Wireless Broadband – Superior Performance Mobile Broadband Network – Why does it matter? Speaker Per Narvinger, Head of Product Line LTE, Ericsson Presentation from the Broadband World Forum, Amsterdam 2012. #BBWF For more information on 4th Generation IP for mobility and the cloud: http://www.ericsson.com/yourbusiness/telecom_operators/fixed-broadband-convergence

1. Superior network
performance
why does it matter?
Per Narvinger
Head of LTE

2. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 2
MOBILE DATA TRAFFIC
WILL GROW 15 TIMES
BY THE END OF 2017
15X
Wireless Broadband – Superior Performance Mobile Broadband Network – Why does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 |

3. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 3
Do Smartphone users
experience problems?
50% LAST WEEK
No access
App/service
crashes Slow
Source: Ericsson Consumer lab in depth studies in 3 countries and additional studies in 14 countries.

4. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 4
Coverage & speed key to
end-user satisfaction
› Top 3 out of top 4 relates
to the network
› Coverage and speed more
important than price plan
› Consistent across the world
Correlation coefficient showing the correlation between each factor and overall network satisfaction
Source: Ericsson Consumer lab in depth studies in 3 countries and additional studies in 14 countries.
0,33
0,33
0,42
0,45
0,47
0,51
0,54
Clarity:Voice Calls
NW Coverage
NW Speed
Price Plan
Customer care
Data allowance
Content & apps
Network related
Other

5. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 5
We create population
coverage…

6. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 6
…But Need to improve
the app user experience…
Source: Speedtest/Ookla
<70
1.300
>7.500
Best 10%Worst 10%
0
10.000
15.000
20.000
Median 50%
5.000
DL kbps
25.000
<70
Kbps for
worst 10%
NO SMARTPHONE
USER EXPERIENCE
IN MANY LOCATIONS

7. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 7
…best in class network
Source: Speedtest/Ookla
DL kbps
<650
Worst 10%
4.100
Median 50%
>25.000
Best 10%
0
10.000
15.000
20.000
25.000
5.000
DL kbps
<70
Worst 10%
1.300
Median 50%
>7.500
Best 10%
0
10.000
15.000
20.000
25.000
5.000
<70
Kbps for
worst 10%
>650
Kbps for
worst 10%
BUILD FOR SOLID SMARTPHONE USER EXPERIENCE

8. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 8
ScalableSmart Superior
performance
Simple
Act smart
in real time
Manage growth
in many dimensions
Handle complexity
in a simplified way
Secure in field
performance
our 4
guiding principles

9. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 9
Before After
AIR - Antenna integrated
radio
Scalable Simple Superior performance

10. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 10
High load Performance
Source data: Smartphone Lab,
iPhone 4S benchmark using
modified Speedtest App
Superior performanceSmart
Best Network
Strategy
Capture Smartphone
market
Smartphone
ARPU
User
experience
9.30-
11.00
11.00-
12.30
12.30-
14.00
14.00-
15.30
15.30-
16.00
16.00-
17.30
17.30-
19.00
19.00-
19.30
Time
DLMbps
A B C D

11. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 11
heterogeneous network
toolbox
Add small cellsDensify macro
Improve macro3GPP
3GPP
3GPP + WiFi
SMART, SCALABLE, SIMPLE &
SUPERIOR PERFORMANCE
SEAMLESS USER EXPERIENCE
- EVERYWHERE

12. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 12
› More served traffic
› Macro load reduced
› Improved indoor coverage
Heterogeneous network
here & now
› Commercial HSPA SW
› Embedded small cells with
Soft Handover
0
2000
4000
6000
8000
10000
12000
14000
16000
00:00 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Macro
Small cells
Total
Small cells turned off
Macro traffic
Total traffic +++
RABestablishper15minute

13. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 13
0
2
4
6
8
10
12
14
16
Dailytotalaverageusers
Small cell placement is
crucial
› Planning is essential for
expanding small cells
› Good site placement can give 3x
traffic
› Not possible to compensate bad
cell plan with increase power
+2.8W
+5.5W
3 x traffic at 1/3 power [field trial]
Dailytotalaverageusers 3x more traffic
+11W

14. Wireless Broadband – Superior Performance MWhy does it matter? | Commercial in confidence | © Ericsson AB 2012 | 2012-10-17 | Page 14