What was seen:
The DISH Wireless team had the audacious goal of launching a fourth major 5G network in a category oligopolized by three major players that had collectively missed consumers’ expectations for the technology: The US had only the 8th fastest 5G service in the country. Unmet expectations and Big Telco had sewn a culture of confusion and distrust. Stealing share from the wireless cartel would require winning with a passionate base of early adopters—but tech enthusiasts had demonstrated the most skepticism toward the promise of “5G”
What was hidden:
The tech products and services that had commanded exponential user growth over small time-spans established a playbook of making tech-literate customers feel like more than customers, and instead insiders: Beta testing, referral codes, radical transparency, co-creation, and a commitment to experimenting with new models.
What was unlocked:
Project Genesis was positioned as the world’s first virtualized, open-source 5G network built for anyone: The first virtualized, cloud-native 5G network (oRAN-based), allowing for faster upgrades, lower operating costs, and a promise of service no less than 2-3x faster than 4G standards.
