Cellular systems of the fourth generation (4G) have been optimized to provide high data rates and reliable coverage to mobile users. Cellular systems of the next generation will face more diverse application requirements: the demand for higher data rates exceeds 4G capabilities; battery-driven communication sensors need ultra-low power consumption; and control applications require very short response times. We envision a unified physical layer waveform, referred to as generalized frequency division multiplexing (GFDM), to address these requirements. In this paper, we analyze the main characteristics of the proposed waveform and highlight relevant features. After introducing the principles of GFDM, this paper contributes to the following areas: 1) the means for engineering the waveform's spectral properties; 2) analytical analysis of symbol error performance over different channel models; 3) concepts for MIMO-GFDM to achieve diversity; 4) preamble-based synchronization that preserves the excellent spectral properties of the waveform; 5) bit error rate performance for channel coded GFDM transmission using iterative receivers; 6) relevant application scenarios and suitable GFDM parameterizations; and 7) GFDM proof-of-concept and implementation aspects of the prototype using hardware platforms available today. In summary, the flexible nature of GFDM makes this waveform a suitable candidate for future 5G networks.