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Nordic Semiconductor signs China distribution agreement with leading supplier Honestar Technologies

Nordic Semiconductor signs China distribution agreement with leading supplier Honestar Technologies

Gary Ho, Nordic's Regional Sales Manager in China (to the left) and Alex Lin, CEO of Honestar Technologies.

Partnership will aid Nordic’s expansion strategy in burgeoning China market and support dramatic growth of Bluetooth Smart in emerging technologies such as the smart home, beacons, and the Internet of Things

Ultra low-power (ULP) RF specialist Nordic Semiconductor ASA (OSE: NOD) announces it has signed an agreement with leading Chinese distributor Honestar Technologies Co., Ltd.


Established in 2000, Honestar Technologies is a component distributor and electronics solution provider. The company is headquartered in Shenzhen, with subsidiaries in Hong Kong, Beijing, Shanghai, Chengdu, Qingdao, Xiamen, and eleven other key locations in China. Honestar Technologies employs around 350 staff, of which one third are R&D engineers. The company has built up strong customer relations in consumer, mobile, lighting, and industrial with a particular emphasis on emerging technologies in each of these sectors.


“Bluetooth® Smart is a particular focus for Honestar Technologies,” says Alex Lin, the company’s CEO. “Because Nordic Semiconductor has played an important role in the development of the Bluetooth v4.0/4.1 specification’s Low Energy Core Configuration and offers award-winning Bluetooth Smart solutions––such as the nRF51 Series––we were keen to formalize our partnership with the company.


“The emphasis of the partnership will be promoting Bluetooth Smart as a solution for emerging markets such as the smart home, beacons, and the Internet of Things [IoT]. There are many innovative companies in China that are developing products in these sectors and Nordic’s Bluetooth Smart solutions will help them realize their ambitions.


“Apart from being impressed with Nordic’s silicon, we were also excited by the company’s range of development tools and reference designs that our in-house engineers can draw upon to assist our customers with their product developments,” adds Lin.


“With Honestar Technologies now acting as our distributor, Nordic has a partner with a wealth of experience and expertise in the domestic Chinese market as well as the established nationwide network needed to promote local sales of Bluetooth Smart––a ultra low power wireless technology that is growing rapidly in here––together with Nordic’s ANT+ and 2.4GHz proprietary solutions,” says Gary Ho, Regional Sales Manager - China with Nordic Semiconductor.


“Not only does Honestar Technologies offer a first-class distribution network but it also provides design and development engineering services via its experienced team. Such a service is important to Nordic because we want to ensure customers can get their products to market as quickly as possible.”


Lin predicts strong growth for Bluetooth Smart (formerly known as Bluetooth low energy) in China, particularly in emerging technologies. The company’s widespread reach across the country will enable it to promote Bluetooth Smart to customers developing applications in the smart home, beacon, and IoT sectors. Nordic Bluetooth Smart technology is a proven wireless connectivity solution for these applications across the globe.


Bluetooth Smart is an ultra low power wireless technology that has seen rapid growth due to its interoperability with Bluetooth Smart Ready smartphones, tablet computers, and PCs, and is a key enabler for wireless sensors such as beacons and IoT nodes. (See “About Bluetooth Smart” below.)


A smart home centralizes control of heating, ventilation, air conditioning, and lighting from a mobile device such as a smartphone or tablet via a wireless sensor network that monitors ambient conditions. Beacons are wireless sensors that advertise their position enabling smartphones to fix their location and receive context-specific information such as directions or information about a close-by product. The IoT is a network of sensors connected to the conventional Internet and cellular networks that greatly enhances the collection of data that can be used for analysis and action.


The nRF51 Series is a family of multiprotocol Systems-on-Chip (SoCs) for Bluetooth Smart, ANT+, and 2.4GHz proprietary wireless products. The SoCs integrate a 2.4GHz multiprotocol radio, 32-bit ARM® Cortex™ M0 processor, up to 256kB flash memory and up to 32kB random access memory (RAM). (See “About the nRF51 Series” below.)


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