The first commercial 5G networks are already going live. One of the first application for 5G will be enhanced mobile broadband (eMBB) primarily addressing consumers with new services and experiences. We have looked at the business case. Our study reveals that the evolution to 5G can enables a 10 times lower cost per gigabyte than current 4G networks. Telecom operators now have a window of opportunity to considerably improve their consumer business with the support of 5G. For first movers, 5G unlocks the possibility of reshaping the market place, with increased market share, better customer experience and improved revenue streams.