5G hysteria: are you overpromising and underdelivering?

5G was billed as the technological revolution that would change everything. Faster speeds, ultra-low latency, and unprecedented connectivity were supposed to power innovations from self-driving cars to smart cities. The hype was enormous, and telecom providers leaned into it, promising a seamless future powered by 5G.

But for many consumers, the reality hasn’t lived up to the marketing. Complaints of spotty coverage, inconsistent speeds, and minimal real-world benefits have sparked frustration and skepticism. Is 5G a transformative leap forward—or just another overhyped promise?

The promise of 5G

5G was never just about faster downloads. It was positioned as the backbone of a connected future, enabling technologies that 4G simply couldn’t support.

Key benefits touted by telecom providers

• Ultra-fast speeds: Up to 100 times faster than 4G, with potential download speeds exceeding 10 Gbps.
• Ultra-low latency: Latency as low as 1 millisecond, making real-time applications, such as augmented reality (AR) and autonomous vehicles viable.
• Massive device connectivity: The ability to handle millions of devices per square kilometer, critical for IoT networks in smart cities.

The economic hype

Analysts predicted that 5G will contribute $11 trillion to global GDP by 2030, driving growth across industries from healthcare to manufacturing.

The reality: unmet expectations

For many consumers and businesses, the 5G experience hasn’t matched the marketing.

Spotty coverage and inconsistent speeds

Although major cities enjoy decent 5G coverage, many suburban and rural areas still rely on 4G LTE, creating a fragmented user experience.

• Stat: As of 2024, even the most robust 5G networks barely topped 1 GB per second download speeds, well below promised levels.
• Why it happens: Building a robust 5G network requires significant infrastructure upgrades, including small cell deployments and spectrum reallocation, which are costly and time-intensive.

Minimal real-world impact for consumers

Despite marketing claims, many users find little difference between 4G and 5G for everyday activities like streaming, browsing, and social media.

• Case study: A survey by Ericsson found that satisfaction levels for 5G users were only 8% higher than 4G users.

Why the gap between promise and reality?

The challenges facing 5G adoption are complex, ranging from technological hurdles to unrealistic expectations.

Infrastructure challenges

5G requires a denser network of small cells compared to previous generations, which can be difficult to deploy.

• Example: Cities with strict zoning regulations or limited funding for infrastructure upgrades face delays in building the necessary network.
• Stat: In rural areas, 5G deployment lags significantly. The FCC estimated that in 2024 more than 14 million homes and businesses in the U.S. lacked access to 5G service.  

Spectrum limitations

The 5G spectrum is divided into three bands—low, mid, and high frequency. Each has trade-offs:

• Low-band spectrum: Offers broader coverage but slower speeds.
• High-band spectrum (millimeter wave): Delivers lightning-fast speeds but struggles with range and indoor penetration.
• Impact: Carriers often rely on mid-band spectrum to balance coverage and speed, but it doesn’t deliver the headline-grabbing speeds promised in ads.

Overhyped marketing

Telecom providers rushed to differentiate themselves in a competitive market, often overstating 5G’s immediate capabilities.

• Result: Consumers expected revolutionary change, but most of the transformative use cases—such as autonomous vehicles and smart cities—are still years away.

The business risk of 5G disappointment

Unmet expectations don’t just frustrate consumers—they also have significant implications for telecom providers.

Eroded trust

When marketing promises go unfulfilled, customer trust takes a hit.

• Stat: A 2023 Deloitte survey found that 26% of telecom customers expressed disappointment with the lack of innovative apps and services tailored for the 5G environment.

Increased churn

Disappointed customers are more likely to switch providers in search of better service.

• Insight: The churn rate for mobile services is about 20%, according to a Bain & Company report, often driven by unmet expectations.

Rethinking the 5G narrative

To rebuild trust and deliver value, telecom providers need to adjust their 5G messaging and focus on tangible benefits.

Focus on transparency

Honesty about coverage limitations and realistic use cases is essential.

• Actionable step: Provide detailed coverage maps and explain the differences between low-, mid-, and high-band 5G in plain language.

Highlight enterprise applications

5G’s true potential lies in industries like healthcare, manufacturing, and logistics, where ultra-low latency and massive connectivity can drive innovation.

• Example: A remote surgery using surgical robots conducted in China in 2024 showcases the transformative potential of 5G in healthcare.

Invest in infrastructure

Delivering on 5G’s promise requires ongoing investment in network infrastructure.

• Pro tip: Collaborate with local governments to streamline permitting for small cell deployments and leverage federal funding for rural connectivity.

A smarter approach to 5G

5G still holds the potential to revolutionize connectivity, but only if telecom providers temper their marketing with transparency and focus on long-term value. By addressing coverage gaps, clarifying capabilities, and emphasizing enterprise use cases, providers can bridge the gap between promise and reality.

In an industry built on trust and reliability, overpromising is a dangerous game. It’s time to deliver on the 5G promise—not just the hype.