In an article proclaiming that the future belongs to media and tech companies that can harness 5G, Laura Desmond, who was chief revenue officer of Publicis Groupe and CEO of Starcom Mediavest Group, writes on Recode that the advent of 5G technology, which is “essentially broadband-like speeds anywhere you go,” appears to be a watershed moment in the evolution of media consumption.

“The revenue and growth potential of combining high-speed video with mobile portability and unique ID-targeting capabilities will incentivize every media and wireless company to get into the 5G game — and quickly,” Desmond writes.

Desmond describes seeing 5G at the recent CES in Las Vegas. “The difference in speed between 4G LTE and 5G in the demos I saw on the showroom floor blew me away,” she writes. “It was not a small difference — it was a four- to five-second difference in speed. This makes streaming and downloading large video files a piece of cake and suddenly opens the door to video consumption virtually anywhere and everywhere, on any device, without a broadband connection.”

Desmond adds: “This is a game changer, because more than 60 percent of tablet or video viewing today is still in the home, over broadband.”

We encourage readers to click through to Recode to read Desmond’s full analysis.