP
phones that looked similar to the cordless phones which have become
common in homes. When I asked about where is HSDPA the response was
a clear no. It was also stated that when HSDPA is out this changes
everything in the home, i.e., WLL is a reality. This assessment is
also consistent with the Novatel’s Wireless Ovation at 3GSM.
BMW Connected Drive
The booth was packed. BMW was showing its telematics solution
that looks much like OnStar but it was deeper than that. The functionality
included:
A BMWOnline e-mail account and the e-mails can be answered
in the car.
Uploading of personal addresses to be integrated into
the navigation system.
A monthly service to monitor the status of parking garages
to know which ones have space while the driver is looking for a parking
location.
LBS including an online Michelin guide access and the
ability to transfer content to the car and cell phone in the car.
News information.
Stock and exchange prices.
Stolen vehicle tracking and reporting
This is getting there.
Smart Clothing/Wearables
All the signs are there. We saw it at the Wearable Computing
conference and now this space is at the earliest stage. Consider the
following examples.
Rosner|Touch|mp3 blue
A coat with mp3 built in. Includes microphone, mp3
module with 125MB of storage, Bluetooth and Sennheiser headset. Textile
control panel for the player and phone control. Can be connected
to a PC by a USB cable. Easily washable after removal of the mp3
module.
http://www.mp3blue.de
Adidas Intelligent Shoe
The Adidas 1 has adaptive damping which automatically
adapts to each running situation. A magnetic sensor and microprocessor
calculates the damping for each surface. There is a motor operated
cable system to adjust the damping. The magnetic sensor is located
in the heel and the magnet in the mid-sole. With each strike the
shoe measures the compression of the heel. Software in the shoe compares
the damping with a pre-set range of performance.
Navman
Sport.Tool X300 which is a small stylish unit that
straps to the upper arm. It tells you at a glance how fast you’re
moving and how far you’ve come, using (GPS) accuracy. Additional
information is available which is collected by the unit. There are
5 models for use in sports such as skiing, running, rollerblading
or cycling.
eleksen Exposes Clothing Business
Known for the Logitech foldable keyboard for the Palm,
eleksen has been in the smart clothing business for some time. Yes, the
Logitech product had a connector built in and thus forced its obsolesce
when the Palm product went out of date. But the company confirmed that
the smart clothing business is just now taking off. One product in the
booth impressed us – a flexible Bluetooth Keyboard. This would
allow anyone to type into a PDA or cell phone. One only has to pull the
keyboard out, lay it down and begin typing – impressive. It has
also done designs for audio/automotive controls in backpacks and bags,
sports jackets and Rosner mp3blue jacket discussed yesterday. Another
design is a control in the carrying case of an audio player. One only
has to stroke the outside of the case and it plays and adjusts the volume.
There is a flexible speaker in the lid of the carrying case also. The
business model at eleksen is to sell designs with their clothing type.
They have a facility in China making the clothing which can be implemented
to suit.
FogScreen Display
This was discussed in a booth at IST but now we saw it
at CeBIT. It is uncanny. A display, FogScreen Inia, which is embedded
in a sheet of fog that falls to the floor. It is a display that one can
walk through and even interact with. A new Swedish company was using
it to promote their Bluetooth headset products – the problem was
everyone was watching the display.
Product Abundance in the PCC category
The WAVE saw this trend at PMA and these Personal Content
Centers (PCC), our name, were all over CeBIT. We estimate 25 -40 booths
with these products. Here is a sample of what stood out.
OLED PCC – Striking
Neosol of Korea called it a PMP, Personal Media Player,
the CP-2210 to be precise. It is loaded:
Build In TV
Video En/De – Coding – MPEG4, AVI, ASF, WMV9 SP
Audio En/De – Coding – ADPCM, MP#, G.72S, WMA9
Electronic Album JPG
Direct TV/AV recording
Voice Recorder
e-Book
HDD 5BG
Playlist
OLED Display from Kodak
FOB $300, Available Now.
Multimedia Player
Telefield of Hong Kong has the MP-I in the booth.
It
was also full of features.
MPEG-4 Out
MP3 Out
Photo Album
Audio recorder
Video recorder
USB hard disk – 20GB
USB 2.0
Media File Management
$280 FOB Hong Kong.
iriver – Booth always packed
The model numbers are PMP140 and PMP120 for Portable
Media Player of 20GB and 40GB size. The features include:
3.5’’ display with 260,000 colours
Audio formats supported: MP3, WMA, ASF and WAV
Video formats supported: AVI in MPEG4, DicX and Xvid
Ability to view video, e-books and photographs
USB 2.0 and USB on-the-go
External microphone to connect to the line-in
3.5 mm stereo minijack to minijack lead to connect to external audio
sources or speakers
TV out lead: 3.5 mm minijack to cinch video and audio (L+R) stereo
USB lead for data transfer
USB adapter to connect to external devices such as digital cameras
Retail pricing is PMP140, 40 GB: £449, PMP120,
20 GB:
£399.
Fraunhofer Shows 3D Technology
The Free2C 3D Kiosk is a good looking kiosk like form factor
on a desk surface. There is a vertical display surface and keyboard.
But buried in this are two technologies which make the 3D display one
of the more natural autostereoscopic ones we have seen. At the top of
the display are two cameras which track the eyes. This allows the 3D
display, along the horizontal axis, to form the image to just fit within
the position of the eyes. As one moves one’s head, the display
follows the view space. Second, below the surface of the display is a
camera which is on the surface of the table. This images one’s
hands as they point to the display. Hand gestures can then be used to
interact with the displayed object. The display is 21.3” and 1660
X 1200 and mounted vertically.
It is called a VR Object Display but the designer calls
it an inverted VR Cave. The design is based on a walk around cylinder
similar to a bill board which is common in Europe. One wears a set of
glasses and the object remains fixed as one walks around the cylinder – about
5’ in diameter. The image quality is quite good. The technique
used to create the 3D is based on color twining. That is, each of the
primary colors have two components – 2 slightly displaced red and
the same for blue and green. This is done at the projector with a filter
and the inverse filter is used in the glasses. The color quality was
excellent along with the textures applied to create the 3D object.
WAVE Comments
Many issues came to clarity at CeBIT. Now in the 5th year
of coverage, we saw CeBIT in a different light.
World wide manufacturing was evident all over the floor.
But specifically the Chinese companies were much more aggressive as they
seek to displace the Taiwanese. Here at CeBIT we saw more Chinese companies
that at any prior event. The process has been underway for many years
but it was blatant. This makes possible the disaggregation of manufacturing
from product design and development. Because of the gross oversupply
of companies willing to do manufacturing there is intense competition
and low margins in manufacturing. In the past investment in manufacturing
was a competitive advantage in the electronics industry. Now it is a
huge investment boat anchor.
The key to a chance to win in the market is velocity. That
is, the speed with which products can get to market, changed by the market
and exit the market when the profit value has expired. The manufacturing
base has made this possible because companies are so aggressive in seeking
business they have become able to rapidly turn designs and production.
It is a self feed frenzy which has only increased the velocity.
The market is crying for solutions and most are ignored.
At the WAVE, we have written about this many times. For example, finding
innovative and viable uses for broadband is one. It was with great disappointment
that we heard the cellular industry claim, at 3GSM, that the triple play
was the next great opportunity for the cell phone industry. Absurd.
How to make life easier to live? No one addresses this.
If one reads press releases and watched product flow the growth markets
are about having more fun – it is music and games. But this is
only a small part of life.
If there is one positive tick on the radar screen it is
the robotic vacuum cleaner. Much more remains but this is a positive
sign.
|
