The Alliance for Wireless Power (A4WP), one of the three competing standards bodies in the wireless power market, today announced Rezence as the brand name for its technology. "The name Rezence was derived from the words resonance and essence," said Geoff Gordon, A4WP marketing committee chair. The Rezence logo consists of a lightning bolt within a pair of brackets, resembling the letter 'Z'.

The A4WP was formed in 2012 with a goal to bring more flexible wireless power technology to consumer electronics. Backed by tech giants like Samsung Electronics, Qualcomm and Intel, the association today has more than 70 companies as its members.

The wireless power standards body is planning to showcase its technology at CES 2014 in January, while the device certification program is planned to begin within the next few weeks. The Rezence-powered devices are expected to enter the market by the first half of 2014.

The other two wireless power standards in the market are Qi (by the Wireless Power Consortium) and Power 2.0 (by the Power Matters Alliance). While the former is largely driven by Procter & Gamble and Powermat Technologies, the latter is backed by Nokia, HTC and LG. Some companies like Samsung, LG, HTC, and Qualcomm are members of all three wireless power associations.

Currently, the A4WP has no market presence, while the other two already have their products in the market. However, A4WP's technology allows multiple devices to be charged in a single space, something the other two are now working on.