5G and marketing experiences

While cleaning out old memory boxes, I came across a business magazine from the 1990s with an article about the creation of CDMA (Code Division Multiple Access). A new method of accessing channels in communication systems that would allow cell phones incredible speeds of up to 115 Kbps (Kilobits per second).

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For those who accessed the Internet only on their computer, via a dial-up modem with speeds up to 56 Kbps, this news was really surprising at the time. Along with promising to cut file download times in half, the technology would also break down two other important barriers: cost of access and mobility.

More than twenty years later, we are witnessing the beginning of the 5G era in Brazil. In addition to increasing speeds up to 1 Gbps (ten times faster than 4G), it will also transform wireless connectivity for other devices. The results will be outstanding for domestic use, with the expansion of the concept of connected homes, but also in industrial services, with new possibilities for automation and the Internet of Things (IoT).

Furthermore, 5G enables a large reduction in latency, i.e. the time it takes for a message, represented by a small packet of data, to reach its destination and return to the source machine (belonging to the user), measured in milliseconds (ms), which can enable remote activities in real-time. time.

The way we perceive the world around us will change, and this will undoubtedly affect marketing activities as well. The possibilities are exciting, with sensitive effects on the distribution and consumption of video and multimedia content, the use of intelligent systems based on artificial intelligence, voice assistants, video games, live events and sports, and reality (virtual and augmented).

I see one of the immediate benefits of 5G networks as supporting better video, audio and multimedia experiences on various connected and mobile devices. Mainly for live streaming, which nowadays is full of delays, problems and usually low quality. This superior performance will be leveraged to increase the amount of digital advertising in mobile video, the consumption of premium live and on-demand content, and the popularization of the Live Commerce model in Brazil.

The adoption of solutions based on artificial intelligence will also be accelerated. Abroad, marketers and advertisers are just beginning to explore the use of 5G to engage consumers with highly targeted, hyper-personalized experiences and new levels of interactivity. This scenario will highlight brands that have practices in place to mitigate the potential ethical issues of artificial intelligence.

The combination of advanced natural language processing (NLP) models and connected devices will make voice the most used way of contacting the Internet. Brands will launch new voice-activated apps for cars and smart homes. In this context, new opportunities for e-commerce, media and consumer services will emerge.

Also immersive reality experiences (VR/AR) will become more realistic and fun, going beyond simple fun filters for clothing and makeup colors or projecting virtual furniture into physical space. The possibilities are numerous, from virtual tours for selling travel arrangements, using holograms for consulting on interior design and even virtual programs for test driving vehicles in different environments. With augmented reality in mind, digital data overlays can transform surfaces, including areas inside stores, car windows, walls and floors in homes or specific geographic locations, into individual ad spaces.

This superposition of layers of digital meaning on top of city maps will enable a new conception and innovative use of public space. I say this based on years of experience with Ingress, a location-based multiplayer online game developed by Niantic. For those who don’t know, it is the platform that spawned Pokémon Go, one of the most successful cases of all time. Yes, mobile apps can be absolutely comprehensive, educational and have positive health effects by encouraging users to exercise.

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I believe that 5G will enable, along with the creation and availability of new equipment, that users can connect to the Internet wherever and whenever they want, in new and better ways. Brands and companies that thrive in developing new consumer experiences, complying with the new data privacy laws (LGPD) and ethically, are sure to gain visibility and advantage throughout people’s lives and during their shopping journeys.

Finally, it’s fascinating to think about how 5G will be perceived in the future, say twenty years from now. At this point, 6G technology, with its promise of 1 Tb/s speeds enabling trillions of connected devices at any given time, should already be surpassed by something even more incredible. I think that in 2042, as we explore our memory boxes, we will realize that all the benefits listed in this article are still very small and limited. He who lives will see.

Lucio Pereira, professor at FIA Business School with a degree in social sciences and marketing. He has been dealing with the Internet since the 90s, specializing in retail media and program media.

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