Lexar Sells Branded Eye-Fi

I’m running a link to this story solely to avoid confusion among readers: Eye-Fi signed a partnership deal with Lexar several months ago that should lead to Eye-Fi technology being embedded in Lexar cards. Lexar works closely with so many camera makers and others that it was a smart move for Eye-Fi to link up, as Eye-Fi is selling its smarts as the value-add, not so much the hardware that the smarts are embedded in for now.

Obviously, as a practical stage one, Lexar is selling a private-label Eye-Fi Share as the Lexar Shoot-n-Sync using. Same price, same features.

What I’m waiting for, which will likely take into 2009, is for Lexar and Eye-Fi to announce partnerships with a major camera maker or two that will allow the Lexar or Eye-Fi card to talk directly to the camera to control battery savings mode, as well as other details. Conceivably, a camera that supports an external GPS (like the new Nikon D90) could allow the Eye-Fi to retrieve coordinates and perform assistive GPS using its Wi-Fi positioning software, and so forth. There’s a lot of potential.

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