When antennas are embedded on the PCB inside the device, performance depends on several factors: GND plane size, position on the PCB, metal objects in the vicinity of the antenna, and many others.
Several embedded antennas technologies are available, and while no one will work in all cases, selecting the right antenna type and placing it correctly on the board could massively increase its radiation efficiency and therefore improve wireless range and decrease battery consumption for a better user experience.
Edoardo Genovese, TTI Inc.
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