In a world where every user and application brings unique requirements, network performance cannot be generalized. The customers’ experience of performance is all that counts. We call it Real Performance.

1. Real
Performance

2. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 2
Performance is key to
loyalty
As a broadband user, what’s most important to you?
Marketing
Customer service
Offer
Network
Source: Ericsson Consumerlab study, May 2013

3. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 3
Performance is key to
growth
Frontrunners’
revenue growth
Peer Group’s
revenue growth
Source: Ericsson “Growth Codes” study, March 2013
Front running operators invest to create a
performance “gap” in their markets

4. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 4
But the
Challenge
Of performance
Is changing…

5. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 5
Not just more data…
Source: Ericsson Mobility Report, June 2013
Mobile data by application type, 2010-2018

6. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 6
But proliferation of
needs
Network
Performance
Streaming
HD Video
High Security
Transactions
Low-latency
Gaming
Fast Disaster
Recovery
Indoor
Coverage
Multi-tasking
Devices
Sharing Live
Experiences

7. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 7
Growth of
expectations
Expectations surpass network performance
Customer
Expectation
Network
Performance
“Quality is having
access to the network
anytime, anywhere,
the provider is
responsible for this”

8. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 8
Yesterday, performance was
about handling more data
Today, performance is
about serving more needs

9. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 9
Performance is
redefined every time
A new industry is connectedA smart device is unlocked A user changes location

10. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 10
Rethink Performance
The area of coverage with sufficient quality for a particular
app/device we call “App Coverage”
Voice KPIs
Constant targets:
› Network availability
› Dropped Call Rate
› Speech Quality
Data KPIs
Evolving requirements:
› DL/UL throughput
› Latency/Jitter
› Time to connect
From voice only to apps

11. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 11
app coverage is the
new game
Mobile Voice Calls
The size of the “circle” demonstrates the coverage.
The larger, the better coverage

12. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 12
app coverage is the
new game
Music Streaming
The size of the “circle” demonstrates the coverage.
The larger, the better coverage

13. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 13
app coverage is the
new game
HD Video Streaming
The size of the “circle” demonstrates the coverage.
The larger, the better coverage

14. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 14
In a diversifying world, network performance cannot
be generalized. Every device, app and situation
comes with unique user expectations.
Real Performance means meeting all these
expectations seamlessly, with real experiences,
delivered by networks in their real environment.
REAL PERFORMANCE

15. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 15
REAL PERFORMANCE
Is all that counts

16. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 16
REAL PERFORMANCE
Is all that counts
What does it take to deliver Real
Performance in today’s diverse reality?

17. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 17
Performance takes
A unified approach
Deep User
Insights
Experienced
& Open Design
Agile Systems
& Processes
Local
Expertize
Continuous
Optimization
Superior
Technology

18. Real Performance Manifesto RevB | Ericsson Internal | © Ericsson AB 2013 | 2013-09-25 | Page 18
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