So, where are the untapped areas of potential that advertisers should consider in the near future? Despite the undeveloped infrastructure, 5G is a topic that advertisers may want to get ahead of. The 3G, 4G, and 5G are marketing terms that reference and simplify the labeling of the next generation of networks which make up of diverse technologies and standards working together. Each generation enables new services and produces new hardware desired by the masses. Let’s start with 1G which enabled voice calling with limited handoff, poor quality and poor reliability. Without 1G, the first cell phones, which were large and had low battery life, would have been useless. 2G launched in the early 90’s and enabled text messaging with clearer voice calls. Data speeds increased more than 25 times to 64kbps. The clearer voice calls were marketed heavily, and texting soon became an in thing as phones became smaller and less expensive.
At the same time as phones became smaller, there was an evolution in the internet. The internet was no longer only a resource for information or a way to pay your gas bill. It evolved into services like ecommerce and new online services began to grow. Streaming videos over the internet became a new hobby for many. However, 2G could not handle the video. Over time, the need for significant improvements was noticed, which led to the need for a next generation network. Higher speeds were needed and upgraded networks needed to grow with demand. This led to the entrance of 3G in the early 2000. With 3G, speeds increased up to 30 times and web browsing, and video were enabled. This was followed by the smartphones and applications which ushered in a new era of devices and ecosystems that took advantage of 3G. 4G made streaming easy and gave broadband gigabit speeds to all. As the network grew more complex and faster, so did the hardware. Phones became faster and more complex and more expensive.
Today the landscape is changing, and the phone original equipment manufacturers are introducing new phones each year. They are constantly innovating to keep up with each other. The more data that needs to be processed, the faster the phones need to be and the demand for data is increasing on a constant basis.
5G is much more than the next generation network that carriers are going to take advantage of. It marks the beginning of a new age of digital services and infrastructure that will impact almost all the fields including finance, pharma, autos, real estate, entertainment and manufacturing. It is the dawn of the data age. Data has the potential to become mainstream in our daily lives and in the products that we use. The combination of 5G along with the investment in artificial intelligence and cloud services is changing the world we live in. There is excitement for the future as new revenue streams and new services are born. The Bing Network platform is primed for this change and is evolving with the new Microsoft Audience Network and its targeting capabilities.
There was a time when you were not supposed to have a calculator in class because you were told you will not have a calculator in your pocket when you need it as an adult. Also, you were told not to talk to strangers, or get into a stranger’s car. Today, smartphones let us quickly access calculators and let us call on a stranger in order to get into his/her car e.g. UBER and Lyft.
Our current mobile world will continue to get more mobile per day. Generation Z, or the generation born in 1994, mostly grew up with a smart phone in their hand. They will also be the ones most influenced by 5G. It is predicted that they will be hit hard by artificial intelligence, augmented reality, virtual reality, services and connected everything (Internet of Things). Now is the time to take advantage of the Bing Network audience as the buying power index based on comScore data has not been higher in the last 4 years. Don’t wait to harness the power of Bing Network, do it now.