Signature Q4 2008

Ask the SIG | Illustration by Gary Neil | Q4 ’08 Why should I be worried about counterfeit products claiming to have Bluetooth technology? Counterfeit products can have a negative effect on everyone, from legitimate manufacturers to retailers to consumers. Many times, counterfeit products that claim to use Bluetooth technology either use a copy of the technology or don’t have the technology in the product at all. Consumers are often lured into buying counterfeit Bluetooth enabled products by low prices that result from manufacturers skipping the proper qualification and membership steps, which can lead to poor product performance. When the product malfunctions or doesn’t perform as advertised, consumers become frustrated with the product, the brand and the retailer that sold the merchandise. They may decide to avoid Bluetooth enabled products, which can hurt adoption rates and, ultimately, sales. How does the Bluetooth SIG respond to counterfeiting? One way is to enforce the use of the Bluetooth technology trademark. For a product to be labeled with the trademark, it must come from a Bluetooth SIG member company, and it must pass the Bluetooth Qualification Process. The Bluetooth SIG works with customs offices worldwide to identify and confiscate counterfeit products that violate the trademark and word marks, which are currently registered with Australia, Canada, the European Union, South America and the United States. What are customs ofﬁcers looking for when inspecting imported shipments? The biggest clue to tracking counterfeit products is misuse of the brand. If the trademark or word marks are not used correctly, or if the product is labeled “Bluetooth” but does not have a primary brand, the shipment is stopped immediately. Customs officers can access qualified companies through an online database, or they can verify products by contacting the Bluetooth SIG. The shipment is destroyed if the company manufacturing the product is not a member of the Bluetooth SIG and the product is not qualified. If the products are made by a member company that is not using the brand correctly, the company will be counseled on brand guidelines. Also, if the product is qualified but the company is not a member, the Bluetooth SIG will follow up to require that company to become a member. What can I do to combat counterfeit products? Keeping It Real Counterfeit products claiming to be Bluetooth enabled hurt the brand when they fail to function properly, causing consumers to blame the technology. That, in turn, hurts members. Here’s how the Bluetooth SIG responds to counterfeiting, and how members and users can help. Experience More The key to controlling the sale of counterfeit products is education. Retailers need to watch for products that don’t use the Bluetooth technology trademarks correctly. Retailers can also educate consumers that the word “Bluetooth” is a secondary brand identifying the technology that helps products connect with each other wirelessly. Consumers should be aware that qualified products have been extensively tested and controlled; extremely low retail prices are a key indication that a product has not been through this process. If you suspect that counterfeit Have a question for the Bluetooth SIG? products are being manufactured, Want to share an answer to a Frequently shipped or sold, please contact Asked Question from your customers? Brand.Manager@bluetooth.com. E-mail us at signature@bluetooth.com. Bluetooth Special Interest Group | 9

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