Ericsson’s ‘Imagine Possible’ campaign aims to highlight 5G use cases for India

To highlight the role and use cases of 5G technology in various industries, Ericsson has launched a new brand campaign called Imagine Possible in India. The campaign is an extension of the global campaign launched by Ericsson last year which revealed the company’s new goal and vision. In a chat with BrandWagon Online, Ruchika Batra, Vice President of Marketing and Communications, Ericsson India, spoke about the new branding campaign, the company’s positioning, Indian consumer desire for 5G, and more. (edited excerpt)

As a brand, how has Ericsson evolved and what position would you like to have in the minds of Indian customers?

Our brand presentation is “Imagine Possible” and we rely on communication to open up new possibilities for consumers. We’ve driven the country through generations of mobility, whether it’s 3G, 4G, now 5G, and then preparing for 6G in the future. In short, we aim to position ourselves as a company that provides the connection that opens new possibilities for consumers and businesses.

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And your new Imagine Possible campaign is an extension of the faith.

The new campaign is built on 5G. With 5G approaching, what we’re looking to do is talk about the new possibilities that 5G will open up to consumers in India. To give perspective, we have been driving 5G since 2019 with the launch of the first networks in different parts of the country. Over time, we have revived different use cases in different markets covering both consumer and enterprise.

With this experience and knowledge of deploying in different geographies, we see new possibilities being realized in different parts of the world. We analyze the different use cases that emerge with 5G, both from a consumer perspective and from an enterprise perspective. With that, we have revived this campaign called Imagine Possible, which showcases the limitless possibilities that 5G will bring to India. Here, we focus specifically on four themes: health, education, entertainment (that is, the immersive experiences that 5G will bring to life) and manufacturing.

And then when we really talk about the possibilities that 5G will open up, we envision that improved mobile broadband will be the first use case for Indian consumers. Over time, we’re seeing some very powerful new 5G use cases emerge for enterprises.

When you talk about use cases, what role will 5G play in mobile gaming?

What we’ve seen in markets like South Korea is that cloud gaming is becoming more widespread with 5G. Operators are doing many things there – building the entire ecosystem around games and offering it as a bundled service to consumers, while tagging and putting it as a service on their platform, or offering unique games to customers, working with game companies. There are different models coming.

Cloud gaming is a huge opportunity. In one Ericsson study of 5G for consumers, cloud gaming emerged as the most important revenue-generating opportunity for service providers. 5G has the potential to provide access in remote areas of the country and help bridge the digital divide. This is where the education component comes into play.

How will you promote your new campaign?

This is a technology-driven campaign and we are primarily working on digital transformation in this campaign. We use social media platforms such as LinkedIn and Twitter. We’ll start working with Facebook in the next part of enabling social media. We also did an advertising campaign.

About 80-90% of our campaign spending will be digital, the rest will be print, but it will be selective and timed around certain events. Our goal is not only impressions, but we also look forward to more interaction with the content.

Will there be additional fees associated with 5G services as services improve? Is the Indian market ready to pay for it?

We have done our own consumer research in India. According to the study, 40 million smartphone users in India are expected to adopt 5G technology in its first year of availability. So there is a definite appetite for the fifth generation.

When it was checked if they were willing to pay a premium, we found that Indian consumers were willing to pay a premium provided there was integrated digital services and not just 5G connectivity. As long as they get bundled additional services in addition to 5G services, consumers are willing to pay more.

According to Ericsson Mobility Report and Forecast, 5G subscriptions will represent nearly 39% of all mobile subscriptions in the country by 2027.

All these indicators point to a strong demand for the use of 5G networks.

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