Can't see this going very far if it's to be marketed as a bluetooth replacement.3cm range? People tend to use bluetooth for their phone to send pics, in that case the files are usually small (plus up to 10 metres range). If I have to swap large files with a phone, I'll just use a micro sd card. The other popular use for Bluetooth is wireless headsets, again, not very useful with a 3cm range.
However, as a backup device, it could have applications (put your laptop next to your portable hdd and copy files, no cables). Either way, Sony will probably murder it (with their history of failed tech offerings except 3.5" floppy and Bluray)