I believe what that is is your Assist module, which will be replaced by the Bluetooth module. I think the black/purple lead is an antenna connector.

Dane, I hope you received my emails - try to follow those coax cables of the back of the Assist module. One of them should only go a few feet where a Bluetooth antenna is attached. If not, you will need one.

Sorry for the ignorance but i have a 2004 X3 3.0 and wanted to get the bluetooth option but not sure what "EIS" is ?

Thanks