1.
Jon Hibbitt
Twitter: @jonhibbitt
LinkedIn /jonhibbitt

2.
What is 5G?
Next gen mobile and wireless
connectivity network

3.
Why 5G?
Meets demand for mobile data &
Internet of Things (IoT)

4.
5G Goals?
Aims to deliver end to end network
across cellular, wi-fi, satellite & cable

5.
5G Delivery?
UK Test speeds of 1Tbp/s
65,000 X faster than 4G
More bandwidth
Real time data (low latency) delivery

6.
When will 5G be available?
☐ 2020 in the UK
☐ 2018 in South Korea

7.
Cellular & Wi-Fi access
patchy, inconsistent –
annoying!
Goal of seamless delivery on all networks
Multiple network layers
‘clunky’ and slow things
down - bottlenecks

8.
Huge demand for high
bandwidth data
Need for more capacity –
predicted 410% increase in
online devices by 2020

9.
Demand for superfast, low
latency data transfer –
50+Mbps everywhere
This time it’s real time

10.
2G E EDGE130
hrs
60
mins
24
mins
< 1
sec
4G LTE
3G H+ DC-HSPA+
5G Trial speed of 1tbp/s

11.
Who’s Involved?
PARTNERSHIP BETWEEN UNIVERSITIES, SMES & CORPORATE SPONSORS

12.
Key Point – Ideas = Opportunities
+
=
SMEs +

13.
Including
USA
UK
JAPAN

14.
Siri
Google Voice
Cortana

15.
2010 - 5275 Million
2015 – 7278 Million (+38%)
2020 - 9038 Million (+24%)

16.
Time spent on mobile
2008 Mobile 12%
2015 Mobile 51%
2020 Mobile ???
Source: www.smartinsights.com
http://bit.ly/1LOSQZc

17.
Devices Connected to the
Internet
2015 – 4.9 Billion Devices
2020 - 25 Billion Devices
4.9B
25B

18.
IoT + Experiential
Context
Interactive
Real time
Intelligent

19.
Build-in Implicit
consent
Create more ‘win win’
reasons for users to
share data

20.
Respect individual rights
Keep data safe

21.
Information is the
currency of the web
Mountain of new data
from people and
increasingly - devices

22.
80/20 rule:
80% analyst brains 20%
tools for insights
Use more
sophisticated ad
matching options and
triggers in paid search

23.
Location based offers
Location based experiences

24.
Upsells based on
interaction
Community led
‘happenings’
Push notifications

25.
Smart assistant
recommends things to do /
offers based on location

26.
‘personalised’ offers appear
on screens or phone on
passing
Real time triggers

27.
Screens virtualise you into a
fashion ‘look’ as you pass by

28.
Restaurant offers ‘personalised’
to your tastes appear on screens
or phone on passing
Permission based offers from
your favourite brands

29.
Smartphone with earpiece
translates foreign language
speech in real time on the fly

30.
On arrival smartphone lets user
know taxi waiting and guides you
to its location.
Voice controlled search on the
move – “Drive to X’

31.
Next Steps
Don’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

32.
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