# The Future of the IoT Connectivity Landscape | Ericsson’s Rob Tiffany

- Show: [IoT For All Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast)
- Published: 2020-10-05
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany
- Listen: https://podcasters.spotify.com/pod/show/iot-for-all/episodes/The-Future-of-the-IoT-Connectivity-Landscape--Ericssons-Rob-Tiffany-e28bmra

## Summary

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.

## Chapters

- [0:54](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=54) Introduction: Rob Tiffany and Ericsson's IoT Strategy
- [2:41](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=161) IoT Accelerator Platform and Global Connectivity
- [6:10](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=370) 5G Capabilities: Latency, Capacity, and Narrowband
- [14:07](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=847) Market Hype, POC Hell, and the Trough of Disillusionment
- [20:47](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=1247) Leading with Business Value and Use Cases
- [22:04](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=1324) Regional Adoption: Industrial Manufacturing in Asia and Germany
- [28:33](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=1713) Private 5G, CBRS, and Factory Agility
- [31:00](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=1860) Economics, ROI, and the Cost of Reconfiguration
- [38:20](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-10-05-the-future-of-the-iot-connectivity-landscape-ericssons-rob-tiffany#t=2300) Moab Foundation and Societal Impact

## Topics

- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Wireless & RF](https://hardwarepodcasts.com/topic/wireless-and-rf)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

large enterprises

## Mentioned

- Ericsson (company)
- IoT Accelerator (product)
- Jasper (product)
- Vodafone (company)
- Azure IoT (product)
- Lumata (product)
- Hitachi (company)
- Microsoft (company)
- Moab Foundation (other)
- 5G (other)
- NB-IoT (other)
- LTE-M (other)
- LoRaWAN (other)
- Sigfox (other)
- CBRS (other)
- Telstra (company)
- Nest (product)
- Kindle (product)

## Related episodes from other shows

- [The OG of IoT: A Chat w/ Rob Tiffany (Part 1)](https://hardwarepodcasts.com/podcast/over-the-air/2022-01-04-the-og-of-iot-a-chat-w-rob-tiffany-part-1) (Over the Air)
- [Submarines, IoT, and Intrapreneurship with Ericsson's Rob Tiffany](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-09-28-submarines-iot-and-intrapreneurship-with-ericssons-rob-tiffany) (Manufacturing Happy Hour)
- [CES 2019 Special: Tyson Tuttle, Silicon Labs + Chris Stansbury, Arrow](https://hardwarepodcasts.com/podcast/ee-times-current/2019-01-14-ces-2019-special-tyson-tuttle-silicon-labs-chris-stansbury-arrow) (EE Times Current)
- [#014: Why Your IoT Project Still Hasn’t Taken Off — And How to Fix It](https://hardwarepodcasts.com/podcast/coredump-sessions/2025-08-05-014-why-your-iot-project-still-hasnt-taken-off-and-how-to-fix-it) (Coredump Sessions)
- [Breaking IoT Connectivity Barriers with Chris Baird, CEO of OptConnect](https://hardwarepodcasts.com/podcast/over-the-air/2024-07-25-breaking-iot-connectivity-barriers-with-chris-baird-ceo-of-optconnect) (Over the Air)

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