Nordic Uses CES 2025 to Springboard Into End-to-End IoT Connectivity

When one thinks of Bluetooth chips, Nordic Semiconductor is often the first company that comes to mind. While Nordic's brand reputation has been as strong and consistent as its ICs, the Norway-based company has recently expanded its product umbrella to encompass more connectivity solutions.

Neil Rice (left), Jake Hertz (center), and Øyvind Birkenes (right) at CES 2025.

At CES 2025, All About Circuits sat down with Nordic’s Neil Rice, product marketing manager for cellular IoT, and Øyvind Birkenes, executive VP for the long-range business unit, to hear how Nordic Semiconductor is now positioning itself as a one-stop shop for all things IoT. 

Bluetooth—Nordic's First Wireless Foothold—And Beyond

For most of Nordic’s 42-year history, the company has been largely focused on Bluetooth solutions, with popular series like the nRF51 and nRF52 microprocessors becoming industry standards and favorites among hobbyists and professionals alike.

In 2018, the company forayed into other wireless technologies with its first cellular IoT product to support LTE-M and NB-IoT connectivity. The nRF9160 SiP became a notable product in this line. 

Block diagram of the nPM110. Image used courtesy of Nordic Semiconductor

The company continued its product expansion in 2020 when Nordic acquired the entire Wi-Fi development team and IP of Imagination Technologies Group. The first Nordic device from this acquisition was the nRF7002 Wi-Fi 6 companion IC. In recent years, Nordic further diversified its portfolio with power management ICs, like the nPM1100 PMIC.

Leadership and Organizational Transitions

Nordic underwent a major change in late 2023 when it was announced that, after 22 years at the helm, long-time CEO Svenn-Tore Larsen would step down. The outgoing Larsen had overseen the company’s transformation from a modest consultancy in 2002 to a multinational semiconductor enterprise generating $0.54 billion annual revenue the year he retired. In his place, Nordic welcomed Vegard Wollan, a long-time industry veteran with experience at companies including Atmel.

While the news came suddenly, the transition was not abrupt. In fact, the meticulously planned succession process began in 2021. Still, the transition served as a catalyst for further change in the organization.

Nordic CEO Vegard Wollan (left) with former CEO Svenn-Tore Larsen (right). Image used courtesy of Nordic Semiconductor

One of the first initiatives under the new leadership was to comprehensively restructure Nordic’s operational framework. In place of a single, large entity, the company has established four distinct technology-centric business units: short-range connectivity, long-range IoT, Wi-Fi, and power management.

“We’ve transitioned from one large R&D department to four focused business units, which we believe will bring our engineers closer to customers and drive innovation based on market demands,” Birkenes explained. 

This business restructuring reflects Nordic’s growth from a Bluetooth-only company to an end-to-end wireless solutions company for the IoT. While a larger, single entity may have sufficed in the past, Nordic’s leadership now believes that distinct business units better suit the company’s new, diverse product offerings. 

“We know Nordic for being the leader in Bluetooth Low Energy. That’s where we’ve established ourselves. But cellular IoT, Wi-Fi, and power management are relatively new markets for us,” Rice said. “That’s why we’ve brought in expertise and strategic changes to ensure our organization evolves with the market.”

Nordic Puts Its Expanded Portfolio to Work in One IoT Platform

As a testament to the company’s growth, Nordic used CES 2025 to launch the Thingy:91 X, a multi-sensor prototyping platform for cellular IoT applications. In many ways, the Thingy91:X is a culmination of the company’s growing portfolio.

Neil Rice (left) and Øyvind Birkenes (right) holding a Thingy91:X at CES 2025.

A battery-operated prototyping platform, the Thingy91:X includes a:

• nRF9151 SiP to support LTE-M, NB-IoT, GNSS, and NR+
• nRF7002 Wi-Fi companion IC for Wi-Fi positioning
• nRF5340 SoC to act as a board controller and support Bluetooth Low Energy
• nPM1300 PMIC for battery charging and fuel gaging

By bringing these disparate technologies together in-house, Nordic has created platforms that make complex IoT development more accessible. With full control over power management, Wi-Fi, Bluetooth, and cellular technology, Nordic can develop open SDKs, comprehensive documentation, and freely available development platforms that lower the threshold for cellular IoT adoption. 

“Traditional cellular IoT has a reputation for being complex,” Birkenes said. “Nordic is working very hard to democratize it and make it easier for more people to use and develop with this technology.”

Prepared for a Booming IoT Future

With a more expansive company roadmap, Nordic can better anticipate and respond to the evolving needs of the IoT ecosystem. With a renewed leadership team, structural shift, and clearly articulated growth strategy, the company seems well-positioned to shape the future of connectivity.