Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2019 32 S martphone use has become an integral part of the shopping experience. Our customers, more than ever, are relying on their phones to enhance their in-store shopping experience. Brick-and-mortar stores have never been more important, as major digital brands such as Amazon and Google continue to open more physical locations. With the increased emphasis on technology, retailers should prepare for the impact that the soon-to-launch 5G network will have. Along with 5G comes a promise of data speeds greater than 1 Gbps. 5G will introduce three major benefits for consumers: greater speed, increased responsiveness, and the opportunity to connect more devices simultaneously. The 5G technology will help connect far-reaching technologies such as telemedicine, the Internet of Things (IoT), self-driving cars and more. Because data transmission rates go hand in hand with the retail experience, businesses will need to be properly equipped for 5G. Customers will demand a network that can keep up. 5G will also open opportunities for retailers to offer perks such as virtual dressing rooms and other innovations. ROLLING OUT 5G What are the cell carriers doing to help the retail industry prepare for 5G? Fortunately, the telecom industry has been busy setting the stage for 5G for several years. Verizon and AT&T are now executing trials in anticipation of a rollout, and Verizon is laying 12 million miles of fiber to support 5G. Many other carriers are building-out their fiber infrastructure to support 5G networks. Even though 5G offers many advantages, retailers should be aware that other networks will not simply disappear. Instead, 5G networks will be built in conjunction with today's 4G LTE network and will work in parallel with it. A major reason the 4G LTE network will remain intact is to serve as a fallback network when a user isn't covered by 5G. I expect 4G LTE networks will remain an important existing layer well into 2030. 5G SECURITY RISKS AND THE IMPORTANCE OF STRONG SIGNAL Almost every industry, including retail, will be impacted by the shift. 5G will boost retailers' business functions by enabling them to do more, faster. It will make retailers more secure and responsive to the customers' needs. However, as 5G opens doors to more interconnected technologies, security risks can arise. As retailers, maintaining the security of our consumers' sensitive personal and financial data is one of the most challenging aspects of operating a business. A strong, secure, reliable cellular signal is already integral to supporting a fast, convenient and secure checkout process. Numerous retailers on unsecured wireless networks have experienced data breaches in the last year, including Under Armour, Best Buy and Saks Fifth Avenue, to name just a few. With the approaching 5G network launch, retailers should take steps to ensure that they will be protected against potential security risks. Significant vulnerabilities can happen when the cellular connection drops. FIXING THE CONNECTIVITY PROBLEM At first, it may seem that cell signal booster technology will play a lesser role with 5G – but the opposite is true. 5G will require larger numbers of antennas and cell signal boosters to amplify the signal and make it accessible everywhere it needs to be. As long as there are barriers to the cell signal, booster technology will be a key to the success of any network. Cellular signal boosters capture the strong outdoor cellular signal and bring it into retail stores, amplifying it by as much as 32 times. As a result, consumers will enjoy a better shopping experience and retailers will have a secure and seamless mobile checkout process. 5G will bring many benefits to retailers. It will change the retail landscape as we know it. If retail stores take the time to prep for 5G, they should have a seamless and secure transition to this faster, more efficient network. Jeff Gudewicz is Chief Product Officer at Wilson Electronics. Jeff's experience encompasses business development, marketing, sales, and business unit and engineering management roles at RFMD, Sirenza Microdevices, Vari-L and JFW Industries. Jeff has a strong background in technical management, product development, marketing, sales and business development, RO Jeff Gudewicz Guest Columnist 5G PLUS CELL BOOSTERS WILL TRANSFORM BUSINESS OPERATIONS

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