Looking Ahead: What’s Next For 5G And Verizon’s Advertising Plan

Mobile Industry News for the Week of June 26, 2017
5G deployment is inevitable and there’s a lot of speculation as to how it will transform consumer technology. However, there’s still a lot to be achieved before consumers can actually reap the benefits — most importantly, carriers must figure out how their networks will support 5G. Following its recent Yahoo acquisition, Verizon’s also preparing for a new dawn by considering data partnerships with wireless carriers for stronger advertising opportunities. The stories on our minds are below.
What To Expect From 5G — It’s no secret that 5G is expected to be the future of mobile technology. This week, CIO outlined a few of the ways that this advanced technology will affect society — not only will consumers enjoy faster network speeds than ever before, 5G also has the potential to significantly impact the Industry of Things, specifically industries like autonomous driving, virtual reality, and augmented reality. However, there’s a lot to be done in order to prepare for 5G deployment, and carriers are still in the early stages of figuring out how it will work. As Light Reading reports, carriers like T-Mobile are sorting out technical specifications such as which spectrum to operate on. Similarly, devices will need to be engineered so that they can handle the 5G speeds.
Verizon’s Advertising Plan — Following its acquisition of Yahoo and the roll out of Oath, Verizon is exploring the idea of data partnerships with other carriers. According to Business Insider, the carriers wants to aggregate wireless consumer data for the purpose of ad targeting — something which their competitors, Google and Facebook, are very good at. Compared to the massive global audiences of Google and Facebook, Verizon’s audience size (150 million subscribers in the US) is fairly minimal. As such, the carrier is hoping to license data from other carriers such as T-Mobile and Telefónica to build out its ad targeting capabilities and expand its footprint globally. It remains to be seen whether competing carriers would be on board with such a partnership.
What news stories are on your minds this week? We’d love to hear what stories you’re dialing into.