36Kr Warns Against Repeating 5G Hype Cycle With 6G
A critique of the 'promotion first, technology later' approach to 5G highlights the danger of prioritizing marketing over utility.
The Chinese tech media outlet 36Kr has issued a critical analysis of the promotional strategies used during the rollout of 5G technology. The report warns that the industry must pivot its approach to avoid repeating systemic mistakes as the world begins to look toward 6G.
In an article titled "What Mistakes Did We Actually Make in the Past 5G Promotion?", author Xiaozaojun critiques the industry's reliance on a "promotion first, technology later" cycle. The analysis argues that the 5G era was characterized by a tendency to drive performance growth through the hype of next-generation technology before the current infrastructure had fully delivered on its promises to the end user.
The Hype Cycle Trap
This pattern is a recurring theme in the global telecommunications sector, where 5G promotion often focused on raw speed benchmarks and theoretical capabilities. In China and abroad, this marketing-heavy approach created a gap between consumer expectations and the actual availability of "killer apps"—tangible services that justify the cost and complexity of the upgrade. By pushing the narrative of 5G's transformative power before the software ecosystem was ready, the industry risked alienating users and creating a perception of diminished returns.
Implications for Future Infrastructure
Understanding these promotional failures is critical as the industry shifts its focus toward 6G. The 36Kr analysis suggests that if the sector continues to prioritize marketing over actual utility, it will fall back into the same "hype cycle" trap. The consequence is a market where infrastructure investment exceeds actual utility, potentially slowing the adoption of genuinely useful innovations because the public has become cynical toward the promises of "next-gen" connectivity.
Looking Ahead
As the conversation around 6G intensifies, the industry is now tasked with proving that technology can lead the promotion, rather than trailing behind it. The primary challenge remains whether developers and providers can deliver concrete use cases that move beyond speed tests. For now, the 36Kr report serves as a cautionary blueprint for how not to manage the transition to the next era of global connectivity. The industry must ensure that the leap to 6G is defined by solved problems rather than just faster speeds, ensuring that the infrastructure serves the user rather than the marketing budget.