A recent study demonstrates that investments in network quality do translate into better financial returns for operators, not only from cost savings but also from increased revenue

1. The value of
Performance
Performance creates new opportunities
Executive Summary presentation
#Realperformance

2. The value of performance | Commercial in confidence | 2014-04-28 | Page 2
Performance Creates new
opportunities
Customers can
do more
Operators can
do more
Value is created by the
actions you can take
based on better
performance
• Satisfaction
• Loyalty
• Drive usage
• Create new
behaviors
• New revenues
• Differentiation
• Save costs
• New offerings

3. The value of performance | Commercial in confidence | 2014-04-28 | Page 3
Explore the value of
performance
Unlock the value of video
downtown
Unlock the
value of stadiums
Unlock the value
in existing assets
Unlock the value of
demanding service retailing
Unlock the value of TV
anywhere
Unlock the value of
powerful devices

4. The value of performance | Commercial in confidence | 2014-04-28 | Page 4
Unlock the value of
video downtown
Video will certainly be the main attraction for
consumers going forward. Already today
people are consuming more and more video
on their mobile devices and increasingly
outside the comfort of their home.
Operators that deliver the best possible
video experience to their customers will be
winners in a video driven mobile world. This
requires network performance fit for video
delivery.

5. The value of performance | Commercial in confidence | 2014-04-28 | Page 5
Unlock the value of video
downtown
Reason Value Performance
Video makes up the largest segment of
data traffic in networks and it is expected to
grow around 55percent annually up until the
end of 2019
Your most valuable customers spend a lot
of time watching video on mobile devices,
e.g. 40% of YouTube traffic is on mobile
devices
The market is quickly moving from
downloaded video to streaming (24%
growth 2013 compared to 2,3% decrease
for downloads)
Premium and superior video services make
customers spend more and be more loyal
Performance is the main driver for customer
loyalty and video drives majority of traffic,
the way you deliver video will be the biggest
driver for operator brands
Revenue: With video that really works your
users buy bigger data buckets
Leverage marginal cost: Building on
current assets the marginal effect of more
video traffic is a profit driver
Explore new offerings: With high quality
delivery in place you can explore new
offerings like video packages and zero rating
models as revenue drivers
Loyalty: Your users are less likely to leave
and more likely to promote you
Lower cost: Fewer calls to customer service
and less need for expensive marketing
Efficiency: With a strategic approach to
video delivery you can also greatly reduce
distribution cost and improve network
efficiency
Throughput: at least 2 Mbit/s on an
average for acceptable time to view and
never below 1Mbit/s to avoid frame freeze
Capacity: support a large number of
simultaneous users in dense areas like train
stations, business areas and nightlife
districts,
Indoor coverage : extend macro network
seamlessly into buildings to ensure
consistent experience
Adaptive streams: adapt streams to fit
every screen perfectly
Network caching: store video data
intelligently for cost efficient delivery

6. The value of performance | Commercial in confidence | 2014-04-28 | Page 6
Unlock the value
of stadiums
In the age of digital and mobile
consumption of media the importance of
live events becomes even more important
for people. We love to gather, experience
what can never be relived and root for our
favorite team.
But we crave a different kind of live
experience today. It is a live experience
enhanced by our mobile devices and we
expect nothing less in a stadium than in our
everyday lives. Operators have a massive
opportunity in making this a reality for their
customers through high quality network
performance.

7. The value of performance | Commercial in confidence | 2014-04-28 | Page 7
Reason Value Performance
Unlock the value of stadiums
In arenas we are at our most
social, sharing videos and photos.
During Super Bowl 2014, record
figures of mobile traffic was
measures.
Yet using a smartphone in a
stadium is virtually impossible
today. Up to 99% of smartphone
users have experienced problems.
Coverage in stadiums will boost
the customer experience and
open up new revenue models
Build brand: Amplify positive
perception through sponsorship &
optimal user experience
Loyalty: Create unexpected
experiences that was not
accessible before
Redefine “live”: Be a part of
redefining what live experiences
are about with voting, video
replays and mobile payments in
real time
Opportunity: Innovative business
models with stadium owners
Capacity: The networks ability to
handle massive crowds in dense
areas
Throughput: Managing large data
streams of video
Latency: Ensuring low latency for
financial transactions
Signaling: Managing large
amounts of simultaneous users
Indoor coverage: Integrated
macro, micro and Wifi connectivity

8. The value of performance | Commercial in confidence | 2014-04-28 | Page 8
Unlock value
in existing assets
In 2013 mobile traffic grew 80% and the
need for capacity seems never ending. For
operators this is an obvious challenge while
subscribers take it for granted that the
internet should be just as fast as it has
always been.
For the operators that take advantage of the
fact that the assets that they already have in
place can be significantly squeezed for
better performance, customer experience
can be greatly improved in a very cost
efficient way.

9. The value of performance | Commercial in confidence | 2014-04-28 | Page 9
Reason Value Performance
Unlock Capacity
in existing assets
The continuous growth of traffic
combined with the consumer demand
for anywhere service is driving the need
for capacity and high levels of coverage
The main driver of user satisfaction, and
thus an important factor for both
differentiation and business growth, is
network performance
Smart and cost efficient service delivery
to free up capital for investments and
meet high expectations on financial
return
Spectrum and sites are scarce and
costly resources and are in many case
show stoppers for keeping up with
service demands & quality.
Customer experience: an optimized
network experience decrease churn,
strengthen loyalty and increase usage &
ARPU
Less sites: extending coverage and
capacity on existing sites to defer and
also reduce the need for new sites will
reduce costs and time for build-out with
retained quality
Maximized use of spectrum: provides
more traffic per MHz and allow space to
deploy high speed technologies as
HSPA and LTE
Operational efficiency: Lowered
operational costs, shorter time to build-
out and better quality
Network performance: Optimized
systems to maximize UL/DL throughput,
indoor/outdoor coverage and web page
load time
Site efficiency: Maximized cell border
signal strength and site capacity with
retained foot print
Spectrum efficiency: Optimized radio
settings in GSM, macro and small cells
are coordination, and spectrum
aggregation. A pro-active spectrum
strategy.
Network automation: Automate
repetitive, time consuming or complex
tasks regarding optimization,
provisioning and network operation

10. The value of performance | Commercial in confidence | 2014-04-28 | Page 10
Unlock the value of
demanding services
retailing
With diminishing revenues from traditional
telco services such as voice and text
operators need to look to the monetization
of data as the big vehicle for growth.
Collaborations with OTT services,
leveraging the operator’s extensive assets,
such as sales channels and network
awareness, to push services dependent on
data has proven to be a great way to
monetize network performance.
In this example we will refer to the retailing
of video and music services.

11. The value of performance | Commercial in confidence | 2014-04-28 | Page 11
Reason Value Performance
Unlock Demanding services
retailing
Your customers have an undying appetite
for new OTT services and will use them no
matter if you sell them or not
OTT services have become increasingly
demanding on the network (video, music,
real time communication, etc) and the
network takes the load but it is hard to
monetize for operators
You have unparalleled access to customers
in your market, something that most OTT
players do not have, which is something
that you can take advantage from
Customer acquisition/growth: Retailing
the most popular & demanding OTT
services will make your offering more in
demand
Distribution fee: Depending on strength of
the OTT player, charge a sales/distribution
fee on each subscription sold
Loyalty: Connecting personal and valuable
services to your subscriptions will increase
customer loyalty
Increased data consumption: Increased
ARPU is likely due to higher value as well
as increased data consumption
Throughput: at least 2 Mbit/s on average
and never below 1Mbit to ensure a superior
customer experience
Indoor coverage : Extend macro network
seamlessly into buildings
QoS: Enable QoS capabilities to improve
quality of retailed OTT service to
differentiate offering
Adaptive streams: Adapt streams to fit
every screen perfectly
Network caching: Store video data
intelligently for cost efficient delivery
Billing and sales: Use OSS/BSS solutions
to integrate third party solutions and sell
them in all channels

12. The value of performance | Commercial in confidence | 2014-04-28 | Page 12
unlock the value of
powerful devices
The smart phone experience is dependent
on three things; device capabilities, app
functionality and network performance.
Getting all of these to work in conjunction is
key to achieving satisfied and happy
customers that are willing to pay and more
likely to stay. So, there are great
opportunities for operators that tweak and
tune their networks to unlock the power of
devices

13. The value of performance | Commercial in confidence | 2014-04-28 | Page 13
Reason Value Performance
Unlock the value of powerful
devices
In creating a great user experience, operators
need to have network, device and app evolution
in mind and make them work in conjunction.
To meet the expectations from users with next
generation devices the network features need to
match device features for performance
By the end of 2014 we expect global smartphone
penetration to be around 50%
The number of different kinds of devices are
exploding (smartphones, phablets, tablets, M2M,
…) and the network need to support them all
Migrating users to faster, more modern devices
increases user experience and also greatly
improves the speed and efficiency of your
network
User experience: By aligning the network with
the device portfolio and move subscribers to
faster devices, we significantly increase user
experience of everyone.
Build brand: Having access and a network that
supports new devices with great performance
builds strong brand preferences
ARPU: By creating supreme user experiences
on new devices operators are able to command
premium prices.
Increase network efficiency: By moving
consumers to next gen devices with
corresponding network features, efficiency and
performance will increase in the networks.
Smartphone features unleashed: Latest
network software release for smartphones to
efficiently handle of data by exploiting new
features in the devices
HSPA 21 coverage everywhere: There are
smartphones everywhere, ensure that your
network is HSPA21 enabled everywhere.
Network optimized for each device type:
Ensure that all devices are on the correct
network according to the subscription to
minimize degradation of quality of service
Uplink performance: Remove the uplink
bottleneck to unlock capabilities that are
dependent on uplink such as cloud, file sharing
etc.
Aligned spectrum: Ensure that your spectrum
capabilities are aligned with the your device
portfolio.

14. The value of performance | Commercial in confidence | 2014-04-28 | Page 14
unlock the value of TV
anywhere
The battle for the future TV consumer will
not be fought in the comfort of their
couches, it will be done on the streets with
TV anywhere offerings as the main weapon.
To deliver a TV experience worth paying for
operators need to give customers the tools
to watch TV on the go and a network fit for
the task, shuffling high quality content
without dropping a single bit.

15. The value of performance | Commercial in confidence | 2014-04-28 | Page 15
Reason Value Performance
Unlock the value of TV
anywhere
Strong change in how we consume TV,
from linear scheduled TV to on demand
and on all devices, TV anywhere
Instead of the couch, consumer prefer
watching TV where ever they are and
whenever
Operators with TV services should
rethink their TV bundles and provide
access through mobile devices to satisfy
consumer desires
Differentiation: Compete with multi
screen TV solution that actually works
due to great network performance to
reduce churn and defend ARPU
Loyalty: Create loyalty through
outstanding TV experiences
New revenue streams: Use
multiscreen TV to create new revenue
streams (advertising, connectivity
bundling, etc) on top of TV subscription
Adaptive throughput: Ensure to
optimize throughput and content size to
screen used for consumption
Capacity: Support at least XYZ
simultaneous users in small areas
Indoor coverage : Extend macro
network seamlessly into buildings
Network caching: Store video data
intelligently for cost efficient delivery
TV anywhere platform: coherent
platform to handle content and device
clients
MDN: Optimized network for video
delivery

16. The value of performance | Commercial in confidence | 2014-04-28 | Page 16