WIP Welcomes the Cambridge Wireless to the Partnership!

Cambridge Wireless is the UK?s leading wireless community, composed of more than 85 organisations from both the local Cambridge area and from further afield, who share an interest in the application of wireless technologies. We support our members by organising events such as our Special Interest Groups which are focussed on specific technology and/or market areas, and other networking events.

Find out more at: www.cam bridgewireless.co.uk ________________________________________

CAMBRIDGE WIRELESS features SAGENTIA
Sagentia, is an integrated technology consulting, development and investment company, with an international reputation for successfully commercialising emerging science and technology. more

MX ALLIANCE of Scotland features eCONTACT SERVICES
eContact Services is one of a new breed of specialist marketing operations designed to allow companies to outsource part of their sales processes. more

OTTAWA WIRELESS CLUSTER features COGNOS
Cognos' 8 Go! Mobile is a Business Intelligence solution for executives and mobile workers who require wireless access to important information. more

TORINO WIRELESS (Turnin, Italy) features SEAC02
Seac02develops a suite of virtual and augmented reality products aimed at the retail, manufacturing and media sectors. more

Plan to attend the European Mobility Forum ? ICT Solutions For Sustainable Mobility in Turin, April 11 and 12. more

WINBC features LINXOFT
Linxoft, Linxoft Solutions Inc. flagship product, NetQ, is a network rollout management solution that helps wireless/mobile infrastructure suppliers, network operators, and program management partners to plan, design, build and deliver turnkey projects more efficiently, on time, and on budget. more

WSA features STREAMBOX
Streambox, is the world leader in the searching, indexing, and categorizing of streaming media content on the Internet. more

WIP partners with wireless organizations and associations around the world - see them featured on the Partner Page of the website. Every month we feature the associations, their events or activities and their members online and in the newsletter. Ask your organization to partner with WIP today!

Every month, WIP chooses a theme - a technology, vertical market or a combination of both. WIP members who reflect that theme are featured, (based on key words they have chosen for their WIPConnector profile.

The March Member theme is the Service Industry. To be dynamic and sustainable, an ecosystem requires more than just product companies. Service companies provide information and research; investment and financial advice; pr and marketing support; education and events.

Here is a listing of WIP members in the Service Industry:

Absolute Quality - Quality Assurance and Localization. more

Admob - Mobile advertising. more

ARCchart - Research and analysis. more

Marcato - Providing technology consulting for sales and marketing activities. more

Creekstone Consulting - Management and investment consulting. more

Kanata Engineering Services (KES) - Regulatory Certification. more

Kingford Consulting - Help organizations take new or existing products and services to expanded markets. more

Metak Systems - Industrial Design. more

Mobility Public Relations - Public relations. more

Prosoft Solutions - Requirement Specifications for High-Tech Product Development. more

Orbital Technologies - Custom software development. more

Unwired Ventures - Publications and events company focused on the impact of wireless technology on future work, the workplace and people. more

Ventures West - Venture Capital. more

EJL Wireless Research - Newly released report on the Latin American Mobile Games Market. more

For more information on these companies and others visit:
the WIPConnector Directory.

Upcoming Themes:
April - Medical Solutions
May - Usability

With Web 2.0 ramping up for mainstream adoption, the proliferation of small companies with big opportunity is once again omnipresent. Taking a strong stake hold in that mix are companies playing in the WiFi space ? whether wiring parks, buildings, or public spaces; manufacturing routers and access points; or operating and installing networks. At this stage of the game, companies in the new ultra- broadband wireless arena must not only sell themselves, but sell the wireless industry as a whole. Unlike our European counterparts, Americans are just beginning to understand the power of WiFi. To adapt to this learning curve, companies playing in the space must create branding and marketing tools that embrace education, as well as differentiation.

These no-nonsense wireless branding strategies are the keys to getting it right:
Focus on the Practical. New features and cool capabilities are just that ? fun gizmos that attract attention. But unless users can translate that wow- factor into long-term usability, the shelf life is limited. Great wireless brands discover practical uses that can easily integrate into a user?s life and make something easier, better, or more enjoyable.

Connect with Customers. Rather than understanding how customers can relate to the technology, determine how the technology can relate to the customer. The best brands are customer-centric. In the burgeoning wireless space, this tenet becomes even more crucial as customers are asked to both choose a brand preference, as well as understand and adopt a new way of life.

Understand that Size Matters. Though executed differently, branding for wireless organizations ? whether start-ups or market leaders ? must still begin with the same premise of edification. For early stage and start-up organizations this means that education must be integrated into the DNA of the company?s brand. Larger, more recognized players must, however, find a way to intertwine this revised focus into an established position.

Use Wireless to Sell Wireless. WiFi is about more than Web surfing and checking e-mail ? wireless experiences have become marketing tools in and of themselves. From mobile phone ortals to PDA applications, using wireless to sell wireless gives users a ?living? example of how the technology works. It is inherently educational ? with a fun twist.

Web 2.0 promises new technology and expanded opportunity. That new technology brings with it dynamic changes and nebulous benefit statements that are just now becoming clear to the early adopters. The challenge comes in translating those claims into simpler language and clear benefits that resonate with the masses. While the technologies and products must deliver, pave the way with an integrated marketing strategy that educates as much as it proliferates.

About Flag + Company Flag + Company has branded, defined, re-defined, and marketed companies from global players to startup organizations, including Nokia, WiFi Salon and Nortel. With a founding tenet that marketing should be creative for the sake of business, Flag is passionate about building brands for those companies changing tomorrow?s marketplace.

For additional information, contact Flag at 212.727.FLAG, or visit the company?s Web site at www.flagandco.com .

About Beth Flom As a managing partner and co- founder of Flag + Company, Beth has worked with organizations of all sizes and sectors within the technology arena. Prior to founding Flag, Beth served as a senior director at The Delve Group, a strategic branding firm focused on the business-to-business sector, and creative director at D2 Creative, where she established a traditional marketing and strategy division within an interactive agency.

WIP will feature a Go-To- Market article every month. Submissions welcome from members.