Cutting Through The Hype And Protecting Your Brand In The Era Of 5G

Whether you are a consumer or a tech junkie, chances are you’ve probably heard about 5G and its incredible capabilities. As the fifth generation of wireless technology, 5G is touted by many experts as the future of wireless. Claims of being "first to deploy" and delivering "5G-anything" are flying around almost as fast as reported 5G speeds (which are incredibly fast -- 100-plus times faster, in fact, than existing 4G networks). But promises that 5G is just on the horizon may have been premature in some cases. As marketers, how do we balance over-promoting our brands with delivering on real results that our target audience -- our customers -- can count on?From a 5G perspective, many organizations are in a race to be tagged as the industry leader. The benefits of 5G include boosting wireless performance and capacity, along with providing the ability to connect many more devices at the same time. 5G will also lower lag time, known as latency, which is necessary for the instantaneous transfer of information for applications that require sensors to collect data.In essence, 5G is reported to be able to unleash the most technologically advanced innovations to date, including the power behind smart cities, augmented reality (AR), internet of things (IoT), artificial intelligence (AI) and connected cars. And those are only the advances we know about. No one could have predicted the explosion of data that we have already seen from 3G and 4G. While it sounds like a monumental undertaking and something that is easily overpromised and underdelivered, it is clear to see why companies would want to align themselves as a 5G leader.