The key to creating a great Bluetooth product is to have stable, optimized software running on the device itself. While chip vendors generally include examples in their SDKs, it is not always so simple to turn these examples into product-ready software. The examples are typically designed to run on specific evaluation boards (as opposed to your own target hardware) and therefore may require additional code to interface with your on-board hardware components. They also may not be optimized for your application’s performance requirements and usually lack features that make your product stand out above the rest.
This can be especially challenging if your team does not have a background using a real-time operating system (RTOS) or working within the resource constrained environments of most embedded systems. In addition, the complex APIs and middleware layers for interacting with the Bluetooth stacks can be overwhelming if you are not familiar with the details of the Bluetooth protocol.