A decade of connectivity transformed consumer behavior. Here’s how 5G could spark the evolution paid TMobileBusiness
“Ten years ago as an advertiser, you might throw up a billboard,” says Rossetti. “You might send a direct mail piece. You might advertise on television.”
“The hardest thing for a brand is there’s more noise in the marketplace,” Rossetti says. “People are seeing a lot more advertisements, but they are really specific to them. They’re personalized and [are] around content that they care about.”As the future of 5G increases the reliability and speed of connectivity, Rossetti expects those consumer choices to continue to increase, but to also become more complex for businesses in ways that go beyond marketing channels.
All consumer-facing businesses will need to consider how increased connectivity could change the way consumers engage with their products, from the proliferation of mobile app subscriptions to the ability of AI to sell cars instead of a sales rep. Only a fraction of people are early adopters. But for businesses whose customers include early adopters—those in gaming or tech, for instance—the time to consider the potential impacts of 5G on their products and services is now. For those whose customers tend to be slower to change their behavior, there is some time to wait and see—but no one should wait too long.
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