Page 7 - AeM_June_2020

RESEARCH
ANALYSIS
Being one step ahead thanks to 5G technology TRENDS

• Content creation independent of location: the
new mobile service standard enables the
production of video editing and processing outside
the event location. It is sufficient to have cameras
on site, the rest can then be controlled remotely in
real-time - even from a cell phone - because every
5G-optimized end device is able to receive and
send huge amounts of data.

• AR and VR become standard: extended product
realities are widely used in marketing with 5G
Often, high-quality live streams only run reliably in technology. AR and VR applications, which have so
wired networks and providers and consumers can only far been able to experience products, destinations
dream of a smooth live transmission on mobile devices. and missions up close, especially at trade fairs or in
Limitations and price concerns often lead to special exhibition or presentation rooms, will be
disappointments. The more excited companies should available on the go with 5G. Edge computing,
be about the early introduction of area-wide 5G which is increasing with 5G, enables the
technology that offers revolutionary possibilities in technology required for AR and VR to be integrated
communication. 5G networks transmit information into leaner wearables and therefore find better
faster, regardless of cable connections and providers. acceptance by users.
The technology provides the necessary bandwidth,
reduces latency and connection breaks, enables the • Internal communication gets more individual:
delivery of streams with up to 8K via mobile Internet 5G is also changing internal communication: if the
and thus ensures more independence on all sides. For quality of facetime or video conferences often
communicators and marketers, 5G means that they can leaves a lot to be desired, the improved trans-
provide their target groups with exciting video content mission rates optimize the location-independent
in convincing quality, affecting several areas: communication options enormously. Delayed
contributions and discussions in which everyone is
• Video content goes mobile: due to longer loading talking at the same time are a thing of the past.
times and transmission delays, especially when Digital employee events, such as training courses
using the internet, companies' websites have so far and internal videos, are also gaining in quality and
been kept technically lean. In the future, 5G will importance. All web applications can be loaded
enable companies to enrich their content with faster and made available to many employees.
videos and high-resolution images and make them Today’s consumers are almost always online and want
functional for mobile use. Mobile videos will finally to consume content in real-time all over the world and
become standard.
preferably in the form of videos. With 5G, it will be
possible to meet this growing demand for high-quality
• Live becomes transmittable: thanks to the new video content with a convincing and progressive offer.
standard, expensive internet connections at trade Decision-makers in communication and marketing who
fairs or other locations will soon be a thing of the use the new opportunities to their advantage, creating
past. The technology makes it possible to deliver real live experiences with mobile videos, are one step
unrestricted video quality and to ensure a stable ahead of their competition. ◊
stream. Multi-angle streaming, i.e. streaming from
several camera perspectives, will be also further By Daniela La Marca
standardized, and no longer reserved for high-
quality sports, such as the Bundesliga or Formula1.
With 5G, users can choose their preferred camera
perspective for streams or switch between different
settings without loading times.

7 June 2020: Video Marketing & Storrytelling