FEED Autumn 2023 Web

offering customers broadly the same thing, the industry is in desperate need of fresh selling points. Broadband growth helps increase GDP, but telecoms organisations have spent more than $3.6 trillion on connectivity infrastructure since 2012, with only 1-2% annual revenue growth. The connectivity-value ratio is stalling. According to Ofcom, in 2022, 90% of broadband-connected homes chose the ‘super-fast package,’ but only 8% opted for the ‘ultra-fast’ package. Consumers expect high-speed connectivity, but they will only pay for what they need. Even today, telecoms organisations don’t request that consumers or enterprises pay a premium for 5G’s go-faster features. But growing evidence indicates that customers will pay more for better digital experiences – and this is where 6G comes in. 6G’s selling point will come from understanding how people will use and interact with their digital environments. This is likely to include more complex analytical insights, distributed control over more connected objects and an expanded range of digital-human interactions. Much of this will come


from the enablement of more XR technologies like VR headsets and haptics, but it is manufacturers developing these products – with the customer experience in mind – that will drive success. FEAST FOR THE SENSES Many organisations that deal directly with consumers depend on sensory experiences to stand out from the competition. In streaming video, for example, many OTT content providers use the viewer’s perception of video quality as a metric to balance network resource demands with the visual

The success of Pokémon Go gave consumers a peek into a future of AR-enabled experiences. Although Pokémon Go’s AR feature only attracted limited users, it captured the world’s excitement and created a wave of companies attempting to jump on the hype. The game’s user AR, I CHOOSE YOU!

numbers have now dropped, but its average revenue per user has soared – from $6.58 per annum in 2016 to $26.25 in 2021. There is demand for more AR-enabled experiences from consumers – and 6G grants an opportunity to respond. With

6G’s expected rollout in 2030, AR experiences could make their way into people’s daily routines. Tinted overlays could help users manage time, pop-ups could provide to-do list prompts or alerts on sales – and colourful characters could sweeten the day-to-day grind.


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