The Ericsson Experiece at Mobile World Congress 2016

Mwc 2016 The Ericsson Experience

ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 2

KEYNOTE EXAMPLES:

101 000 (!) ATTENDEES FROM 204 COUNTRIES

GSMA Hosting MWC

Mark Zuckerberg Founder & CEO, Facebook

Kate Unsworth Founder & CEO, Vinaya

Chuck Robbins CEO, Cisco

Ralph de la Vega President & CEO, AT&T Mobile & Bus Sol

Ann Cairns President& CEO, Int’l mark, MasterCard

Hans Vestberg President & CEO, Ericsson

Brian Krzanich CEO, Intel Corporation

Jonah Peretti Founder & CEO, BuzzFeed

Derek Aberle President, Qualcomm

Guo Ping Rotating CEO, Huawei

MWC 3 hottest topics: - 5G

- IoT

- Virtual Reality


THE ERICSSON EXPERIENCE Let’s turn GREAT IDEAS INTO GLOBAL REALITIES


Networked Society

5G, Cloud, IoT

Main messages at MWC 2016

Let’s turn GREAT IDEAS INTO GLOBAL REALITIES


› “Mobile is disruption – and includes people all over in society” Hans Vestberg, President and CEO, Ericsson

› “Vittorio Colao, CEO Vodafone: "The Gigabit society, i.e the society we're building now. Scaling is not an issue anymore, scaling is instant"

› “ We have a golden position now, we used to talk about the Networked society , now we have the Networked society, so we need to change – and embrace the change” Yogesh Malik Group CTO, Vimpelcom

› Robin Thurston Chief Digital Officer Under Armour; “Hyper personalized experience is the future”

› F1 world champion Lewis Hamilton; “Nowadays to stay ahead of the game it’s not just driving, you need to understand the telco side of the car.

Buzz from MWC 2016


Ericsson @ mwc 2016

AREAS

SPEAKERS

ON GSMA PROGRAMME

LTE AWARD

CLUSTERS

EXPERTS ON THE FLOOR

KEYNOTE PRESS

CONFERENCE

GIR EVENT

6

22

234

1

11

11

LAUNCHES

1

EVENING MINGLE

2


Smart Metering as a Service Ericsson’s Smart Metering as a Service (SMaaS) is an end-to-end solution that streamlines utility companies’ business processes, reducing the costs and allowing them to focus on their core business.

Integrated Video Insights is a powerful data analysis toolkit that helps video service providers aggregate and analyze large amounts of data derived from users, video platforms and networks.

Integrated Video Insights

Diversifying Cellular for Massive IoT The extensive footprint, high reliability, and security of mobile networks will be platform for IoT growth in Smart Cities, Utilities and other industries with Ericsson’s complete cellular low-power wide-area (LPWA) solution.

User and IoT Data Analytics Embedded subscriber database analytics help operators improve internal efficiency and monetize data assets, while exploring new cross-vertical Internet of Things (IoT) applications.

ERICSSON LAUNCHES 1/2

Experience Centric Managed Services Operators want to bridge the gap between network performance and customer perception. This latest solution allows them to measure the entire customer experience to meet customer service expectations.

Delivering Extreme App Coverage Ericsson delivers extreme app coverage for operators and end users with Gigabit LTE and Elastic RAN, while new products within the Ericsson Radio System meet the ever-growing needs of the Networked Society.


Mobile Broadband for Everyone To support operators in fulfilling the vision of Mobile Broadband for everyone, Ericsson is presenting a three-part solution that address performance, efficiency and innovation as operators continue to connect the world.

Revenue Manager’s breakthrough, cloud-ready and fully convergent architecture incorporates near limitless configurability to support any type of service, subscription or business model.

Revenue Manager

Dynamic Service Manager Today’s business environment requires fast-changing network services. Ericsson’s latest solution allows operators to lower operating costs across network domains and technologies, regardless of vendors.

IoT Transformation This is a comprehensive set of professional services and a modular IoT reference solution that enables operators to reach new customers, capture revenues beyond connectivity, and monetize assets ranging from apps to data.

ERICSSON LAUNCHES 2/2

Hyperscale Now Ericsson uses automated, governed and secure software-defined infrastructure to help customers to industrialize cloud infrastructure, operate with efficiency and transform businesses


› Main messages: – partnership and transformation – promises Ericsson will continuously

transform to stay relevant

› Guests on stage were (in order of appearance) GSMA's Director General Mats Granryd, President and CEO of the Consumer Electronics Association (CEA) Gary Shapiro; Ericsson Research, President and CEO of Cisco Chuck Robbins and Verizon’s CIO Roger Gurnani.

Hans Vestberg; keynote


SHAPING THE NETWORKED SOCIETY

Cluster Topics Let’s turn great ideas into global realities Empower People Ericsson enables personalized experiences, secure access and sharing of information for anyone, anywhere. We empower people through technology to enable a world of unlimited opportunities for everyone.

Advance Society Ericsson advances the development of a sustainable society. We do this by taking a leadership role, using our technology and expertise to unlock financial, environmental and societal value.

Transform Industries Using the same open mindset that made mobile communications the world’s most widespread technology, Ericsson provides platforms and services with capabilities to transform any industry. This enables businesses and industries to get creative, and use the benefits of ICT and open eco-systems to deliver value in new optimized ways.

5G Here we show ongoing research and proof of concepts that will shape the Networked Society through especially 5G but also IoT, cloud, media, core and transport networks.


5G

› A strong global ecosystem to capture the best ideas for 5G

› Agile launch and management of 5G services at blinding speed

› The smartest most refined 5G system

› 65,000 service professionals ready to optimize 5G rollout


Cloud

› Industrialize cloud infrastructure – Industrialize cloud infrastructure built on

security, automation, governance, and accessibility

› Operate with efficiency – Cloud transformation, management and

orchestration to make operations more efficient

› Transform businesses – New opportunities enabled by cloud

adoption, wider ecosystems and innovative business models


*

IOT

› In 2021, 28 billion connected devices* – 13 billion mobile phones, pc’s, laptops,

tablets – 15 billio IoT devices

› Customer value creation from

foundation to application

› Ericsson in IoT – Partnerships, standards, ecosystem and

innovations

* Source: Ericsson Mobility Report, Nov 2015


Networks

Secure App Coverage Ensure a high-performing network that supports the demands of users – today and in the future.

Build Differentiated Services Enable unique and personalized offerings to users. Allow new business models that bring new players into the game.

Achieve Agility & Efficiency Enable a quick response to market changes. Increase the efficiency of your network and organization to cope with the requirements of the future.

Drive User Experience Focus on user demand and experience to improve customer satisfaction and topline.

Transform Network Operations Allow for accurate and timely management of changing customer needs through transformation of system and organizations.

Area Topics


media

< Cluster name > < one sentence describing the opportunity >


Cluster messages





Learn New Media insights Findings in the Ericsson ConsumerLab TV & Media Report 2015 are representative of 680 million consumers, making it the largest study of its kind in the TV industry. With supporting data and insight from on-device measurements and qualitative research, the report details the latest consumer behaviors, attitudes and demands in relation to TV and media, and the potential impact these trends can have on current industry business models.

AREA Topics

Process Media with High Quality A viewing experience like nothing before with such amazing visual quality that consumers feel part of the on-screen story. Content becomes augmented with relevant facts, stats and access features that move the game on. It’s so great that no one will want to leave.

Deliver Media Efficiently With solutions to cache, optimize, store, process and edge-optimize video delivery in both fixed and mobile IP networks, Ericsson is the leader in enabling the shift to TV Anywhere and a future of all-IP video delivery.

Provide The Ultimate Media Experience Ericsson’s TV platform leverages the best of cloud and virtualization technologies with as-a-service or fully managed approaches to create the ultimate agility for its customers in shaping the consumer agenda. With unifying clients, digital rights management and managed OTT players that deliver for content brands and global aggregating TV service providers alike, Ericsson’s TV platform can deliver pay TV re-invented, immersive OTT apps, and Ultra HD.


Transformative it

Area Topics

Digital Transformation Accelerators Business agility requires a changed operating model with new ways of working to create a seamless and collaborative operation: boost the change with our key transformation accelerators.

Empower Your Customers No one knows customers like they know themselves: let customers serve themselves at the push of a button, no matter where they are or what they’re doing.

Provide the Right Services Successful service introduction is all about knowing what service is right and launch it with speed and flexibility: bridge the gap between marketing and IT to make innovation and time to market your competitive edge.

Evolve to Hyperscale IT Infrastructure Drive continuous industrialization by evolving and migrating to a secure hyperscale IT infrastructure that is governed, managed and orchestrated real-time.


industries area

Smart Sustainable Cities Empowering cities to meet the challenges of urbanization and achieve their full potential.

Public Safety Enabling immediate & augmented response in a multi-media world.

Transformed Transport Transforming transportation systems into connected, cooperative and automated ecosystems.

ARea Topics

Mobile Financial Services Orchestrating open mobile financial ecosystems supporting profitable growth.

Efficient Utilities Realizing the potential of the smart grid.


Key notes and seminars


Monday Feb 22

Ericsson presence in gsma program

Ulf Pehrsson Ministerial Program WRC-15 Next steps - What needs to be

done when, where and why

Hans Vestberg Mobile is disruption

Elaine Weidman Grunewald

Data for Development Roundtable

Ulf Ewaldsson 5G creating value for

Industry verticals.

Rima Qureshi Data Monetisation: Capturing the MNO

Revenue Opportunity

Sebastian Tolstoy Innovating for Inclusion

panel together with Google and Facebook

Shiletsi Makhofane Ministerial Program Is closing the digital

divide in Sub-Saharan Africa myth or reality?

Elaine Weidman Grunewald

Humanitarian Connectivity and the

Mobile Industry

Cecilia Attervall IOT Innovation

Elisabetta Romano Mobile is Commerce

Stephanie Huf Connected Home

Tuesday Feb 23 Wednesday Feb 24 Thursday Feb 25


Keynote 1: Keynote no 1 - Mobile is everything The overall theme of this session was the Gigabit society. Vittorio Colao, CEO Vodafone: "The Gigabit society, i.e the society we're building now. Scaling is not an issue anymore, scaling is instant" and he added that " "Drones will be the future transport system".

GSMA KEYNOTES 1/4

Keynote 2: GSMA Keynote: Mobile is disruption Vestberg joined the GSMA keynote “Mobile is disruption” together with CEOs from AT&T and Intel. They discussed 5G, IoT and Cloud inside and beyond the telecom industry. All executives stressed importance of detailing use and business cases. The three speakers were in agreement of the timing and scaling of 5G with pilots starting in 2018 and commercial services by 2020.

Keynote 4: Mark Zuckerberg Last one out on the keynote program for Monday was Mark Zuckerberg, Facebook. Facebook has just launched The Telco Infra Project program with partners Intel, Deutsche Telekom, Nokia, SKTelecom and Globe Telecom. “We design but do share it as open source” Zuckerberg said. By using modular components that combine hardware and software Zuckerberg hopes to create a more simplified network architecture.

Partner-ships

5G

Security

IoT

Collaborate


Keynote 5: 5G creating value for Industry verticals Gunther Oettinger, Commissioner, Digital economy, European Commission kicked off the session stating that EU is late in deploying 4G and need to learn from this and accelerate deployment of 5G. Commission will work with the industry to make an action plan ready end this year, this will involve the verticals and telecoms industry players to find synergies and open up standards. Ulf Ewaldsson, CTO Ericsson, stated that Mobilizing verticals is the biggest opportunity the Telecom industry has ever had. More than ever verticals are involved at this MWC.

GSMA KEYNOTES 2/4

Keynote 6: Mobile is Media, Part 1 The face of Media is changing. The dramatic growth through video is astonishing. Jonah Peretti, Founder & CEOBuzzFeed: "Media spreads because people love it and they share it" Ralf Reichert, CEO, ESL “Esport = Sport and the question is not 'if' but 'when'.”

Transforming

Inclusion

5

Keynote 8: Qualcomm & MERCEDES AMG Petronas Formula One Team And what about a Formula One driver for a MWC keynote? On stage, Aberle was joined by Lewis Hamilton and Paddy Lowe, Executive Director, Technical Mercedes AMG Petron. The discussions were around the partnerships with Qualcomm and how it is possible to making Formula 1 even faster by using high speed wireless access so the data can be used easily and use all the insights for a better experience on tracks.

Insights

5G

Formula one

Mobilizing verticals

Media


Keynote 9: Mobile is Transforming Industries The pace of change continues to grow and brings opportunities of partnerships. The importance of partnership was especially highlighted by Cisco CEO Chuck Robbins reflecting on the 73 working days of partnership. How mobile is transforming industries can be seen from many different angles like solving agriculture, health and water issue and creating jobs through small companies and start-ups. Turkcell CEO Kaan Terzioglu said ““We are not afraid of over-the-top (OTT) providers, we are the OTT provider” and stressed the importance of focus on customer experiences and best-in-class services, requiring a superior network.

GSMA KEYNOTES 3/4

Water

Advertising Experience

Inclusion

Keynote 10: Mobile is digital inclusion In this keynote the discussion was around inclusion and how technology supports the GDP of economies, and how "Mobile has not only transformed how we work but has transformed Unicef!" The digital inclusion impact ranges from birth (being registered) to financial inclusion by improving digital literacy and education as well as improving emergency situations by enabling people to connect.


Keynote 12: Mobile is Innovation Innovations presented ranged from graphene used today for RFID but can also be used for thermal management, a self-composing music application and graphics technology, which have the opportunity to unleash all the potential for VR (Virtual Reality). Perhaps most important, coming back to the partner theme ; “getting the right people to work with you - that is what innovation is all about.”

GSMA KEYNOTES 4/4

Innovation

Advertising Experience

Virtual Reality

Keynote 11: Mobile is Commerce focused on the implications of mobility from a start-up and advertising perspective. Internet is geographically agnostic however a lot needs to be done from a commercial terms perspective. Adding mobility i.e smartphones to that picture means a huge transformation for the advertising industry, from around 6% of revenue to an estimate of 2/3 of total advertising revenues in the coming years. There are implications from this, including, how to define digital and what should be the new name for advertising as it is much broader today.


› Devices; Virtual Reality, drones and quadcopters as well as connected bikes and watches › Regulations: Spectrum at 24 GHz and above combined with small cells will be key as well as

creative licensing policies. The shared spectrum policy in the 3.5 GHz band could serve as a good model.

› 5G: impact on industries, verticals and business models, alignment on timing (trials starting 2017-2018)and when to scale

› IoT; applicable for both B2C companies and B2B companies. Drones, Virtual reality, Connected bikes, and Watches are the trends for demos

› Open collaboration and partnerships; stressed as a key success factor throughout the week

In focus at GSMA seminars and keynotes


SEE YOU @ MWC 2017

27th February-2nd march


Technology

The Ericsson Experiece at Mobile World Congress 2016