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The fourth generation gives marketing a new dimension

Youtube on a mobile phone

What will 4G mobile mean to marketing and employee engagement in the UK?

It’s important to consider your organisation’s video and mobile strategy before 4G devices are released and your clients and employees demand a richer, more engaging online experience. This is especially true of the often-ignored employees. We live in a rich digital era where we consume on-demand video, TV and movies on a daily basis. It’s a powerful communication tool that is being used more widely as technology moves forward. In the future fridge doors in supermarkets will play videos that advertise to us, our car will stream digital information to our house, and people will watch videos playing in printed literature.

The UK is lagging behind

The USA and Japan already have the advantage of 4G, delivering streaming video, larger-format websites and allowing richer online experience. While 3G in the real world may deliver 0.5Mbps, under the same conditions 4G will deliver 4Mbps. As the UK lags behind, with Ofcom still not confirming when the rights will be auctioned, we can learn some lessons from the other markets. But what will 4G deliver to the UK market?

More mobile web with 4G

Only the inexperienced develop websites without mobile devices in mind. Many sites are in desperate need of retro-fitting mobile access and remain frustrating to use for those of us on the move. Even large corporates are starting to provide mobile-friendly versions of their intranets. 4G gives mobile users up to 100Mbps download speeds, as well as stronger signals and wider signal coverage.

More video with 4G

Tablets and phones will be 4G enabled, opening the doors to richer website experiences with video, larger file downloads and even (if it’s not an Apple product) Flash – even though Adobe have announced they aren’t developing it for mobile anymore.
It was only a few years ago that most organisations couldn’t stream video over their websites, let alone their intranets. Now many companies understand the importance of ‘lean back’ employee and customer engagement, commissioning video and animation across many projects.
If your organisation isn’t leveraging video and animation yet to tell a story, then you’re being left behind.

More money with 4G

Back in 2000 the UK Treasury sold off 3G for £2.5 billion. They are now rubbing their hands with glee and waiting to sell 4G to the highest bidder. Once stung, it’s going to be interesting to see if the carriers will pay as much this time. Given that the sale of 3G in Germany in 2000 raised €30 billion, but 4G only raised €4.3 billion in 2011.

More coverage

Turning off analogue TV will allow 4G to use some of its bandwidth. 4G will give wider coverage, with a stronger signal to areas of the UK that couldn’t even get a mobile signal in the past.
If your organisation doesn’t use video (shot or animated) to communicate with you, then I would suggest that they could be slipping into the past, and without understanding how they are produced, how much they cost, and their value place in a businesses digital strategy, then you risk being left behind by your competitors.

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