The benefits of the PMA standard. Copyright 2014 Powermat Technologies Ltd

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1 The benefits of the PMA standard Copyright 2014 Powermat Technologies Ltd

2 Contents Summary 3 Introduction 3 Background 4 A Wireless Power Network 5 Certification 6 Winning the users over: taking a user-centric point of view 7 Enterprise friendly the venue owners perspective 8 Conclusion 9 2

3 Summary The PMA actively supports the creation of an eco-system of wireless power, enabling users to charge at home and outside The PMA has strong momentum with carriers such as AT&T and venue owners such as Starbucks and McDonalds The PMA s certification program reduces risk for OEMs and ensures compliance The PMA is user-centric, focused on providing users with a superior experience Introduction The Power Matters Alliance (PMA) is a global, not-for-profit industry organization made up of forward-thinking industry leaders working together to create a better power paradigm for battery equipped devices through the use of wireless charging technology. It has rapidly grown to over 100 members across a diverse set of industries including telecommunications, consumer devices, automotive, retail, furniture, surfaces and more. Its focus, led by its Board of Directors, with members from AT&T Mobility, Starbucks and P& G, is to make wireless charging ubiquitous where consumers need it most. Like other standards, the PMA is currently based on inductive charging technology. It also has a working group focusing on magnetic resonance, since its goal is to be agnostic between induction and resonance technologies, focusing rather on the creation of an eco-system that will enable people to wirelessly charge anywhere. This brief will discuss the core benefits of the PMA standard, focusing on the user experience and eco-system offered by the PMA and its members. AT&T fully supports the concept of an industry standard for wireless power. In an effort to move toward making this a reality for consumers worldwide and in direct support for the public ecosystem rollout led by Powermat, we have asked our device suppliers to integrate PMA-certified wireless charging solutions by In the meantime, we are working with them to deploy PMA-certified handsets and accessories as quickly as possible. Jeff Howard, Vice President, Mobile Devices and Accessories at AT&T, Power Matters Alliance Board Member 3

4 Background Wireless power transfers electrical energy from a power source (a charging mat or charging spot) to a receiving device Tx to Rx. Power transfer occurs without using conductors (i.e. wires), by using a long-known electrical phenomenon magnetic induction. At home or in the office, charging mats are connected to an electrical outlet. In public venues, charging spots are installed in public areas. Each spot is capable of delivering up to 10 watts of power and is powered by a low voltage connection, with up to 6 charging spots for one electrical outlet. In this way public venue guests can put their device on the table to recharge, right where they would typically lay their device down, just by their food and drink. Similarly, cars can offer wireless charging and the technology can be integrated into additional surfaces in the future, with mobile phone network operators and manufacturers integrating wireless power receivers into devices. 4

5 A Wireless Power Network There is no doubt that any device owner would love to charge their phone or mobile device wirelessly. Yet the benefit of having a charging mat at home is significantly enhanced if users can use wireless charging wherever they go: at the office, in the café, the airport, the fast food restaurant and more. This is why industry observers believe that wireless power will deliver the most benefit as a widespread network. One of the elements of the network is having a unique RxID (Receiver Unique Identifier) for each receiver device, so that policies (who can charge where and when) can be applied by network owners, based on the RxID. When a device with a PMA certified wireless receiver (such as a device with a Duracell Powermat Wireless Case/Battery Door) is placed on a charging spot, a handshake happens between the charging spot and the receiver device, identifying the device and then beginning wireless energy transfer to the device. It is an intelligent system and will only send power to devices it has identified. As a result, the PMA is not focusing on the Tx to Rx facet of the standard alone, which is used by home charging mats. Its goal is to additionally enable, through standards activity, the quick and seamless realization of a wireless power network, letting users charge everywhere. 5

6 Certification A wireless power network can only happen with a cost-effective way to ensure interoperable wireless power components, systems and services. This is why the PMA is continuously investing in a world-class certification process, using semi-automated test equipment. The strategic objective of the PMA Certification program is to establish certification processes and testing infrastructure that achieve seamless device interoperability and conformance to the standard across the entire wireless charging ecosystem. To ensure that PMA certification is valued and trusted by suppliers, OEMs, service providers and consumers worldwide, the PMA works to ensure that product testing adheres to the specification in the most simple and practical manner. It also focuses on the delivery of test infrastructure to meet the global need for quality and cost-effective PMA certification. This ensures multi-vendor product interoperability that minimizes investment uncertainties for all entities in the value chain from technology providers to end users. All PMA approved certification labs accredited for PMA testing adhere to a stringent quality process defined by ISO/IEC Today, there are several PMA accredited labs around the world, creating a global network for certification, with partnership with test vendors to provide equipment for testing. Certification is governed by a program manual that defines the entire process. 6

7 Your Locations New York Washington San Francisco Rio de Janeiro Change Policies See Statistics Users katyhudson1234 Send Messages Turn On/Off Winning the users over: taking a user-centric point of view The PMA and the wireless power network it fosters help end users charge wherever they want. This important user benefit is achieved by venue involvement but also by attention to detail, such as standardized user indications on charging mats (LEDs, audio indications etc) to avoid confusion. Additionally the PMA has requirements for minimum charging efficiency (required by the certification process) to ensure users get the best possible experience. The involvement of public venues that deploy wireless power and mobile operators keeps the PMA with a user centric focus, with a technology that is mature and field proven. Additionally, requirements for minimum charging efficiency also translate into a greener standard, which is important for user acceptance. The PMA has a working group for sustainability and the Energy Star is involved from the PMA s beginning. Green elements are also part of the certification process. 7

8 Enterprise friendly the venue owners perspective However, another user exists in the wireless power eco-system and their needs should also be taken into account: the venue owner (such as a quick service restaurant owner, airline lounge, club etc). Venue owners want to install wireless charging as an amenity, just like WiFi is offered as an amenity in many public places today. The venue owner user also has unique needs: To support customer interaction, various business models and analytics, each wireless receiver should be uniquely identified through a wireless charging RxID, so that special offers can be offered to users and charging limited to customers. Venues should easily set central or venue specific wireless power policies and integrate wireless power into loyalty programs and other customer interaction systems. Turning charging spots on or off, maintaining them and tracking their health should be seamless and remote. Ultimately wireless power deployed at venues needs to be manageable through software, so it is not an array of disjointed, standalone charging surfaces but rather a smart wireless power network. This transformation of an analog consumer product into a digital enterprise platform allows for new consumer use-case scenarios and business models. 8

9 Conclusion The PMA is committed to standardizing technology so that interoperability will be always possible, protecting OEMs investment in wireless power. Yet, to ensure a wide and receptive market for wireless power, the PMA is also focused on building a user oriented wireless charging experience, so that through a wireless charging ecosystem of venue owners, mobile operators and OEMs, everyone will be able to charge anywhere. This is why ecosystem outreach, clear certification for risk mitigation, an enterprise friendly solution and a focus on a meaningful user experience that is also green are the focal points of the PMA s activity. sales@powermat.com