Growth Codes show how rethinking both mobile broadband and the role of operators can translate into profitable growth. Operators driven by bold, visionary and explorative mobile broadband strategies are turning data growth into revenue growth. These operators differentiate themselves by balancing superior network performance and an innovative go-to-market strategy. We believe the industry can learn from these examples and that more operators can find success by adapting some of their approaches to these codes.

1. Growth Codes
How do operators turn data growth
into profitable revenue growth?
DATA is GOing MOBILE
~12x >3B 29% >50B
Mobile data traffic will grow Smartphone subscriptions Smartphone penetration Apps downloaded in Jan 2013
between 2012 & 2018 by the end of 2018 (Q3 2012) (>500 million in Jan 2009)
And in 2009 data passed voice in total amount of traffic.
2009
Data Voice
what affected the change?
We have identified and evaluated a number of frontrunners that
are capitalizing on this changing marketplace. They have been
selected based on three key parameters:
Driven by
Double-Digit Leading
Mobile Broadband
Revenue Growth Profitability
(>40%, excl. SMS)
So what do these frontrunners do different from their peers?
1. 2.
SHIFT OF MINDSET
Problem Focused Opportunity Focused
Maximizing Innovating
Old Revenues New Revenues
THEIR ATTITUDE Connectivity as Connectivity as THEIR BEHAVIOUR
a Commodity a Differentiator
Being opportunity How they rethink
focused rather than Mobile Broadband
Market & Market &
problem focused. summarized in:
Tech Silos Tech Synergies
6 GROWTH CODES
GAP MINDING STREETWISE METRICS SHOWCASING
Investing proactively to inspire Moving KPIs closer to the user Creative ways of showing
new demand instead of following experience, by unifying market, superior performance in contexts
the existing. Betting on large gaps networks and systems in proactive that people can relate to, and
of quality & experience rather than feedback loops, in order to focus compare it to show the difference
small gaps of price, to make attention where it matters is worth paying for.
competition irrelevant. the most.
CO-PARTNERING ECOSYSTEMATIC UNBOXING
Long-term collaborations, Bundled offers with third party Blow the packages to rebuild
empowered by shared incentives, brands to deliver synergetic cleverly segmented offerings
insights and roadmaps. Create experiences, be an open platform that increase revenue and loyalty.
“we’re in this together” mentality for value creation, based on the Choosing dimensions that make
and minimize restarts. cust. relation asset. sense: amount, speed, devices,
applications or other.
What all frontrunners have in common is that they proactively
work with all 6 codes and they balance superior network
performance with differentiated market offerings.
Lead by Lead by
SUPERIOR
NETWORK
PERFORMANCE
it’s time for growth.
LET’S EXPLORE YOUR CODES.
ericsson.com/unplug/growth
SOURCES:
h t t p : / / w w w. i n t e r n e t w o r l d s t a t s . c o m / s t a t s . h t m | E r i c s s o n C o n s u m e r L a b ( 2 0 1 2 ) | S t a t i s t a ( 2 0 1 3 )
E S F ( 2 0 1 1 ) | E r i c s s o n M o b i l i t y R e p o r t ( N o v 2 0 1 2 ) | I n t e r n a l R e s e a rc h ( 2 0 1 2 )