MBB Networks strategies

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Mobile Broadband Data Monetization | Ericsson Internal | 2013-04-03 | Page 1

MBB Network Strategies

HANS PIET

Head of Practice; Mobile Broadband

Commercial in confidence, © Ericsson AB 2013

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Rethink, innovate and Grow

31%

ORGANIC GROWTH

COMES FROM INNOVATION

19% CAGR 2X CROIC

DOUBLE CASH RETURNS

ON INVESTED CAPITAL

MAKE IT WORK END-TO-END

Global operator

revenues

from mobile

broadband

150 BILLION

6.6 BILLION

150 MILLION

600 million

17x 65%

6.6 billion

mobile

subscriptions

globally in

Q3 2013

LTE

Subscriptions

Average data

consumption per

Smartphone is

600 MB

HSPA

subscriptions

by 2019

Subscriptions

3G/4G

by 2019

WCDMA/HSPA

population

coverage in 2019

Mobile data

traffic

by 2019

ACHIEVEMENTS TODAY

FUTURE POTENTIAL – SUB SAHARAN AFRICA

USD

80%

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tiGO Tanzania Operator Strategy Program | Commercial in confidence | 2013-06-27 | Page 3 (57)

What drives mbb? Network Performance

Matters Devices drive MBB

uptake

Services over

the top attracts

Source: Ericsson

This slide contains forward looking statements

0

1 000

2 000

3 000

4 000

5 000

6 000

2010 2016

Subs

crip

tions

(milli

on)

Phone Data

Mobile PC

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Device as enabler

Source: Strategy Analytics

Devices Sold [M]

High end

ASP>$300

Mid end $100-

300

Entry <$100

Growth +3%

+47%

+115%

›Smartphones

›Tablets

›Usage

Sony Z1

8 LTE bands

iPhone 5S/5C

Up to 13 LTE bands

15_BS_Networked Society in South Africa | Commercial in confidence | © Ericsson AB 2013 | 2013-10-07 | Page 3 (18)

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Industry shift SHIPMENTS & YOY GROWTH Q2 2013

-13% 76M units

+49% 233M units

+100% 50M units

-25% 162M units

Source: Strategy Analytics & IDC (PCs)

Towards smart devices

Monetize tablets!

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5C/5S GSM WCDMA/HSPA LTE FDD LTE TDD CDMA

A1532/A1533 - GSM Quad band Quad band + Band 4 1 2 3 4 5 8 13 17 19 20 25

A1532/A1533 - CDMA Quad band Quad band + Band 4 1 2 3 4 5 8 13 17 19 20 25 Quad band

A1456/A1453 Quad band Quad band + Band 4 1 2 3 4 5 8 13 17 18 19 20 25 26 Quad band

A1507/A1457 Quad band Quad band 1 2 3 5 7 8 20

A1529/A1530 Quad band Quad band 1 2 3 5 7 8 20 38 39 40

Quad band WCDMA:

850/900/1900/2100

Quad band GSM:

850/900/1800/1900

Quad band cdma:

800, 1700/2100, 1900, 2100

6 common LTE Bands:

2100, 1900, 1800, 850, 900, 800DD

America

America

America & Japan

Europe

Europe & Asia

REGIONAL MODELS, GLOBAL REACH IPHONE 5S & 5C INTRODUCED

1

2

3

4

5

7

8

13

17

18

19

20

25

26

38

39

40

2100

1900

1800

1700/2100

850

2600

900

700c

700b

800

800

800DD

1900

800

2600

1900

2300

Shape spectrum strategy toward global bands

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Consumer Lab

Content drives usage

% social media usage on mobile phone

28

16

64

52

40

8

SSA

SA

Senegal

Nigeria

Kenya

Ghana

Cameroon

Social Networking

Web Browsing

Video

Cloud

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Video drives heavy usage

Application Peak to average

ratio

Online video > 50

Online audio > 15

Web browsing > 8

App store > 3

Social networking ~2

Email ~2

Data consumption distribution per application

5% heaviest users

Median user

This will have the biggest business impact

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Behavior drives usage Usage & Web Page Video Streaming Social Interaction

Daily mobile users 60% Active mobile subs 100% WEB page Size 50%

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=oYbJfkGEi9yjoM&tbnid=EVIG_TDWM5IV6M:&ved=0CAUQjRw&url=http://www.phonearena.com/phones/Nokia-Lumia-920_id7471&ei=2rZWUqPOKMXa4ATuiIGYDQ&bvm=bv.53760139,d.bGE&psig=AFQjCNGEo-K9QIUnGCKLzuNVXu64EGK3GA&ust=1381500676434888

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IuBGyU9YTaZn1M&tbnid=avdJ5C0xul61fM:&ved=0CAUQjRw&url=http://www.inside-handy.de/news/29268-abgespeckte-dual-sim-version-lg-bringt-g-pro-lite-dual-im-oktober-auf-den-markt&ei=tedXUqnkLqa34ATww4CQCg&bvm=bv.53899372,d.bGE&psig=AFQjCNEiFZdm5doKKS4bMN99fmG0GHFbaw&ust=1381578952984909

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=N6KgbdWzvwH8fM&tbnid=2cxzpYmu90nVjM:&ved=0CAUQjRw&url=http://www.technobuffalo.com/2013/09/12/walmart-offering-iphone-5c-for-79-and-iphone-5s-for-189/&ei=UuRXUpPSOKrV4QSC24CIAw&bvm=bv.53899372,d.bGE&psig=AFQjCNGyoP08bDSteN0O85irODRZxuvTdw&ust=1381578155610030

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1. Network Performance

2. Value for money

3. Ongoing communication

4. Tariffs plans offered

5. Customer support

20%

11%

10%

9%

16% Performance

DRIVES

LOYALTY

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TIME TO CONTENT CRITICAL FOR USER EXPERIeNCE

25% OF Mobile users ABANDON WEB PAGE AFTER 4 SECONDS

50% OF MOBILE USERS ABANDON WEB PAGE AFTER 10 SECONDS

”Just a second please”

Commercial in confidence, © Ericsson AB 2013

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Old user demands

› “Dropped Calls” and “Call Success Rates” defines performance

› Clear traffic peak hours and places

› No perceived quality degradation when moving

through network

Users demand network performance

New user demands

› Usage pattern – 24/7 everywhere

› Increased consumer awareness, measuring network

quality

› Quality & application coverage noticed when moving

through network

› Indoor quality increasingly important

Dropped Calls,

Call Success Rate

USAGE

Capacity, Speed, Security,

Quality, Coverage

Latency, Latency

Variation, Downtime

USAGE APPLICATIONSAPPLICATIONS CLOUD DEVICES

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tiGO Tanzania Operator Strategy Program | Commercial in confidence | 2013-06-27 | Page 13 (57) Commercial in confidence, © Ericsson AB 2013

SECURE APP COVERAGE

1

10 0.1

>50% <1%

MBPS

DOWNLINK SPEED

Recommended

Grade of Service >90%

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App coverage

“App Coverage” – the area where my app works as I expect”

“Every app has its own coverage map”

› It’s an app centric world

› User want reliable access for their apps wherever they go in the network

› App coverage requires a true end-to-end approach to design, build and run mobile networks

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Network Evolution

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CAPITALS

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EVOLVE SPECTRUM Usage

Spectrum Refarming is

a key enabler for fast

MBB Expansion and

Superior User

Experience

Step 1: Dual carrier HSPA

2600 800

Step 2: LTE 1800 & HSPA 900

Step 3: Dual carrier/band 900, LTE coverage & capacity

1800 900 2100

GSM

HSPA

LTE

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Heterogeneous Networks building blocks

Improve Densify Add

Improve

Dense

urban Urban Suburban Rural

Improve Densify

Heterogeneous Network

Are

a tra

ffic

de

nsity

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DENSIFY AND ADD

End-to-end solutions for all deployment scenarios

Wi-Fi mRRUS mRBS pRBS

Virtualized Wi-Fi

controller

Site name=

Harbor

Street 84

SerialNumbe

r =

69204FXCG

3284

Indoor Pico

Gateway

Scalable O&M

Auto-Integration RBS

Large cell Small cell

Best uplink

Best downlink

Coordinated small cells

Iub supporting Internet- grade backhaul

RBS6302

Outdoor Indoor

HW SW

Non Line of

Site backhaul

AIR

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›Drive device & network capabilities

›Optimize spectrum for MBB

›Expand MBB coverage

›Optimize network, signaling & data

›Densify network

BEST NETWORK STRATEGY

Data

KPIs

7 21

42 84

…

1800 2100 900 2600 1800 2100 900 2600

50 100

150

300 …

HSPA

LTE

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DISPLAY OPERATOR VALUE

2G 3G 4G

Operator & Public WiFi

Mobile Broadband

Public WiFi Performance

indicator

Operator controlled service 2G/3G/4G/WiFi

Coverage & Access technology

Today Vision

ONE network: Superior experience, Monetize every bit

MBB Networks strategies

Technology