The document discusses how mobile operators can turn data growth into profitable revenue growth. It identifies frontrunners that segment offerings logically based on dimensions like usage amounts, speeds, devices and applications. Frontrunners also focus on the user experience through proactive feedback loops. They invest proactively to inspire new demands and focus on quality, experience and value rather than price differences. Frontrunners also bundle offers with third parties and act as open platforms to create value through customer relationships.

1. Growth Codes
How do operators turn data growth
into profitable revenue growth?
SHOWCASING
Frontrunners deconstruct packages
to rebuild cleverly segmented offerings
that increase revenue and loyalty.
They choose logical dimensions,
such as amount, speed, devices
and applications.
GAP MINDING
Frontrunners move KPIs closer to the
user experience. They unify markets,
networks and systems in proactive
feedback loops to focus attention
where it matters most.
Frontrunners invest proactively as
a way of inspiring new demands rather
than follow existing ones. They bet on
superior quality, experience and value
not differences in price.
Creative ways of showing
superior performance in contexts
that people can relate to, and
compare it to show the difference
is worth paying for.
DATA is GOing MOBILE
Frontrunners bundle offers with
third-party brands to deliver synergetic
experience.They are open platforms
for value creation based on customer
relations as assets.
STREETWISE METRICS
SHIFT OF MINDSET
UNBOXINGECOSYSTEMATICCO-PARTNERING
Long-term collaborations,
empowered by shared incentives,
insights and roadmaps. Create
“we’re in this together” mentality
and minimize restarts.
Mobile data traffic will grow
between 2012 & 2018
~12x >3B
Smartphone subscriptions
by the end of 2018
Smartphone penetration
(Q3 2012)
29%
Apps downloaded in Jan 2013
(>500 million in Jan 2009)
>50B
ATTITUDE
They focus on
opportunities rather
than problems
DATA TRAFFIC EXCEEDED VOICE TRAFFIC FOR THE FIRST TIME IN 2009
WE HAVE IDENTIFIED AND EVALUATED A NUMBER
OF FRONTRUNNERS THAT ARE CAPITALIZING ON THIS
CHANGING MARKETPLACE IN THREE DIFFERENT WAYS:
Leading
Profitability
Double-Digit
Revenue Growth
Driven by
Mobile Broadband
(>40%, excl. SMS)
FRONTRUNNERS PROACTIVELY WORK WITH ALL 6 GROWTH CODES
AND BALANCE SUPERIOR NETWORK PERFORMANCE WITH
DIFFERENTIATED MARKET OFFERINGS.
6 GROWTH CODES
it’s time for growth.
LET’S EXPLORE YOUR CODES.
1. 2.
what affected the change?
2009
VoiceData
WHAT DO THESE FRONTRUNNERS DO DIFFERENTLY TO THEIR COMPETITORS?
Maximize
old revenues
See connectivity
as a commodity
Market and
tech silos
Problem-focused
Innovative
new revenues
See connectivity
as a differentiator
Market and
tech synergies
Opportunity-focused
BEHAVIOR
They rethink mobile
broadband in six
unique ways
Lead by
SUPERIOR
NETWORK
PERFORMANCE
Lead by
ericsson.com/unplug/growth
SOURCES:
http://www.internetworldstats.com/stats.htm | Ericsson Consumer Lab (2012) | Statista (2013)
ESF (2011) | Ericsson Mobility Report (Nov 2012) | Internal Research (2012)