Cloud is key component to commercialization of 4G
As 4G networks such as LTE begin to roll out across the country along with a broader array of connected devices, the potential for changes in consumer behavior is significant.
During the “How to Win in a New 4G/LTE World” session, an executive discussed the latest trends impacting the wireless market. According to the panelist, there are new consumer demands as content moves to the cloud. “We see the cloud as an enabler,” said Rob Barrish, senior vice president of GFK Business and Technology, Princeton, NJ. “Connected devices are on a steep growth path. “Consumers are adopting different devices, but they have points they want to understand like where do I store my content and how do I get my content?” he said. “4G is driving substantially greater entertainment capabilities. “3G really helped amp up the smartphone and really began the app landscape, but now people are starting to see that 4G means much richer entertainment media.”
Cloudy challenge
According to Mr. Barrish, one of the challenges is understanding how consumers buy media, how they store it and how they access it across multiple devices. That is an issue that needs to be tackled, he said. “You have to capitalize on the potential,” Mr. Barrish said. “The cloud is a key component to commercialization. “The cloud is a critical component to the commercialization of 4G,” he said. “We’re already beginning to see strong industry responses in terms of providing an integrated cloud service offering.” More
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