 Hi everybody, you mentioned a post-lun session couple of times so Prithvi and I have a tough task of actually Engaging with all of you in the post-lun session Hopefully we've got some You know interesting stuff, which is going to be keeping all of you engaged So when I was asked to speak on this topic on 5g and you know what is where our consumers on this The immediate sectors which really sprang up in my mind were things like gaming How is it going to be altering the gaming landscape? The second one which really sprang up was Was around metaverse right because that's a new thing which is really coming up And I said how is all that going to be changing with 5g coming up and what I did really was that I decided to speak to a Passionate gamer in my team, which is Prithvi. Okay now And I know Prithvi Prithvi is a Prithvi considers himself to be a pro at following the telecom sector He's been doing this for a long time. He's an active gamer and all of that So when I spoke to Prithvi on gaming and you know, what does he think about 5g and how is it really going to be altering? The world of gaming etc. I Was really surprised by a very mixed perspective which he had on this So here I was thinking that Prithvi is going to be gungo about you know How the world of gaming is going to be changing and all of that but he did have a very Mixed view, you know in terms of which are the areas which are really going to be changing with the coming of 5g And which are the areas where there could be certain things which need to be addressed So what we are going to be covering in this session between us is that you know, how much is consumers awareness about 5g Which are the areas where they really believe that 5g is going to be changing things for them What are the kind of challenges which they anticipate? What do they think about their handsets, you know, are their handsets really want to be supporting this new technology Which is going which is there and where are marketers on this now before we start this session Before I hand it over to Prithvi just starting with couple of data points So the first one really and this is not a new one But nonetheless it's good to start with some numbers Which is that there are consumers in terms of their usage of Mobile devices right so if you just look at that on an average We are seeing about four hours and 15 minutes which Indian audiences are spending on their smartphones Okay. Now this data is only for Android smartphones. This is NCCS ABC We are media researchers. So we always have to talk in the context of a target group This is 1 lakh plus audience 15 to 45 years. So that's the kind of stuff that we've seen and What we've also seen is that this time which is spent on smartphones has actually seen a Seen a whopping increase in the last two years, right? So if you just see there's a 28% increase that we're seeing we compared this with with the kind of data You know on this metric with couple of other countries We've seen that for a couple of other countries for them to see this kind of jump It's taken them about four years in our country not surprising. This has really happened in two years of time, right? So rapid adoption fuel by pandemic lot more activities happening a lot of free content available and things like that And you also have on that chart that you know in terms of share of various activities What are the kind of activities which consumers are doing? Just let's see that in terms of our evolution and you know I like to do this benchmarking across markets So I just thought that in terms of share of time, you know, how does share of time which our audiences are spending on smartphone? How does it stack up? You know with say the most mature market, which is us see let's what's what's really happening there So there are some differences that you see there So for example if you look at social media the share of time which US audiences spend on social media is far higher than us But on the other hand if you look at VOD consumption our share of time is higher and the reason for that is that there's also a lot of connected TV consumption Which happens there so it's not that incidental that they want to see less of their smartphone But the fact is that they have access to connected TV and that's the reason that we are seeing a difference there Again gaming if you see here You know they are far ahead of us. Okay, so this is the kind of landscape that we have Four hours on a day is being spent a massive increase in terms of time spent in terms of share of time This is how various activities stack up and if we just go to the next chart with me Yeah, and here is where I'll hand it over to you Thanks Dolly First I'm passionate about gaming, but I'm not good at it. So I'm just want to set that that disclaimer out there But as Dolly said gaming right in 5g so just please start Just by a show of hands. How many people play games on their mobile phone? Wow Okay, are your bosses aware about this just checking yeah, okay So off these how many of you play your more competitive say first-person shooters your more high-end graphics like like call-of-duty Free-fire battlegrounds mobile anyone Okay, so far fewer So I'll say so for me Now I primarily play these games and I play them a lot But I play them on Wi-Fi because quite often on on cellular on 4g at this issue of latency, which is Sorry, we're gonna get a little technical But it's it's about maybe 40 to 60 milliseconds sometimes especially when you're traveling in traffic So by the time I see the other guy and I and I aim downside to shoot the person has moved and is shooting me In the game not in real life. My life is not that exciting otherwise tough crowd so So so basically with 4g the experience on these games to me is not that great So what was fascinating is when I looked at the smartphone panel data And yeah, we have an in-house smartphone panel where we track consumer behavior. So we found that Yeah, so about one in over 30% of the panel plays games every day and some of the most popular games They play our free fire and battlegrounds mobile. So again fairly competitive first-person shooters So to me, okay, there's clearly Demand and maybe with a 5g network that's going to get better But as as Dolly said I did have my apprehensions about what 5g is really going to change and maybe I had a very pessimistic view To Dolly's optimistic view. So we said let's let's split the difference Let's do a consumer survey and a marketer survey and get other people's perspectives You know wisdom of the crowd so to speak So we'll start with the consumer bit. So the first thing we see is in terms of broad awareness Most consumers were aware about about 5g about 77% said they were aware about 5g and aware about the launcher 5g When we probe a little further nine out of ten said that yes, they know it's a new mobile network That's going to come across One out of four actually said it's a new software or a new app Which I just bombed off as you know, that's just people who are just unaware, but then I thought about it Actually, that's not wrong because yes 5g is not a new software But to access 5g especially you have a Samsung or a Apple device You need them to push the OTA update so that you can enable you can activate 5g So if you think about it even the one info is not necessarily wrong So I was quite impressed with the knowledge of these consumers and we asked questions about What what what do you think will increase with 5g the first and most obvious thing they said is speed So 88% said that the speed of 5g is going to increase 78% said that the call quality is going to increase I'm not sure about that, but again, I don't know enough about that, but that may be true A good 70 plus percent said that the price of phones are going to go up So that's interesting because they're aware that the price are going to go up and later on we'll revisit this point What's really intriguing to me? It's a small number bear with me But one in ten said that battery life and network coverage will actually get worse Now if you think about it this actually happened in the early days of 4g with 4g They weren't enough Tars your phone will constantly use more battery to latch on to network You had worse coverage battery life will get worse. We may see something similar on 5g So it's nice that some people have already anticipating that on the consumer side So we asked questions on what activities do you think will be most popular and Intuitively they said video streaming browsing mobile gaming and I'm trying to do some memory even though I've got screens on either side, which is which is silly Yes video calls, but what's also interesting is Phone usage as primary internet which one can think of as using your phone as a Wi-Fi hotspot So this is and a lot of us have done this right where we're out somewhere We don't have Wi-Fi access. We have to get into a zoom call We have to tether our phone to our laptop and you start sharing your screen sharing video running audio things get very laggy So this is something that should get much better with 5g So I see a lot of optimism from consumers on these activities Now when it comes to purchase of device What's interesting is nearly half of them actually a little over half of them said that they their current phone doesn't support 5g And they're looking to buy a new one now again realistically this number might be eventually far less But it still shows optimism for buying new phones Awareness that the existing phones might not support the network and what's also really interesting is that chart on the left Which is on your why your 5g dongles? So a lot of homes not just here, but even in smaller towns and specifically in smaller towns Don't have a fiber connection to the home. So if they have internet or wire line internet is not that fast But with potentially 5g hot spots you can get extremely high speed internet at home So again multiple devices can connect to it So the fact that nine out of ten said that they're looking forward to that and they're open to purchasing a 5g Dongle is remarkable to me Now when we asked them about their consumption behavior and their spend patterns So pretty much everyone said that yes We expect our consumption of data to increase on 5g and that differs. So again, it's evenly split between 31 31 31 across the 10 to 50 50 percent to maybe 2x And we found a similar story when it comes to how much they they expect to pay What's nice is pretty much everyone feels that Everyone we surveyed feels that yes the prices of data is going to go up But the amounts they're willing to pay may not be exactly proportional But at least it shows you that a 10 to 50 percent seems to be most preferable when it comes to a price point But again, there's a very small quick and dirty survey. This is just to give you just indicative data and This is the last bit on the consumer part, which is essentially trying to gauge how much of an impact they felt A network upgrade had for them for going from 2g to 3g 3g to 4g and 4g to 5g, which is a guesstimate So again 20% said that 2g to 3g was a big impact About 47% or nearly half of them said that going from 3g to 4g was a big impact But a whopping 88% that expect that going from 4g to 5g is gonna have a tremendous impact on the behavior So that's that's remarkable to me Just showing the level of optimism that consumers have for 5g It also means that we as an industry probably need to set realistic benchmarks on what 5g will and won't achieve for them Because we don't want to leave people hanging So now I'm going to shift gears a little bit and talk about what marketers feel So basically marketers were far more aware about 5g than consumers So 93% were aware that what 5g was as well as when the launch happened and more details about it Which makes sense, right? We would be more aware than the average consumer One in two of them said that 5g will significantly impact advertising spends, which is which is great But again, what was the number? So 3 in 10 or 30% said that it won't impact Oh, yeah, 30% said that it will impact but it needs additional say support or tools and I'll talk a little bit a little bit more about this but when you think about it 5g is one part of the puzzle, but you also need to save VR headsets You also need great virtual experiences to really experience the metaverse So again by a quick show of hands, how many of you have tried the Oculus Quest 2 or any VR headset? Wow, seriously Okay, this is impressive, but okay, so I know I've tried it as well as really impressed I know the resolution wasn't great and this is a very good number of you that's that's tried us I'm really impressed with that. So kudos to you all for being extremely tech-savvy I was very impressed when I tried the Oculus Quest 2. I was really found that immersive Dolly, I made you try that as well and you a little disoriented as first, but you did did like like where it went So it's great, but it has to be accessible You need great networks for it You need virtual experiences and that could potentially leapfrog advertising will double click on this in a moment When it comes to impact of advertising what advertisers felt was it was actually split So a large portion felt that it's going to revolutionize advertising is going to be a big jump Another equally large segment said that it's not going to make too much of a difference It's going to be big but not that big and about one fourth said that you know, it's not going to make a difference at all So that's a very odd view right for for a group. That's fairly consistent In other service we've done to have very different perspectives So we thought maybe it's a sector play So when we draw when we went a little deeper to see which sectors, sorry, I mean the way which sectors were really driving this We found intuitively Marketers and advertisers felt that mobile gaming OTT e-commerce. So these are going to really benefit the most Which makes sense faster networks, pet experiences, pages load faster, no friction for consumers So from that perspective, I I get that banking was interesting I don't know enough about how 5g will impact that but the fact that marketers feel that is something definitely worth looking at and Ed tech which makes sense again because seamless content and again if you add VR to that then it's a great experience Now what I took from that survey is actually some verb atoms form from marketers and I've grouped them into three buckets So the first we have marketers talking about how ads would get more targeted It'll be gamified ads richer content seamless advertising So that was interesting in its sense that that fight they feel that 5g is going to enable that The second and I like that particular comment and again, it was anonymous So I don't know who put that maybe one of you gave that survey. So that's the case. Thank you But e-sports now e-sports is really big internationally in India It's big in the sense that there's a lot of demand if you look at the amount of content consumed Number of you Indian youtubers on gaming and mobile gaming. It's massive But again, most Indians don't have access to Wi-Fi. So they have to rely on 4g. So with 5g Competitive gaming could mean it could open the doors for more people So I'm excited to see what e-sports can do potentially for us in the future and the last bit is this big chunk of comments on Metaverse and VR and there's so much, you know so many different views all talking about metaverse augmented reality virtual reality Yes, that's definitely gonna happen and I'm very enthusiastic to see that so many people believe that It's gonna be a tough journey though because you need hardware to come together You need software to come together and you need the network. So it's not just 5g alone But if you get those three then that would be easily realized So summing up last three slides So summing up what makes 5g exciting to me So one is internet of things and I know we're not spoken about that and that didn't come from the survey It's just you know from what I read online so internet of things enables multiple different devices beyond smartphones to connect which is connected wearables connected cars connected home automation and Why this why 5g is important is because it as a carrier wave it can have more simultaneous signals Versus a 4g network. So you'll have far less network congestion. So thereby enabling a really comprehensive internet of things AR and VR we spoken about and obviously there's so much potential in gaming in content in entertainment In education. So I'm keen to see where AR and VR goes 5g Wi-Fi routers and this is specifically for smaller towns and places again, which are currently unconnected Potentially this could bring a lot more people on board and get them connected to a very high speed internet Next-gen mobile gaming I spoke of from the east both side of it. So we see this internationally in India I feel this will start picking up So maybe some of the casual games might get replaced by some of the more active and more entertaining games and The last bit is network congestion, which again as I spoke about 5g because of a higher frequency greater carrier wave more signals can Go simultaneously. So that's all good But there are a couple of watchouts that I feel I want to talk about and I want to spend another minute I just got about two three minutes left. So when we went from 3g to 4g, right? They were genuine pain points on 3g. So videos would take a while to buffer Web pages will take a while to load. So your overall internet experience on 3g was interesting at the time It was novel, but it was nowhere where it was today So 4g enabled a whole transformation of the web right from text to rich media I'm not sure personally whether 4g to 5g will have such a large transmittive effect for two counts one is most games people play today are your very casual games, which don't require high-speed internet and Even in terms of video content videos to load fairly quickly today Yes with 5g your resolution might get better, but would you really notice that on a small phone screen? I don't know. So I'm just putting that as a watch out the other pieces price So while consumers are aware that the price is going to go up the degree of how it goes How far up it goes will will probably impact adoption and speed? So here's the thing as I said for certain content In a 4g or 5g network the video will take the same amount of time to load because largely we don't download too much content So we won't really notice the benefit of speed and for games If you're playing your very casual platform games that don't need a high-speed connection You won't notice a 5g connection either so maybe the speed might be an issue and Coverage initially when launching any new network it'll take time for coverage to build I know the telecom operators are doing a fantastic job of rolling out the network really fast, but it will take time So initially network coverage might not be great Having said that I still want to end on a very optimistic note that We believe that with 5g you will get more usage more devices newer experiences and newer advertising Yeah, with that. I'm I'm on time Dolly is anything that you want to end with I Just wanted to just add a point on metaverse because you know a couple of months back I was asked to you know sort of opine on the fact that is metaverse really going to be taking off and all of that in India, right? And and my view on that was that it is purely a function of use case and brands will really have to ensure that Is there a relevant use case that we are able to build for the consumers? It's as simple as that right because technology is just a means to a particular Objective that we want to achieve so to that extent of course in terms of concept very very Gung-ho about it and I do think that with the advent of this technology now in India and the fast adoption that we are seeing You know some of those inhibitions which would have been in minds or you know some pockets where we would have faced Impediments around metaverse You know those should be overcome so net net we feel quite void about this, right? Though you've purely you have truly called out that you know just for content consumption I don't necessarily need to have a 5g network or for some simple games. I don't need to have a 5g network And it's also heartening to see that you know Airtel is also already talking about someone million 5g users which they have on the network. Let's see how this adoption journey really goes So let's see how things really fall. Thank you so much for listening to us in a post-lunch session