In short: With Verizon’s 5G deployment efforts being scheduled to begin in a matter of weeks, the company is finalizing its promotional plans meant to highlight its pioneering work and services stemming from it. Its first marketing campaign focused on 5G will likely include or be focused on the term “5Genius” which it filed to trademark with the United States Patent and Trademark Office earlier this month.
Background: Verizon and AT&T are the only two carriers that are beginning their 5G rollout this year and while neither is expected to launch a truly mobile service on any significant scale — or at all, in Verizon's case — both are likely to aggressively market their endeavors aimed at preparing the market for the actual launch of the next-generation of connectivity. AT&T already started paving the way for such promotional activities with its 5G Evolution service available in select U.S. cities that technically has little to do with actual 5G and doesn't offer next-generation connectivity in any shape or form. Verizon's "5Genius" campaign will likely span every type of commercial activity, with the company's new trademark encompassing everything from consulting services to bags and clothing. Earlier today, the telecom giant also announced the opening of yet another 5G Lab site, this time in Los Angeles.
The impact: Besides promising to enable a wide variety of new technologies and revenue streams, 5G also has the potential to serve as an effective mass-marketing tool, allowing early adopters to strengthen their pioneering claims which are already a crucial component of their advertising. Verizon and AT&T are hence likely to focus their promotional claims on the fact they won the stateside 5G race, whereas T-Mobile and Sprint are expected to focus on performance once they start marketing their emerging 5G solutions next year, especially if their proposed merger isn't approved and they're forced to pursue the new connectivity standard on their own, which would be a major blow to their long-term ambitions.