# nentialperformance

This report offers a combined view of consumer experience and network data analysis generated by TIM customers at Expo 2015 Milan.

The consumer data presented in this report are the result of an Ericsson ConsumerLab study based on 750 interviews in Expo 2015 Milan. Interviews were conducted face-to-face to smartphone owners during week 39, 2015. Those interviewed were TIM subscribers aged 15-69 who were visiting the Expo 2015 either for leisure or for business.

The network data was gathered through TIM systems and offered insights about the traffic generated by mobile users on TIM network, about the usage of 3G and 4G access technologies as well as daily and weekly traffic curves.

The event attracted a wide number of younger people as around 45% of respondents are below 30 years old and two thirds less than 40 years.

About half of the visitors live in Lombardia region while the other 50% is spread all across Italy, with a slight predominance of the northern regions.

The Expo 2015 is basically the place where to spend a nice day of vacation: close to 60% of the persons decided to stay one full day in the fair, and primary reasons to get there are to taste food from different parts of the world as well as relaxing.

TIM visitors at Expo 2015

26% student

45% below 30 years old

young

60% one full day

durationof stay

more than50% by public transport

getting toexpo 2015

Relax andtaste food

KEY REASONSof visit

People at the Expo 2015 were highly engaged in digital services as their smartphones were the ideal gateway to the web and the use of mobile applications.

Instant messaging (IM) was the most used application slightly surpassing voice calls. The use of IM and chat was particularly high among the youth with 86% of people below 25 years using an IM app at the fair.

The need to find information and share with friends resulted in high usage of browsing and social networking apps. One out of five respondents used the Expo 2015 app.

Smartphone usage

Instantmessaging

browsing

sms

expo app

email

video

socialnetworking

voice calls

77%

75%

55%

49%

42%

34%

21%

12%

Most commonly used mobile services during the Expo 2015 visits (% of people that used each service)

86% of the smartphone users were satisfied with the mobile data network at Expo 2015. The strong performance of the network was also extended to voice services, where the number of satisfied customers exceeded 90%.

4G users were generally more satisfied than 3G ones, especially when using video streaming and email services.

High satisfaction with mobile services

Satisfaction with mobile services

87%85%

88%

81%70%

85%61%

84%77%

78%

BROWSING

email

INSTANTMESSAGING

VIDEOSTREAMING

SOCIALNETWORKING

3G 4G

People accessed web and apps on their smartphones both through Wi-Fi network and their mobile broadband access. Majority used both on a similar level.

4G subscribers, that used data intensive services like video streaming three times more than 3G subscribers, were significantly more satisfied with the mobile network compared to Wi-Fi.

As a consequence 4G users used mobile broadband more than the Wi-Fi to satisfy their always-on needs.

4G users prefer mobile data over wi-fi

4G users satisfaction with different type of access

90%

34%

Mobile Data Wi-Fi

To guarantee the excellent level of satisfaction experienced by TIM users, TIM and Ericsson deployed a high-performance cellular coverage over the Expo area, blending to the best macro-sites and micro coverage. Macro-sites provided 2G, 3G and 4G coverage while microsites boosted 3G and 4G performance.

To offer the highest quality to advanced users, Carrier Aggregation on LTE has been implemented, thus boosting available bandwidth for more demanding applications. Tuning, optimization and support services secured uninterrupted service quality to the end-users.

LTE Broadcast technology has been deployed over selected areas at Expo 2015 to enable live demos of high-quality broadcast services over 4G.

Mobile network infrastructure

High performance 3G/4G network

LTE Broadcast

Carrier aggregation

The high performance mobile network infrastructure set-up and optimized by TIM and Ericsson succesfully served the increasing demand of TIM Expo 2015 visitors.

The total data traffic managed by the mobile network exceeded 110 TB in the first 5 months, at the same time more than 10 million voice calls have been performed. The trend is on steady growth as Expo 2015 moves towards its conclusion.

The event generated, in a highly concentrated geographical area of about 1 km2, a weekly traffic volume comparable to province cities such as Foggia that has a 150K population and over 500 km2 of extension.

An amazing amount of traffic

Weekly data traffic volume as medium-sized city like Terni or Foggia

wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk wk18 19 20

May June AugustJuly September October

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

cumulative > 110 terabyte of data

On an average day in week 39 more than 35,000 independent users were active in data sessions through TIM mobile network.

Expo 2015 visitors were engaged with mobile digital services throughout the whole day, showing an always-on behavior as indicated by daily traffic curves.

Higher service usage by 4G subscribers is confirmed by network measurements as more than 70% of overall mobile data traffic was on 4G; this is even more impressive as users connecting over 4G were about half of those connecting over 3G.

Expo 2015 visitors are always on

08:00 24:0016:0012:00 20:00

3G Data Traffic 4G Data Traffic Voice Traffic

Average Daily Traffic

At Expo 2015 mobile technology and service innovation took a centre stage. LTE Broadcast services, with Multicast/Broadacast technology provided by Ericsson and integrated into TIM live network have been deployed over selected Expo 2015 areas.

LTE Brodacast allows the delivery of high quality video contents in real-time and simultaneously to a virtually unlimited number of consumers on their handheld devices over the 4G network.

While delivering a superior user experience, LTE Broadcast also makes a much better use of the radio resources providing a single high quality stream of information that is shared among all users.

The benefits of the technology have been succesfully demonstrated at Expo 2015 in concurrence with a live music concert. The high quality live content feeds over LTE Broadcast have delighted trial participants.

LTE Broadcast in concert

As in the cities of the future all areas will benefit from technology advances and digitalization, in the survey we enquired on which services would contribute the most to make people’s life easier and better.

Considering all respondents top areas where benefits are expected were: energy efficiency and sustainability, health and wellness, food and nutrition. Although the results show similar patterns across age groups some peculiarities did emerge. Intelligent transport systems and security services are rated higher as age grows while e-government interest peaks in the 30 to 40 age bracket.

Young people in the university age are particularly sensitive to nutritional and educational aspects while for teenagers sustainability, wellness and people care come at the top.

Benefits of the smart-city

0%

10%

20%

30%

40%

50%

60%

Average Teenagers

Telecom Italia is the main ICT group and the technology partner of Italy to embrace digital. Abroad its strength is Brazil, where TIM Brasil, is a major player on the market.

On the domestic market TIM’s portfolio includes fixed and mobile telecommunications, Internet services, digital contents, cloud services, digital platforms. Group’s strategy is focused on innovation and over the 2015-2017 period it will be investing 5 billion euros on new generation technologies, cloud computing, new Date Centres, to support enriched connectivity through innovative and digital services.

The goal is to reach 75% of population with the new fixed ultrabroadband and 95% with the mobile one. In Brazil, too, the focus is on developing new generation infrastructure, with an investment of over 4 billion euros by the end of 2017.

The Telecom Italia Group

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Our services, software and infrastructure - especially in mobility, broadband and the cloud - are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities.

With approximately 115.000 professionals and customers in 180 countries, we combine global scale with technology and services leadership. We support networks that connect more than 2.5 billion subscribers. Forty percent of the world's mobile traffic is carried over Ericsson networks. And our investments in research and development ensure that our solutions - and our customers - stay in front.

Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales in 2014 were SEK 228.0 billion (USD 33.1 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York.

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