Grow connectivity and beyond

Michael MartinssonHead of Marketing, Fixed Broadband & ConvergenceEricsson AB

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Where would we bewithout open innovation on top of networks

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Customer experiencenever stronger than the weakest link

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Telecom trails behindin brand loyalty / Net Promoter Score (NPS)

“How likely you are to recommend your operator to a friend, family or colleague” Scale: 0-10Net Promoter Score (NPS) = % of Promoters (9-10) - % of Detractors (0-6)

Source: Satmetrix NPS Benchmarks for US Industry groups 2012

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INDUSTRY performanceMobile operators lag behind OS, Handset manufacturer and content providers

Source : ConsumerLab Analytical Platform 2012. Base: Mobile Phone users in US

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Network performancethe principal driver of operator Loyalty

Shapley regression analysis, showing the relative impact between each driver and loyalty to operator brand (NPS)

Marketing

Customer service

Offer

Network

Network performance

Value for money

Ongoing communication

Tariff plans offered

Customer support

Account management

Billing and payment

Handset/ Devices offered

Initial purchase

Loyalty rewards

Source: Ericsson ConsumerLab Network Performance Study 2013Base: 12169 Smartphone users in BR, CHN, INDO, SK, JP, US, UK, SE, RU, TUR, CHL, MX

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Network as value creator?

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Standing still is not an option

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TEXTTEXT

Frontrunners rethink….

Shift of mindset

10,2 % REVENUE GROWTH(CAGR 2008-2012)

13,5 % EBITDA GROWTH (CAGR 2009-2012)

6 Growth Codes

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Unboxing of the subscription

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Strategic directionGROW CONNECTIVITY AND BEYOND – EXPLORE THE VALUE OF

SUPERIOR PERFORMANCE

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