5G technology is in-market now. How will it affect brands and the customer experience?

Game on: Rogers has kicked off the 5G revolution, sparking myriad discussions about what 5G actually means for technology, for business, and for consumers. One source has likened it to the same technological jump we made when we moved from typewriter to computer—which means it’s probably going to be a bigger game-changer than 4G.

4G networks—also known as long term evolution (LTE) technology—have provided the framework for many of today’s essential and now commonplace communications, including mobile apps, social media, and the ability to stream audio and video.

5G promises to take that innovation to the next level by enabling businesses to:

  • Capture more data—about individuals, their activities, and especially their locations—than ever before
  • Communicate more in real-time (i.e. hyperactive communication)—for example: offering a consumer a coupon to lure them back into a store after they’ve left without buying anything; or using real-time analytics to tweak live campaigns
  • Make better use of video and more creative, immersive communication—for example: enabling the download of a full HD movie in seconds; and elevating virtual and augmented reality

Now is the time for brands to start thinking about what 5G means for their business, and how to communicate those benefits to consumers.

Early adopters may want to start by assessing their legacy communication systems to ensure that, first off, they can accommodate the larger volumes of customer data needed to support more immersive, responsive communications, and second, they can support all the new channels and more interactive collateral that 5G will make available. 

Organizations that don’t have the resources or intention to adopt 5G immediately should to be ready to address the consumer shift in expectations with more targeted, personalized communication. That might involve incorporating variability into static or generic messaging—for instance, copy and images specific to a particular customer segment. Or it might involve drilling down more to communicate 1:1 in an effort to further cut through the clutter. 

While it remains to be seen whether 5G will change the world, one thing is clear: it will elevate the expectations of consumers when it comes to communication and the customer experience.