Power consumption is a big issue, as is cost, which appears to be what they are going after. Given that it would take only 1000 antennas to cover France (674,843 km2, 260,558 sq mi), which presumably would be able to leverage many existing towers - and logically once they hit a tower they'd jump on an internet backbone, much like cell phone towers, but different.
It is not a huge leap, but they do have a chicken & egg situation, so they'll need some very useful use cases - maybe better version of the road sensors that are used today for monitoring speed and surface temp. (How is this done today?)