3G: Behold the Next Generation  

Behold the Next Generation
Ten years from now you'll reminisce about the days before
wireless high-speed internet, that dark era when you were
tethered to a cabled modem and computer when checking messages.
Like life before the cell phone, how did you ever put up with
it? And what will it take to make our high-speed connections
obsolete? Certainly not the spotty WiFi access that's roaming
around in coffee shops or spouting from a clueless neighbor's
home; rather, it will be a ubiquitous high-speed cell phone
network, or 3G network, so to speak. There's been a growing buzz
about 3G in the media and a few advertisers have even asked us
at ICMediaDirect.com about the impact 3G will have on
interactive advertising. It's hard to say too much about any
impact, but it isn't too early to familiarize ourselves with the
basics.

3G stands for third generation. It's basically a template for
what the next step in cell phone technology should be; it will
mean mobility with high-speed access to the Internet and data
transfer. As you may already believe, the Internet seems as slow
as molasses on most current cell phone networks. Fortunately,
things change quickly in today's dynamic, business-driven
environment. Verizon and Sprint PCS are striving to meet the
ideals of a 3G manifest destiny by using "EvDO" technology,
which is an awkward acronym for "Evolution Data
Only/Optimization". This system is a descendant of the current
digital network system CDMA, which stands for Code Division
Multiple Access. Using a single dedicated data-only radio
frequency, the EvDO network has the capacity to transfer files
and information at a speedy 500-600 kbps average rate with burst
speeds up to 2.4 mbps. While this speed is not comparable to an
average cable modem, it's still a vast improvement over standard
cell phone data capability today.

T-mobile and other digital cell phone providers have a slower
alternative technology to EvDO called EDGE. EDGE is a 1xRRT
system--an older derivative of CDMA that is easy to implement.
At best, EDGE can deliver content at 144 kbps, but slower speeds
are more likely. While this isn't even close to EvDO's speed,
it's still faster than plain old CDMA. EDGE won't supply much
in-demand content, but basic internet surfing with it is
considerably better than dial-up, which may be a relief to many.

In terms of 3G ambition, it seems that Verizon and Sprint have
the jump up on competition, but this is hardly a done-deal
monopoly. EvDO network coverage is available in selective cities
depending on the service provider, although users that subscribe
to this service also have access to the older 1xRRT system which
is present anywhere a digital signal is present.

3G networks will change access to the Internet as we know it by
delivering more information to more people who, by virtue of
mobility, will almost always be connected. The inevitable
strides that will be taken towards bridging mobile technology
and the boundless Internet will seamlessly play out through 3G's
functionality. With already over 250 million subscribers to the
3G networks globally, usage will only increase as this
technology gains popularity.

3G is a multimedia-oriented wireless technology serving products
that cater to the growing consumer appetite for content on the
go. It's voice, it's video, it's speed. The future for 3G looks
so promising that in a few short years, we won't even recognize
the common platforms we use today.