1. 2010-10-29 MeMo workshop11
Mobile Services:
Operators role now and in
the future
2010-10-29
Roger Bengtsson
TeliaSonera Mobility Services

2. 2010-10-29 MeMo workshop2
Agenda
1. Short about TeliaSonera
2. Historical perspective
3. Third mobile revolution
4. TeliaSonera’s role and actions
5. Summary

3. 2010-10-29 MeMo workshop33
TeliaSonera – in brief
Facts
• Result of a merger of Telia and
Sonera in December 2002
• Head office in Stockholm, Sweden
• 2009 net sales SEK 109 billion
• Approx. 29,700 employees
• Largest shareholders - Swedish
state (37.3%) and Finnish state
(13.7%)
Footprint
• More than 460 million population
• Total number of subscriptions 156.6 million
– of which ~53.2 million in the majority-owned operations
– of which ~103.4 in the associated companies
3 Business Areas
• Mobility Services
• Broadband Services
• Eurasia

4. 2010-10-29 MeMo workshop44
Mobility Services – Nordics and Baltics (+Spain)
– challenge to meet all nationalities & cultures with single services
• Fairly small nations, multiple languages, 17
TeliaSonera brands
• Organised to exploit synergies
Country Market
pos.*
Brand Logotype Subscr.
mobile
Sweden 1 Telia, Halebop 5,805,000
Finland 2 Sonera, TeleFinland 3,163,000
Norway 2 NetCom, Chess 1,689,000
Denmark 3 Telia, Call me, dlg 1,471,000
Estonia 1 EMT, Diil 747,000
Latvia 1 LMT, OKarte, Amigo 1,107,000
Lithuania 1 Omnitel, Ezys 2,001,000
Spain 4 Yoigo 2,108,000
* TeliaSonera estimates
Subscriptions, Q3, 2010

5. 2010-10-29 MeMo workshop5
TeliaSonera – Mission and Vision
• Mission – to provide network access and telecommunication
services
– TeliaSonera’s mission is to provide network access and telecommunication services
that help people and companies communicate in an easy, efficient and
environmentally friendly way.
– We create value by focusing on delivering a world-class customer experience,
securing quality in our networks and achieving a best-in-class cost structure.
– TeliaSonera is an international group with a global strategy, but wherever we
operate we act as a local company.
• Vision – a world-class service company and an industry leader
– TeliaSonera’s vision is to be a world-class service company, recognized as an
industry leader. We are proud of being pioneers of the telecom industry, a position
we have gained by being innovative, reliable and customer friendly.
– We act in a responsible way, based on a firm set of values and business principles.
– Our services form a major part of people’s daily lives – for business, education and
pleasure.
– Thereby, we contribute to a world with better opportunities.

6. 2010-10-29 MeMo workshop6
The first mobile revolution
1
Mobile Voice
9 of 10 people

7. 2010-10-29 MeMo workshop7
Mobile service development
– Historical view from an operators perspective
• Up to about 1998
– Mobile voice the only major service
– Operator in-house development with massive R&D resources
– Result: No commercial success for non-voice mobile services. Lots of good ideas
but complete lack of technical, ”internal”, user and business readiness
• 1998 – 2001
– SMS starting to take off
– IT boom with “no limits”. Companies with unrealistic plans and expectations
– People left operators to start own business
– Result: Limited commercial success. Lots of good ideas but still lack of technical,
user and business readiness
• 2001 – 2007
– Operator service portals and ring tones take off
– Downsizing and outsourcing of operator R&D resources
– Result: Some commercial success. Realistic ideas but still lack of technical and
business readiness

8. 2010-10-29 MeMo workshop8
The second mobile revolution
2
Mobile data explosion
Mobile behaviour
New actors (Apple,
Google, …)
1
Mobile Voice
9 of 10 people

9. 2010-10-29 MeMo workshop9
2007 something happened…
• iPhone showed the way!
– Appealing User Interface
– Applications. Working model for developers incl. developer community, developer
tools, store, revenue share. Based on open innovation, web technologies and open
source (but a “vertical” ecosystem)
– Hardware “good enough”. Touch screen, screen size and processing power. The
phone as a computer
• Android announced…
– Similar but “open” ecosystem. Possibility for anyone (incl. operators) to take control of
the phone, e.g. branding, signature apps, billing, etc.
• Result: Mobile services finally happened! Now everyone is trying to
copy and evolve…
• Other things to mention
– Business model experimentation escalating – faster and more complex world
– TeliaSonera offered 2006/08-2009 through Innovation World a meeting place where
mobile enthusiasts and service providers could try, review and develop new exciting
mobile services
– Google “Mobile first…”

10. 2010-10-29 MeMo workshop10
We are now entering the third mobile revolution
– ” Everywhere, Everybody & Everything”
2
Mobile data explosion
Mobile behaviour
New actors (Apple,
Google, …)
3
Everywhere 100 Mbps IP
Cloud (4G)
Everybody empowers
open innovation paradigm
Everything is connected
– explosion of connected
devices
Convergence enabling
new service experiences
20152011
1
Mobile Voice
9 of 10 people

11. 2010-10-29 MeMo workshop11
Downstream business
TS services and TS partner
Consumers bundled services Businesses
3rd party service enabling based
on “Network asset” APIs
Contextual, communication, user information,
identification & payment, UICC management
TS “core”
”Internet cloud”
TeliaSonera’s role in the third mobile revolution
– Access and Communication centric two sided business models
Upstream business
enabler services for other player’s businessConsumer Services
together with partners
Business Services
together with partners
Communication Services
Integrated communication experience (voice, messaging, video, social networks, …)
Rich/Unified Communication, Wireless Office, Cloud services. M2M, Signature apps
Smart bit pipe – e2e connectivity services
Connectivity & multi access management, differentiated e2e QoS, IPX, roaming
Smart bit pipe – access services
Mobile data & broadband access (policy management, 4G ->)
Customer Experience supporting enablers & services
Appealing Solutions, Service exposure and User Experience
Sales (digital, own/partner), brands, customer care, com/marketing, financial, equipment

12. 2010-10-29 MeMo workshop12
TeliaSonera’s actions in the third mobile revolution
• Innovative
– Do things in smart ways on all levels. Inspiring and relevant offers. Business model
innovation. Be worth to be selected!
• World-class customer experience
– World-class service company. Excellent services, very few user problems, problems
solved quickly
– Customer intimacy, e.g. interact and learn in social networks
• Services
– Use the power of open and global innovation
– Establish thought leadership and sharp service portfolio in key areas
– Use partnerships to differentiate and secure a flexible service portfolio. Some services
via TeliaSonera’s channels (e.g. Spotify) and some by partners (e.g. m2m.telia.se)
• Networks and systems
– Quality in our networks and systems
– Best-in-class cost structure
– Technological leadership: At the forefront of introducing selected new technologies
• Upstream business
– Enablers/APIs from the telecom “factory” improving other player’s business

13. 2010-10-29 MeMo workshop13
Summary
• Mobile services now happening…
– Mobile devices have good performance
– Service ideas can be realised quite easily. Proof: millions of apps
– Main focus on consumer entertainment services
• …but more to come. We have only seen the beginning (third mobile
revolution starting)
– Cloud services accessible from everywhere. 4G – access even more important. Next
generation OS and web technologies. Video. M2M/M2H/H2M. Vertical sectors (e.g.
smart grid, healthcare), Unified/Rich Communication. Collaborate from anywhere.
Business systems mobilised
• Operator perspective
– Attractive mobile services needed to differentiate the offer. Partnerships
– Most services just using operator connection. Some services enabled or enhanced
by operator. Few services produced or offered by operator
– APIs and enablers
– Access even more important. Must work!
• Mobile service business models constantly evolving