A Taste of Barcelona

1. Mwc 2016
The Ericsson Experience

2. 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

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

4. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 4
Networked
Society
5G, Cloud, IoT
Main messages at MWC 2016
Let’s turn GREAT IDEAS INTO GLOBAL REALITIES

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› “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

6. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 6
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

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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.

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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

9. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 9
› 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

10. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 10
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.

11. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 11
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

12. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 12
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

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*
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

14. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 14
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

15. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 15
media
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opportunity >
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opportunity >
Cluster messages
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opportunity >
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opportunity >
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opportunity >
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opportunity >
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.

16. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 16
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.

17. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 17
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.

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Key notes and
seminars

19. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 19
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

20. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 20
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

21. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 21
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

22. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 22
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.

23. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 23
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.

24. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 24
› 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

25. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 25
SEE YOU @ MWC 2017
27th February-2nd march

26. ToB 2016 | Ericsson Internal | , Rev | 2016-02-29 | Page 26