During the COVID-19 pandemic, which has ushered in significant changes to media consumption habits and how major entertainment companies promote and display their offerings, we have watched considerable changes occur in at-home entertainment viewing.

“This pandemic has forced consumers to recalibrate their entire lives,” says University of Virginia Darden School of Business professor Anthony Palomba. Professor Palomba is an expert in media management. This interdisciplinary academic discipline examines how audiences consume media and entertainment products and services, as well as how entertainment companies compete amid shifting consumer preferences.

“What matters to them? What doesn’t? I think consumers are getting to know themselves a bit more. Rather than being told what is good by advertisers, they have to consider for themselves what is good,” said Palomba.

We are all consumers. We have been stopped in our tracks for nearly an entire year. We have reprioritized our lives. This impinges upon advertisers’ and marketers’ abilities to consistently reach and speak to us.

Professor Palomba continues: “Consumers’ acumen over available entertainment and media options has risen quite a bit. Consumers have had more time at home to watch, view, subscribe and try out these options. Marketers must consider how to position entertainment products and services to consumers who have greater market awareness. More consumers have begun to consume digital entertainment, and podcast audiences have swelled while consumers work from home. There is also intensified yearning for immersive escapes into other worlds and realms, which I think has fueled interest in the PlayStation 5.”

“Consumers are seeking entertainment brands that they can trust. It is astounding to think that Disney + got to 50 million subscribers in five months. It took Netflix seven years to reach that milestone. This business feat is symbolic of consumers’ predominant need to find trusted, feel-good, high-quality brands as consumers reconcile bills against unemployment, salary cuts, and other unknowns.”

This leads to a question: Do consumers enjoy searching for videos and finding the unexpected? With colossal and meticulous algorithms used to determine consumer preferences on streaming video on demand platforms and new [streaming video on demand] program advertisements, the joy of discovery may very well be undermined for consumers. Part of the human experience is discovery. Ensconced in the unknown, will we find something meaningful? Past studies have illustrated that engaging in discovery and exploratory activities is restorative and renews our perspectives about ourselves, giving us confidence and a better feeling about our future.
​
Now, more than ever, consumers need reasons to be lost in discovery.

A respected Apple analyst recently made a startling prediction about mixed reality/augmented reality (MR/AR): “We believe that MR/AR products could replace all display-equipped electronics in the long-term,” said analyst Ming-Chi Kuo. He expects Apple to play a big part in taking these emerging technologies mainstream.

He predicts that Apple will build several MR/AR products, eventually leading to augmented reality contact lenses. Because of these predictions, he believes that MR/AR could be the default human-machine interface in the future.

Part of Kuo’s job as an analyst for TF International Securities is to make projections about future technology. Often, he looks no farther ahead than the next iPhone, but a note sent to investors recently covers forecasts for at least a decade of change.

He believes Apple is committed to augmented reality because “MR/AR will be the next critical technology to define the innovative human–machine interface for electronic products,” according to the analyst. It will “redefine human behavior in creating, processing, and receiving information.”

For a look at what this prediction would mean in everyday life, a concept artist dreamed up a future Mac that uses AR to replace physical displays.

Kuo uses the term “MR/AR” in his research note, but both mean nearly the same thing. Each term has its fans. Whatever the acronym, the tech involves combining computer-generated images with reality to present additional information.

As the company that popularized the mouse and the multitouch screen, Apple has a long history of redefining the human–machine interface, which Kuo says gives it a leg up in making AR a mainstream technology.

AR Products Coming in Three Phases. Apple put a Lidar scanner in the iPhone 12 and the iPad Pro for enhanced AR, but these haven’t exactly taken the world by storm. Kuo says Cupertino won’t be successful in this area until it makes “standalone devices designed for MR/AR applications.” But the analyst believes Apple is committed to rolling out dedicated MR/AR devices over the coming years, though not as quickly as some have predicted.

Kuo says the first will be a headset. This will use “Sony’s Micro-OLED displays and several optical modules to provide a video see-through AR experience,” according to Kuo. But it might also include virtual reality capabilities and be integrated with Apple Arcade and Apple TV+.

A drawback of current VR headsets is that they are bulky. Kuo indicates Apple is trying to get its product down to between a quarter-pound and just less than half a pound (100g to 200g).

Kuo predicts the headset will launch in 2022 for about $1,000. This is in-line with a previous prediction from analysts at JPMorgan Chase.

Phase 2 will be AR glasses. And despite promises that these will debut soon by other sources, Kuo sees them launching “in 2025 at the earliest.” There’s allegedly not even a prototype yet, and the analyst didn’t guess at a price.

The headset is intended to be used in the home or workplace, but the AR glasses are for on the go. And that’s why they might not replace future headset versions in Apple’s product lineup.

And Apple augmented reality development won’t stop there. Kuo forecasts that the eventual culmination of Apple’s efforts in this area will be AR contact lenses. They will “bring electronics from the era of ‘visible computing’ to ‘invisible computing,’” according to Kuo.
​
Of course, this product is well beyond current technology. That’s why the analyst will only predict, “We expect this product to be available after 2030.”

Have you ever wondered what makes 5G so unique relative to the other “G’s?” The answer, in a word, is latency. And even if you don’t know what that is yet, it makes a big difference in the way you use your phone, whether that’s hailing a rideshare like Uber, unlocking a scooter rental, or streaming a favorite show or movie.

Here’s why 5G is fundamentally different from all the other G’s, how critical cellular networking elements make it work, and all you need to know about the role that licensed spectrum plays in making it all a reality.

Defining the G’s. G stands for generation, and every cellular-service level represents a significant step up over the last. First, there was 1G, which provided voice-only services over an analog network, and the service was fraught with dropped calls and poor security. Next up, 2G brought the advent of a digital network, and with it significant improvements in security, quality, and something we pretty much all use daily today – text messaging. Then came 3G, which represented another technology leapfrog that saw mobile data support for web browsing and video calls (and Apple’s launch of the iconic iPhone). Today, 4G is the standard we enjoy. It brought improved throughput and performance and helped birth some of the disruptive services previously mentioned.

So, what makes 5G anything more than just faster? The answer is improved latency. 

Latency is the time it takes for a packet of data to travel from a sender to a receiver over a network: The lower the latency, the more responsive an application, especially if it is video intensive. Measured in milliseconds (ms), today’s 4G networks ring in at around 50ms, compared to an expected sub-5ms latency for 5G. The latter equates to nearly real-time responsiveness and is so fast it may even replace your home internet. No wonder carriers globally are eager to deploy 5G-based networks for both consumer and business applications.

The Parts That Make It Work. Core network components serve as the central part of a cellular network. They knit together mobile, fixed, and converged connectivity to ensure a more consistent user experience. The switch to 5G also brings the use of more industry-standard hardware and open-source software. Companies that deliver server, storage, and virtualization platforms such as Dell EMC, Hewlett Packard Enterprise, and VMware have made significant inroads into the telecommunications space, which has brought disruption from a cost and deployment perspective.

Some of the more recent capabilities that have come to core networking include machine learning, artificial intelligence (AI), and software-defined networking (SDN) tools. There is a degree of whitewashing with some, if not all, of these platforms, but the benefits are real. Those include faster deployment, self-healing for improved uptime, and network slicing to guarantee new service quality and new monetization opportunities for carriers and service providers.

Radio access network (RAN) components, on the other hand, play an essential role in how your smartphone or mobile device communicates across a cellular network. These include base stations, antenna arrays, and small cell platforms. Base stations are fixed points of communication within a cellular network designed to cover a specific geographic area. Based on the need for radio coverage, they can take the form of:

• Macrocells that cover a wide area and are typically found on towers
• Microcells that are used for densification of coverage in highly populated areas that can be found mounted to streetlight poles and traffic signals
• Picocells that boost coverage within buildings.

There has recently been an intense focus on Open RAN, which started as an effort by some U.S. government agencies to decrease dependence on foreign suppliers in the name of national security given the critical nature of telecommunications infrastructure. Open RAN also promises to lower operator capital and operational expenses, given some of the similarities mentioned earlier of core networking trends. As a result, several organizations make it a reality, such as the Open RAN Policy Coalition, O-RAN Alliance, and Telecom Infra Project (TIP). This alphabet soup may be tough to follow, but the takeaway is that Open RAN is poised to reduce costs and speed deployment, which could be a positive thing for new subscribers.

Licensed Spectrum. The best way to view licensed spectrum is in three buckets: The low, mid, and high bands.

For 5G, the low band provides comprehensive coverage, but only a modest improvement over 4G LTE. T-Mobile has been keenly focused on building out its low-band spectrum assets to offer the most expansive 5G coverage area, and it is an intelligent move to bring new 5G subscribers on board rapidly. The mid band balances 5G coverage with exceptional performance. It is no wonder that the recent Federal Communications Commission C-Band auction was a record-breaker in raising roughly $82B, with Verizon and AT&T spending billions of dollars to fill gaps in their respective spectrum portfolios. Finally, high band, or mmWave, provides the best 5G performance but the worst coverage. Reception is thwarted through buildings and trees, requiring many small towers to bolster signal strength. Verizon has prioritized its high band 5G buildout (branded Ultra-Wideband). Still, the challenge is that subscriber reach is limited, and service is available in just a handful of major metropolitan areas. That will improve over time, but it will not be a fast process.
​
Still Seeking the Killer App. The hype cycle for 5G may be at its apex, but don’t be dismayed if it feels long in coming. The reality is that 5G is not a light switch – it’s a slow dawn. New infrastructure and unlicensed spectrum, especially in the high band mmWave, will combine to deliver a fantastic 5G subscriber experience. New service offerings for both consumers and enterprises will rival 4G, thanks to the dramatic improvements in both throughput and latency. Ridesharing was the “poster child” disruptive use case in a 4G world. It will be exciting to see what unfolds in a 5G world.

Given how much valuable information we entrust to computers these days, it’s more important than ever to ensure that your work and home networks are safe. All it takes is one chink in your Wi-Fi’s armor to compromise your system, leading to ransomware, invasion of privacy, and the loss of invaluable personal data. Learn how to secure your Wi-Fi network today, and rest easier knowing you’ve prevented future outrages.

Wi-Fi works by broadcasting the signal from your modem via a wireless router up to several hundred feet away, allowing any compatible device to connect to the internet. While this is undoubtedly a major convenience for both work and home networks, it also raises the unpleasant possibility that a cybercriminal could compromise the network and access your devices and information. Should any crime be committed using your PC, such as spamming or harassment, the investigation would lead back to your computer, potentially putting you at legal risk.

However, as long as the wireless signal is sufficiently encrypted or rearranged into a coded transmission, your network should be safe from digital eavesdroppers and intruders. Two types of encryption are commonly used on routers, computers, and other devices: Wi-Fi Protected Access (WPA) and Wired Equivalent Privacy (WEP). The most current and robust encryption is known as WPA3, though the weaker WPA2 is more common. Either should protect you from all but the most determined cybercriminals, though WPA3 will give you greater security against the latest threats. If you’re still using WEP to protect your Wi-Fi network, even the most common hacking programs could pose a threat, so consider upgrading your router for one with WPA3 included.

Upgrade Your Wi-Fi Security. It is worth noting that even though many routers now come with WPA3 encryption as standard, some do not have encryption enabled right out of the box. Fortunately, enabling the encryption is a simple matter of following the router’s instruction manual or manufacturer’s website. Additionally, there are several steps to take during the router’s setup to minimize the risks to your network, though these settings can also be adjusted at a later time.

Limit Wi-Fi Access. First and foremost, you should consider enabling any available options to limit the number of devices that can access your network, which you can do either through your computer’s Wi-Fi or directly through your router’s app. While it might be convenient to get that Wi-Fi-connected slow cooker you saw online, Internet of Things (IoT) devices can serve as easy entry points for hackers. Each device will be assigned an individual Media Address Control (MAC) that will allow your approved devices to access Wi-Fi while blocking those without a MAC – though hackers have spoofed MAC addresses before, so don’t rely solely on this feature to secure your network.

Protect Your Router. Since your router is the primary point of contact between your network and the internet, you need to make sure it’s been well-secured as your primary form of cyber defense. Failure to secure your router can allow hackers to seize control of it, redirect your web traffic, and steal personal and financial info. If you’re still using the generic network name and password the router came with, you could be in some severe trouble and not even know it.

PC users can check their router’s encryption status by right-clicking on the Internet Access toolbar icon and selecting Properties. From there, scroll down to Properties at the bottom of the window, and you’ll be able to check the security type that’s running, which should be WPA2 at a minimum.

Mac users can check the encryption status by opening System Preferences, clicking on “Network,” and then selecting the Wi-Fi network listed and then clicking on the “Advanced…” button. The network will be listed with its encryption status.

Changing the stock password the router shipped with is of paramount importance since these manufacturer-provided details are not always randomized and are well-known by hackers. Find your router’s IP address and use that to access it. Log in and change the default password. You should also ensure that their router’s service set identifier (SSID) has been changed to a unique name that only you know.

Update Your Router’s Firmware and Software Regularly. We all update our smartphones regularly. But updating your router is even more critical. You can accomplish this by either accessing your router directly or using an app, if available. Most routers have an option to update it directly in the admin panel.

Disable Remote Access. While the idea of accessing your router from anywhere with an internet connection might seem appealing, keep in mind that anyone else with the right skills can do the same. Remote access can be disabled via accessing your router directly or using an app. 
​
Essentially, by following the same practices to protect your computer from digital intrusions (frequent updates, attention to detail, malware protection, etc.), you can help keep your wireless networks safe and sound.