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Skifta, which has been in beta for close to a year, utilizes DLNA to give Android devices similar functionality as Apples (s AAPL) Airplay protocol.

But for Qualcomm, its not so much about promoting an open solution that competes with Apple its about getting consumers familiar with the general idea.

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So whats DLNA Its a home media networking protocol that is supported by a whole range of CE products ranging from Sonys (s SNE) PS3 to connected TVs, Blu-ray players and NAS drives.

Skifta can access media stored on DLNA devices as well as play media back on some of these devices.

For example, users can stream a video straight from their Android cell phone to a DLNA-certified TV.

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Qualcomm Atheros Director of Product Marketing for the Networking Business Unit Gary Brotman told me earlier this week that there are now an estimated 500 million DLNA devices in the market but most consumers simply dont know how to utilize the protocol.

To make this even easier, Skifta is also introducing a media sharing application for Mac OS, Windows and Linux that turns the home computer into a media server.

Another feature added to the new version is support for 3G video viewing, which makes it possible to consume home media libraries remotely.

He did mention that Sifta could theoretically help people to sell media in the future.

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More often than not, users end up being disappointed with the DLNA features because it doesnt help them achieve what they wanted (case in point: Playing a 1080p HD video over DLNA to a Sony TV: The Sony TVs are DLNA certified, but not for the profile which supports high definition content).

With these multiple profiles (which are not clearly spelt out by the manufacturers also), it is no wonder consumers end up with bad experiences.

I am no Apple fan, but AirPlay has more scope to succeed compared to DLNA, because such features are inherently built for success in walled gardens.