With the 4th mobile generation aka LTE, mobile broadband has become a reality in most of the world’s regions. Maturity has been reached in advanced countries therefore LTE will be superseded by 5G in 5 years’ time. 5G will finally emerge in 2018 at the earliest and be mainstream in 2023 at a crossroad between technological progress and demanding user needs. 5G is expected to require massive investments. How much? Can operators really afford it? The 5G promise will be around significantly improved performances ATAWAD, including very high data rates but not only. 5G will be about offering a wide range of new applications, types of devices suggesting that business models and offers should evolve and address vertical sectors. 5G needs spectrum within three key frequency ranges (sub-1 GHz, < 6 GHz, > 6 GHz). How to deliver UHB outside hotspots’ reach? Increased spectrum complexity may be another cloud in the picture...and reinforce MNOs’ cautious attitude on 5G business models. It analyses how consumption patterns are evolving and what impact they are having on the business models of these industries. It measures revenue growth in these sectors, how revenue is distributed between the physical and dematerialised spheres, and revenue share from paid and free services. Market forecasts for 2022 are also provided. The study examines the role of free, subscription and transactional services in the sector's digital business models and compares the differences between industries. It also looks at the positioning of GAFA in an environment that is now widely dematerialised