Jake Moskowitz and his guests explore new 5G opportunities for retailers.

In the fourth episode of FIVE, Jake and his guests take a close look at retail – both physical and digital. The conversation covers a lot of ground, from the current state of brick and mortar stores to the revitalization possibilities that 5G can enable – from digital shortcomings to emerging digital trends that will become more essential for retailers in a 5G world.

Throughout the episode, Jake and his guests delve into the gamut and nuances of retail challenges and 5G opportunities. Yory Wurmser of eMarketer discusses beacon interference and the “over-storing” of America. Michael Stich of VML Y&R goes deep on consumer expectations, supply chain transparency and localization strategies. Nikki Baird of Aptos Retail explores augmented reality, digital “wish-lists” in the physical world and common eCommerce issues 5G won’t fix. Peter Linder of Ericsson looks at “use places” beyond retail stores, encouraging physical businesses of all types to proactively consider 5G applications for their unique environments.

The FIVE List

Throughout the episode, the discussions delve into the gamut and nuances of retail challenges and 5G opportunities. Jake wraps it all up in the FIVE List:

5G presents a wide range of new possibilities for retailers, including these five advancements in:

  1. Personalized Marketing
    The explosion of devices will mean an expansion of available marketing data – Data that will enable better targeting, new segments of all kinds and personalized point of sale messages.
  2. Interactive store experiences
    In-store augmented reality solutions and other engaging experiences can provide unique new reasons for customers to gather in retail locations – big ideas that can be transformational, made viable with 5G.
  3. The definition of retail
    The advent of 5G presents an opportunity for retailers to think in terms of a bigger value proposition – with 5G-enabled services, transparency, entertainment, localization, entertainment and improved consumer relationships.
  4. Store traffic, inventory and supply chain management:
    From product factory to store shelf to customer closet, in the 5G future, real-time sensors will be much better suited for tracking inventory, supply chain efficiency and customer interest.
  5. Immersive digital experiences
    In the 5G world, apps and devices will extend engaging solutions to the customer’s home like never before and help synchronize digital and physical retail experiences. 


  • Nikki Baird, VP of Retail Innovation, Aptos Retail
  • Peter Linder, VP of 5G Marketing at Ericsson
  • Michael Stich, Chief Business Officer at VML Y&R 
  • Yory Wurmser, Principal / Mobile Analyst at eMarketer

FIVE, The 5G Podcast for Marketers, is presented by the Emodo Institute and Ericsson Emodo.