audio
5G is a revolution.
The 5G rollout is just around the corner. In terms of possibilities, we can more or less compare this evolution with the transition from 3G to 4G. Back then, we evolved from mainly text messages to platforms full of user-generated content and even to a Gig Economy. What opportunities does 5G bring for brands in terms of attracting your audience and which opportunities does this bring for production and different types of content? How will 5G transform content production? Will it create new business models? Revenue streams? And for whom?
As Is
If the whole country were to binge Netflix at the same time, the system would go down in a heartbeat. What 5G brings, is a guarantee it won’t. There’s a lot happening in the field of IoT, with sensors and robotics on the one hand, and AI and quantum computing on the other. These technologies need a connection that’s always on. 5G fixes that, ending latency once and for all. Hello, smooth sailing video, glitchless gaming and other graphic-heavy content. All of it will be instant and real time, anywhere in the world. Why is that news to you? Because a whole lot of doors are about to open in terms of branding, marketing and campaigns.
If your clients start talking directly to consumers, managing the data captured in these interactions will be paramount. We’ll need to treat it with the greatest care.
could be
While we agree 5G wasn’t invented by Bill Gates to control our brains, we do need to talk about control. With 5G comes data—lots of it, stored in a cloud that has its weaknesses and protected by GDPR regulations that are quickly becoming outdated. The good news is brands will be able to provide much better content, tailored to their customers. If you can whisper right into your audience’s ear, there’s no more need to shout at the masses hoping they’ll lend you one. Is this the end of the billboard, then?
This means VR is suddenly available in high quality, right on your phone. You're at the airport, waiting, and BAM, you’re sucked into another world.
Maybe it’s the end of some things. But more importantly, it’s the beginning of many others. As soon as we broached the subject, the excitement around the table was palpable. The possibilities! Think talking to a customer through their headphones, telling them their favourite chocolate is on sale in aisle 3. Relevant, highly tailored content, delivered right to their wearables. To boot: the results can be measured in real time. Maybe this is what Google Glass was made for? The lack of latency will reshape the relationship between brands and consumers. From 5G on, things will be immediate and intimate. And we’ll have the option to live in a whole new universe—sorry: metaverse.