ISAC in Theory and Practice: Are There Jobs to be Done?

ISAC (and other variations of this acronym) has generated quite some interest in the past years, especially in the wake of next-generation cellular technologies (6G) and introduction of brand-new ones (UWB). However, success of this functionality feature-set does not only depend on finding a place to be standardized, but also a (real) job to be done. We will present an overview of successful (and less successful) approaches and identify the technical and market factors.