The future is SoLoMo

10/04/2023

Miel Van Opstal

Friday Session #50

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Key components

Devices

Regulation

Services

Content

Network Capacity

Consumer/Citizen

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Terminology

EDGE stands for “Enhanced Data rates for GSM Evolution” (or Enhanced Data GSM Environment), a 2.5G enhancement for GSM with a theoretical top speed of 200Kbps, although real-world speeds will be closer to 90Kbps.

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Terminology

HSPA/HSDPA is a range of connections all that use the same standards. HSPA was adopted by most countries as it allowed for more flexibility and a better roadmap to be faster in the future. Peak Speed - 14.4Mbps,Real-World Speeds – 6Mbps

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Terminology

Common 4G - “3G transitional” standard or sometimes referred to as 3.5G, 3.75G, or 3.9G; none are actually 4G.

However they all are the foundation to get to true 4G speeds, and in some cases (LTE+) can actually become true 4G networks. 

Peak Speed - 1Gbps

Real-World Speeds - 6Mbps

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Terminology

LTE is the current integration of the “4G” market speak, and a main showcase of the new iPhone. The speeds vary greatly depending on where you are.

It’s still in few cities, and each carrier has its own frequency.

There isn’t yet a chip that handles all the different spectrums of LTE and as such, you must buy the LTE model specifically for that network.

Peak Speed - 73Mbps

Real-World Speeds - 20Mbps

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Terminology

LTE (long term evolution) is the stepping stone required to get the networks to LTE-Advanced, which when it comes out, is a true 4G network with speeds over 1Gbps (1024Mbps).

The experience of true 4G would be even better than ‘great broadband at home’.

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The capacity crunch

5G, 6G, 7G?

4G may not be enough to meet consumers’ future data demands

The UK plan for future mobile networks is to utilize the 700MHz band, a band currently used for digital terrestrial television.

The release of spectrum to run 4G services in the U.K. has been delayed by the need to wait for TV services to vacate the intended frequencies.

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The capacity crunch

Ofcom: Future internet bandwidth will need to come from a variety of sources, including public Wi-Fi hotspots.

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4G (Proximus)

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4G

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Device versus Identity

VS

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Frictionless Experience

Usernames and passwords are archaic and insecure, easy to forget and difficult to recover.  Even solutions designed to improve them – password managers or social sign-ons – are band-aids that leave you both frustrated and vulnerable.

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Frictionless Experience

Too many apps trying to do the same thing.

User experience depends on location.

Cross-App data?

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Technological & Privacy Issues

Apps Services Spam Infrastructure

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SoLoMo

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SoLoMo

1. User identifies himself (GPS, map point, NFC chip)

2. Selected information is pushed

3. User curates

4. User (inter)acts

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SoLoMo

Location-Based Engagement

local search photo tagging checking in leaving tips and reviews redeeming offers posting status updates responding to ads tagging tweets

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SoLoMo

The convergence of these technologies allows consumers to consume media content in more locations at more times of their choosing.  

It moves the consumer even further down the scale of empowerment, allowing them to be active online at almost any time or location, while connecting them in real time to their social graph, their network, peer opinions and advice.  

The implications for marketers are dramatic, in terms of targeting, data, measurement and pure disruptive power.

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SoLoMo

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SoLoMo

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Ahead

Local poop

Integrated loyalty cards

Integrated services

Importance of mobile search & social

The setup of the opt-in

See you next Friday Session!

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