Why 5G Was the Only Real Tech Story at CES 2019

CES this week was about many kinds of innovation, but very little about tech. It was a story TVs, gadgets, drones, brain massages, automated fingernail extensions, sleep devices and more, but if there was one overarching theme at CES 2019, it was not “roll-up” televisions (which I loved) or talking appliances (which I have seen)—but the far more confusing, and yes, less sexy, topic of 5G. Stay with me here.

For those of you who aren’t familiar with the term, 5G, in its most “simple” meaning is “the next generation of mobile broadband that will eventually replace, or at least augment…4G LTE connection.” The Wall Street Journal this week provided perhaps the best definition of 5G that I’ve come across, explaining it simply as, “what comes after 4G.” Whatever your understanding of the actual term, one thing is beyond dispute: it is going to be the basis of everything we talk about today from connectivity in your home to news-streaming services to autonomous vehicles. All of which require better internet connectivity. And this is precisely why the real story of CES isn’t about the stuff, but what will power the stuff (hopefully soon).

Listen to how one writer at Mobile Marketer succinctly lists the applications for 5G: “5G could lead to growth in 4K video, autonomous cars, drones, VR/AR and mobile gaming that will drive the surge in data traffic.” And managing data is becoming an increasingly important priority for service providers. AT&T, for example, recently claimed that “data traffic on its mobile network has grown more than 470,000% since 2007 with video making up half of mobile data” and that “video may expand its share of data traffic to more than 75% by 2022.” That’s a hell of a lot of traffic to be managed by an outdated mobile network.

Let’s be clear. Traffic network means more than just managing your personal data or video streaming on your phone. Like I mentioned, autonomous cars will require 5G to operate safely and efficiently, and so will the remote control of heavy machinery and complex machines. 5G is the key needed to unlock the kind of technical aspirations and fantasies presented ad infinitum at CES.  

Although 5G isn’t the sexy topic some of my readers might have hoped for this week, the topic is rife with drama, much of which played out on the stages of CES and subsequent articles. AT&T ruffled their competitors’ feathers by labeling some of their customer’s cell receptions as “5GE” (with the “E” implying evolution—or their forthcoming cellular reception). In a blog post responding to the move, T-Mobil’s technology chief, Neville Ray, claimed that it mounted to “duping customers into thinking they’re getting something they’re not.” Meanwhile, Verizon’s CTO, Kyle Malady, issued the statement, “Verizon won’t take an old phone and just change the 4 in the status bar to a 5.”

Whatever the truth may be, this year at CES, 5G was a lot of bark and no bite. As one analyst noted, “At CES, 5G is mainly being used as a buzzword and proxy for 'future of mobility.” That being said, 5G is the future—whether or not it’s actually arrived. Just wait and see.

And now, where I’d normally leave you with a quote related to this week’s article content, I feel it’s only appropriate to end with a word from my mentor, Lester Wunderman, who passed away today at the great age of 98.

“Success through substance. It’s a simple formula and one that serves our clients well.”- Lester Wunderman

His is a lesson for those coming out of CES with vaporware and toys as their story, and it’s a lesson for all of us as we continue to face and fight digibabble today.

Lester Wunderman, a man of substance who was successful indeed.