This paper discusses standardization of information and communications technologies. Standardization has become a domain of firm strategizing with information and communication technology standards being increasingly created through semi-open alliances. The paper analyzes the strategic logic of such standardization alliances based on an in-depth case study of the Bluetooth initiative. Similar to other successful standards described in the standardization literature, Bluetooth has been rapidly adopted by a large number of companies. The author argues that at least part of the success is due to the structure and design of the standardization alliance that promoted Bluetooth.