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Ahead of DMEXCO@home on the 23rd and 24th September, Europe’s leading  marketing and tech event this year going entirely digital, Harald Behnke, Director of CX Strategy for EMEA at Oracle shares insights into the potential of 5G and how it will shape our connected futures.

According to the Europe 5G action plan, a strategic initiative involving private and public stakeholders, these high-capacity networks will be a key asset for Europe to compete on a global scale. 5G is also seen by the Europe 5G action plan as “the “eyes and ears” of Artificial Intelligence systems as it will provide real-time data collection and analysis. At the same time, it will bring the “cloud” to a new dimension by enabling the distribution of computing and storage throughout the infrastructure (edge cloud, mobile edge computing)”.

The pandemic has thrown the world into confusion, with a stalling in business and geo-political/social unrest. This may have momentarily dampened the momentum in adoption of 5G but the long term trend is here to stay. The adoption of 5G will provide massive quality-of-service (QoS) upgrades, including lower latencies, higher speeds, superior network availability, and improved reliability. In a survey conducted for the DMEXCO @home event, under the motto ‘Attitude Matters’, it was revealed that the majority of the industry also believe that corporate attitude is vital.

People are already moving to increased use of mobile phones, and with developments in 5G, Cloud and AI Technologies, this will create significant change in the customer experience from improved voice services, AI driven voice assistants for customer services, watching videos together in a seamless manner, and using augmented reality retails apps. Voice services or voice commerce have been a predicted trend for several years and, as consumer trust evolves, consumer preferences will shift as they look for natural, faster, and more personalized voice engagements via talk, live chat, social media, and other channels. This opens up an opportunity for CSPs to provide rich and interactive voice services as part of integrated communications offers.

At the same time, Cloud-based communications are growing rapidly. Already, many of our enterprise customers are engaging their service providers for cloud-based unified communications-as-a-service (UCaaS) that will benefit from 5G’s improved QoS and secure real-time communication via a cloud-native session border control. These services include voice, video, and Rich Communications Services (RCS) that provide significant cost savings and the ability to deliver personalized customer experiences to users.

For more on the customer experience – Marketing, Sales, Commerce and Services, several Oracle experts will be present on DMEXCO @home, September 23 & 24, the virtual platform for the conference and expo with unique networking functions.

As we all innovate in pandemic times, the Oracle team will participate in the DMEXCO @home ‘Showfloor’, to answer questions and demo applications using customer signals and real-time intelligence to deliver customized experiences. The Oracle team will showcase how Machine Learning and Artificial intelligence can add to the success of an enterprise.

Tickets available here

Harald Behnke

Director CX Strategy EMEA, Oracle Cloud CX