In addition to competing wireless cards, Eye-Fi is seeing other types of products encroaching on its turf. Along with improving smartphone cameras that allow users to share photos from anywhere, more and more cameras have built-in Wi-Fi-sharing capabilities. However, Koren sees the growing wireless-camera market as an opportunity for Eye-Fi to work with manufacturers to enhance their products' built-in Wi-Fi features.

"Virtually all the companies you see with Wi-Fi-embedded models still cooperate with us on the integration of our product," says Koren. "Eye-Fi chooses to participate in CIPA [the Camera and Imaging Products Association], which has a similar but distinct membership compared to the SDA.

"SDA is a storage organization, while CIPA is more of a camera-manufacturer organization. As we look at more cameras becoming Wi-Fi-connected, it's an important organization for us to participate in as the landscape shifts over time."