Idealog – July 26, 2019

5G FAST FACTS

1 minute

6X

1-4 milliseconds

1 million

The average time it

takes to download a

250MB app over 4G in NZ

How much faster

local system download

speeds will be on 5G

The ‘air l atency’

of 5G devices

Devices per square

kilometre on 5G

The average time it will

take to download a

250MB app on 5G

A typical latency of the

human nervous system

to external stimuli

<1 second VS 80 milliseconds

transferred instantly, enabling marketers

to deliver personalised, relevant

messages to audiences in true real time.

Want to engage people who are happy,

tired, impulsive or celebratory right now?

Voice data will make that possible.

Device-level AI

5G will likely be what finally sets the

much-talked-about Internet of Things

revolution in motion. This will have

perhaps the most dramatic effect on

manufacturing. Robotic components

with access to cloud-based AI processing

will continually optimise factory work.

Joined-up AI-powered supply chains

will allow super low-cost, hyper-

bespoke products: this phone, with that

processor but this camera lens and so

on - all delivered without warehousing

or retail mark-up. Basically, we can have

a number of “dumb” machines doing the

manufacturing, using one really smart

AI brain.

Overall, this “Industry 4.0” scenario could

even bring us closer to Jeremy Rifkin’s

zero-marginal-cost economy, where the

price of many products plummets to

near zero. On the flip side, almost any

business with a significant human labour

component could see itself forced out by

digital innovators.

But not entirely. In agriculture, for

example, the IoT revolution could lead

to improved insights and innovation for

farmers. 5G-connected autonomous

tractors and drones can provide a detailed

analysis of weeds, soil and crops, as is

already happening in the 5G Rural First

project in the west of England. In the

dairy industry, 5G connected sensors

can give farmers crucial health data for

each of their cows, and automatically

customise their robotic milking

mechanisms to suit.

What it means for business now

It’s clear that relentless change is

becoming the new normal, and that

this is an existential challenge for many

companies. It’s a signal that we’re

moving into an era of ‘survive and thrive’

transformation, where companies must

learn to ready themselves - securely and

at scale - for success both now and in a

dynamic, unpredictable future.

The companies that manage this

transformation will be those that market

their current value proposition to the

largest, most qualified audience they

can reach. They’ll need digital tools to

boost returns at the lowest possible cost,

thereby freeing the capital and talent

required to navigate a thrilling - and

challenging - business future.

Darren Kirkland is the Managing

Director of krunch.co, a digital

marketing consultancy that combines

data, technology and content to help

New Zealand businesses thrive in an

increasingly complex digital world.

To find out more about krunch.co,

visit krunch.co/idealog

“we’re moving into

an era of ‘survive and

thrive’ transformation,

where companies

must learn to ready

themselves - securely

and at scale -for now

and IN the future.”

Idealog.co.nz | The Transformation Issue

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idealog/KRUNCH.CO