• The Drum, Thursday, January 8, 2015 7:31 AM

Advertisers and service providers are joining forces to standardise the complex internet of things (IoT) landscape as they shift focus from whether services are technologically possible to whether it is technologically meaningful. General Motors, Samsung, Phillips and Electrolux are keen to see progress from a marketing mindset that was recently identified as the most over-hyped technology in development by research firm Gartner. They said the concept was at the “peak of inflated expectations,” but all that could be about to change.

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