Ultra-reliable low latency communications (URLLC) arose to serve industrial IoT (IIoT) use cases within the 5G. Currently, it has inherent limitations to support future services. Based on state-of-the-art research and practical deployment experience, in this article, we introduce and advocate for three variants: broadband, scalable and extreme URLLC. We discuss use cases and key performance indicators and identify technology enablers for the new service modes. We bring practical considerations from the IIoT testbed and provide an outlook toward some new research directions.