Real Performance

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 2

Performance is key to loyaltyAs a broadband user, what’s most important to you?

Marketing

Customer service

Offer

Network

Source: Ericsson Consumerlab study, May 2013

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 3

Performance is key to growth

Frontrunners’revenue growth

Peer Group’s revenue growth

Source: Ericsson “Growth Codes” study, March 2013

Front running operators invest to create a performance “gap” in their markets

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 4

But theChallengeOf performanceIs changing…

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 5

Not just more data…

Source: Ericsson Mobility Report, June 2013

Mobile data by application type, 2010-2018

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 6

But proliferation of needs

NetworkPerformance

StreamingHD Video

High SecurityTransactions

Low-latencyGaming

Fast DisasterRecovery

IndoorCoverage

Multi-taskingDevices

Sharing LiveExperiences

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 7

Growth of expectationsExpectations surpass network performance

CustomerExpectation

NetworkPerformance

“Quality is having access to the network anytime, anywhere, the provider is responsible for this”

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 8

Yesterday, performance wasabout handling more data

Today, performance isabout serving more needs

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 9

Performance is redefined every time

A new industry is connectedA smart device is unlocked A user changes location

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 10

Rethink Performance

The area of coverage with sufficient quality for a particular app/device we call “App Coverage”

Voice KPIs

Constant targets:

› Network availability

› Dropped Call Rate

› Speech Quality

Data KPIs

Evolving requirements:

› DL/UL throughput

› Latency/Jitter

› Time to connect

From voice only to apps

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 11

app coverage is the new gameMobile Voice Calls

The size of the “circle” demonstrates the coverage. The larger, the better coverage

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 12

app coverage is the new gameMusic Streaming

The size of the “circle” demonstrates the coverage. The larger, the better coverage

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 13

app coverage is the new gameHD Video Streaming

The size of the “circle” demonstrates the coverage. The larger, the better coverage

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 14

In a diversifying world, network performance cannot be generalized. Every device, app and situation comes with unique user expectations.

Real Performance means meeting all these expectations seamlessly, with real experiences, delivered by networks in their real environment.

REAL PERFORMANCE

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 15

REAL PERFORMANCEIs all that counts

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 16

REAL PERFORMANCEIs all that countsWhat does it take to deliver Real Performance in today’s diverse reality?

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 17

Performance takesA unified approach

Deep UserInsights

Experienced& Open Design

Agile Systems& Processes

LocalExpertize

ContinuousOptimization

SuperiorTechnology

Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 18

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