Unleashing the 5G Era: Transformative Impacts and Future Prospects in India

5G, the fifth generation of wireless technology, holds the promise of revolutionising connectivity, powering innovation, and reshaping industries across the globe. In India, the advent of 5G brings forth a wave of possibilities, from enabling lightning-fast internet speeds to fostering the development of smart cities, advancing healthcare through telemedicine, and catalysing advancements in autonomous vehicles.

MOBEXX Summit and Awards, Adgully’s flagship event in the mobile industry, has been a platform dedicated to exploring the nuances of mobile marketing and predicting upcoming trends. In its seventh iteration, the 2023 summit spotlighted the most impactful disruptions within mobile marketing, game-changing innovations, emerging trends, effective strategies, and notable challenges.

At the core of MOBEXX Summit and Awards 2023 was a Fireside Chat on ‘Unleashing the 5G Era: Transformative Impacts and Future Prospects in India’. This engaging conversation featured Naresh Gupta, Managing Partner at Bang in the Middle, leading a discussion with Chirag Jagwani, Head of E-commerce at Fixderma, and Gaurav Mehta, Chief Marketing Officer at Noise. They shared insights, perspectives, and expertise on the monumental shift expected with the advent of 5G technology in India.

Leading the discussion, Naresh Gupta sought insights beyond the obvious speed enhancement promised of 5G. He was curious about its impact on content, streaming, and brand perceptions. Chirag Jagwani highlighted 5G’s role in enhancing connectivity, revolutionising shopping experiences, and transforming content consumption strategies. “For Fixderma, it notably boosted mobile transactions and spurred industry evolution,” he said.

Gaurav Mehta expanded on the evolving Indian consumer behaviour, moving beyond mere price-centric purchases to seeking enriched experiences and content-driven interactions. He emphasised on how improved bandwidth and speed could enable companies like Noise to deliver richer experiences, bridging the gap between optimising conversion funnels and prioritizing customer experience.

Gupta then dove into the role of speed in brand strategy, particularly for products driven by impulse versus those requiring deeper involvement. Noise’s Mehta shared insights on their smart wearables, emphasising on the need for extensive education and immersive experiences due to the medium involvement nature of their products. He highlighted the challenges in showcasing products like their smart ring or large-sized watch adequately online.

Jagwani added to the discussion, saying, “Fixderma’s focus on dermatological solutions and the importance of providing real-time interactions and educational sessions to address customer concerns.” He highlighted how quick conversions were crucial in a saturated market, where a seamless experience could sway a customer to another brand offering better interaction or clarity on product suitability.

Gupta sparked an intriguing discussion around the impact of 5G on content consumption, questioning whether the immersive nature of long-format content viewed on mobile devices benefits or intrudes upon brands. Jagwani weighed in, highlighting how it eases the consumer’s purchase journey by offering more education, enabling them to visualise products and hear from others with similar concerns, ultimately aiding in conversions. "5G isn’t a mere boost in connectivity; it’s an enabler, educating consumers, visualising products, and shaping their decisions,” he added.

Mehta expanded on this by emphasising on the need for brands to think beyond mere marketing and adopt a publisher’s mindset. He noted that in the battle for consumer time, brands embracing content and commerce seamlessly could win mind share at the pivotal moment when consumers are ready to convert. He stresses, “In the 5G era, brands must evolve into publishers, seamlessly integrating content and commerce to win crucial mind share when consumers are ready to convert.”

The discussion unveiled a pivotal shift, where brands need to morph into publishers, delivering engaging content that resonates in an era where consumers are inundated with options. 5G’s role in this paradigm shift is significant, removing barriers and providing brands with the tools to captivate audiences with informative, immersive content.

Overall, the conversation emphasised that 5G isn’t just a technological upgrade; it is a catalyst for brands to rethink their approach, pivot toward content-driven strategies, and enrich consumer experiences in a landscape where connectivity meets content in a seamless fusion of engagement and commerce.