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Issue link: https://digital.macdirectory.com/i/1154153
top) services and YouTube, he probably saw the investment as a means to enhance the marketing of his subscription entertainment service to locals in addition to indirectly reaching the global market since the Sunset Strip and billboards are such widely photographed/ shared areas of the country. Digitizing billboards and other OOH systems and add emerging 5G networking as well as advanced tools such as AI, IoT, blockchain and other nascent technologies and suddenly the potential for localized, personalized marketing becomes not only real but economical and highly measurable. Several years ago, before we had all of today's technology ready to rollout across the globe, Bob O'Donnell, president, founder and chief analyst at TECHnalysis Research, discussed the personalization that would be possible with smartphones, next-generation wireless, big data and analytics. He noted that a growing volume of data would be online that could be tapped to "view" the menus of various restaurants, their satisfaction ratings and more to determine exactly where he wanted to take his family. At the time, we thought the idea was neat – unrealistic, but neat. Now BAM! Bob's "wild vision of tomorrow" was spot on! DOOH/AV has evolved as technology has grown and become refined. The distinction between our digital and physical world is blurring. It is becoming more refined, more memorable as people create eye-catching, interactive communications campaigns. What will 5G networks mean for the AV community, consumer? - Faster download and upload speeds - Smoother streaming of online content - Higher-quality voice and video calls - More reliable mobile connections - Greater number of connected IoT devices - An expansion of advanced technologies - smart signs, smart cities Self-driving cars, remote robotic surgery, autonomous weapons -- all that and much more will be delivered via tomorrow's 5G wireless network. It promises to transform our lives and add trillions of dollars to the global economy every year. New products, services, business models and the entire AV/communications industry will be reborn as 5G provides a huge leap forward in speed, capacity and connectivity. Analysts at IHSMarkit estimate that 5G will drive an extra $12 trillion of annual sales in 2035-- about the size of China's economy last year. The generation that has grown up with a smartphone in their hands, coupled with today's move from 4G LTE (long-term evolution) to 5G has set the stage for new connectivity, communications that is precisely in line with Verizon's Wallace's forecast … No one knows where 5G is going to take us! Long View The revolution will be evolutionary and will happen as telcos slowly build out their network infrastructures to bring 5G to people around the globe. Currently, only small areas of the globe have the technology: - AT&T has identified 20 cities in the U.S. that will be 5G enabled by the end of the year with implementation in areas of a few cities - Verizon has scheduled 5G in 30 cities with areas of two cities live at present - Two South Korean mobile carriers are slowly rolling out 5G - Japan's NTT DoCoMo has committed to having 5G fully operational by the 2020 Olympics - China's government has begun rolling out service with a target of having 40 percent of the global connections by 2025 - Nokia's CEO has said Europe's 5G rollout will be delayed by perhaps two years as infrastructure is deployed "Everybody believes [5G] will be transformative in terms of connectivity and mobility; but it feels early," says John Harrison, principal at Ernst & Young, who leads the firm's global media and entertainment practice. He recommends that people in the industry experiment, test