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Wienke Giezeman, co-founder and CEO of The Things Industries, reflects on the potential impact of new private 5G technologies on the IoT market. He questions whether these companies, positioned as superior forces, can truly embrace collaboration and bring about transformative change. Giezeman uses the example of Nokia, a prominent player in the private 5G market, to illustrate his point. While acknowledging Nokia’s success in public carrier networks and private enterprise networks, he doubts whether culturally entrenched large firms can adapt to a collaborative mindset.

Giezeman argues that the lesson from the low-powered IoT sector, which thrived on collaboration and long-term strategies, is that selling digital transformation requires a speculative and collaborative approach. This is why big companies like Ericsson, Google, and Microsoft are struggling to find their place in the IoT market, while specialist IoT firms are thriving in niche areas.

The cultural challenge for companies like Nokia lies in their ability to create an open ecosystem and effectively collaborate with software developers, hardware manufacturers, and system integrators. Giezeman emphasizes that it is not just about changing a logo; it requires a fundamental shift in mindset and the ability to hire separate account managers who can sell as part of an ecosystem.

Furthermore, Giezeman questions whether these established companies will be accepted by younger circles with their traditional approaches and talk of collaboration. He likens it to parents talking about sex to younger generations. However, he acknowledges that this cultural revolution extends beyond the telecoms industry, with traditional industrial markets now being impacted by the arrival of 5G technologies.

The article also highlights the cultural differences within the Industry 4.0 trade, which are influenced by the vintage of each vertical industry and the novelty of each horizontal technology. Steve Currie, VP of global edge compute at Kyndryl, emphasizes the importance of culture, politics, religion, and budget in shaping tech buying decisions in the enterprise IoT sector.

In conclusion, the adoption of new private 5G technologies poses cultural challenges for established companies like Nokia, as they need to embrace collaboration and adapt to a more open ecosystem. The success of the IoT market lies in long-term strategies and collaboration, which is why specialized IoT firms are thriving in their respective domains. Cultural differences within the Industry 4.0 trade and the influence of politics, religion, and budget further complicate the landscape.

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