It is a bit of a subtlety, but Orange is not sure it will “market 6G,” which is not the same thing as saying it will not use 6G. Unless something very unusual happens, such as the global industry deciding it does not want creation of a “6G” standard, 6G is going to happen, for the simple reason that mobile operators will continue to need additional bandwidth and capacity, and 6G is going to be needed to accomplish that.
Aside from all other matters, 6G will mean regulators must authorize additional spectrum for the platform, and additional spectrum is among the main tools mobile operators have for increasing capacity on their networks.
Nor does such a stance really mean that Orange will stop investing in the latest generations of mobile networks. It does mean Orange will deemphasize “generation” as personal computer makers have deemphasized “clock speed” as a value driver or differentiator.
Mobile phone suppliers, meanwhile, once marketed “smartphones” based on screen size, touchscreen interfaces rather than keypads and ability to use mobile internet and apps.
These days, much more emphasis is placed on battery life and camera features. One can safely predict that artificial intelligence features will be the next marketing battleground.
In similar fashion, personal computers once marketed their devices on “performance” and a few lead use cases (word processing or spreadsheets). So processor speed, storage and memory were key messages.
Later, bundled apps, connectivity and user-friendly interfaces became more important. These days, mobility (weight, form factor), multi-function use or sustainability are more prominent messages.
The point is that features once considered differentiators often lose their appeal as markets mature.
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