This document discusses the results of a survey about consumer and advertiser attitudes towards 5G mobile networks in Southeast Asia. It finds that while awareness and excitement about 5G is high, familiarity with its benefits is low. Most respondents expect 5G to provide faster speeds for video streaming. For consumers, data speed is the most appealing 5G benefit, and pricing is the top concern to switching to 5G. Advertisers believe 5G can improve video, content, ad formats and data capabilities. The document outlines several opportunities 5G presents for mobile video, augmented reality, and artificial intelligence advertising experiences.

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A Revolutionary
Approach to a
5G World

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Mason Ng
VP,
Product Management Edge
and Cloud Computing
Francis Fung
Senior Insights Manager,
International Consumer Growth Marketing

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Our brands

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Let’s investigate the attitudes and
understandings of our consumer and
advertiser in Southeast Asia towards 5G
Market coverage: Singapore, Malaysia, Indonesia, Philippines
600 total respondents
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5. 92%
of respondents
are aware of 5G
53%
extremely excited

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While Awareness
and Excitement are
high, Familiarity
with 5G benefits is
low
6

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Let’s fix that
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8. 1G
VOICE
2G
TEXT
3G
DATA
4G
VIDEO
5G
POST SMARTPHONE
ERA

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THE EIGHT
CURRENCIE
S OF 5G

10. 10X Faster
10X Devices
2X Reduction
100X Volume
Speed
Density
Latency
Data

12. Multi-Access Edge Computing
Latency > 2X Reduction

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Data speed improvement is the most appealing to consumer
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5G faster speed for
video
streaming!
Activities users will do more with
5G mobile connection
14

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Mobile 5G - What’s the key concern to switch?
How much?
In average, users would like
to pay ~US$10
more for 5G mobile data
speed
Concern
14% think PRICING
would be their key concern to
switch to mobile 5G
Pay
51% willing to pay
a premium for 5G extra
speed improvement

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What about advertisers?
16

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Similar to consumer, nearly all marketers are aware of
5G but slightly familiar with its benefits

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Advertisers expect 5G
can bring a significant
improvement on:
VIDEO,
CONTENT,
AD FORMAT and
DATA
88%
High quality
content production
87%
Immersive
Ad Formats
85%
Large amount of
data to allow more
specific targeting
85%
Better video
streaming
experience

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5G biggest impact for advertisers
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Spectacular
streaming offers
exciting
opportunities
Higher definition mobile video content
and consistent and better quality
video streaming are among the 5G
benefits consumers are most excited
for.
73%
Of people stream video at least once
a week - highest among 18-34 year
olds where 43% stream every day.
Mobile Video
20

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Engagement with
AR will drive
deeper
connections with
consumers
85%
Of consumers believe 5G will
benefit AR
Estimate 1 billion AR users by
2020
67% of planners/buyers want
AR/VR
https://www.oath.com/insights/
case-study-pottery-barn-and-
verizon-media-power-virtual-
home-makeovers-w/
Augmented Reality
21

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AI empowers
advertisers to
reach qualified
audience
80%
Of surveyed consumers think
5G will benefit AI
experiences.
Of surveyed consumers think
5G will benefit artificial
intelligence experiences
https://
www.verizonmedia.com/
insights/case-study-
princess-cruises
Artificial Intelligence
23

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Excitement to 5G varies among sectors
Slightly
Excited
Moderately
Excited
VERY
Excited
" FMCG " Healthcare
" Pharmaceutical
" Travel
" Hospitality
" Electronics / Tech
" Financial services
" Retail/Ecom
" Personal Care
" Cosmetics
" Telecom

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The 5G Experience
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