jane... Your point is well understood and we can name hundreds, probably. The differece here is that demand will be driven by legislation:- (in the main)
1- NHTSA rulings on TPMS and Electronic Stability Control, amongst others.
2- EU proposals for green electronics, esp the removal of Lithium batteries.
It might seem a bit of a hotch-potch approach by seperate legislators, but it works in our favour.
In order to serve a World market there will need to be a certain amount of homologation, bringing with it a wider compatibility. We see that in automotive Bus's (data transfer protocols). With the EU taking the green initiative (TPMS is specifically refered to in EU draft proposals) the markets left with Energy Harvesting devices and "single-port" SAW. Energy Harvesting devices are pricier than batteries, that leaves (Transense) SAW. There simply isn't any other solution set for volume production that can meet the 2008 (and 2011, EU preliminary) "deadlines" whilst subscribing to driver and assembler needs.
As an addendum, but a rather major one, Daimler Chrysler appear to have placed out torque sensing IPR at the center of the next generation of Hybrid powertrain control.
Hmmm....
Edit: And the above!
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