Jon HibbittTwitter: @jonhibbittLinkedIn /jonhibbitt

What is 5G?

Next gen mobile and wireless connectivity network

Why 5G?

Meets demand for mobile data & Internet of Things (IoT)

5G Goals?

Aims to deliver end to end network across cellular, wi-fi, satellite & cable

5G Delivery?

UK Test speeds of 1Tbp/s65,000 X faster than 4G More bandwidthReal time data (low latency) delivery

When will 5G be available?

☐ 2020 in the UK☐ 2018 in South Korea

Cellular & Wi-Fi access patchy, inconsistent –annoying!

Goal of seamless delivery on all networks

Multiple network layers ‘clunky’ and slow things down - bottlenecks

Huge demand for high bandwidth data

Need for more capacity –predicted 410% increase in online devices by 2020

Demand for superfast, low latency data transfer –50+Mbps everywhere

This time it’s real time

2G E EDGE130hrs

60mins

24mins

< 1 sec

4G LTE

3G H+ DC-HSPA+

5G Trial speed of 1tbp/s

Who’s Involved?PARTNERSHIP BETWEEN UNIVERSITIES, SMES & CORPORATE SPONSORS

Key Point – Ideas = Opportunities

+

=

SMEs +

IncludingUSA

UK

JAPAN

Siri

Google Voice

Cortana

2010 - 5275 Million

2015 – 7278 Million (+38%)

2020 - 9038 Million (+24%)

Time spent on mobile

2008 Mobile 12%

2015 Mobile 51%

2020 Mobile ???

Source: www.smartinsights.comhttp://bit.ly/1LOSQZc

Devices Connected to the Internet

2015 – 4.9 Billion Devices

2020 - 25 Billion Devices

4.9B

25B

IoT + Experiential Context

Interactive

Real time

Intelligent

Build-in Implicit consent

Create more ‘win win’ reasons for users to share data

Respect individual rights

Keep data safe

Information is the currency of the web

Mountain of new data from people and increasingly - devices

80/20 rule:

80% analyst brains 20% tools for insights

Use more sophisticated ad matching options and triggers in paid search

Location based offers

Location based experiences

Upsells based on interaction

Community led ‘happenings’

Push notifications

Smart assistant recommends things to do / offers based on location

‘personalised’ offers appear on screens or phone on passing

Real time triggers

Screens virtualise you into a fashion ‘look’ as you pass by

Restaurant offers ‘personalised’ to your tastes appear on screens or phone on passing

Permission based offers from your favourite brands

Smartphone with earpiece translates foreign language speech in real time on the fly

On arrival smartphone lets user know taxi waiting and guides you to its location.

Voice controlled search on the move – “Drive to X’

Next StepsDon’t Miss Out

Flex your idea muscles - Mobile marketing ideas – new tools, concepts, voice – Engage with Brighton’s Digital Catapult

Push mobile marketing higher up the agenda

Follow @

Dr Hamid Falaki

@hfalaki

Peter Passaro

@theDataist

5GIC

@Surrey5GIC

Erricsson Research

@EricssonLabs

Brighton IoT Group@IoT_brighton

Chandan Rajah@ChandanRajah

Digital Catapult Brighton@Digicatbrighton