Article: Brands should stress societal benefits of 5G

My views for BrandZ's 2019 Telecom Insights:

"With Donald Trump’s earlier call for 6G signals, we should reflect on whether the current hype around the “Gs” helps telecom providers—or not. They now focus on speed, with the promise that 5G will be great for gaming and watching movies. While this is true, it creates a dilemma: We are becoming more concerned with digital wellbeing and are trying to moderate the time we spend online. But 5G will keep us glued to our phones for even longer. The real advantage of 5G is to realize services that have been talked about for years: autonomous driving, smart cities, telesurgery. Services that will fundamentally improve our lives and societies. A focus on speed is reductive and narrows the 5G narrative for the telecom brands. They should tell us how 5G will really impact us as consumers. An estimated 40 percent of the world’s population could have access to 5G in the next few years. To deliver that vision, we need a conversation about the power of 5G as a force for good."

Published here in June 2019: https://www.brandz.com/articlenew/telecom-insights and http://online.pubhtml5.com/bydd/ksdy/ (page 332)

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Article: Telecoms must stress how they make life better

Telecom providers go through another challenging year of competition, consolidation and contraction. To be successful, telcos need to focus on other c-words: providing compelling and unique content, adjusting to consumption patterns and delivering convenience to consumers.

To do this, they will need to re-define their place in the era of tech giants that are diversifying in the experiences they bring to people and the things they talk about. More than ever, telcos now need to move the conversation away from mobile data plans and connectivity to playing a more central role in the lives of humans and societal progress. Some brands have already started with this, by talking about technologies such as Artificial Intelligence and 5G and why they are important for our lives - rather than talking about the technologies themselves. We will see more of this.

Consumers will align with telecom providers only when they understand what they stand for. Communicating their purpose clearly will be vital for telco brands. Expect more business-to-human communications from them.

My comments on the c-words that matter for telcos in this BrandZ100 report:
http://online.pubhtml5.com/bydd/rxhd/#p=244