The introduction of 5G is the bandwidth upgrade needed for the 21st Century. It brings faster internet speeds (up to 10Gb/s), lower latency and greater capacity to support more devices, especially given the ever-growing Internet of Things (IoT). It has been much hyped but what will it actually mean for people and businesses?
Tech giant Qualcomm enthusiastically predicts that 5G ‘will benefit entire economies and societies’. The introduction of 5G will revolutionise the world of business, generate new business opportunities and diversify future ways of working. The focus for business leaders and entrepreneurs seems to be on the opportunity to deliver convenience. The Internet of Things is the vision of turning inanimate products into smarter, interconnected items – the fridge that tells you when you’re out of milk, the smart car which can drive itself, and (eventually) the smart city where infrastructure is communicating with traffic lights, cars and people simultaneously. For this to become a reality the world needs to embrace faster and more reliable internet which 5G can provide.
5G technology will allow us to use apps, make searches online and listen to music or podcasts on the go – as we have been doing, but faster, in a more streamlined fashion. 5G will only accelerate the building of an increasingly interconnected world, with technology at its forefront.
Mobile devices, used by an estimated 3.5billion people worldwide (Statista), will continue to play a big role in this. Smart devices, such as smartphones, have allowed us to access the internet, use messenger apps and social media from anywhere that gets a signal. 5G will deliver not just faster connection speeds but will also expand the internet’s reach in areas where current penetration is low.
Advertisers have to continue to adapt to a mobile-first world. Implementing the right technology, dealing with big data and utilising technologies such as Augmented Reality (AR), in a world where the mobile device, and the apps and functionality on it, are fundamental to a successfully executed marketing plan. The likes of Ikea are already using AR to show how their products would look in your home, as brands and retailers adapt to reduced high street footfall by continuing to develop their brand experience digitally.
Rich digital experiences can help streamline consumers’ decision-making process and meet user experience expectations in the most convenient way. With faster internet becoming the norm, ad messaging can increase in its size and quality; advertisers able to serve high quality resolutions through video and display ads to better reflect their products. The increasing adoption of voice search on smart devices (such as Siri, Alexa and Google) are becoming more advanced in their abilities, integrating with platforms for convenience. It will also yield opportunities for advertisers to link with media partners and harness emerging technologies to deliver the best in marketing and user experience.
5G means that advertisers and their agencies are having to up their game. These new ways to advertise and communicate with users will generate more and more data and therefore increase the potential complexities in understanding user journeys. Yet with these challenges comes the opportunity to connect with more users, in more creative ways. M.i. Media’s team is relishing the prospect of exploring ways to help their clients capitalise.