5G Technology and Business Impact

This assignment explores the significant influence of 5G technology on the telecommunications sector. It delves into how 5G is reshaping business models, examining the opportunities and challenges it presents for telecom companies. The analysis also investigates emerging trends and future prospects within the evolving landscape of 5G communication.

Running head: RESEARCH PROPOSAL
Research Proposal
Name of the Student
Name of the University
Research Title: The importance of big and artificial intelligence in improving customer
experience and life style: A review of Emirates telecommunication group company: Etisalat
Group
Author Note

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Table of Contents
Chapter one- Introduction................................................................................................................2
1.0 Overview................................................................................................................................2
1.2 Significance of the research...................................................................................................2
1.3 Aim of the research................................................................................................................3
1.4 Research objectives...............................................................................................................3
1.5 Research questions.................................................................................................................3
Chapter two- Literature review........................................................................................................4
2.0 Background of the company..................................................................................................4
2.1 Benefits of big and artificial intelligence in telecommunication sector................................4
2.1.1 Quick response to customers..........................................................................................4
2.1.2 Fast identification of the faulty tower.............................................................................5
2.1.3 Satisfied customers.........................................................................................................5
2.1.4 Huge coverage of internet network.................................................................................5
2.2 Importance of big and artificial intelligence in improving customer experience..................6
2.2.1 Diminished distance........................................................................................................6
2.2.2 Greater accuracy.............................................................................................................6
2.2.3 Faster Connectivity.........................................................................................................6
2.3 Significance of big and artificial intelligence in improving customer life style....................7

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2.3.1 Customer can communicate with more people...............................................................7
2.3.2 More focused to work-oriented tasks.............................................................................7
2.3.3 More secured communication.........................................................................................7
Chapter three- Methodology............................................................................................................9
3.1 Research philosophy..............................................................................................................9
3.2 Research approach.................................................................................................................9
3.3 Purpose of the research........................................................................................................10
3.4 Data collection process........................................................................................................10
3.5 Data analysis techniques......................................................................................................11
3.6 Sampling technique.............................................................................................................11
3.7 Ethical consideration...........................................................................................................12
Chapter Four- Expected Outcomes................................................................................................12
4.1 Timescale.............................................................................................................................12
Reference List................................................................................................................................14

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Chapter one- Introduction
1.0 Overview
The main objective of developing artificial intelligence is to formulate intelligent
machines that are able to accomplish work for humans with efficiency. The information
technology’s experts have research on several perspectives like knowledge, reasoning ability,
problem solving, learning and planning ability for designing the artificial intelligence. Katsalis,
et al. (2016) stated that with the help of artificial intelligence machines are able to do repetitive
work faster and accurately that furthermore enhance the overall productivity of the organization.
However, some organizations use the artificial intelligence for giving quality services to the
customers that can make their life easier. Katsalis et al. (2016) moreover, depicted that in recent
times, telecommunication sector utilize the concept of AI for effective exchange of information
by electrical means irrespective of the distance between a sender and the receiver. The
telecommunication industry comprises of the Software-Defined Networking (SDN) for
evaluating the Operations & Maintenance (O&M) systems, Service-Oriented Architecture (SOA)
and Network Functions Virtualization (NFV). The major benefit of this artificial intelligence is
transferring of the electronic messages quickly and optimized in real time. This technology not
only helps the organization to obtain efficient network management but also help people to
deliver their message to the desired people effectively without any data loss. Thus, this research
will highlight the importance of big data and artificial intelligence in telecommunication industry
in improving customer experience and life style.

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1.2 Significance of the research
Research papers developed by other research scholars highlights the importance of the
artificial intelligence and big data in a particular sector like automobile industry but this research
study will highlight the significance of the big data and artificial intelligence on consumers. This
research will focus more on how communal are benefited from these technology through
telecommunication industry.
1.3 Aim of the research
The aim of the research is to highlight the importance of big and artificial intelligence in
telecommunication sector and how this technology helps in improving the customer experience
and their life style.
1.4 Research objectives
 To identify the benefits of big and artificial intelligence in telecommunication sector
 To critically evaluate the importance of big and artificial intelligence in improving
customer experience
 To investigate the significance of big and artificial intelligence in improving customer life
style
1.5 Research questions
 What are the benefits of artificial intelligence in telecommunication sector?
 What is the importance of big and artificial intelligence in improving customer
experience?
 What are the significance of big and artificial intelligence in improving customer life
style?

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Chapter two- Literature review
2.0 Background of the company
Ethicality group represents from Emirates Telecommunication Group Company PJSC
and serving telecommunication services to all the communication in 16 countries from last four
decades and they provided their innovation solutions to 140 million subscribers (Etisalat.com
2018). The current market share of Etisalat is over 42.5 billion USD or AED 156 billion
(Etisalat.com 2018). The net profit of the concerned organization in the year 2016 was AED 8.4
billion (Etisalat.com 2018). Etisalat offers 3G and 4G mobile internet access, prepaid and post-
paid dialup internet access and broadband internet services (Khaleejtimes.com 2018). They also
provide free Wi-Fi facility in central locations like- cafes, resturamts and shopping malls.
2.1 Benefits of big and artificial intelligence in telecommunication sector
Verbeke et al. (2012) stated that telecommunication sector has a close relationship with
the use of artificial intelligence as it enhances the connectivity between the different entities in
the digital ecosystem. Telecommunication experts also depicted that in recent times, the major
focus of the telecom marketers is to improve the customer experience, reduced cost of the
services that they are providing and increase compliances by reducing the human errors. There
are several AI used in telecom industry like- customer service chat bots, predictive maintenance
and speech and voice services for customers (Chen et al. 2012). The benefits that
telecommunication sector get from big and artificial intelligence are as follows:
2.1.1 Quick response to customers
Ramchurn et al. (2012) stated that human face problem when they intend to use a new
product or services and then they contact the customer care to get the perfect solution. In

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traditional time, staffs handled the queries and try to answer them all. Kumar (2012) however
argued that not all the time the answer given by these staffs are satisfactory but by the use of AI,
customer do not have to wait long on calls. The AI use in telecom services automatically route
customer’s call to the proper agent.
2.1.2 Fast identification of the faulty tower
The incorporation of AI allow the telecommunication industry to quick identify the
damaged power lines and cell towers from the time the signals from these towers started being
faulty. Hashem et al. (2016) stated that this intelligent machine raise an alarm and send the
message automatically to repair the cable to provide uninterrupted telecom service.
2.1.3 Satisfied customers
One of the most important benefits that telecom industry gets from using AI is online
chat interactions, where a telecom user can talk with their device and they get all the desired
information related to the question. These quick interactions with the telecom facility results in
more customer satisfaction as they do not have to select a knowledgeable person or do not have
to search for books for getting the information (Zhou et al. 2015). The uninterrupted connectivity
also enhances their services. Tien (2013) furthermore highlighted that telecom sector have also
developed AI technology that connected that mobile device to other distant device like printer
and the connection allow to print the picture clicked in the phone directly printed from the printer
even though the person is living miles away.
2.1.4 Huge coverage of internet network
Coppa et al. (2016) stated that it is not possible to built telecom tower for providing
internet connectivity. This is the reason the telecom industry have formulated drone in the form

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of a Flying COW also known as Cell on Wings. This will help the concerned industry to expand
their LTE network coverage and people can do video chat with person sitting at any corner of the
world.
2.2 Importance of big and artificial intelligence in improving customer experience
2.2.1 Diminished distance
Hossain (2013) highlight that several people are living away from their family and desire
to stay in touch with them. The connectivity of different devices through telecom services allows
the distant family members to remain closely connected with other members of the family. This
approach also reduced the time to send the data from one place to another and irrespective of the
distance, the message is sent in real time to the desired person.
2.2.2 Greater accuracy
The online customer support or customer service chat bots are designed with some
predefined answers to the most common form of queries that a customer can ask when they face
problem. Omoteso (2012) stated that this needs an in-depth survey from the users and experience
from the customers and their suggestions. This will allow them to attend most of the customers
through pre-defined answer which is also comes with optimized solutions which guarantee
resolution of the queries. However, in some special case, the calls get automatically re-directed
to the particular expertise staffs and this will allow the user to directly communicate with the
correct person.
2.2.3 Faster Connectivity
In recent time, telecom industry has developed technology and intelligent devices that
uses 5G connectivity. This improves the customer’s experience as they can accomplish their

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communicational work faster than the traditional way of connection. Hossain (2013) stated that
with the help of artificial intelligence, telecom industry is now able to handle traffic
classification, anomaly detection, network optimization, resource utilization, network
orchestration and formulated adaptive customer journeys. All these activities are obtained at
faster rate that makes the help communal to get in touch with their desired person more
effectively.
2.3 Significance of big and artificial intelligence in improving customer life style
2.3.1 Customer can communicate with more people
The uninterrupted services not only diminished the faulty connections it also improves
the rate of connectivity that a person can make in their daily life. The technology for video
conferencing or call conferencing has also improved the technology through which more than
one person can communicate with each other. Thus, the AI technology results in building a close
relationship with all the close members.
2.3.2 More focused to work-oriented tasks
In recent times, the AI in telecom industry provide user to connect with the device with
voice recognition technology. Minelli et al. (2012) also stated that human now do not have to
make a call or type the question that they want to know. The AI will answer all the queries
within lesser time and they can focus more on the task for which they have raised a query to the
operator.
2.3.3 More secured communication
Idris et al. (2013) stated that the telecommunication industry have also focused on
security concern and thus, connectivity of the mobile SMS or e-mail facility with the chat bots

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helps people to rely on their telecommunication operator. One such benefit is to get the
automatically generated message over the phone in offline even a call has been made from
internet. This makes the sender acknowledged about that the process is secured and they have
communicated with the correct person.

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Chapter three- Methodology
3.1 Research philosophy
The research philosophy is used to gain the knowledge regarding the research topic from
the data collected through the research. Positivism, realism and pragmatism are the three
research philosophies. The positivism research philosophy is used when the sample size is large
and the research is highly structured (Neuman 2013). The knowledge is developed from the
analyzed data; while in realism philosophy, the knowledge is gained through the social believe
on the research topic. Lastly, the pragmatism philosophy is the combination of both the
positivism and realism philosophies.
In this research study, the pragmatism research philosophy is used as both the
quantitative and qualitative analysis technique will be used. The quantitative analysis shows the
statistical data that are given by customers; while the qualitative review will explain the future
development that will be taken to improve the customer’s life style.
3.2 Research approach
There are two research approaches that are inductive and deductive approaches. Kumar
(2014) explains that in inductive approach, new facts and ideas are developed after the data
analysis and literature review. On the other hand, the deductive approach highlights the process
of addressing all the research questions based on the literature review and data collection.
In this research study, the deductive research approach will be used as the importance of
the big and artificial intelligence n telecommunication industry for improving the customer’s life

11RESEARCH PROPOSAL
and experience will be described from the primary collected data and the literature review
formed through secondary research.
3.3 Purpose of the research
The research purpose shows the way to answer the research objectives and there are two
ways of research purpose- exploratory and descriptive purpose. Mackey and Gass (2015) stated
that in exploratory purpose no concluding statement will be obtained as it explores new ideas
related with the research topic. On the other hand, the descriptive purpose will describe the
knowledge attained through the literature review and data collection to answer the research
questions.
In this research study, the description purpose will be utilized as the main aim of the
research that is to investigate the importance of big and artificial intelligence in improving
customer experience and life style.
3.4 Data collection process
Primary and the secondary data collection process are the two main processes that is
utilized in a research. Taylor et al. (2015) stated that when data are collected directly from the
respondents through survey, e-mail questions and interview, it is known as primary data
collection process. Moreover, in secondary data collection process, the data are gathered from
sources like research papers, related journal articles, newspaper excerpts and company’s website.
In this research study, primary data collection process will be utilized. Some customer of
Etisalat telecom will be selected and will be asked to answer a questionnaire survey and some
manager from the some organization will also be selected to obtain information on strategies that
is taking to making customer’s life better. A questionnaire survey will be developed that

12RESEARCH PROPOSAL
comprise of question related to the importance of big and artificial intelligence for improving
customer experience and life style.
3.5 Data analysis techniques
There are two ways to analyze the data obtained through collection process- quantitative
and qualitative data analysis techniques. Silverman (2016) explained that when there is
evaluation of numerical data in the research, it is known as quantitative analysis process and on
the other hand, when only theoretical data is analyzed to obtain the research objectives, the
process is known as qualitative data analysis process.
In this research both quantitative and qualitative data analysis techniques will be used.
The research outcome from the data collection will be evaluated through ventral tendencies from
mean, median, mode and standard deviation. Moreover, the interview question asked from the
telecommunication and artificial intelligent department’s managers will be evaluated through
qualitative data analysis.
3.6 Sampling technique
There are two types of sapling techniques- probability and non-probability techniques.
Flick (2015) stated that when there is equal chance of section of the research respondents, it is
known as probably sampling technique; however, when not all the research respondents get the
same chance to participate in the research, the process in known as non-probability sampling
technique.
In this research, all the 100 customers are selected who are taking the service of the
Etisalad Group and 3 managers from the artificial intelligence department will be selected. Thus,

13RESEARCH PROPOSAL
it can be said that the selection of the customer will be done through probability sampling
technique wile the selection of managers are selected following the non-probability technique.
3.7 Ethical consideration
The research will be carried by maintaining all the research ethics. The research
respondents are provided with a consent form, which will be duly signed by them. This will
indicate that they have participated in the research willingly. All the data collected from the
respondents are protected under the legislation of Data Protection Act 1998. The collected data
will not be used in other business benefits and only used for research purpose. The respondents
will be contacted through e-mail and the research outcome will be shared with them after
accomplishment of the research.
Chapter Four- Expected Outcomes
This research highlighted the importance of the big and artificial intelligence adapted by
telecommunication industry for improving the user experience and life style. The primary
research based on the experience that they receive from Etisalat will be asked and it is expected
that they will give positive answer as the company claims that they are giving the most
prominent and useful telecom services to their users fro the last 40 years. Thus, it is also
expected that the research will show a positive result that highlighted the beneficiary side of the
telecommunication services and its impact on the customer’s life and experience.
4.1 Timescale
Main activities/ stages Week
1-2
Week
3-4
Week
5-6
Week
7-8
Week
9-10
Week
11-12

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Topic Selection 
Data collection from secondary sources  
Literature review   
Formation of the research Plan  
Appropriate Research Techniques
Selection Process
 
Primary data collection  
Analysis & Interpretation of Collected
Data
 
Conclusion of the Study 
Submission of Final Work 
Table: Timescale of the research
(Source: Created by Author)

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Reference List
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