1. Grow connectivity
and beyond
Michael Martinsson
Head of Marketing, Fixed Broadband & Convergence
Ericsson AB

2. Where would we be
without open innovation on top of networks
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3. Customer experience
never stronger than the weakest link
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4. Telecom trails behind
in brand loyalty / Net Promoter Score (NPS)
“How likely you are to recommend your operator to a friend, family or colleague” Scale: 0-10
Net Promoter Score (NPS) = % of Promoters (9-10) - % of Detractors (0-6)
Source: Satmetrix NPS Benchmarks for US Industry groups 2012
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5. INDUSTRY performance
Mobile operators lag behind OS, Handset manufacturer and content providers
Source : ConsumerLab Analytical Platform 2012. Base: Mobile Phone users in US
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6. Network performance
the principal driver of operator Loyalty
Shapley regression analysis, showing the relative impact between each driver and loyalty to
operator brand (NPS)
Network performance
Value for money
Ongoing communication
Tariff plans offered
Customer support
Account management
Network
Offer
Billing and payment
Marketing
Handset/ Devices offered
Initial purchase
Loyalty rewards
Source: Ericsson ConsumerLab Network Performance Study 2013
Base: 12169 Smartphone users in BR, CHN, INDO, SK, JP, US, UK, SE, RU, TUR, CHL, MX
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Customer service

7. Network as value creator?
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8. Standing still is not an option
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9. Frontrunners rethink….
10,2 % REVENUE GROWTH
(CAGR 2008-2012)
13,5 % EBITDA GROWTH
(CAGR 2009-2012)
TEXT
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Shift of
mindset
TEXT
6 Growth Codes

10. Unboxing of the subscription
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11. Strategic direction
GROW CONNECTIVITY AND BEYOND – EXPLORE THE VALUE OF
SUPERIOR PERFORMANCE
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