Elevating the content game for the 5G era

Rico Chan, Co-Head, Verizon Media, APAC

Elevating the content game for the 5G era

2020 will be the year of 5G and its mass adoption. With the invention and use of machines from the Industrial Revolution, science and rockets of the Space Ages, on to the computers and data of the Information Era, 5G will be integrating them all for a new chapter in history. 5G’s hyper-speed, extreme connectivity and low latency characteristics are set to rewrite how we consume and interact with content and redefine customer experience. The Mobile Economy Report Asia Pacific 2019 predicts 5G and its adoption will contribute USD900 billion in economic value to Asia, with 24 Asia Pacific markets providing 5G services by 2025. With the arrival of 5G, we expect it to spark more creativity and innovation, transforming traditional flat 2D digital experience into 3D virtual reality.

Managing Big Data with AI
Multi-access Edge Computing (MEC) will have applications way beyond just marketing and customer engagement, spanning from smart manufacturing, smart retail, hospitality and tourism, to healthcare and many more. Retailers, for example, will take advantage of the ability to display real-time shopping info upon an approaching consumer, then use AR to deliver product information and virtual fitting, and rounding out the journey with a payment process that automatically charges to the payment app that installed in the consumer’s device.

In the connected world of 5G, we will see an enormous rise of devices – cars, fridges, air conditioners, make-up mirrors and everything in between. This plethora of devices will lead to a revolutionary application of AI, as how well we can leverage AI to process data from all these devices. This will also be a defining aspect of the 5G era. For marketers, this means we have a wide range of devices and opportunities to engage with our consumers. Using shopping as an example, we will be able to leverage real-time 3D volumetric capture at scale, and turn traditional 2D images into 3D for a more engaging, realistic experience, resulting in better conversions rate and lower returns – all thanks to the promise and potential of 5G.

Telling a good story using AR
For content creation, 5G’s faster speed, broader bandwidth, enhanced device connectivity and low latency characteristics directly enable immersive experience such as AR and VR. Yahoo TV in Taiwan led the way last year with a new XR concept programme, leveraging AR to break space and time barriers to put consumers in a virtual reality, such as a dissected car battery or components, for better understanding of the craftmanship and technology behind products.  Yahoo HK also showcased the creativity by demonstrating the same AR technology during the Asia Big Idea Chair Awards early this year.

5G enables the combination of state-of-the-art technology and advanced content to bring new perspectives to age-old activities. In preparation for the 2020 Tokyo Olympics, Japanese mobile network carrier NTT is developing a 3D hologram technology that would project holograms of athletes for an “in your face” experience; Motion capture technology combined with AR will help trace and highlight the movements for a much more visual experience.

In the era of 5G, audience no longer passively spectate, they will act and interact with the new standard, and this will significantly affect how brands’ tell their story.  For marketers and creators, they must understand the technology and its potential at its core – they are not mere fads and gimmicks, but a valuable opportunity to tell a lively brand story and provide more robust consumer experience.