Standardisation efforts are particularly attractive if they promise to drive business applications forward. Although still in development, the ITS 2.0 standard (developed by the W3C's MultilingualWeb-LT project) is already proving that it can fulfil this promise. This talk shows how the German Industrial Machine Builders' Association (VDMA) and Cocomore, as its service provider, benefit from the development of the ITS 2.0 standard. It demonstrates how the systems created during the standardisation effort support developing client relationships and business opportunities. As a further aspect, it is shown how the results of the standard development process have impacted VDMA's ability to conserve valuable resources.