FEATURE12 August 2019

The dawn of a new G

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Jennie Roper

Features Impact Mobile Technology

With 5G starting to roll-out, Jennie Roper looks at how market research can help ensure brands embrace this and other associated technology

In 2006, you could smoke in a restaurant in England and BlackBerry dominated the smartphone market. How times have changed.
Think back to how you got somewhere you hadn’t been before – I was a big fan of the printed-out Google map. Then, in 2007, the iPhone launched and triggered a societal shift. Yet consumers didn’t immediately default to the new technology that shapes our lives today.

In my opinion, 5G – and the impact it can have on augmented reality (AR) and virtual reality (VR) – represents a new societal trigger. There is huge potential for AR and VR to be used as an extension of brand experience.

According to a recent Gartner study, 100m consumers will shop via AR and VR – whether instore or online – by 2020. At Kinetic, we have collaborated with Marks & Spencer to produce pop-up VR showrooms where consumers can create their ideal living space. Chinese e-commerce company Alibaba has also launched ...