The Future of the IoT Connectivity Landscape | Ericsson’s Rob Tiffany
Rob Tiffany, Ericsson’s Head of IoT Strategy, discusses the current state of the IoT connectivity landscape, noting that the market is in a 'trough of disillusionment' as adoption lags behind early hype. He argues that successful IoT deployments must lead with specific business cases and high-impact economics rather than horizontal platforms, emphasizing that connectivity costs must remain below 1% of the total device cost. Tiffany highlights the shift toward industrial manufacturing in Asia and Germany, where private 5G and Industry 4.0 initiatives are driving adoption by solving critical downtime issues. He warns that poor ROI is often killed by the ongoing cost of reconfiguring devices in the field, advocating for zero-touch configuration baked in at the time of manufacturing.