November 2, 2020 – Issues about radio frequency spectrum, municipal rights-of-way, national security and trusted partners were among the topics addressed during the October 14 kickoff event of Broadband Breakfast’s “A No Nonsense Guide to 5G.”
The event, the first of five events in a new Broadband Breakfast Live Online series sponsored by Samsung Electronics America, framed the discussion of the topic with experts including Blair Levin, former director of the Federal Communications Commission’s National Broadband Plan under President Barack Obama; John Godfrey, senior vice president of public policy for Samsung; Grant Spellmeyer, vice president of federal affairs US Cellular; Jamie Susskind, vice president of policy and regulatory affairs for the Consumer Technology Association; and Art King, director of enterprise services at Corning Optical Communication.
From a business and consumer perspective, mused Levin, one of the biggest obstacle to expanded 5G deployment is consumers’ unwillingness to pay more for benefits that have not been clearly described.
Levin, who is nonresident senior fellow with the Brookings Institution, said he disagreed with the theory that if you drive down the price of deployment in San Jose, you’ll get deployment in Montana. “No one on Wall Street believes that,” explained Levin, who spent a lot of his career as a Wall Street analyst.
Verizon, Levin said, recently said it would drop the extra $10 they were charging for 5G plans. Levin assumed that this was because people weren’t willing to pay. When there’s a new capital expenditure without an increasing average revenue per user, that’s a problem for Wall Street investors, he said.
That’s why to providers need to provide greater clarity on what the return on investment will be.
Levin further claimed that the FCC’s approach to improving 5G infrastructure siting involved simply a transference of wealth from cities to private sector companies who have no obligation to deploy anywhere. He argued that this made cities the enemy and slowed rather than accelerating deployment.
Spellmeyer agreed with Levin in that making enemies with municipalities wasn’t a good long-term strategy. But he also said that even if the cost were spread among consumers that there would still need to be tremendous investments in advanced networks over time.
By contrast, South Korea has experienced widespread deployment in spite of 5G being made more expensive, noted Godfrey, of Samsung. He also said that enterprise applications of 5G are likely to open significant new revenue sources, including machine-to-machine communications over networks, and with enterprises paying for managed network services.
Perspectives on the universal service fund and licensed versus unlicensed spectrum
Susskind of the Consumer Technology Association said that the FCC should make plans to wean recipients off of Universal Service Fund programs because it is not sustainable to have a 25 percent USF contribution factor.
On the other hand, CTA has been supportive of other creative solutions to close the digital divide, such as Amazon’s Kuiper project and the Microsoft “white spaces” project.
Panelists also discussed the wireless versus wireline debate, as well as the issues of both licensed and unlicensed spectrum. Godfrey said all were necessary.
He also suggested a 5G hype-busting test: When people talk about the benefits of 5G, are the things they’re talking about things that can just be done over Wi-Fi or do they need the unique capabilities of 5G for?
Said panelist Art King of Corning Optical Communication: “In general, operators are allergic to unlicensed spectrum.”
Spellmeyer agreed, projecting that licensed will be more important than unlicensed.
The event was moderated by Drew Clark, editor and publisher of Broadband Breakfast.
‘A No-Nonsense Guide to 5G’ sponsored by:
Events in “A No-Nonsense Guide to 5G” include:
- Wednesday, October 14, 2020, 12 Noon ET — “A No-Nonsense Guide to 5G: The Hype and the Reality of 5G”
- This opening panel will set the stage for Broadband Breakfast Live Online’s consideration of the policy, technology and practical questions around the 5G wireless standard. What is 5G, and why is there so much buzz about it? How much of an improvement is it over prior generations of wireless? In other words: What is real, and what is hype? How the issues of trusted partners, rights-of-way deployment, and spectrum policy interact? Where is 5G seeing early successes, and what are the stumbling blocks?”
- Wednesday, October 28, 2020, 12 Noon ET — “A No-Nonsense Guide to 5G: National Security and Trusted Partners”
- This panel will consider the global landscape for the 5G equipment ecosystem. It will consider issues in core networks, radio access networks and in handset equipment. How has the global landscape changed? Will 5G benefit from – or suffer because of – a new Cold War with China? How are American companies reacting to federal government initiatives for trusted partners? Where can the U.S. turn for solutions and alternatives to Chinese manufacturers?
- Wednesday, November 18, 2020, 12 Noon ET — “A No-Nonsense Guide to 5G: A Case Study of Transformative Apps in the Enterprise”
- 5G is seeing its first real successes in the enterprise marketplace. To glimpse the future more accurately, Broadband Breakfast Live Online will consider case studies of applications in enterprise environments. What technologies and processes bring 5G success to the business marketplace? What needs to happen to bring 5G successes to the consumer marketplace?
- Wednesday, December 9, 2020, 12 Noon ET — “A No-Nonsense Guide to 5G: Wireless Infrastructure, Municipal Rights-of-Way and the 5G Rural Fund”
- To realize the promise of 5G, far more base stations — wireless infrastructure facilities — will be necessary. 5G facilities and towers may not be as big as in previous generations of wireless technology. Still, the need for far more facilities has already created tensions with municipalities over rights-of-way. How can these conflicts be minimized? What are smart cities already doing to expedite wireless infrastructure deployment? Can the process be improved? Additionally, how will the FCC’s Rural Fund for 5G affect deployment?
- Wednesday, January 13, 2021, 12 Noon ET — “A No-Nonsense Guide to 5G: Spectrum Policies to Advance Better Broadband”
- More than simply the next generation of wireless technology, 5G deployments make use of radio frequencies from an extremely wide range. For example, some 5G deployment are using mid-band spectrum between 3.4 GigaHertz (GHz) and 6 GHz. But 5G networks also promise tap into spectrum between 24 GHz and 100 GHz. It deploys these millimeter bands using network slicing and other advanced wireless tools. What new spectrum policies are necessary for 5G to flourish?
David Flower: 5G and Hyper-Personalization: Too Much of a Good Thing?
5G, IoT and edge computing are giving companies the opportunity to make hyper-personalization even more ‘hyper’.
It’s very easy for personalization to backfire and subtract value instead of add it.
Consider the troubling fact that we may be arriving at a moment in hyper-personalization’s journey where the most hyper-personalized offer is no offer at all. Nobody likes to be constantly bombarded by content, personalized or not.
And that’s the paradox of hyper-personalization: if everyone’s doing it, then, in a sense, nobody is.
5G and related technologies such as IoT and edge computing are giving companies the opportunity to make hyper-personalization even more “hyper” via broader bandwidths and the faster processing of higher volumes of data.
This means we’re at a very interesting inflection point: where do we stop? If the promise of 5G is more data, better data, and faster data, and the result is knowing our customers even better to bug them even more, albeit in a “personal” way, when, where, and why do we say, “hold on—maybe this is going too far.”?
How do you do hyper-personalization well in a world where everyone else is doing it and where customers are becoming increasingly jaded about it and worried about how companies are using their data?
Let’s first look at what’s going wrong.
Hyper-personalization and bad data
Hyper-personalization is very easy to mess up, and when you do mess it up it has the exact opposite of its intended effect: it drives customers away instead of keeping them there.
Consider an online ad for a product that pops up for you on a website a couple days after you already bought the thing being advertised for. This is what I call “noise”. It’s simply a nuisance, and the company placing that ad—or rather, the data platform they’re using to generate the algorithms for the ads—should already know that the person has already bought this item and hence present not a “repeat offer” but an upsell or cross-sell offer.
This sounds rudimentary in the year 2022 but it’s still all too common, and you’re probably nodding your head right now because you’ve experienced this issue.
Noise usually comes from what’s known as bad data, or dirty data. Whatever you want to call it—it pretty much ruins the customer experience.
Hyper-personalization and slow data
The second major issue is slow data, which is any data being used way too slowly to be valuable, which usually includes data that has to the trip to the data warehouse before it can be incorporated into any decisions.
Slow data is one of the main reasons edge computing was invented: to be able to process data as closely to where it’s ingested as possible in order to use it before it loses any value.
Slow data produces not-so-fun customer experiences such as walking half a mile to your departure gate at the airport, only to find that the gate has been changed, and then, after you’ve walked the half mile back to where you came from, getting a text message on your phone from the airline saying your gate has been changed.
Again, whatever you want to call it—latency, slow data, annoying—the end result is a bad customer experience.
How to fix the hyper-personalization paradox
I have no doubt that the people who invented hyper-personalization had great intentions: make things as personal as possible so that your customers pay attention, stay happy, and stay loyal.
And for a lot of companies, for a long time, it worked. Then came the data deluge. And the regulations. And the jaded customers. We’re now at a stage where we need to rethink how we do personalization because the old ways are no longer effective.
It’s easy—and correct—to blame legacy technology for all of this. But the solution goes deeper than just ripping and replacing. Companies need to think holistically about all sides of their tech stacks to figure out the simplest way to get as much data as possible from A to B.
The faster you can process your data the better. But it’s not all just about speed. You also need to be able to provide quick contextual intelligence to your data so that every packet is informed by all of the packets that came before it. In this sense, your tech stack should be a little like a great storyteller: someone who knows what the customer needs and is feeling at any given moment, because it knows what’s happened up to this point and how it will affect customer decisions moving forward.
Let’s start thinking of our customer experiences as stories and our tech stacks as the storytellers—or maybe, story generators. Maybe then our personalization efforts will become truly ‘hyper-personal’— i.e., relevant, in-the-moment experiences that are a source of delight instead of annoyance.
David Flower brings more than 28 years of experience within the IT industry to the role of CEO of Volt Active Data. Flower has a track record of building significant shareholder value across multiple software sectors on a global scale through the development and execution of focused strategic plans, organizational development and product leadership. This piece is exclusive to Broadband Breakfast.
Broadband Breakfast accepts commentary from informed observers of the broadband scene. Please send pieces to email@example.com. The views expressed in Expert Opinion pieces do not necessarily reflect the views of Broadband Breakfast and Breakfast Media LLC.
Optional Security Features for 5G Technology Poses Risks
The next generation wireless technology is being touted as the most secure yet.
WASHINGTON, July 28, 2022 – 5G technology can still present security concerns despite being touted as the most secure of the cellular generations, said Dan Elmore of the Idaho National Laboratory at a 5G Future event Thursday.
In response to the emerging challenge of validating 5G security protocols and data protection technologies, the Idaho National Laboratory established its Wireless Security Institute in 2019 to coordinate government, academic, and private industry research efforts to foster more secure and reliable 5G technology.
While 5G network offers a “rich suite” of security features in the standards, most of it is optional for manufacturers and developers to choose to implement in their system or device, said Elmore, who is the director for critical infrastructure security at the INL. This poses a significant challenge for 5G, particularly for critical infrastructure applications, as consumers may not know how standards are implemented, Elmore said.
Elmore urged consumers, especially federal agencies, to ask the hard questions and consider “what vulnerabilities might be present in how they [manufacturers and developers] employ those standards that could be exploited.”
5G is designed to allow cellular devices to connect at higher speeds with lower latency, the delay in loading requests, than previous generations. Already, wireless carriers are incorporating it into devices and working on national 5G networks.
Because of its facilitation of real-time monitoring, 5G technology is expected to help tackle critical issues like climate change and environmental sustainability.
5G Will Help Enhance Environment Protection and Sustainability, Conference Hears
The technology has already been used by companies to monitor and make more efficient systems to reduce emissions.
WASHINGTON, June 28, 2022 – Because of its facilitation of real-time monitoring and more efficient use of systems, 5G technology will help tackle climate change and beef up environmental sustainability, an Information Technology and Innovation Foundation event heard Tuesday.
5G technology’s ubiquitous connectivity and lower latency enables climate technology that decarbonizes manufacturing plants, enables rainforest monitoring, and limits greenhouse gas emissions from transportation.
5G also enables real-time traffic control and monitoring that can help minimize carbon footprint, said John Hunter from T-Mobile, which has a large 5G network thanks in part to its merger with Sprint.
Finnish 5G equipment supplier Nokia has invested in smart manufacturing relying on the speed of 5G in its plants, which it said has resulted in a 10 to 20 percent carbon dioxide reduction and a 30 percent productivity improvement with 50 percent reduction in product defects.
Non-profit tech startup Rainforest Connection has used 5G technology to implant sensitive microphones into endangered rainforests in over 22 countries around the world. These microphones pick up on sounds in the forest and transmit them in real time to personnel on the ground.
These highly sensitive machines are camouflaged in trees and can pick up sounds of gunfire from poaching and chainsaws from illegal logging activity from miles away. The technology has proven to be significant in rainforest conservation and will enable researchers and scientists to find innovative solutions to help endangered species as they study the audio.
“By being able to integrate technologies such as 5G, we can accelerate that process… to achieve the mission [of mitigating climate change effects] sooner than we expected,” said Rainforest Connection CEO Bourhan Yassin.
- FCC Points to Congress on USF, Texas Hires LightBox, Lit Communities Hires Lindsay Miller
- Bryan Darr: An Order of Fiber, Please, with Wireless on the Side
- Tech Policy Conference Panelists Tackle Challenges of Federal Privacy, Antitrust Laws
- Carr ‘Surprised’ by RDOF Denials, ‘New Normal’ on Supply Chain, $68M for Student Connectivity
- Appeals Court Affirms FCC’s Spectrum Authority, FTC Privacy Rulemaking, (Root) Beer and Broadband
- David Flower: 5G and Hyper-Personalization: Too Much of a Good Thing?
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