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Report: COVID-led innovation in technology, media and telecom

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Throughout technology, media and telecommunications, innovation is driven by the economic and social impact of global pandemics, resulting in accelerated growth in video, virtual (VR) and cloud technologies.

From 5G to cloud to virtual reality, both enterprise and consumer technologies continue to offer opportunities to business ecosystems around the world, according to the latest Deloitte Australia Technology, Media & Telecommunications (TMT) Forecast Report. Will Castles, a leader in Deloitte Australia’s telco, media and entertainment, said that while some technologies followed expected growth patterns, pandemics created an unprecedented acceleration of technology in our lives. He said he had radically changed the way he worked.

According to Castles, all this year’s trends have been shaped to some extent by a pandemic, accelerating year-to-year change in some regions, and interesting curve balls in others, after 2021. Important new challenges and opportunities have emerged.

In particular, telemedicine is expected to become widespread in Australia, with more than 10% of Australians using telemedicine services on a regular basis in 2021 and expected to exceed the global average for telemedicine adoption. ..

Deloitte’s report also predicts that Australia will be in line with global trends. VR, Augmented Reality (AR) and Mixed Reality (MR) sales increased 100% in 2021 above 2019 levels, software and services related to this technology. Women’s sports are expected to account for up to 25% of total sports time broadcast by 2025, accounting for the majority of total sports consumption and the growth of new sports consumers.

Deloitte Australia also predicts that the level of integration of athlete data platforms and related services for Tier 1 sports organizations will increase as large players seek to expand their capabilities and reach.

Telecommunications advertising innovation

Brand descriptions and advertising changes by telcos are also needed to drive telecommunications innovation. COVID-19 shows how much the world relies on excellent, fast and reliable internet connections. This has led to more people migrating online, but the challenge is for operators to refocus on telling the brand’s story to a large digital audience.

Ben Lukawski, Chief Strategy Officer of Zenith, said the telecommunications company is a pandemic shadow hero, shifting our lives online and staying connected to entertainment, work and commerce. Stated.

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According to Zeniths’ latest Business Intelligence-Telecommunications report, Australia’s telecommunications advertising shows slow but steady growth. It is projected to reach $ 314 million by 2023, compared to $ 365 million in 2019. Globally, Zenith predicts that communications advertising spending will increase by 4.7% in 2021, 4.4% in 2022, and 4.3% in 2023.

Locally, like other markets, digital advertising has rebounded more strongly than other media channels, 217 million by 2023, close to pre-pandemic levels, compared to $ 224 million in 2019. It is expected to reach the dollar. While the Telco brand spends more on digital media than the average (56% of the average advertiser, 49% of its budget was spent on digital channels in 2020), digital advertising is It’s also the only channel where telecom advertising is on the rise.

Looking to the future, Zenith says telco brands will increase their digital advertising spend by an average of 5% annually between 2019 and 2023, with digital advertising accounting for 54% of all communications advertising by 2023. I predicted.

Their challenge is to move from not being sung to being recognized and appreciated for their efforts. According to Lukawski, the proliferation of 5G and the newly discovered reality of virtual reality give telecommunications brands the opportunity to be in the limelight.

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