Page 23 - SAMENA Trends - January 2020

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

Etisalat Highlights Impact of 5G Technologies on the Future of Media

The media plays an increasingly significant capabilities will also be of immense coming 5 years or less. 5G data usage will
role in our lives as a trusted source for benefit in media coverage of major popular comprise of 25 percent of the total global
news and information, and beyond that events, especially large-scale ones such data transfer share. Video and immersive
also a source for entertainment. It is also a as the upcoming Dubai Expo 2020. This experiences will form the core of future 5G
powerful communications platform for the will enhance the broadcasting capabilities network capabilities giving users near life-
society with the ability to influence people’s for external coverage mobile media hubs, like experiences with maximized levels of
opinions and perceptions therefore create futuristic media platforms, and 2-way interactions. 5G networks will have
making a significant social impact at augment the services of content providers. a significant and positive outcome for the
all levels, highlighted Dr Ahmed bin Ali, High speeds and low latencies would also media and entertainment industry. There
Group Senior Vice President, Corporate boost the quality of the media’s interaction will be a transformation for fixed networks,
Communications, Etisalat. His presentation with its audiences. 5G technology will make elevating financial returns, create new
was part of Etisalat’s participation in the hologram reporters a reality; people in the revenue streams from advertising and
meeting of the Secretariat General of the future would go beyond than virtual reality content and have a wider outreach. He
Arab League - the 15th meeting of the being able to experience the news event concluded his talk by pointing out that it
Arab Digital Media Committee – from 12th through advanced immersive experiences is imperative that we have media entities
-13th January held at the Dubai Press technology. Currently globally there are 5 ready and willing to adopt these new
Club headquarters organized by Watani billion smart phone users with the number technologies in order to ensure its leading
Al Emarat Foundation. Dr. Bin Ali said the projected to surpass 7.2 billion within the regional and global status.
media industry has undergone drastic
transformation in recent years, and mainly
due to the major technology advancements
the world has witnessed. He went on to
highlight the advances in technology
and how it has facilitated the growth of
the media sector. The investments in
5G networks will play a significant role
making a positive impact on media and
journalism. 5G has superior capabilities
with high speeds and ultra-low latency.
Live feed news coverage for reporters in
the field specifically for breaking news
and multi-location interviews for the
TV industry were cited as examples for
the future of media on the 5G network.
The high data download/upload speeds
will benefit all journalists, particularly
investigative reporters. These advanced

Etisalat Launches UAE’s First Business Unified Communication Service
‘CloudTalk’

Etisalat announced the launch of a internal and external communication The hassle-free solution gives users the
first-of-a-kind cloud-based business and collaboration needs. The service ease of switching between various devices
unified communication and collaboration is delivered over a carrier-grade cloud seamlessly in real-time from any location.
service for small and medium businesses private branch exchange (PBX) replacing The state-of-the-art features such as
(SMB) and enterprise customers in the legacy setups. Transformation is instant messaging, video conferencing,
the UAE. Etisalat has partnered with rapid and performance is optimum with screen sharing and mobile app, among
Ribbon Communications to provide minimal time needed for deployment. The others, contribute to an elevated user
customers with a secure, scalable, and pay-as-you-grow model gives customers experience leading to better productivity.
cloud-native business communication the flexibility to work in multi-channel Salvador Anglada, Group Chief Business
and collaboration solution. Etisalat’s communication environments, minimizing Officer, Etisalat, said: “We are delighted to
CloudTalk offers customers an integrated upfront investments and focusing on launch CloudTalk along with our partner
communication solution for their productivity rather than infrastructure. Ribbon Communications. The agile, secure,

23 JANUARY 2020