The Weightless Special Interest Group has been formed to develop and evangelise the Weightless standard, a paradigm shift in M2M technology.
(Media-Newswire.com) - The Weightless Special Interest Group has been formed to develop and evangelise the Weightless standard, a paradigm shift in M2M technology. The SIG is building a large global ecosystem, having already attracted nearly 500 Members in its first year.
Traditionally, industry SIGs, alliances and forums rely on volunteer support from member companies to work on standards development, to staff working groups and to publicise the technology and the SIG’s interests. Aware of the enormous potential of the M2M/Internet of Things opportunity, the Weightless SIG has made a paradigm change from standard industry practice by engaging with an independently operated skills centre that will manage a dedicated awareness-building and membership growth campaign.
Weightless Marketing Limited ( WML ) is run by two industry professionals – Alan Woolhouse, CEO of Cambridge Start-Up Limited and former Vice President of Marketing Communications for CSR, and Vince Holton, a 15-year pioneer of digital marketing techniques. It engages the services of over a dozen organisations with over 40 industry professionals across three continents.
Commencing immediately, WML assumes the responsibility for promoting the Weightless SIG’s interests. A comprehensive, cross-platform marketing campaign is being rolled out using the WML founders’ extensive PR, marketing, digital publishing and social media skill sets and experience. WML will engage with SIG executives and Members on a continuous basis to build momentum, and to create a dominant market position for Weightless and the Weightless standard.
Commenting on behalf of Weightless Marketing Limited, Vince Holton explained, “The potential opportunity for Weightless is substantive and demands a different operating model for the industry organisation charged with developing and managing the standard. Weightless has been launched into a business environment consisting of organisations ranging from innovative start-ups to some of the world’s largest and most powerful technology and communications leaders. Having observed the modus operandi of many ICT SIGs, Forums and Alliances, WML intends to set new standards in B2B marketing for the Weightless SIG, and to create a large and highly integrated Member ecosystem.”
Weightless SIG CEO, Professor William Webb, commented “We are setting out to create a highly sophisticated global communications network. Relying on the much-valued, but necessarily part-time, efforts of staffers from Weightless SIG Member companies to promote the technology and build the community would simply not give us the dedicated, focused and full-time commitment to the marketing programme that is needed. Partitioning responsibilities in this way allows us the time and the ability to focus on the SIG’s core needs.” Webb continued, “We have spent approaching 12 months planning this programme with the Weightless Marketing Ltd founders, and it is genuinely exciting to have now signed a partnership contract and to start work with Alan and Vince.”
With a market forecasted to be worth over trillion with 50 billion connected devices by 2020, Weightless Marketing Limited is uniquely positioned to help the SIG deploy its differentiated proposition.
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