The fifth generation of cellular networks, 5G, is all set to evolve communication for this decade. Ease of communication packed with reduction in carbon footprint, in an effort to create a sustainable living options. More than 31 million users in India have upgraded to 5G-enabled phones in 2023, as per a recently released report by Ericsson. Moreover data revealed that 5G subscriptions in India reached about 10 million users by the end of 2022 and is estimated to account for about 57% of mobile subscriptions in the country by the end of 2028, making it the fastest growing 5G region globally.
Not to mention, 5G is being considered a more eco-friendly alternative to the existing 4G serivce . In a conversation with Stella Medlicott, vice-president, global marketing and communication, Ericsson, talks about its 5G campaign, how India is at the centre of 5G roll-out besides the quintessential Indian consumers. (Edited Excerpts)
There are various campaigns around 5G. We in India know 5G, to be specific, as a barrier breaker in terms of connectivity. How has Ericsson created a narrative through its campaign which is different for India, when compared to the rest? How has the campaign actually helped in taking the narrative forward?
When we built the campaign, we started with a lot of work where we kicked off the campaign first by diving into our company’s core purpose along with the executive team. This groundwork shaped the campaign which launched. .
Our campaign centres on 5G’s impact on three key areas: enhancing lives through connectivity, fostering digital economies, like mobile money, in both developed and underdeveloped markets; reshaping businesses with numerous consumer opportunities and sparking creativity in industries; championing a sustainable future, deploying eco-friendly 5G and envisioning even greener technologies such as 6G. The ‘Imagine Possible’ campaign draws inspiration from this vision of a tech-driven, sustainable future. Ericsson, spanning 180 countries, has a 148-year legacy and has been operating for about 120 years in India.
When you say enhance lives in diverse regions like India and the African continent, what are the varying levels of development, and how does this compare to the approach in a highly developed country like the UK?
African markets from a technology point of view is that we’ve been able to connect the un-connected set of people . We’ve also done a lot of work by partnering UNICEF around bringing education to many of the schools across Africa with 5G. Our tech facilitates this market with vital connections, such as alerting farmers about weather patterns or empowering the unbanked through mobile money.
If we look at India, there are around 1.2 billion smartphone users, where we addressed diverse needs from constant communication to bolstering emerging businesses. It is about providing and giving connectivity to the people who want to be able to drive, whether it’s sort of entertainment, or from an industry perspective. The real opportunity, in India, is that there are so many businesses which are are emerging and evolving in the country. I think this new age technology can give a platform for innovation.
Lastly, if we talk about the UK, it is a challenging market in some ways in the fact that it still doesn’t have the connectivity that you would expect. When considering 5G and its coverage, especially in the UK, there’s a focus on expanding connectivity into rural areas through features like fixed wireless access. Our aim is to meet the escalating demand for data among consumers. Year by year, we witness a surge in traffic, indicating an appetite for more data through mobile devices. The trend is set to intensify in the UK, prompting both increased data consumption and innovative developments on the network. Moreover, efforts will persist in connecting rural areas to ensure comprehensive coverage across the country.
How does Ericsson ensure ROI in a landscape where brands prioritise prudent spending and data-driven advertising? In the tech sector, where FMCG products like shampoo bottles aren’t the norm, how is ROI measured and defined?
With telecom operators, we focus on account-based marketing and partnership efforts, tracking ROI meticulously. Engaging broader audiences, from media to tech-savvy enthusiasts, involves monitoring brand attributes and 5G adoption across markets. Utilising digital channels presents challenges in translating statistics into meaningful ROI.
The shift towards digital enables us to measure broader branding impacts. In account-based marketing, we see tangible growth and share gains. Our physical engagements, including the ongoing event, provide additional metrics.
What is one challenge you face, when you deploy a campaign?
The challenge lies in tailoring a global campaign for relevance across 180 diverse markets. While creating core assets globally, collaboration with local teams, like our counterparts in India, is crucial. It’s about distilling the campaign essence and adapting it to resonate locally. Our planning approach involves considering the stage each market is at, incorporating diverse perspectives into our strategies, ensuring that our campaigns are deployed globally as well as genuinely relevant and impactful in diverse contexts.
In your campaign video, sustainability takes centre stage. How does Ericsson plan to reduce its carbon footprint in the tech space? W What strategies are being deployed?
Ericsson adopts a multi-faceted approach, focusing on different horizons. Our ‘Smart 5G factory’ is equipped with solar panels and sustainable air conditioning. The goal is to be Net Zero across its value chain by 2040, setting achievable milestones. 5G itself contributes to sustainability, with reduced power consumption.
From an investor market perspective, everyone is asking about sustainability and Ericsson has been focused on this for decades. It’s part of Ericsson’s DNA. It has been much more material as of recently. What we’re also seeing from a sustainability perspective is, there’s been a lot of media coverage around greenwashing. So now, specifically in the EU, but also in the US, there are very strict rules now about how you measure sustainability. As sustainability is intrinsic to supply chain, manufacturing, and product development, ensuring every facet aligns with environmental objectives and evolving technology efficiency.
Is this emphasis on sustainability a cornerstone of Ericsson’s new purpose and vision? How would you encapsulate this commitment in one or two lines?
Our vision revolves around connectivity shaping lives, redefining business, and pioneering a sustainable future. Sustainability extends beyond our own footprint to how 5G transforms industries like mining and manufacturing, offering substantial and lasting sustainability impacts. We collaborate with industries to streamline efforts for a more sustainable tomorrow.
While 5G has been deployed, there’s noise about 6G. How do you map up to that change in technology?
5G took approximately six years to develop, and sustainability is an integral part of it. However, 6G is something that is not going to be available until the end of the decade. There are many untapped opportunities to explore with 5G. India has been fast in rolling out 5G technology. For example, consumers in India are spending two hours more per week on applications than anywhere else in the world. The usage of gigabytes of technology is higher in the country than anywhere else in the world, even the highly evolving markets. I believe 5G has much to offer, and we’ll learn as we build, laying the groundwork for future advancements, including 6G.