The great G up

The ability to judge right from wrong and act accordingly is not a trait inherently obvious in all those who earn a living shifting product. This is a fact that goes some of the way to explaining why the issue of restraint is shaping up as the biggest challenge facing marketers ahead of the introduction of the 5G network to Australian audiences.

While the upgrade from 3G to 4G was largely viewed as a homogeneous evolution, the benefits of this much anticipated fifth generation mobile broadband technology have already been well documented. While it is referred to as the ‘fourth industrial revolution’ by some enthusiastic analysts, more level-headed approaches suggest the introduction of this tech is essentially about two things: increased speed and reduced latency. The upshot of this means that it has potential to be something of a game-changer – not only for digital consumers who seek relief from poor quality Wi-Fi, but also for advertisers seeking to take advantage of its ability to process and exchange more data at higher speeds by producing more complex brand messaging, across more devices, more frequently.

Super fast and super responsive – with claims at its peak it could