In case you missed it, last week a battle started brewing between Eye-Fi, maker of wireless memory cards, and the SD Association, which represents more than a thousand companies that set industry standards and promote SD (Secure Digital) standards acceptance.

The argument stemmed from this: At the Consumer Electronics Show earlier this month, the SD Association announced plans for a new Wireless LAN SD standard, formally named the iSDIO specification, for full-sized and micro SD/SDHC/SDXC cards. The SD Association said this will enable consumers to send pictures, videos and other content more easily from existing digital cameras to online cloud services and other SD devices in home networks.

Eye-Fi, which has been baking wireless technology into SD memory cards for several years — many consumers are familiar with the Eye-Fi cards, which bring Wi-Fi capabilities to cameras — says that this new set of standards violates the company’s intellectual property.

While both parties have declined to provide details as to which technical specifications are in question, Eye-Fi CEO Yuval Koren has put up a blog post staking Eye-Fi’s claim in the matter.

Eye-Fi is also miffed that the SD Association went ahead and put out a public statement on the new set of specifications. Eye-Fi says the statement suggests the new standards have already been adopted, when, in fact, they were submitted for approval on Nov. 28, 2011, and the 60-day IP review process is still underway. Eye-Fi told AllThingsD that normally there’s no public disclosure during this stage, because it’s not yet a ratified standard.

The SD Association, meanwhile, told AllThingsD that it routinely announces new standards during IP review, and didn’t change its practices for this announcement.

The SD Association IP review period is set to close in two days.

So, with that out of the way: How might all of this impact consumers?

To start: It’s generally agreed upon that more options for consumers are a good thing. The SD Association is presenting more options, and it says it’s doing so to respond to market demand, as wireless accessibility becomes more important.

But Eye-Fi argues that, in this case, more options will create more fragmentation.

While the actual documents that detail the new iSDIO standard haven’t been made public yet, the SD Association has confirmed that the proposed specifications would set standards for cards that fall under two types of devices: Type W and Type D. “W” stands for Web, and that kind of SD card would support peer-to-peer wireless functions. The home network interface would be designated by a “D” symbol, and would support home network communication functions. A wireless LAN SD memory card could provide both of the wireless types, and would carry both symbols.

Eye-Fi’s Koren told us that in Eye-Fi’s view, the SD Association has the potential to confuse and set back the camera industry just as the industry moves forward with sharing. “In the name of standardization, what seems to be happening is more in the way of fragmentation more than anything else,” Koren said. He also questioned whether compatibility issues could arise as a result of the two different device types.

Kevin Schader, the SD Association’s director of communications, issued a statement, saying, “Products made using SD standards will work together, as they have for the past 12 years.”

It’s important to keep in mind that this flap is coming at a time when consumer adoption of smartphones is surging, and many consumers are using their smartphones for photo-taking — and for immediate sharing. Meanwhile, more consumer electronics makers are introducing cameras that have a variety of Wi-Fi capabilities, cloud services and apps for sharing built directly into the cameras — eliminating the need for additional, external Wi-Fi cards.

Eye-Fi already works with 10 top camera manufacturers and dozens of photo sites; it also licenses its technology to SanDisk, the world’s largest provider of flash memory. Koren points to Kodak’s new wireless camera, announced at CES, as an example of a camera maker that’s introducing more wireless sharing capabilities while still relying on Eye-Fi cards.

In some ways, Koren said, Eye-Fi’s platform has been similar to smartphones in that it is driven by operating systems, and that makes Eye-Fi technology more adaptable to changes than Wi-Fi technology that is built into cameras. As Wi-Fi standards advance and change, Koren argued, it’s easier for consumers to put in a new card — the way they might update a phone’s operating system — than it is to invest in entirely new hardware, or in this case, a new camera.

So what’s the next step? The SD Association’s IP review process is set to wrap up on Jan. 27 — this Friday. Either the SD Association will vote to adopt the new iSDIO standards, or it will narrow the scope of the specifications or rewrite them in some way.

Eye-Fi, which is a member of the SD Association, says it hopes the association comes to the right decision. Which, in Eye-Fi’s eyes, would mean no new set of iSDIO standards — and less of a chance for competition that could possibly encroach on Eye-Fi’s intellectual property.

“I think for the SD Association to proceed with this, whether implicitly or explicitly, their members or anyone adopting the specifications would be made aware of the fact that there are some essential IP claims wrapped up in that standard,” Koren said. “And they’d be operating at their own risk.”

(Photo courtesy of bfishadow/Flickr)

SanDisk will sell co-branded four gigabyte and 8GB memory cards that are similar in features to the company’s current entry-level products.

Though the partnership is initially centered around SanDisk selling co-branded Eye-Fi chips in Europe, CEO Yuval Koren notes that it opens the door for the two companies to work together more closely down the road.

“We really see this as the beginning of a deeper partnership,” Koren said in an interview, noting the deal has been some time in the making.

Although Eye-Fi had been distributing its memory cards in a few European countries, such as Germany, France and the United Kingdom, its efforts had been limited in scale.

“They are obviously going to take a much broader approach to that,” Koren said. With the deal, Eye-Fi plans to transition from selling its own brand cards in Europe.

Eye-Fi, the company best known for adding Wi-Fi to cameras via the memory card slot, thinks it has a way to pair the two devices and offer consumers the best of both worlds.

The company is announcing today that it plans to create a new “direct mode” that will allow cameras with its cards to share photos with a nearby smartphone. Photos transferred would show up on the camera as if they had been taken from that device, allowing for easy editing and sharing.

Eye-Fi’s cards already allow photos to be uploaded from a digital camera, but until now have required either a home Wi-Fi network or a supported public hot spot.

In an interview, Eye-Fi CEO Jeff Holove said he rejects the notion that the cellphone will kill off the digital camera for most consumers.

“We absolutely expect people to use both,” Holove told Mobilized. Typically, Holove said, consumers use their camera on days they know they want to take pictures, relying on the cellphone to capture unexpected moments.

Eye-Fi, which is announcing direct mode at this week’s Consumer Electronics Show in Las Vegas, said it plans to add the feature later this year as a free update to its X2 series of cards. The company isn’t saying exactly when the feature will be enabled or which smartphones will initially be supported.

The company has been expanding its products beyond just its signature cards, which allow cameras to wirelessly upload photos over a home or public Wi-Fi connection as well as tag photos with the location where a shot was taken. Last year, the company announced a service that allows its customers to back up their photos to cloud-based storage.

Has anyone come up with a method that allows people to take pictures with a regular digital camera and then download them wirelessly to a computer, and/or perhaps to the Internet?

There have been a few digital cameras with built-in Wi-Fi wireless capability, but the best and simplest method I know is a $100 product called Eye-Fi. This tiny gadget looks and works like a regular, garden-variety SD memory card, but it packs a Wi-Fi transmitter inside. It fits into a standard SD memory-card slot and is compatible with a wide range of camera models from Canon (CAJ), Kodak (EK), Nikon (NINOF.PK) and others.

Coupled with clever software, and a clever Web site, the Eye-Fi card automatically zips your pictures wirelessly to your PC or Mac, and/or to your choice of over 20 online photo-sharing services.

For more information, see www.eye.fi. For a list of compatible cameras, see support.eye.fi/compatibility/. For a full review of the product, see: solution.allthingsd.com/20071121/.

You mentioned last week that SugarSync might be a good solution for backups, so if one computer dies your files still exist on another system. But what if the doomed computer doesn’t actually die but its files are corrupted by malicious software? Do those newly corrupted files overwrite the good copies on your SugarSync network?

They could do so, depending on which folders you had chosen to replicate on your other computers. Automatic-synchronization services like SugarSync have a tough time telling whether changes to a file are deliberate, accidental or the result of some sort of corruption. Though the last is rare, it could look to SugarSync like you had changed the file on purpose.

One way to guard against that is for a service to offer “versioning” — the practice of maintaining multiple past copies of a file. That way, if a change isn’t intentional, you can go back to the prior, pristine version. Sharpcast, the company that makes SugarSync, says it is planning to add versioning to the service, but offers no specific date. In the meantime, one way to back up a file without fear of its being overwritten by a corrupted version is to upload it to SugarSync’s special “Web Archive” folder, whose contents are never automatically updated.

Have you ever reviewed and suggested a media player for connecting to a home theater to play all songs, videos and photos that exist on your home computers?

Yes, I have reviewed several over the years. The one I find simplest and best designed is Apple TV, which, despite its name, can work fine in a household with no other Apple (AAPL) hardware. It costs $229 and is a small, thin, unobtrusive box that fetches music, photos and videos from your home network using either a wired or a wireless connection. It can connect to your TV set or home theater via a variety of analog and digital ports, including component-video, HDMI, and optical and analog audio. It supports high-definition video and works with any computer, Windows or Mac, that has Apple’s free iTunes software installed and running.

Apple TV handles many standard photo, music and video formats, but it is limited to music and video files that iTunes can handle. That excludes copy-protected files in Microsoft’s formats, and certain open Microsoft formats, but includes common files like MP3s. Apple TV also allows you to access YouTube and to purchase music and TV shows from Apple, and rent movies from Apple, without the use of a computer.

• You can find Mossberg’s Mailbox, and my other columns, online for free at the new All Things Digital Web site, http://walt.allthingsd.com.

Most users know how to upload photos, but don’t want to hassle with USB cords and slow upload speeds when transferring images onto a computer or photo-sharing site. Camera docks and memory-card readers built into PCs have attempted to alleviate these transferring problems, but these so-called shortcuts still require a certain amount of dedication to the process.

In the past couple of years, a handful of companies have gone a step farther by introducing Wi-Fi enabled digital cameras, notably Nikon Inc. and Eastman Kodak Co. But this capability works only in certain cameras and even then requires users to walk through a number of steps to send the photos through a service created by the company instead of sending them to a computer or Web site.

Little Effort Needed

This week, I tested a refreshingly simple gadget that solves this problem and does what most technology products don’t: It works in existing devices and requires next to no effort. The $100 Eye-Fi Card by Eye-Fi Inc. (www.eye.fi) is a two-gigabyte SecureDigital memory card with a built-in wireless chip. It slips into any camera with an SD-card slot, and whenever the camera is turned on, looks for a familiar Wi-Fi network and uploads your photos to your Mac or PC and one of 17 photo-sharing sites. After a quick, one-time setup, the user does nothing more than turning on the digital camera.

I thought this thing was too good to be true and set out to find its flaws. But after using it with two digital cameras (one brand new and the other over three years old), three different computers (each with different operating systems) and five photo-sharing sites, I’m convinced that the Eye-Fi is a terrific little tool. It works quickly and is a no-brainer to get going. The only people who won’t like it are those who enjoy razzing their lazy friends for forgetting to share digital photos.

Minor Inconveniences

The Eye-Fi’s flaws are minor enough to dismiss. For one thing, it doesn’t work on Wi-Fi networks that use log-in pages like those in Starbucks; instead, it’s meant to work on home networks or other “open” networks. Secondly, there’s no way to know when Eye-Fi finishes transferring photos unless you check your computer. Finally, your digital camera must stay on for the duration of the wireless transfer, which slightly taxes battery power, and slower networks and/or transferring numerous higher-resolution photos will require a bit more juice. Likewise, Eye-Fi looks for Wi-Fi networks whenever the camera is on, though the company says this only uses a minimal amount of the camera’s battery power.

The Eye-Fi Card comes in a small, colorful box that reminded me of a pop-up book: Pull one side and a quick-start guide appears on the right while the left swings out a piece holding the Eye-Fi card reader and SD card. This reader is only needed for the initial setup on each computer, which only took a few minutes per system.

I tried my Eye-Fi first on a Windows XP machine, plugging the card reader and card into a USB port. The software setup walks users through clear, quick steps like testing the computer’s firewall to be sure it can work through it and asking which folder should be designated to receive wirelessly transferred images. Here, I also typed in my account information for sharing images on Kodak Gallery; later I added Shutterfly, Snapfish, Picasa and Flickr. Other online destinations included blogs like Vox and TypePad, along with social-networking giant Facebook. The last step instructed me to insert the Eye-Fi SD card into my camera to snap the first test photo of myself, making sure it was working properly.

Managing Your Photos

Transferred photos are all reflected in the Eye-Fi Manager, a Web-based, password-protected site that tells which images were uploaded to photo-sharing sites and the computer. Users can opt to only upload from the Eye-Fi to one or the other or both, but only one photo-sharing site and one Mac or PC can be selected at a time. Account information for any of the 17 sharing sites can be saved within Eye-Fi, making it a cinch to switch where you want to send photos.

Around the office, within my registered Wi-Fi network, I took photos that showed up seconds later on my computer screen. At home, I entered my password-protected network’s information one time and watched as captured photos transferred wirelessly from my camera to either my Mac or Windows Vista laptop.

Quick Transfers

On average, it took about 40 seconds to upload each image to a Web site and about 40 seconds more after that for a photo to transfer onto my hard drive. I got home from a friend’s cocktail party and set my camera on a table with its power on. Ten minutes later, I turned on my computer to check the transfer and 12 photos from the party were uploaded to my Kodak Gallery account and my iMac’s hard drive.

Images upload in JPEG formats using their original, full resolutions. Some sharing sites change the formats for photos, but this varies between sites and isn’t related to Eye-Fi.

Eye-Fi won’t do absolutely everything for you, so for certain photo-sharing sites, you’ll still need to log on to send out emails for sharing albums with friends. But double clicking on any of the images in the Eye-Fi Manager takes you directly to wherever that image lives — whether on Picasa, Flickr, or your own hard drive.

I swapped the Eye-Fi SD card from one camera, an older Konica-Minolta Dimage X50 that still works well, to a new Kodak EasyShare V1253, which ironically has built-in photo emailing capability that isn’t nearly as easy to use as Eye-Fi. The Eye-Fi didn’t miss a beat and operated the same way in both cameras.

The Eye-Fi Card is as simple as it sounds and works with most cameras that use SD cards (for a complete list of compatible cameras, see http://support.eye.fi/compatibility/). If someone you know is constantly taking pictures that are never seen again by anyone else and they use a Wi-Fi network, Eye-Fi will serve as a carefree solution that takes the aggravation out of transferring photos to share with others.

Edited By Walter S. Mossberg

• Email mossbergsolution@wsj.com