In the first decade of its life Bluetooth has grown to become the most widely implemented wireless connectivity technology; by 2010 over 5 billion Bluetooth enabled devices had shipped. Its prime markets such as mobile phones and accessories are starting to reach saturation point and in order for Bluetooth to achieve significant further growth new use cases need to be developed. The introduction of Bluetooth v4.0 is set to drive a second wave of Bluetooth market growth with low energy as its pivotal enabler. Its use in Bluetooth Smart Ready hubs such as smartphones, media tablets, and laptops and Bluetooth Smart nodes such as heart rate monitors and sports watches as well as many new and emerging markets will drive Bluetooth to achieve cumulative shipments of 20 billion devices by 2017. This study assesses growth in a range of end markets, discussing drivers and inhibitors as well as IC vendor shares, product portfolios, and future strategies.