The document discusses the importance of network performance for mobile operators. It notes that network performance will be a key differentiator as mobile subscriptions and connected devices increase dramatically. A survey found that network performance was the most important feature for mobile broadband users, more so than cost. Real network performance means delivering unique experiences for each user, device, application and location. It requires a unified approach across technology, design, insights and optimization.

1. September 2013
Network performance is redefined every time we unlock our
devices, open a new app or change location. Delivering the
right experience in the right context is all that counts.
Join the discussion:
Real is all
that counts
#REALPERFORMANCE

2. Network evolution
The Networked Society is developing rapidly.
By 2018, mobile subscriptions will top 9 billion, mobile
data will increase twelvefold compared to current
figures, and we will be approaching 50 billion connected
devices around the world. To cater for this demand,
networks are being required to handle traffic growth
whilst still delivering high standards of reliability,
accessibility, quality and functionality. For operators,
this means network performance will be an increasingly
important differentiator.
Meeting diverse customer needs
In today’s diverse world, customer needs are changing.
They are using their devices for a wider range of activities
than ever before. This means connectivity is becoming a
key aspect of society, as they rely on it more and more for
entertainment and business. The network must cater for
all requirements, including optimum indoor coverage,
multi-tasking devices, HD video streaming, high-security
transactions and low-latency gaming.
A survey of nearly 10,000 mobile broadband users
from around the world was recently conducted to
find what feature is most important to them. Network
performance was chosen as the most important
feature, ranking higher than tariff plan or value for
money, as seen in Figure 1. The survey showed that
users with high network satisfaction are more likely
to recommend their operator to family and friends,
proving that network performance is key to loyalty.
Unique experiences
Network performance cannot be generalized
because the only true measurement of performance
is the experience of those who use it. Every user,
device, application and location comes with unique
requirements, which demand versatile network
performance. Operators are faced with the challenge
of meeting these expectations and ensuring that their
networks deliver superior user experiences in a real
environment. At Ericsson, we call this approach
Real Performance.
2 ERICSSON #REALPERFORMANCE
Network
performance matters
Loyalty rewards
Initial purchase
Handset/devices offered
Billing and payment
Account management
Customer support
Tariff plans offered
Ongoing communication
Value for money
Network perfomance 20%
16%
11%
10%
9%
8%
7%
7%
7%
5%

3. Measuring network performance
In the past, voice was the main service provided by
mobile networks. Sufficient performance only required
network availability (coverage and capacity), and quality.
But for today’s mobile broadband networks, the rise in
smartphones and apps means ensuring sufficient network
performance is more complex. Factors such as uplink
and downlink throughput, latency, security and quality
of service levels must all be considered when planning
networks. Decisions on performance levels should be
made relative to the types of applications in use and the
demands they place on the network.
App coverage is one way we describe this performance.
It refers to the proportion of a network’s coverage that has
sufficient ability to run a particular app at an acceptable
quality level. For example, an area that has 95 percent
coverage for voice calls may have 70 percent coverage
for streaming music and only 20 percent coverage for
streaming HD video. A consumer’s usage patterns will
determine their preferred type of coverage.
A unified approach
Real Performance is the starting point for every product,
system and network we design. We want to enable users
around the world to have unique experiences in the right
context – because Real Performance is all that counts.
Achieving this requires a unified approach. Ericsson works
with operators to bring multiple disciplines together and
create sustainable, holistic solutions that meet users’
expectations every time, in every situation.
Fuelling a passion
Real Performance means real user experiences delivered
by networks in their real environment. It is the result
of combining superior technology with experienced
design, deep user insights, skilled operations and smart
automated optimization. At Ericsson, we use 100 years
of telecom experience to enable networks to function in
a new, diverse reality. Real Performance is our passion
– proven to support innovation and deliver high-quality
user experiences that meet the changing needs of
today’s consumer.
Join the discussion today with #realperformance
and share your ideas with us.
ericsson.com/real-performance
ERICSSON #REALPERFORMANCE 3

4. © Ericsson AB 2013
Ericsson is a world-leading provider of communications technology
and services. We are enabling the Networked Society with efficient
real-time solutions that allow us all to study, work and live our lives
more freely, in sustainable societies around the world.
Our offering comprises services, software and infrastructure within
Information and Communications Technology for telecom operators
and other industries. Today 40 percent of the world’s mobile traffic
goes through Ericsson networks and we support customers’
networks servicing more than 2.5 billion subscriptions.
We are more than 110,000 people working with customers in more
than 180 countries. Founded in 1876, Ericsson is headquartered
in Stockholm, Sweden. In 2012 the company’s net sales were SEK
227.8 billion (USD 33.8 billion). Ericsson is listed on NASDAQ OMX,
Stockholm and NASDAQ, New York stock exchanges.
Ericsson
SE-126 25 Stockholm, Sweden
Telephone +46 10 719 00 00
Fax +46 8 18 40 85
www.ericsson.com
The content of this document is subject to revision without
notice due to continued progress in methodology, design and
manufacturing. Ericsson shall have no liability for any error or
damage of any kind resulting from the use of this document.