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5G And Mobile Commerce

Mobile commerce (or m-commerce ) encompasses all transactions made from a mobile device on an e-commerce application or site.  Since the arrival of smartphones & the 4G network, it is already possible to buy any product anywhere. Mobile indeed represented 41% of online orders made in 2019, which will become the norm. Mobile commerce is indeed set to expand massively with the arrival of 5G. As we will see, it will be beneficial for both brands and users. But how will this expansion impact our behaviors, experiences, and ways of consuming? This is what we will see in this article.

The Interest Of 5G For Brands

It is, above all, the notion of immediacy that will characterize 5G: a speed such that it will allow the development or the appearance of new services using VR (virtual reality), AR (augmented reality), and IoT (Internet of Things). We are talking about 100 times more speed here than with 4G. The volume of data will experience incredible growth. Companies will then have to rethink how they collect data. First of all, advertising formats will be impacted by this transition. If 4G has allowed the expansion of the video format for advertisements, 5G will mark the appearance of new advertising formats of better quality and more interactive. 

VR and AR will be used in many advertisements for more impactful and effective campaigns. Brands will be able to obtain better feedback on the customer experience and thus adjust their offer based on this feedback. Data collection will indeed be more straightforward, faster, and more precise: the data collected on users will be more specific, which will allow brands to offer even more personalized content, which is, therefore, more relevant and impactful. But the appearance of 5G will also, as we will see, transform the customer experience.

The Impact Of 5G On The Customer Experience

With 5G, it will be easier to target customers thanks to geolocation: if you pass in front of your favorite clothing store, you could expect to be informed instantly of the latest offers offered by the latter. 5G will allow better targeting in real-time, greater interactivity, and the appearance of personalized content. Indeed, the simpler the access to consumer information, the easier it will be to know their preferences and habits. Suppose maximizing personalization is beneficial for brands, as it allows them to achieve more conversions. 

In that case, it is also helpful for customers, who will now be confronted only with content that best suits them. In a sense, this creates a virtuous circle: brands offer the best to their customers, who expect more from them, encouraging them to be more creative to provide them with the best. However, it should be emphasized that these improvements can be a double-edged sword: by accustoming consumers to the best, we also make them more demanding. Brands will then have to ensure that they can continue to meet their expectations after that. Mobile marketing will therefore be decisive for companies: it is up to whoever makes the best use of the tools enabled by 5G!

How To Know If A Smartphone Supports 5G

To find out if a smartphone supports 5G, you will essentially have to check during the purchase phase that the device is enabled, containing the product’s technical characteristics. It is not enough that a model is of new products to be compatible with 5G: this will probably happen overtime in the coming years, but as the coverage will be more and more extensive and the new services will take hold.


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