{"id":1064,"date":"2022-08-26T17:11:46","date_gmt":"2022-08-26T20:11:46","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=1064"},"modified":"2023-05-15T16:49:22","modified_gmt":"2023-05-15T19:49:22","slug":"a-chegada-do-5g-o-que-muda-para-as-martechs","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/a-chegada-do-5g-o-que-muda-para-as-martechs","title":{"rendered":"A chegada do 5G: o que muda para as martechs"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><em><strong>Setor aposta em experi\u00eancias mais imersivas e se preocupa que pre\u00e7os de aparelhos podem ser um gargalo para a democratiza\u00e7\u00e3o da tecnologia<\/strong><\/em><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A libera\u00e7\u00e3o do uso da faixa de 3,5 GHz, correspondente \u00e0 quinta gera\u00e7\u00e3o do servi\u00e7o m\u00f3vel (5G), iniciada j\u00e1 em algumas capitais brasileiras, promete ampliar a velocidade de tr\u00e1fego de internet e, assim, possibilitar novas experi\u00eancias para os usu\u00e1rios. Com isso, a chegada do 5G tamb\u00e9m deve promover mudan\u00e7as significativas no mercado de comunica\u00e7\u00e3o.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a Ag\u00eancia Nacional de Telecomunica\u00e7\u00f5es (Anatel), Bras\u00edlia, Belo Horizonte, Curitiba, Goi\u00e2nia, Jo\u00e3o Pessoa, Porto Alegre, Salvador e S\u00e3o Paulo j\u00e1 possuem&nbsp;<strong>esta\u00e7\u00f5es de 5G<\/strong>&nbsp;em opera\u00e7\u00e3o. Na segunda-feira, 22, foi autorizada a ativa\u00e7\u00e3o nas cidades de Florian\u00f3polis, Palmas, Rio de Janeiro e Vit\u00f3ria. As demais capitais devem receber a tecnologia at\u00e9 o dia 28 de outubro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O impacto do 5G no marketing tem sido pauta de debates no setor das martechs h\u00e1 bastante tempo, de acordo com Daniel Prianti, CSO da BPool, plataforma de curadoria, contrata\u00e7\u00e3o e gest\u00e3o de servi\u00e7os de marketing. O in\u00edcio do uso da tecnologia nas capitais suscita quest\u00f5es em rela\u00e7\u00e3o \u00e0 prepara\u00e7\u00e3o do setor \u2013 do ponto de vista de mix de produtos, a\u00e7\u00f5es e experi\u00eancias \u2013 e a como o usu\u00e1rio vai absorver a novidade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFalar de 5G \u00e9 falar de ganhos consider\u00e1veis de velocidade e capacidade. Espera-se uma mudan\u00e7a enorme na lat\u00eancia. Quando comparamos com a gera\u00e7\u00e3o anterior de conectividade m\u00f3vel, haver\u00e1 uma velocidade de troca de dados muito diferente da que temos hoje\u201d, explica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para Prianti, a tecnologia deve transformar sobretudo a intera\u00e7\u00e3o dos consumidores com as marcas. \u201cO n\u00edvel de expectativa de interatividade vai se elevar muito. O usu\u00e1rio vai esperar que a marca interaja mais rapidamente e de forma mais assertiva. Ent\u00e3o, com a grande coleta de dados, a toler\u00e2ncia vai baixar muito\u201d, prev\u00ea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CEO da Standout, plataforma especializada em trade marketing, Andrea Miranda, ressalta que o&nbsp;5G&nbsp;permite a inclus\u00e3o de outros elementos na comunica\u00e7\u00e3o de uma marca em prol de processos mais imersivos para os consumidores. \u201cAs proje\u00e7\u00f5es indicam melhorias em todos os segmentos, como marketing e games. Tudo o que for relacionado \u00e0 comunica\u00e7\u00e3o com a nuvem deve evoluir\u201d, fala.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, ainda existe um caminho longo a ser percorrido para que a transforma\u00e7\u00e3o seja completa. Segundo n\u00fameros levantados pela Standout, levando em considera\u00e7\u00e3o apenas a pr\u00f3pria base de dados, 60% dos perfis de acesso da plataforma s\u00e3o de usu\u00e1rios com celulares mais antigos, at\u00e9 2019. Al\u00e9m disso, 85% s\u00e3o de aparelhos com somente 4G de mem\u00f3ria RAM e 95% dos aparelhos n\u00e3o s\u00e3o compat\u00edveis com a tecnologia 5G.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPor outro lado, hoje, podemos trabalhar tecnicamente para 5% desses perfis. Ent\u00e3o, ainda tem muito ch\u00e3o pela frente. O trabalho que tem para ser desenvolvido \u00e9 muito grande, n\u00e3o apenas falando da parte de quem vai implementar a tecnologia, mas de quem pensa estrategicamente a comunica\u00e7\u00e3o\u201d, analisa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Democratizar acessos<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Andrea acrescenta que, diante da extens\u00e3o do Pa\u00eds, uma preocupa\u00e7\u00e3o importante \u00e9 a democratiza\u00e7\u00e3o do acesso \u00e0 tecnologia, tendo em vista os pre\u00e7os atuais dos aparelhos celulares com capacidade de aportar a tecnologia. \u201cHoje, os aparelhos com 5G s\u00e3o pontas de linha e a lista ainda \u00e9 muito pequena\u201d, salienta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNo Brasil, ainda tem muito para democratizar para que todo mundo tenha, de fato, acesso. \u00c9 normal come\u00e7ar nos grandes centros e ir se espalhando. Ent\u00e3o, de alguma forma, precisamos garantir que os aparelhos cheguem ao mercado em uma faixa mais democr\u00e1tica\u201d, complementa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prianti, da BPool, concorda que a quest\u00e3o dos pre\u00e7os \u00e9 um ponto que merece aten\u00e7\u00e3o tamb\u00e9m para as marcas, na promo\u00e7\u00e3o de novos servi\u00e7os. \u201cAs tecnologias acabam come\u00e7ando mais nichadas, mas, no fim das contas, as melhores experi\u00eancias v\u00e3o ser sempre dependentes de um aparelho. Definitivamente, precisamos ver se os pre\u00e7os v\u00e3o acompanhar a tecnologia para que exista uma massifica\u00e7\u00e3o dessas experi\u00eancias\u201d, finaliza.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Publicado origanlmente no portal <a href=\"https:\/\/www.meioemensagem.com.br\/home\/proxxima\/2022\/08\/24\/a-chegada-do-5g-o-que-muda-para-as-martechs.html#:~:text=Espera%2Dse%20uma%20mudan%C3%A7a%20enorme,que%20temos%20hoje%E2%80%9D%2C%20explica.&amp;text=Para%20Prianti%2C%20a%20tecnologia%20deve,dos%20consumidores%20com%20as%20marcas.\">Meio &amp; Mensagem<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Setor aposta em experi\u00eancias mais imersivas e se preocupa que pre\u00e7os de aparelhos podem ser um gargalo para a democratiza\u00e7\u00e3o da tecnologia A libera\u00e7\u00e3o do uso da faixa de 3,5 GHz, correspondente \u00e0 quinta gera\u00e7\u00e3o do servi\u00e7o m\u00f3vel (5G), iniciada j\u00e1 em algumas capitais brasileiras, promete ampliar a velocidade de tr\u00e1fego de internet e, assim, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[116,117,118],"tags":[],"class_list":["post-1064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bpool-around","category-bpool-around-2","category-imprensa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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