To me what's most interesting and significant about this announcement isn't the standard itself - it uses the same wavelength as the old cordless phones and is the latest in a long line of slightly longer-range wireless standards. "By relying on low bandwidth 900 MHz spectrum, it has longer range and better building penetration than Wi-Fi and Bluetooth." See here. No, rather, it's that instead of coming through the usual standardization process, Sidewalk is coming through an individual corporation. Here's Amazon's announcement.
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