http://www.ericsson.com/unplug/growth/ How operators turn data growth into profitable revenue growth. Over the past year, we’ve talked to customers all over the world about our UNPLUG! Logics – smart ways of creating mobile broadband value that are inspired by models from other industries. We started UNPLUG! by discussing business before moving onto technology – and we’ve had a great response. Now it’s time for the third phase of the campaign – it’s time to focus on growth.

1. growth codes
“How operators turn data growth into
profitable revenue growth”

2. Mobile broadband is
the cornerstone of
the networked society
Mobility Broadband Cloud
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 2

3. MBB “Frontrunners”
Evaluated and identified based on 3 key parameters:
Double-Digit With Driven by
Revenue Leading Mobile
Growth Profitability Broadband
>40% data revenues
excl. SMS
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 3

4. We have identified a
group of Frontrunners
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 4

5. Frontrunners Rethink
mobile broadband
Problem Opportunity
focused focused
Maximizing Innovating
old revenues new revenues
Connectivity as Shift of Connectivity as
a Commodity mindset a Differentiator
Market & Market &
Tech Silos Tech Synergies
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 5

6. behaviors that shape
the future of telecom
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7. Frontrunners
have a dual focus
Lead by Superior Lead by Innovative
Network Performance Marketing & Offering
And follow six
“Growth codes”…
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 7

8. 6 growth codes
Experience-centric KPI:s
“Streetwise Metrics”
Visionary Investing Quality-led Marketing
“Gap Minding” “Show Casing”
Lead by superior Lead by innovative
network performance Marketing & Offering
Visionary Collaboration Redefine Subscription
“Co-Partnering” “Unboxing”
Open-ended Innovation
“Ecosystematic”
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 8

9. It’s Time for growth
Let’s explore your codes!
Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 9

10. Growth Codes | Ericsson Confidential | © Ericsson AB 2013 | 2013-03-05 | Page 10