“If we ' ve learned one thing from the last 2 years , it ’ s that cybersecurity trends can change in the blink of an eye ”
“ By pushing the computing power to the cloud , smartphones can grow smaller and consume less power ”
“ 5G will create huge amounts of value , but the question is who will capture that value ?”
THE BRIEF
“If we ' ve learned one thing from the last 2 years , it ’ s that cybersecurity trends can change in the blink of an eye ”
BECHARA KADDOUM , Head of Cybersecurity Services EMEA & APAC , Telefonica
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“ By pushing the computing power to the cloud , smartphones can grow smaller and consume less power ”
RAJ SHAH North America Industry Lead , TMT , Publicis Sapient
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“ 5G will create huge amounts of value , but the question is who will capture that value ?”
JAQUES ASSARAF Corporate VP Telecom , Media & Entertainment , Capgemini
5G : FAKE IT ‘ TIL YOU CAN MAKE IT WORK
Hot take : the more boring , insubstantial , and essentially meaningless to the consumer the thing you ’ re selling is , the better the advertising needs to be . Looking at current commercial networks , it ’ s not hard to see why 5G adverts are so nice .
Someone ’ s enjoying his last issue as editor , but go on .
It ’ s just that telecom companies and smartphone manufacturers have been pitching 5G in some truly wild , lavishly expensive ways over the last two years .
You mean like Galactic Lazer Stallion , the fake 80s hair metal band Samsung created to sing songs about mobile gaming with low-latency 5G ?
That may be the rowdiest 5G promotion of all time , but I think it was T-Mobile ’ s Superbowl spot with Miley Cyrus and Dolly Parton that nailed the tone just right . The whole thing has a very Live Aid charity appeal vibe to it , as a multibillion dollar company pays two very famous people to tell you to buy a 5G subscription and “ do it for the phones ”.
So , they ’ ve passed out of the fake it ‘ til you make it phase …
And into outright desperation to convince their customers that the 5G juice is worth the squeeze . At least subconsciously .
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14 May 2022