Presentation given in Convergencia 2011, Buenos Aires

1. PANEL: Hacia la masificación de los
servicios de banda ancha móvil
dos dimensiones importantes
By eduardo griffa
CU PRincipal &
Lead transformation consultant

2. http://www.youtube.com/watch?v=i5AuzQXBsG4

3. Agenda
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR
CUSTOMER ?
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 3

4. Cost efficiency is not the only
challenge
What are the key drivers What does business
of satisfaction of my innovation mean?
What are my
customers ? customers’ pain
points ?
Where do you
Is the network a prioritize
differentiator ? business innovation?
How to use the technology
as an enabler of cost How efficient are my
reduction in business operations ? How do I
processes ? benchmark ?
Do I need to invest to save ? Do I have to reduce Costs
first and then increase the
revenues ?
Driving down cost is
important -
Do I have to Optimize or do
but far from enough I have to develop (enable)
new things ?
Public | © Ericsson AB 2011 | 2011-01-25 | Page 4

5. Two important dimensions
High
Level of integration of
"factory"
Med.
Low
Low Middle High
Level of customer centricity
of organization and product portfolio
Public | © Ericsson AB 2011 | 2011-01-25 | Page 5

6. Traffic and revenue decoupled…
Traffic
Revenue & Traffic
De-Coupled
Revenues
Voice Dominant Mobile Broadband Dominant
Time
Source: Light Reading
Public | © Ericsson AB 2011 | 2011-01-25 | Page 6

7. adjusting the image…
Traffic
Cost/GB
Time
Source: Light Reading
Public | © Ericsson AB 2011 | 2011-01-25 | Page 7

8. Customer experience in telecom
trailing other industries
Indexed customer
satisfaction
100
90
84 84 83 83 82
80 79
76 75 75 74 74 74 74
72 71
70 69
64
60
0
Automot. Credit ElectronicsInternet Express Life Super Banks Hotels Utilities Internet Motion Postal Fixed tel. Cable Wireless Airlines
Unions search Delivery Insurance markets News Pictures Service service TV tel. service
engines
Note: maximum rating is 100
Source: ACSI 2009
Public | © Ericsson AB 2011 | 2011-01-25 | Page 8

9. SIX KEY drivers of customer
experience
CUSTOMER EXPERIENCE RELATIVE
SATISFACTION DRIVERS WEIGHT1
It is easy to join us
1 Purchase process
› ~50
2 Service installation
›
Dealing with us is a pleasure
3 Response to an enquiry
›
~50
4 Problems (e.g. “I cannot access internet")
›
5 Invoice (e.g. “The amount is different than in the
›
~70
agreement")
Recognition - we value our loyal customers
6 Agreement prolongation (e.g. “I have worse
› ~60
contractual terms than new customers")
Note: Share of respondents mentioning as top three pain-point or satisfaction driver
Source: BCG
Public | © Ericsson AB 2011 | 2011-01-25 | Page 9
Source: BCG

10. Agenda
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR
CUSTOMER ?
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 10

11. What is your
Transformation approach?
1 Front
High runners
Level of integration of "factory"
2 Selective
transformers
Med.
3
Integration
skeptics
Low
Low Middle High
Level of customer centricity
of organization and product portfolio
Public | © Ericsson AB 2011 | 2011-01-25 | Page 11

12. Public | © Ericsson AB 2011 | 2011-01-25 | Page 12