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Apple AirPlay devices set to explode in 2011
Although DLNA may have had a significant head start, the streaming media standard available on more than 9,000 devices is about to be challenged in a very big way by Apple's upstart AirPlay technology. At least it will be if Jordan Watters, BridgeCo's VP of Sales and Marketing, is to be believed. BridgeCo as you'll recall, is the company that makes the silicon for AirPlay devices -- currently an exclusive arrangement we're told. While Apple may have thrust BridgeCo into the consumer spotlight, this ten year old company has a long history of quietly providing networked media processors and connectivity software to a who's who of audio companies. Here at CES we've already seen three speakers from iHome, the Zeppelin Air from B&W, and a trio of speakers from the previously unannounced AirPlay partner Klipsch rolled out. And this is just the beginning. According to Jordan Watters, AirPlay devices could ultimately dwarf "made for iPod" audio docks by 2x to 4x. Part of the reason for Jordan's optimism is the fact that so many iOS devices have already been sold and that many audio devices already on the market using BridgeCo chips can add AirPlay functionality via a software update, including the nine receivers just announced from Denon and Marantz. "The ecosystem is already there," he said smiling. And unlike iPod docks which are usually sold at a rate of one per iOS device, Watters sees consumers purchasing multiple AirPlay devices for every iOS device sold in order to enable whole-home distributed audio. In fact, growth could come as a "step function ramp sucking into the market," Jordan enthused. In other words, he expects AirPlay growth to be explosive. We'd chalk up the hyperbolic talk to Jordan's marketing role if it weren't for the abundance of anecdotal evidence supporting his claims here at CES. To start with, the company's modest meeting room was packed with interested manufacturers poking around BridgeCo's AirPlay offering. Jordan's also booked back-to-back-to-back with meetings until the show ends (and into the coming weeks we suspect). But what really convinced us was an all-in-one speaker prototype from a major consumer electronics company that was quickly whisked away before meeting the sensor beneath our D300's lens. If they're involved, well, we expect the rest will follow.
With AirPlay, Apple opens iTunes software to a 3rd party
Engadget reports that Apple has opened its AirPlay technology to a third party, BridgeCo. BridgeCo is the maker of JukeBlox, a network streaming technology that's embedded into its partners' audio products and equipment to allow wireless audio streaming. And, it just so happens, according to BridgeCo's website, that the JukeBlox platform will play nicely with Apple's AirPlay technology. What does this mean in layman's terms? It means that any audio equipment manufacturer that integrates BridgeCo's JukeBlox technology will be able to stream music from iTunes or iOS devices running iOS 4.2. This is the first time Apple's has opened up its iTunes software to a third party. In fact, CNBC reports that "BridgeCo worked with Apple on its AirPlay." According to a blog at BridgeCo's website, it is currently partnered with audio equipment manufacturers DENON, iHome, JBL, and B&W, to name a few, with "many more coming." Not so coincidently, these brands are also mentioned on Apple's official AirPlay website as featured partners. However, there's one piece that's left to fit into the puzzle. Marantz is listed as a featured partner on Apple's official AirPlay website, but there is no mention of Marantz on BridgeCo's partner list. Maybe it's just a question of time. Regardless, all this wireless audio streaming talk certainly bodes well for getting your music around the house. Update: Reader Leo notes in comments, and Dion via Twitter, that Marantz is a sister company of Denon; both are owned by D&M Holdings, along with other premium audio brands like McIntosh and Boston Acoustics.
Denon's AVR-4311CI to gain AirPlay compatibility this fall -- that easy, huh?
Here's an interesting tidbit. Denon's admittedly pricey AVR-4311CI -- which was introduced in late April -- may very well end up being the first major product to gain iTunes AirPlay compatibility retroactively. Yeah, retroactively. According to an updated product listing, the AVR will see a "planned upgrade" in the fall of 2010 that will "provide Apple iTunes AirPlay compatibility [that will let you] stream your favorite music to the AVR-4311CI." Now, we already knew that Denon was a partner of both Apple and BridgeCo (the enabling company behind AirPlay), but this is first mention of any existing product receiving a simple upgrade (firmware, we're guessing) that would add support for Apple's newly touted streaming feature. In other words, this may mean that hundreds, if not thousands, of AirPlay compatible devices are already on the market, and just as soon as Apple and / or BridgeCo green-lights the respective firmware updates, home entertainment systems everywhere may gain support for a protocol that wasn't even public before last week. Here's hoping, right? [Thanks, Ben]
Is BridgeCo the foundation for 'Made for AirPlay' Apple accessories?
Hands up if you've ever heard of BridgeCo. No? Us neither, but that's about to change following a CNBC report detailing the company's relationship with Apple. BridgeCo is in the business of embedding its network media processor and software stack into its partners' audio equipment to enable wireless streaming. Now, according to a CNBC interview with BridgeCo CEO Gene Sheridan, Apple decided sometime last year to make BridgeCo an AirPlay launch partner. As such, any vendor that embeds BridgeCo's newest tech will be able to accept streaming audio (and its metadata) from an iTunes library or handheld iOS 4.2 device -- there's no mention of video or picture streaming although AirPlay supports both. According to CNBC, audio gear should start arriving with the BridgeCo software in time for the holidays allowing iTunes users to "mix and match their favorite equipment with a common software." What that means isn't exactly clear, though BridgeCo does offer the ability to link systems into a distributed home audio network that includes a "party mode" where all speakers are synced to play from a common source. Importantly, according to Sheridan, this is the first time that Apple has opened up its iTunes software to a third party, giving it a glimpse at the source code. Exclusively? That's the big question. When Apple announced AirPlay, it listed Denon, Marantz, B&W, JBL, and iHome as "featured" partners. Coincidentally, in a blog post published two days after Apple's fall music event, BridgeCo listed all of these brands, with the exception of Marantz, as partners of its own. If you'll recall, the "Made for iPod" licensing program has provided a steady stream of revenue for Apple since 2005. And in the last few years, Apple has relied upon a proprietary authentication chip to authorize device compatibility and to unlock features such as video streaming. Apple undoubtedly seeks similar control over the expected rush of AirPlay-enabled devices in order to ensure a consistent user experience while making a few bucks on every third party accessory sold. So is BridgeCo the new chip and software behind a "Made for AirPlay" accessory certification program? We can't say for sure. Sheriden does let on that the Apple deal's impact is "immense" and should provide more than half of the company's revenues. Needless to say, the idea of combining systems from multiple brands into a unified whole-home audio network is certainly attractive. Sonos and Squeezebox, your approach to distributed wireless audio is officially on notice. Update: Computerworld published a second interview with Sheridan this morning that digs a bit deeper into BridgeCo's capabilities. For example, BridgeCo solutions support Pandora and Rhapsody streaming in addition to 12,000 streaming radio stations. BridgeCo also makes an SDK available to OEMs and developers. Now for the money quote: "The two companies spent the last year working together to develop AirPlay technology." In other words, BridgeCo is not just an AirPlay licensee, it helped develop the tech. Computerworld also confirms that AirPlay will be licensed similar to "Made for iPod" systems. And with all the speculation and rumor about Apple getting ready to offer its own subscription streaming service once its data center is complete (and contracts signed), it's easy to see how AirPlay could monetize Apple's bid to dominate the connected home audio market.
