Wireless Has Evolved From A Commodity To A Specialist Business

By Julie Song, Forbes Councils Member.

The launch of the Wireless Application Protocol (WAP) in 1999 marked a turning point for the wireless and telecommunications industry, transforming mobile phones from basic communication devices into digital gateways. This shift, in turn, rapidly increased demands and opportunities placed on operators and providers.

Each wireless generation grows more complex as technology advances and user demands for speed and low latency increase. In this environment, in-depth industry knowledge gained through long-term experience is more essential than ever.

Increasing Demands

The industry has evolved far beyond simply providing broad connectivity, as it did during much of the 3G and early 4G era. I've seen this firsthand throughout my time in the industry. Today, wireless providers are tasked with enabling highly specialized industry-specific and mission-critical use cases. Whether it’s ultra-reliable connectivity for manufacturing floors, secure mobile connectivity for hospital equipment or smart city infrastructure, the demands from wireless networks are more nuanced and diverse than in the past.

The ever-changing regulatory environment also compounds the challenges facing wireless stakeholders. Agencies like the Federal Communications Commission (FCC) in the U.S. and Ofcom in the U.K. play a pivotal role in shaping the industry, from spectrum allocation to net neutrality, infrastructure rollout and security mandates. With each new administration, policies can shift dramatically, and so does the requirement for wireless products.

At the same time, enterprises are taking more control over their connectivity needs by deploying private LTE and 5G networks. These systems offer higher levels of security, customization and performance, which is especially important in sectors with strict compliance requirements. This means original equipment manufacturers (OEMs) and installers must understand not only their own business, but also how it fits into many diverse industries.

Faced with overlapping demands, the wireless industry now operates in a landscape of complexity and convergence, where operators and OEMs must navigate evolving regulations, fast-paced innovation and increasingly specialized use cases—a challenge even veteran players find demanding.

Complexity Has Driven Consolidation

As a result, many companies are struggling to keep up. Once-prominent names in the wireless space have gone bankrupt. In many of these cases, the assets of these struggling companies are being scooped up by private equity firms. However, while private equity brings capital, it often lacks deep industry expertise.

These firms are traditionally known for chasing operational efficiency rather than cultivating specialized technical capabilities. They often aim to streamline operations, reduce costs and flip assets for profit—strategies that rarely align with the long-term investment and nuanced understanding required in the modern wireless ecosystem.

The Difference Is In The Details

For those looking to invest in or deploy wireless technology, this growing complexity has real implications. As the demands on operators and providers intensify, buyers must be equally discerning. It’s no longer enough to choose vendors solely based on product specs or price. Success in today’s environment requires partnering with organizations that bring deep, long-term industry experience to the table.

Companies that consistently deliver successful solutions not only grasp the technical requirements but also understand the broader context. This includes how a system integrates into a building’s long-term infrastructure strategy and how evolving regulations, like upcoming code changes, can impact design and deployment.

When selecting potential partners, buyers should seek integrators with a proven ability to navigate the complexities of modern wireless deployments—whether it's distributed antenna system (DAS), small cells or other specialized solutions. The right partners will bring a track record of delivering tailored, scalable solutions across diverse use cases and environments. They should also bring strong OEM partnerships, those that go beyond reselling to work as true collaborators with trusted manufacturers. These relationships not only ensure access to cutting-edge equipment but also provide the ongoing support essential for staying competitive in an industry where technologies and standards evolve rapidly.

Additionally, in a regulatory landscape that constantly shifts with each new code cycle or government initiative, buyers should prioritize system integrators that proactively stay ahead of compliance requirements through certifications such as the General Radiotelephone Operator License (GROL), certifications from the National Institute for Certification in Engineering Technologies (NICET) and In-Building Public Safety Communications (IB-PSC) certification programs. Such foresight can minimize risks, reduce costly mistakes and ensure systems are designed and installed with long-term performance and regulatory compliance in mind.

As the wireless industry continues to evolve, so must the expectations of those who design, deploy and support its networks. Today’s landscape, defined by increasingly complex deployments, rapid technological advancement and shifting regulatory demands, requires far more than the ability to deliver basic connectivity. It demands deep expertise, strategic foresight and a commitment to excellence. As the industry raises its standards, so should those who seek to deploy the networks of tomorrow.

Julie Song, President at Advanced RF Technologies (ADRF), responsible for overseeing all aspects of the company globally.

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