The fifth generation of mobile technology is on its way. Ericsson predicts that 1.5 billion users – 40 per cent of the global population coverage – will have access to a 5G network by 2024. So it’s not just for urbanites, but for those in the countryside too, many of whom still struggle to access 3G let alone 4G!

Last week, Chancellor, Sajid Javid, announced he was pumping £5billion into rolling out 5G to Britain paying close attention to its rural areas. Although some of Britain’s rural residents are not jumping for joy. In fact householders in Totnes, Devon, have successfully persuaded council members to block the installation of 5G masts by Vodafone, EE, O2 and other networks on the grounds that they pose a serious health hazard. The reason for this is that it transmits data through the air, rather than through cables or telephone wires. It uses a 5G New Radio interface, along with other new technologies, that utilise much higher radio frequencies. Radio frequencies result in high frequency radiation, which may be linked to an increase in cancerous tumours.

Evidently there are some issues regarding the roll out, but there is significant investment behind its implementation, so once it gets here what does 5G actually mean for marketers?

Quite a lot. 5G isn’t just a faster 4G (like 4G was to 3G), it is a seismic change. It is smarter and more efficient. Yes it promises mobile data speeds that far outstrip the current fastest home broadband – by as much as 100 times, but it also has low latency. This means that the time that passes from the moment information is sent from a device until it can be used by the receiver is reduced – significantly. This means stuff can happen in actual real time with no buffering. Additionally, it enables more devices to be used within the same geographic area. Currently 4G can support about 4,000 devices per square kilometre, whereas 5G will support around one million. Bandwidth issues will become a problem of history. It means that suddenly autonomous cars, VR, connected home products, the Internet of Things truly becomes a reality.

For marketers this opens up a plethora of opportunity. The mind literally boggles just thinking about the endless ways marketers can engage with their customers. From seamless integration of brand to voice assistants; omnichannel 3.0 – a joined up journey and experience across the enterprise, every channel and every connected device – from fridge and washing machine to smart phone and car. There is no reason why broadcast media can’t suddenly become personalised: serving ads relevant to each specific car owner via their internet enabled radio in the car or through their various TVs around the house.

What is clear is the onus on data will become far greater than it is even now. We might think we’ve seen big data; but the truth is we ain’t seen nothing yet. There is no denying it, it is a colossal undertaking. Therefore, in the calm before what will be the inevitable 5G storm marketers need to get on the front foot and ensure that they are data-ready with the correct infrastructure in place so that the promise of super-connected, hyper-personalised marketing is realised.

Don’t hesitate to contact us on how we can help you get your customer data platform 5G ready!

If you want to know and understand more about the way data is changing the world you live in, or would like to know how data can add value to your business, please email me at david.gurney@alchemetrics.co.uk


Dave Gurney

CEO, Alchemetrics - Expert in Data & Digital Marketing
enabling senior marketers to value from engaging customers online.