‘The future is here,” scifi writer William Gibson once said, “it’s just not evenly distributed.”
It’s a line I thought of while travelling through London this week while looking at an advert for 5G on the back of the Evening Standard.
What is 5G?
In a nutshell, it is the new mobile network that predicts hugely ramped-up connection speeds not just for mobile devices but for all internet connections. It is a UK government target to have the country entirely 5G by 2033. We’re behind on broadband so we’ll catch-up through 5G is the plan.
How fast will 5G be?
To download a full HD film, the timelines are:
- More than a day at 3G.
- Seven hours 4G.
- Four to 40 seconds at 5G.
Of course, what you find is often slower than what the poster offers. But even so.
This week, I spent a few hours reading-up on 5G and what it may bring. It’s a mistake to think this is just a quick way to watch movies on your phone. It meant reading through a list of new technologies.
The advent of 5G is predicted to lead to massive changes for how organisations operate. There’s a whole new babble of new technologies that 5G can open up. Reading through them is mildly mind blowing.
What’s the upside for comms?
Marketers will love what the platform can do as it will supercharge many of the things they struggle to do. Internal comms will need to understand it so they can explain what’s coming. Comms people will see how they need to adjust their communications.
This isn’t just a quicker way to download blockbusters. This could change a lot of things.
Video gets bigger. Even bigger
As download speeds increase, video becomes an even more important part of the way people consume content. Especially on mobile devices. The kid on the bus heading home can download a feature film in seconds will do so. They’ll also be able to create and post video even faster, too.
A two speed comms strategy short term
If you live in London and key British cities where there’s a patchwork 5G roll-out then you’ll be fine. Outside of those hotspots people will be disadvantaged until they roll out across the whole of the country by 2033. You’ll also need 5G-enabled phones to make the most of it. Short-term while it is tempting to make lots of lovely video content for new 5G areas and their high speeds there may need to be super-aware of audiences.
But that’s just looking at existing comms.
Virtual reality and augmented reality can happen
I’ve blogged before about virtual reality and how comms can make more of it. With the platform to more easily serve it the ability to stream VR content gets easier and it gets more of a proposition. So does augmented reality.
This will lead to innovation… and internal comms
As 5G evolves, what organisations can do with technology will change. Intelligent automation is a phrase you’ll hear more of. What’s this? This is a blend of automation and artificial intelligence. It is software that replaces tasks but it can apply some thinking to those repetitive tasks. Self driving cars is one use. So is voice recognition. But so is a system to serve marketing based on the user’s previous choices.
All of this is going to need communications to explain it to customers, service users and residents as well as the staff who will be deploying it. It will also make for less members of staff. So, it will be useful for comms people to understand exactly what intelligent automation is.
And an end to big rooms with servers in
5G can allow for cloud computing. Cloud computing can do away with traditional networks. So, the organisation can run without rooms full of servers. It’ll take some time for the public sector to feel comfortable with this approach and some parts won’t ever be cool with it. There is a risk the cloud-stored data will be hacked or stolen. But where the technology exists, the carrot of saving money may be enough to shift some organisations. I’m reading that 5G also leads to mobile edge technology. There’s a limit to what you have to know in detail. To a comms person like me it means less servers in the server room.
Prepare for those cloud computing data breach media queries, comms people.
Marketers will love it
Reading through what’s out there I kept reading about ‘closed loop analytics.’ In plain English, this is the ability to see what your customers did before they made that transaction. There’s a handy Hubspot guide here.
Good news, bad news…. comms people will need to read and get up to speed more
In every day use, comms people are plenty busy as they are. Bad news is that they’ll need to keep abreast of the changes. Good news, is that comms people will be key to explaining and exploiting the 5G changes. DCMS are sponsoring a network to encourage innovation and industry which you can join here.
Comms people will need to think through the business case to upgrade their equipment.
And there’s a danger
Working in and around the public sector for the past 14 years I can see there’s a real mile-wide risk. Predictions for what 5G can bring are bold and imaginative. But is there the funding to transform? Not just in communications but across the organisation? I’m not convinced. I’ve seen too many comms people with dated phones to cope with 4G let alone 5G.
Let’s see, shall we?
Picture credit: istock
For the past few years I’ve blogged at the end of the year some predictions. For 2018, here are some more.
The broad trend is one of rapid change and a broad shift to more visual ways to communicate with people… who are consuming more visually, on mobile and on-the-go.
Get Facebook right and you’ll be a long way to cracking your comms. It won’t be the answer to everything but it is so big and so all encompassing for people that it is comfortably the biggest platform, the largest way people get their news and understand what is happening in their friends’ lives.
The Facebook group admins who communicate with your audience have already become as important as journalists. Groups have grown in importance. Get to know them. Join them. Build bridges with the admin. See if you can work with them. As Facebook pages get more money driven their importance rises. They can challenge fake news about you because they are often where it starts.
Technology is outpacing the public sector massively. This worries me. In the mid-1990s mobile phones became a mainstream Christmas present. They became part of how people communicated to become the dominant platform it is today. Today, the best organisations for years have been experimenting with voice recognition, artificial intelligence, machine learning and virtual reality. Amazon Echo and Google Home have led the breakthrough shifting units for Christmas 2017. And where is the public sector with this trend? Nowhere. This very soon will be a comms issue.
Bad video is not good video.‘Can we have a video’ has replaced the request for a Twitter account as the request from those in service areas who think they can do your job. Just because you can doesn’t mean you should. ‘What do you want to achieve?’ remains the response to the request for a video. Or a Twitter account.
Go beyond your Facebook page. Far, far, far beyond. If you think posting to a page and leaving it there is reaching your audience you are almost certainly wrong. Navigate across Facebook as your page to visit other pages. Cross post your page update to groups.
Re-balance from broadcasting by being human. After 12-months of social media reviews, the baked-in problem remains treating social media like a broadcast channel to make it work better. Calls to action should be 20 per cent of your content to be most effective.
Specialist generalists. In the NHS and other areas, the specialist or generalist debate continues as teams shrink. The answer is comms people should be specialist generalists. They should be really good at two or three niche things and have some core skills. But no-one should have the monopoly on anything.
Not keeping pace is dangerous for your organisation. The cost of falling behind with how people want to consume media is that your organisation will be at best irrelevant and at worst seen to be actively not caring.
GIFs and threads will become expected. THREAD. How Twitter threads changed. 1. First there was the tweet. 2. Then the tweet got longer. 3. But words are inherently a bit dull. 4. So the animated GIF started to be used more. 5. And the thread which links tweets together. Keep reading, okay? 6. This is all part of a wider trend to move from text to images and video.
Twitter continues to wither. Twitter is a channel to reach PR people and journalists brilliantly. But increasingly not residents. Three years ago, it was the third largest channel in the UK, Ofcom says. In 2017, it has slipped to fifth. Against a background of hate and fake news, this trend with carry on. Good on Twitter? Fine. What else are you good at?
Social media is becoming less social. In part, fueled by the Trump effect but in part by sharing fatigue, social media will become less broadly social and more splintered into places where small groups of like-minded people will exist. No, I’m not sure that’s healthy. But that’s what will happen.
Becoming digital first. If you haven’t already work out how you’ll need to work out how to respond as an organisation to a mis-truth posted in a village Facebook group that is picked up by a newspaper Twitter account. You don’t have 24-hours to get back. You can’t leave that person in a meeting. They need to respond now. But they need to understand why they have to respond, first. That’s best done in peacetime.
Video continues to rise. It’s more than 80 per cent of the internet. This is an easy prediction to make.
Live video continues to rise. The public sector has been left behind by media companies in this field but will continue to catch-up.
360 images and virtual reality grow as part of the landscape. Where short video was once daring, the daring use of virtual reality content will continue to grow.
The need to demonstrate results grows ever more important. Again, an easy prediction to make.
There will be another terrorist outrage and comms teams need to be kind to themselves. London and Manchester suffered in 2017. They showed some of the best public sector communications I’ve ever seen. They also came with lessons from those involved. Yes, accept offers of help from day one. Yes, this will affect the mental health of you and your team.
Brexit will affect everyone. Teams in London are already feeling the effect of EU staff leaving. But the predicted economic effect will hit public sector organisations too. That means comms teams going through more austerity challenge. So, get good. Or get so small you can barely answer the phone.
Internal comms reaches crisis point. We’ve gone as far as we can with 2003-era intranets which have become a repository for pdfs. The public sector keeps its head above water through the good will of staff alone. The organisation that fails to take seriously how it talks to its staff will reap the results. The comms team that spells out the risks and leads a renewal of channels will reap the benefits.
The comms person who stands still won’t get a new job in two years. If you don’t learn you really will get left behind. Who needs a fax-operating press release writing envelope-stuffer in 2018?
Income targets will remain a minority burden on comms teams. But the trend will be slowly upwards bouyed by some success stories.
If you fail to change what you do, your life WILL get harder. This will mean changing how you do things, I know. As a team and as an individual. This will take time. But it is time you need to spend. Change the supertanker. Please. It’s more fun than hitting the rocks.
Predictions for 2017: How did I do last year?
Things I got right
Zombie comms teams did rise. The risk of being leant on by politicians did increase. Teams remain too old and there remains a recruitment gap. Educating the client remains the most important thing to do in a changing world. Post-truth remains an important problem. Facebook groups did become more important.
Things I got half right
Did the rise of dark social leave comms teams flat-footed? Dark social is things like whatsapp and Facebook Messenger. Platforms that link a few people together but can’t be searched. Thing is, I don’t think most teams even realise how large dark social has become to even become flat-footed. Twitter did wither but LinkedIn didn’t charge up the table. Press offices have transformed and changed title at a fast pace.
Things I didn’t get right
Merged comms teams that bring NHS, fire, council and police together haven’t happened. Yet. Although fire and police in some places have joined together.
Have a good 2018 and lets be careful out there.
“One of the most boring debates to have is the future of news debate,” someone I rate once said.
“The only people who care about it are journalists. Everyone else is off getting their news from Facebook.”
This is largely true.
I’ve been keeping a weather eye on virtual reality for a while and came across this fascinating TED talk by US virtual reality journalist Nonny de la Pena. In it, she explains about how she is turning story telling on its head by taking the facts and audio from real life scenarios and creating them in virtual reality.
In other words, you can be standing on the site of a key news event.
She re-created based on source footage a bomb exploding in a street during the Syrian civil war. You can see it around 5’30”.
It’s a fascinating idea.
The risk of fake news isn’t far away.
But just journalism? Or can this be used for story-telling and for giving people a flavour of what it’s like to be on a particular spot?
In a fire?
In a warehouse with slave labour?
In a home with a man with dementia and his carer?