Help ID bluetooth please

[jaima]

Hi all,
I bought a 2003 3.0i sport X5 a couple of weeks ago it does not have the phone fittings but has what i believe is some kind of bluetooth fitted?
When I press the green connect switch/button on the left of this little unit it sounds like it is trying to dial (sound is through speakers)
I have tried to connect via my phones bluetooth but my phone (HTC Wildfire) cannot find the bluetooth connection(s)

Does anyone know if it is bluetooth? if so, do you know the brand/model and if anything is missing or required to get it connecting to my mobile phone?

Sorry about the size of the photo

Thanks to all