The evolution of Internet and “smart” devices and their rapidly increasing number is putting greater emphasis on the need to stay powered up throughout the day. This has been one of the biggest unmet consumer needs recently and is considered as the next big thing in power. To give their support to this ambitious initiative, AT&T (News - Alert), Google and Starbucks today announced that they have joined the Power Matters Alliance (PMA).

PMA has been founded by Powermat Technologies and Procter & Gamble. The Power Matters Alliance (PMA), associated with a program of the IEEE (News - Alert) Standards Association called Industry Connections, is dedicated to creating an ecosystem and open standard for smart wireless power. The US Government's Energy Star and Federal Communications Commission – both PMA members -- are board observers. 

PMA's members and adopters are working together to create a real-world ecosystem of wireless power. Among the members, AT&T started selling PMA-compatible wireless power cases and charging surfaces in select markets. Delta airlines installed PMA-compatible Wireless Charging Spots in lounges and gates in leading airports. Duracell has begun a nationwide retail rollout of PMA-compatible wireless charging accessories through its Duracell Powermat joint venture. General Motors (News - Alert) will include PMA-compatible wireless charging for smartphones in upcoming models. Jay Z has installed PMA-compatible Wireless Charging Spots throughout his 40/40 Club in New York.

"An Internet of 'smart things' is rapidly evolving and most of them are powered electrically. Google (News - Alert) cares greatly about a future where power can be wireless, smart and environmental," said Vint Cerf, Chief Internet Evangelist at Google, in a statement. "The PMA is about doing for power what the Internet did for data.  With the help of Starbucks, AT&T, P&G, Powermat and so many others I believe this goal is finally within reach.""P&G has been at the forefront of innovation and category creation for 175 years, and for 50 years our Duracell brand has been the leading force behind 'power on the go,'" said Stassi Anastassov, President of Duracell at Procter & Gamble.  "In today's digital world staying powered up throughout the day is one of the biggest unmet consumer needs and therefore the next big thing in power. We are thrilled to be working side by side with global leaders from AT&T, Google, Starbucks and Powermat to bring this innovation to consumers worldwide."


Edited by Rich Steeves