Key takeaways:
5G will power many technologies in India, including the Internet of Things, self-driving cars, virtual reality, and augmented reality. The 5th generation network will promote the tech revolution in the country. This technology will promote the “Digital India” campaign, and by the end of this year, 75% of the population will be able to access 5G internet services in the country. The Indian economy is about to reach new heights, and 5G technology will have bigger impact in countries like India as it has 65% of population is below the age of 35. It will increase our growth rate, and shortly, India can become the world leader.
Introduction
On October 1, 2022 our honourable Prime Minister Shree Narendra Modi launched 5G services in India from New Delhi. With the successful auction of spectrum, India has rolled out the fifth generation of telecom services. Consumers in cities like Delhi, Mumbai, Chennai, Ahmedabad, Bengaluru, and Pune have access to the 5th-generation network, and it will be available to 75% of the population by the end of this year. I cannot agree more that 5G will be the medium through which we will unlock the digital transformation by unlocking services like AR/VR and Internet of Things (IOT). 5G will bridge the gap in our prime minister’s “Digital India” vision. 4G has been around for about a decade in India, and the adoption of high-speed Internet has steadily increased in the last few years. However, network strength, coverage, and latency have been some of the pain points for many tech possibilities to come to life.
Before diving deeper into 5G, let’s learn from scratch about 5G. How will it affect marketing as an industry? And what are the pros and cons of it?
What is 5G?
5G, the fifth-generation cellular wireless network, is a cloud-based network that connects mobile devices to the internet. 5G simply refers to the next and newest mobile wireless standard based on the standard of broadband technology. 5G will indicate access to high-speed Internet for a larger population across socioeconomic classes; there will be a substantial increase in speed even for those who are already connected with a 4G network; it will provide a better experience while conducting online activities; and changes in access, experience, and behaviour of a medium-sized to large population will always have a significant bearing on marketing scenarios, and this situation is no different. 5G is going to be more than the next generation of network technology. 5G will act as the backbone of many other technologies like the Internet of Things, self-driving cars, AR/VR (virtual reality and augmented reality) etc.
Although AR/VR content have been present for some time, they have only occasionally or rarely been used in practical situations but 5G will promote and increase its usage. 5G research and development targets improving support for machine-to-machine communication, aiming at lower cost, lower battery consumption, and lower battery potential than 4G equipment. This wireless technology is more intelligent and will connect the entire world without restrictions. It is designed to provide unbelievable and huge data capabilities that will open a new dimension to our lifestyle. Additionally, the government and regulators can also use this technology as an opportunity for good governance and to create a better environment.
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How it will affect the marketing?
- This new technology will give wings to marketers, as it will provide huge opportunities for the company’s products and services to grow in terms of a deeper immersive marketing path. VR&AR will turn the tables for the advertising universe as it will add more to the graphic and designing and with advancement in graphic, we can deliver the best experiences to consumers and find new ways to reach out to a larger audience.
- The AR/VR medium offers a big opportunity for companies to utilize this medium of communication to create something that will woo their customers. Marketers are smart enough to take advantage of these technologies by creating certain advertisements that give the customer a holistic view of the product, for example. A real estate company can provide a real-time view experience of the property, or an e-commerce company can provide a 360-degree view of the product so that the customers can make their decisions much faster, which will also lead to an increase in sales of the product. These things will now be possible, as we will all have better internet service connections. 5G will make things easier for marketers.
- Revaluation of OTT has already started in the last decade with the help of 4G networks, and OTT is not a new term these days. 5G will make this business more prosperous as the internet has become 10X stronger and brands can now provide a variety of content across languages with higher streaming quality. The browsing experience will be smoother, and downloading will be quicker. Additionally, with the wide range of the population and strong connectivity across the country, a big chunk of viewership is about to shortly. Marketers will focus on advertising on OTT platforms as they will cover a large percentage of the market in the next 2 years.
- Our future is going to be “data-centric,” and 5G will form our communications infrastructure in the same way that roads and power grids formed our industrial infrastructure. Data is very important for marketers; maintaining data about their customers is a very important task for them, and 5G has the power to generate more information about products and the likes and dislikes of customers. These data will help the company analyse customer needs, track the buying behaviour of individuals, and then recommend things to customers based on that analysis. For example, if someone is looking for healthcare products on any platform, the site will suggest the same product on their feed, and through that, customer engagement will increase, leading to increased trust in any application or site. Customers can be delighted if the company has better internet access.
- Start-ups will be promoted shortly, especially tech start-ups because they do not require heavy investments or physical assets. So, it will create employment in India, and jobs related to technical fields will be appreciated in India. A lot of automation in all areas, like AI, web developers, and programmers, will take advantage of the 5G network. Also, it will promote blockchain technology, and businesses related to blockchain will grow in the coming years.
Advantages of 5G
- 5G will revolutionize how health care can be provided, as all new technology will help create new treatments and cure fatal diseases. The fundamental shift in healthcare will help create a new concept called ‘4P’ medicine: predictive, preventive, personalized, and participatory. Since 5G can deliver up to 100 times more bandwidth, it will pave the way for critical home-based patient monitoring devices that support disease care.
- 5G will have direct and positive impact on gaming worlds. With the significant improvement of mobile hardware and access to better Internet speed, online gaming has seen a significant rise in adoption and usage in the last decade, with 5G potentially making cloud gaming a reality at scale, where all the major computing power could be lifted to the cloud, it will allow users to play games in higher resolution streaming. This can virtually transform gaming, not only making playing games independent of device, place, environment, etc. but also making the whole medium viable for brands across scales to utilize this for mainstream marketing.
- 5G will enable billions of people and industries to develop creative solutions at scale by providing a channel for automation. Because of India’s current lack of established connectivity and infrastructure speed, wireless connectivity is critical, or the majority of the population will be excluded from the next phase of digital progress.
- As more people use 5G to interact with one another and optimise their processes, goods, and services, India’s economy and GDP will grow and become more inclusive. It will grow into an ecosystem of a prosperous and productive economy where prices continue to drop and output keeps rising.
- 5G can also help improve the efficiency of transportation infrastructure by making it smarter. It will enable vehicle-to-vehicle and vehicle-to-infrastructure communication, among other things, making driverless cars a reality.
- 5G is a big step towards creating smart cities. India will invest in research and development of technologies related to critical infrastructure and strive to implement them as soon as possible. The concept of a smart city is to interconnect devices to operate our homes, offices, and other locations effectively using new technologies so that we can manage things accordingly. 5G technology will add more users to the lists and many people will be connected to the internet, so with the help of this technology, smart homes, smart hospitals, and smart schools are easily achievable.
- 5G can be helpful to solve the problem of traffic in India and improve the services of public transport. There can be a common application to track the traffic on every device, and this app will indicate real-time traffic, based on which you can choose your route and save time and fuel.
Impact on the economy
With more than 560 million internet subscribers, India is the second-largest and fastest-growing market for digital consumption after China. 5G would not only increase internet speeds but also swiftly help in economic improvement and job creation. The introduction of 5G, also urged greater levels of industry and government engagement It is estimated that the Indian economy will get a benefit of $4.5 billion from 5G over the next 20 years. Manufacturing businesses are expected to grow by 20%, retail businesses will grow by 13%, agriculture will rise by 11%, and other industries are predicted to benefit from 5G technology by the year 2030. The economy as a whole is rising significantly because of new technology. (GSMA, 2022)
Disadvantages of 5G
5G is making a swift move towards digitization, and while there are many things to look forward to, there are some dark sides too. There is a proverb in English that says, “Great power comes with great responsibility.” 5G has the power to change the world, but it might go the other way as well.
- Security and privacy of data are among the biggest concerns for the users, as every single amount of data has been stored in some or other place where it might be breached and used inappropriately. 5G will make work more efficient, and jobs related to the tech field will increase, but it will also promote machine learning and AI, which will have an inverse relationship with overall employment.
- It involves a huge cost in the upgrade and deployment of 5G technology. Some mobile infrastructures need a total change, which is time-consuming as well. Moreover, most of the existing equipment or mobile phones are not well-suited for 5G, and they need to be replaced with new ones.
- With the advancement in technology, the software would also require modifications. If the best practices are not followed in a certain manner, then it might create opportunities for hackers to fulfil their wishes.
- Human activities have been destroying the environment for a long period of time. More energy and towers will be needed to build a 5G network, which will degrade forest land and other resources and add another cause to global warming, by introducing the 5G network, we will surely live in a fast-speed network but unfortunately, a more polluted world than before. Also, it harms the health of birds and animals.
The big question is: Is India ready for 5G or not?
Though 5G was just launched in India and is still in the development phase, where people are not habituated to it, it seems that India is ready to take over 5G. Internet usage is increasing at a rapid rate in India, and a developing economy like India can make the most of it. Right now, India has a $3 trillion economy, and with the help of 5G technology features, it can climb up to a $20 trillion economy in the next 20–23 years. India is ready to take over the world with the help of 5G technology.
Divy Thakkar
Content writer
Ayush Kejriwal
Graphic designer
Sonali Singh
Editor
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