Fan Experience Transformation with 5G, According to Ericsson
While not a patch on the summer of ‘69, 2024 has seen its share of iconic events - from the Euros to the Eras tour. Friends unite for an evening of blood, sweat and e-tickets, with the need for high-quality connectivity absolutely crucial. Fans can order food, organise transport, share locations, selfies and posts to social media, all from the palm of their hand.
Slow network speeds can cause great disappointment at events, but it’s also a safety issue. Recent research from Ericsson shows that 5G smartphone users who encounter connectivity issues at event venues are three times more likely to switch providers within six months.
Ericsson: 5G performance drives 17% of users to switch providers
Since the launch of 5G across the 28 markets that Ericsson has studied, 17% of 5G users have switched providers. The main reason for this is network-related, not due to cost.
Results showed that half of users made the switch to obtain an improved 5G network experience. An essential determinant of switching decisions is 5G performance in critical usage locations.
The Taylor Swift tour, Glastonbury festival and the Euros, among other large scale events, have all explored options to provide high-quality 5G connectivity to enhance the fan experience.
These consumer standalone 5G use cases could help service providers’ revenue. Ericsson’s research shows that the global smart stadium market is set to grow from €13.1bn (US$14bn) in 2023 to €31.7bn (US$34bn) by 2028, including entertainment, such as buffer-free social media uploads, ticketless entries and AR/VR experiences.
5G is revolutionising fan experiences at large-scale events, from smart stadiums to the streets
Blessing Makumbe, Vice President and Head of Cloud Software & Services, Ericsson UK & Ireland, is aware that these events are putting mobile operators under pressure.
“From the Euros in Germany, to the Olympics and Paralympics in France and the Taylor Swift tour, our summer has been jam packed with entertainment. A common demand amongst the thousands of fans at these events is connectivity that is not only high-speed but also reliable.
“Customer churn presents one motivation, yet the prospect of smart stadium is one operators should look to capitalise on. By 2028, the global smart stadium market is set to grow, from enhanced connectivity for fans to business revenue from crowd analytics and security services, the opportunities are plentiful.”
Within these packed stadiums, the gold standard of 5G, otherwise known as 5G standalone, is the key differentiator.
“We can likely all relate to the experience of slow buffering in these busy venues, but with its ultra-low latency and fast speeds up to 100 times faster than 4G, fans can easily livestream events and share moments with friends, family and followers,” he continues. “Outside the stadium, these large-scale events bring a barrage of fans to a city’s streets. If we look to Germany, Vodafone supports 6000 connections a day in Düsseldorf through 5G advertising pillars.”
Blessing highlights that the use of network slices will also play a part in enhancing fan experiences, while opening new monetisation avenues for operators. Operators can create multiple virtual networks on top of a shared physical network, which can then be monetised via defined connectivity guarantees.
“Improved operational efficiencies also stand as a motive for organisers, with 5G offering lowered costs and complexity in terms of infrastructure,” he says. “For example, remote broadcasting over 5G removes the need for large TV crews and bulky equipment, lowering costs and providing greater flexibility.
“The future of large-scale events heavily relies on seamless connectivity. It goes beyond posting on social media, to powering contactless payments, virtual ticket management with QR codes and immersive VR experiences. The need for this is only getting bigger.”
They say ‘If you remember the 60s, you weren’t there’, but if they had had the connectivity of the Eras Tour at Woodstock, it makes you wonder what social media posts would have been like. Thankfully, we’ll never know.
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