Internet of Things (IoT) has been around for more than 20 years, and a host of wireless technologies have sprung up to support its deployment. In the home, voice assistants have established themselves as the primary user interface to an array of smart devices. Despite these advancements, more than a third of IoT projects never make it past the proof-of-concept phase. Furthermore, the European Commission is concerned that a lack of competition in some application spaces may be hindering market entry for EU businesses. So, what are the real challenges, and what is it like to deploy an IoT solution across Europe?