Trend Number #2: LTE / 4G Rollout

11 February 2010

The evolutionary path of 3G is so well defined, that we all consider 4G to be just around the corner. Fact is 3G is only starting to gain mainstream consumer acceptance. HSPA (or ‘3.5G’) is well-established) but the industry is focussed on the rollout of next-generation networks that will enable new services.

Analysts are warning that consumer demand will continue to outpace bandwidth and network congestion will plague operators. Anyone looking to communicate around 4G should really consider the brand and reputational impact from this pending issue and set their messaging accordingly. Our experience of supporting 3G technologies has shown us that it’s critical for the industry to avoid over-hyping 4G, before it’s off the starting blocks.

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