5 On 5 For 5G?
In an age where connectivity fuels innovation and redefines industries, the potential of 5G technology looms large on the horizon, casting a transformative glow on marketing. It is said that ‘the future is 5G,’ and according to a report by Deloitte, India’s Digital economy is expected to reach USD 1 trillion by 2025, thanks to the impact of 5G. Also, in FY25, revenues are projected to reach USD 3.4 billion within the telecommunications sector, dominated by just three private players: Jio, Bharti Airtel, and Vodafone Idea (Vi). Amidst other things, this growth is also attributed to the increased migration from 2G to more lucrative 5G services. While Jio has already completed its pan-India 5G rollout in December last year, Airtel has launched its 5G network in all 22 Indian telecom circles, and is looking to cover 7,000 towns and 1,00,000 villages by March 2024. As the world embraces this next-generation connectivity, the ripple effects are being felt across every facet of brand communication, from campaign delivery to creative problem-solving. Moreover, 5G can also act as an accelerant for creative endeavours, creating a bridge between consumers and brands, and as a catalyst for reimagining strategies that have long defined the industry. From campaigns that pivot at the speed of thought to brands that leapfrog hurdles with the power of real-time solutions, let’s find out how 5G is rewriting the playbook, fortifying the old and propelling the new, to ultimately reshape the very face of marketing and advertising. ROLE OF 5G IN ADVERTISING CHALLENGES SYNERGY WITH NEW EMERGING TECHNOLOGY IMPACT ON GAMING 5G – THE GAMECHANGER FOR MARKETING?
The rise of 5G has not only revolutionised connectivity but also opened up a world of possibilities for marketers and agencies. The enhanced speed and bandwidth offered by 5G are expected to catalyse the adoption of emerging technologies, propelling the industry towards more efficient and innovative approaches to brand communication. In such a scheme of things, the country must adopt 5G tech extensively to further the vision of Digital India.
In India, 5G services were first launched on October 1, 2022, with Bharti Airtel and Reliance Jio being the only two operators to offer the network in the country. In June 2023, the Union Cabinet approved a package deal of INR 89047cr. for BSNL to provide 4G and 5G services in the country. Vodafone Idea on the other hand is looking forward to launch its 5G services sometime later this year, or so it is expected.
“2023 already appears exciting in more than one way as brands are harnessing the potential of 5G and revolutionising advertising. One of the biggest KPIs of most ad campaigns is around the efficiency of the campaign or ROAS/ROI, and clearly, we have seen a big role in optimising the campaign using AI/ML tools to reach the right audience cohorts across multiple channels, resulting in higher outcomes for the brands,” highlights Chinchankar. He further adds that in-game marketing has been projected to have a large percent of marketing expenditure, and metaverse is expected to play a key role. “Metaverse gaming provides enterprises with the opportunity to run embedded merchandising campaigns, with options to virtually purchase merchandise, like accessories and wearable NFTs for their Digital avatars,” he says.
He further explains that there’s no dominant 8K content leader, and mobile gaming where 5G could benefit, faces processing limitations. “VR isn’t widespread yet. So, beyond gaming on a desktop or console, not mobile, 5G’s use cases in India are limited. Console gaming in India is confined to 2 million users, while most of the gaming is on mobile (RMG). This gap underscores the lack of a critical 5G use case,” he concludes.
However, there is always the possibility of unlocking new use cases with the emergence of 5G. Customers will expect immersive and newer experiences, and innovation is the key to a successful 5G future.
It is believed that the advertising industry is on the brink of a fated revolution with India entering the 5G era. The promise of unprecedented speed, responsiveness, and connectivity holds the potential to reshape how brands communicate, engage, and captivate their audiences. However, amid the excitement, a complex landscape of challenges emerges within the path to fully harnessing 5G’s potential for the advertising industry.
Highlighting the challenges of harnessing the complete potential of 5G, Ruparel shares, “As 5G rolls out, challenges include ensuring comprehensive coverage, addressing privacy concerns, and managing increased data consumption. Additionally, creating content optimized for 5G experiences will be essential. The shift will require an industry-wide adaptation to fully harness 5G’s potential.”
Jasani believes that the high-speed connectivity of 5G accelerates problem-solving processes. “We were recently trying to build a knowledge bot that sat on exceptionally large volumes of data, and based on user questions, could process through it and provide answers. This required not only quick processing but also a high speed of 5G to help eventually provide an instant output for the user,” he shares.
In the world of technology, evolution is a constant, propelling innovation to newer heights. Amid this landscape of progress, the advent of 5G emerges as a formidable force, igniting a transformative spark that sets new emerging technologies ablaze. Experts shed light on how this powerful connectivity standard is not only amplifying existing tech but also nurturing the growth of new solutions.
Sahil Shah believes that the convergence of 5G with other cutting-edge technologies is reshaping consumer experiences. Consumer expectations should also go through a sea change in the face of the more superior 5G. According to a PwC survey, The Promise of 5G: Consumers Are Intrigued, But Will They Pay? – four out of 10 consumers say that their mobile device internet is not always strong, and hence, there is a lack of reliability with 4G. The survey showed that consumers prefer reliability over speed, cost, and amount of data. One-third of those surveyed are willing to pay more for 5G. There is a heightened excitement about 5G technology, and consumers are ready for a better experience.
“The expansive bandwidth and reduced latency of 5G unlock the full potential of AR, enabling immersive engagements. AR can be explored fully, I have my questions on an immersive VR activation but would love to see it play out. From other tech POV, due to its low latency, it will have better customer experiences when it comes to IoT for sure. AI has different forms and means (frontend and backend) with which it will beautifully engage to give faster and better experiences. I also think 5G is very relevant to gaming tech which anyway needs state-of-the-art setup,” says Shah.
In the gaming industry, where worlds are forged through pixels and experiences are defined by immersion, the advent of 5G technology marks a seismic shift. The once-distant dream of seamless connectivity, minimal latency, and heightened interactivity now materializes with the power of 5G networks. This evolution doesn’t just elevate gameplay; it reshapes the very landscape of the gaming industry. A report titled, ‘State of India Gaming report FY22’ – the Indian gaming industry is expected to reach $8.6 billion by 2027. To put it in perspective, the gaming market in India was estimated to be worth $2.6 billion in FY 2022. With 5G technology, the gaming industry is set to see widespread advancement.
Suresh also believes that the intersection of 5G technology with AR and VR has the potential to revolutionise gaming and e-sports. He says, “While 5G is already making its mark, it’s worth noting that the hardware required for seamless AR and VR experiences is still catching up, especially in the Indian gaming landscape. The adoption of AR and VR in gaming within India faces certain challenges due to the need for sophisticated hardware and fast internet connectivity. Presently, the cost of entry and the average income of gamers pose limitations to broader usage of such technologies.”
With the emergence of 5G technology, marketers can now focus on transforming brand play, but Chinchankar believes that existing technologies have not been fully unleashed by brands today. He opines, “What we are seeing is just a scratch on the surface, and there is so much that brands can achieve. We live in such a dynamic world that we see technological changes/innovations every month or quarter. Not just advertising, but 5G has potentially impacted many other industries like IOT, Smart Cities, Entertainment, E-commerce, Education, and Healthcare,” opines Chinchankar.
In a rapidly evolving world of marketing and branding, innovation often stands as the catalyst for success. With 5G technology as a game-changer that holds the potential to revolutionise how brands communicate, connect, and captivate their audiences, it’ll be interesting to see how its unparalleled speed, responsiveness, and capacity to reshape consumer engagement can redefine the rules of the marketing game.
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