At this year’s XPONENTIAL in Houston — one of the world’s leading trade shows for autonomous systems and uncrewed technologies — we had the opportunity to sit down with Thomas Eder, Head of Embedded Wireless Solutions at Nokia. A recognized R&D and business leader with over 15 years of experience in the telecommunications industry, Thomas Eder oversees the development and deployment of industrial and mission-critical private 5G networks as well as Nokia Drone Networks.
What motivated the company to exhibit at XPONENTIAL in Houston?
Europe is a key market for us. After the great success of the first XPONENTIAL Europe, we decided to participate in the US edition as well — it’s part of our market strategy. We believe in the combination of component suppliers, system integrators, and a high-quality conference that not only benefits me but also helps our team members develop their expertise. That’s why we feel right at home here.
Are there differences between XPONENTIAL Europe and XPONENTIAL USA?
Of course, the geopolitical context plays a role — especially when comparing exhibitors from Europe and the USA. Still, the market for drones and unmanned vehicles is relatively small — the community knows each other well. The challenges, for example in the area of first responders or BVLOS operations, are quite similar on both sides of the Atlantic. It’s also positive to see that more and more companies from the Asia-Pacific region are getting involved — whether it’s in the Taiwan Pavilion or the German Pavilion. This shows that global interest is growing.
Where do you see the current challenges for Nokia and the industry?
The industry as a whole needs to become more focused. It’s not enough to just rely on venture capital — companies need to start standing on their own feet. Profitability should move back into focus.
For Nokia, we continue to be a niche player in this environment — an “outsider.” Our portfolio is very different from classic consumer products often seen at the exhibition. Nevertheless — or perhaps precisely because of that — we are on a good path to becoming a stable part of the market.
How have you experienced XPONENTIAL in Houston so far? Any personal highlights?
Definitely the supplier meetings — that has been the highlight for me so far. The efficiency is impressive: what would normally take two to three weeks with time differences can be accomplished here in a single day.
However, one has to be cautious: in the end, you meet the same people at all three major industry events — XPONENTIAL, XPONENTIAL Europe, and Commercial UAV — at a comparable level. The development of the exhibition has to go in the right direction so that we’re not seeing the same products at all three shows every year.
What message would you like to give to the industry or the community?
No matter how innovative the technology is or how challenging it is to develop new drone, robotics platforms, or software features — in these young and often overestimated markets, it’s crucial not to lose sight of the customer. Customer first.
My appeal: hang in there. What I notice in many sales pitches — whether from startups or established players — is a strong product focus. But we need a shift in perspective toward a solution focus: not just showing what you’ve built, but explaining what concrete problems you solve. Only then does long-term value arise.
What are your plans for future trade show appearances?
We started small — at the premiere of XPONENTIAL Europe. Now, here in the USA, we already have a bigger presence. The trend is clearly upward. For us, it’s important to be at these trade shows — as Nokia, we also want to help the industry mature and move beyond its infancy. At the same time, we want to be an active part of the community.
