Jake Moskowitz, Five G, Four G discussed on FIVE - The 5G Podcast for Marketers

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Aw are i think the vast majority of consumers don't care that much but i actually think think that marketers and publishers absolutely do care and because they're real fines in real threats to the outcry here in the media people people don't actually care about privacy i don't think most people care that much let's talk five jeep and welcome to five the podcast the breakdown five g. for marketers this is episode take five live i'm jake moskowitz this episode was recorded live on stage on tuesday september twenty fourth orth during advertising week in new york for this episode we wanted to take the five g. discussion out of the studio out of the single topic format to have a broader conversation asian out in the marketing world as you'll hear we had some great guests with us and instead of asking the questions this time around i got a chance to answer a few the guy wearing the moderator had is jeremy kaplan here's jeremy jeremy kaplan i am the editor in chief of digital trends if you're unfamiliar with digital trends where a lot like scene technology review site except for we're seeing that's younger cooler hip or cousin who kind of came in from europe everybody like more so he stuck around a little bit about like seeing that we review a lot of products we help to clear the clutter and ancic cut through the confusion for people living in a very digital world these days it becomes really complex and that's what our expertise is is is just cutting through the confusion and helping understand things nothing could possibly be more confusing than five g. in fact quick show of hands there was probably got a cell phone on the right right that when using a cell phone i imagine this one or two people who are using cell phones maybe it's just me that's insane anybody using a five g. phone right now not so much it's an emerging technology but i think one that is really transformative and means an awful lot for a lot of different industries including the advertising and marketing space which we're going to dig into here here on this podcast today and some friends of mine jeremy lock horne former VP of experience strategy for mobile emerging technology at agency sapient razer fish and mike munro the ceo of who gentlemen come on join us please and so where to dig into five g. book four we do why don't you guys take a few minutes to introduce yourselves and tell us a little about who you warn when you do sure germ corn formerly of sapient razor fish i was there for just over twenty years and i left about a year ago to start my own consulting nothing business modeled after my named after my twitter handle my longtime twitter handle a new media geek so i'm running firm called new mitigate consulting a lot of work with brands and around emerging technologies and what changes they need to implement in order to prepare for the disruptions that will be wrought by things like five g. and then also helping technology companies startups in big companies like you know find a path into partnership with brands mike moreau m. the CEO of habu it say a one to one personalization platform for marketers enables the two way communication between marketers and consumers been in data for a long time prior to habu which is adjust formerly launching now i was with crocs for about six years so been really rolling deepen data for a number of years and also i'll just add a little bit to what i mentioned before my name is jake i worked for a company called erickson emoto which is a subsidiary the of ericsson ericsson is the is the major telecommunications infrastructure provider that enables the cellular communications of phones eighty percent of traffic in the US on mobile phones run through ericsson equipment and emoto is focused on monitoring the data that runs through those pipes to improve the quality of advertising retiring in the marketing industry and i oversee data strategy and also the moto institute which is the thought leadership element of emoto and that's the area that produces this podcast so five g. obviously one more than four g. so it's better right but it's obviously a lot more than that there's latency involved authors pervasive computing there's wireless this and that maybe you guys could take a few minutes to walk through what exactly five g. is it's more than just your cell phone right yeah i actually think five g. is terrible misnomer in some ways because of what you just said people immediately assume that it's sort of you the same difference between five g. and four g. is similar to the difference between four g. and three g. but really five g. as a whole new way to think about how your phone communicates to the infrastructure because the latency issue it's not really just about the speed it's about the responsiveness and that's what's going to allow real time experiences which is what's going to change what consumer experiences look look like in the future i think about five g. s kind of a three legged stool one leg being the speed which is what gets most of the night to your point the second like being low latency to get a little technical the four g. spec hits around seventy milliseconds latency the five g. spec is self one millisecond the second latency right so you're very near real time and then the third is that the spec is calling for ten times the number of simultaneous device support minimum right so every four g. not can support deport one device let's say every five denotes should be able to support tin simultaneous devices and of course those are just samples so when you you put those through three three things together it is much bigger than the change from three g. to four g. it's a different step change for sure in the number of devices that will be contributing and data for marketers uses just exponentially higher and i think you know as we think about things like personalization is all marketers do the more data into the more real time quality data the better and five g. really opens up a whole new door to marketers look at if i could there's there's a fourth pillar there which is up positioning and accuracy which kind of gets overlooked in the entire picture because latency is important speeds obviously transformative but for most experiences with your phone today we live on GPS and GPS is not very accurate and if you're talking about fifty applications and vehicles for example one thing the industry is very excited about you really i need to precisely where your car is elaine relative to the vehicle next yours or else there is little accident potential so positioning becomes very important and it's something we're to talk about here here because obviously where exactly you are as a very relevant data point for advertisers marketers so let's talk a little bit about what you can do with five abbvie and i guess maybe the question is it even possible to predict where this technology is going because this is a very transformative underlying technology nut just to sell your thing but if you if you you're the industry and you believe the hype this is going to transform everything we do i for one don't like hype hype around five g. but anyway why is it possible to predict based on some of this hype in this speculation what people are gonna start doing with five g. what is it going to mean a having gone to two big trade shows over the last three or four years like mobile world congress in CAS a lot of infrastructure providers at those shows have been demonstrating strating various use cases for five g. and it's a lot of what you hear in the hype cycles you know like higher resolution video that downloads is much more quickly better augmented reality better virtual reality connected vehicles and vehicles and you know all of those things but it but i think when you when you really start to have conversations with with folks at those companies and ask them like really what does the future hold i think they recognize recognize it common set of use cases they're fairly obvious but then there's a whole bunch of stuff that like just nobody has dreamed up yet and we saw that seem step change happen again and we moved from three jada four g. and it just enabled all kinds of companies to to disrupt businesses around the world you know like rideshare for example and streaming video over mobile connections all of that you know yes it was probably possible under three g but the scale and scope and you know better technology behind four g. really kind of those things up and like if you would ask somebody in the three d. j. three three days you know what's four g you going to do i don't know that they would have said it's is gonna want uber exploding ten second videos race efforts to steer technologies often end up in failure sure i was thinking back to when DVD's first launched in one of the big feature they hadn't DVD's with the ability to switch between multiple camera angles so you're watching pulp fiction or the usual suspects or something you push a button and you can see it from a different angle which almost never happened no one ever actually used despite the fact baked into the into the spec from the get-go so maybe it's it's just impossible to say what's actually going to happen i do think so and i think part of the reason is because five g. is not going to fix problems on its own that it requires requires a lot of complementary technologies in order to thrive five g. cell tower on its own isn't gonna make that much of an impact is not going to make your forged phones super fast you need a five g. phone you know the website the you're trying to access has to implement its infrastructure differently to enable the kinda latency that's possible with five g. you need totally new AR VR goggles you need AI models that leverage all those new data data points that you mentioned mike so that's the other things it's especially hard to predict what five g. will do because it's dependent on so many other technologies in some ways five g. is really just an enabling enabling technology for these other technologies may have been around for awhile but may not have thrived because five g. didn't exist yet yeah i mean they have to be able to catch what what you're pitching and that's always an issue and you have new emerging technology any the legacy systems have to be able to process new data and really catch catch what you're pitching these can take years for all of the existing industries to catch up but it definitely opens up so many opportunities for new innovative companies to come in and disrupt well let me just put a line in the sand here one thing we could sit up here and do as hyper you guys what we've heard and a lot of companies talk about five g. and they said well it's going to be transformative you're going to have these augmented reality experiences that are astonishing you're going to have self driving vehicles and you're able to do whatever you want because you've got five g. in there air and you can sit back and you'll be have you know they'll tell you about the things that you're passing by marketing director ucar look i think it's very practical for us or for you to hear here that i'd like us to stay away from some of the pie in the sky hype around the stuff is talk a little bit more specific things because i think there are some very specific things that five g. directly enables else which can be enabled today can impact the marketing advertising experiences we have one thing that seems really obvious is we talked about the great bandwidth delivery video video right so immediately you can have that what sort of an impact does that have on the web experience right now you have a programmatic experience where there's tons of pixels and a few seconds of downloads just stuff and i think five g. should eliminate all of that and really make a lot of our web browsing experience seamless right is is going the do that is going to improve things on that level not by itself yeah i mean you know to jake's point earlier yeah the bandwidth is going to be faster than the latency is going to be lower lower but if the if we don't adapt to the infrastructure and reduce things like tag blowed in the number of hops in ad request has to go through five gbs not gonna i saw that it's still browser processing time and you know all kinds of other infrastructure stuff that five years designed to fix so yeah i i think we've got to work together as an industry because what's going to happen is the user is not going to you know doesn't really care about the programmatic you know supply chain and how many hops the ad it has to go through to get on the phone they know that they can download a four k..

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