This document contains charts and data about Tele2's mobile data usage trends over time. It shows that total data usage and LTE usage have grown significantly since 2012. It also shows the percentage of customers who max out their data plan buckets over time and compares data usage between different sized data plan buckets. Additional charts show trends in revenue and which industries Swedish consumers view as most trustworthy.

1. Anders Olsson, Group CCO

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Source: AnalysysMason
Source: Tele2
EUR 10
EUR 15
EUR 20
EUR 25
2010
2014
Total Data Usage
3G
LTE
Jan 2012
Oct 2014
Source: Tele2
Q3 13Q4 13Q1 14Q2 14Q3 14

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8. 0%
10%
20%
0
200 000
400 000
Jan 2014
Sep 2014
Sold add-ons
Share of customer maxed out of base bucket
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62%
56%
47%
38%
44%
53%
0%
50%
100%
Q1 2014
Q2 2014
Q3 2014
1GB Bucket
2-20GB Bucket

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16. * ASPU trend for Pre-and Postpaid Residential

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19. Source: Novus
0%
20%
40%
60%
80%
Law enforcement
Charity organisations
Governmental organisations
Retail & Consumer goods
Publishers
Media & TV
Religious organisations
IT industry
Travelling & Tourism
Automotive industry
Gaming industry
Telecom industry
Most trustworthy
Second most trustworthy
Third most trustworthy
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20. Feasibility
Launch Prep.
Feasibility
Launch Prep.
Feasibility
Launch Prep.
Feasibility
Launch Prep.