The 5G launches by EE and Vodafone in the UK are firmly positioning 5G as the same service as 4G, just bigger and better. With limited unique 5G content or services, the operators will need to work hard to convince consumers that the faster speeds and lower latency are worth the high device price tag. With differentiation built on pricing incentives rather than unique 5G features, they will both need to quickly learn how to emphasize the benefits of 5G without undermining the value proposition of 4G, which will contribute the bulk of revenue and profitability in the medium term.
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