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Purpose This paper aims to investigate actor roles and public–private interactions in networks. Role dynamics are explored in two settings: the current development network and the future implementation network to which actors are transitioning. Design/methodology/approach The paper builds on the industrial marketing and purchasing approach to business markets and uses a qualitative methodology. A case study of a network developing geofencing applications in the context of sustainable transport was used. The main source of data was interviews with 26 respondents from public and private organizations. Findings Roles in development and implementation of geofencing are identified, where private and public actors may take on one or several roles in the developing setting. When transitioning to the implementation setting, the expectations of public actors vary and there is ambiguity over their roles, which range from active to inactive. This detailed empirical case study shows the complexity of multi-actor involvement when developing digital technology for the transport system. Research limitations/implications The study highlights the transition from firm-centric innovation to network-centric innovation and its implications on actor roles. Practical implications Organizations participating in public–private innovation networks need to be aware of the multiple roles public organizations play and the complexities they face. Originality/value The paper explores role dynamics within and between the development and implementation settings of geofencing. Within the current development setting, roles are identified at different organizational levels with limited change in role dynamics. When transitioning to a new setting, actors’ role dynamics may range from “limited” to “path-breaking.” In future settings, actors enter and exit networks and their roles may change dramatically.