MMA KICKOFF COLOMBIA MAY13 2014 JESPER RHODE

Mobilitynetwork and CONSUMER TRENDS 2014Ericsson ConsumerLab

BU Support Solutions | , Rev | 2012-06-29 |

General MARKET TRENDS 2014

This slide contains forward-looking statements. Actual result may be materially different.

Digital lifestyle drives demand

Superior network performance wins

Customer experience in focus

Data brings new business models

ICT transforming industries

Smartphone intensive markets defined as markets with smartphone penetration above 50 percent in 2013.

Every other

subscriber will have

a smartphone

>75%Mobile video traffic

growth will exceed

75 percent

Data will exceed

50 percent of revenues

globally in smartphone

intensive markets

1/2


Highlights - Wearable1

Wearables

today $ 2 bn

2018 $18 bn


Highlights - Wearable1


Highlights – connected cars2


Mobile subscriptions Q3 2013 -regional


Mobile penetration Q3 2013 - regional


5.6 Billion smartphone Subscriptions end 2019

› 5.6 B smartphone

subscriptions by the end

of 2019

› 55% of phones sold

during Q3 were

smartphones

› By 2019 the average

smartphone subscription

will use 2.2GB of data per

month


Historic growth talks with clear numbers

Need for capacity

increase› More spectrum

› Technology upgrade

› Small cells


Technology by regions

› Several technology shifts ahead


Deployment of mobile infrastructure is essential for the digital economy

Growth Potential› Significant growth

potential in Columbia

for the mobile economy

Source GSMA


Data centric mobility as a driver for mobile advertising

From Voice to Data

A sustainable

conversion from voice

centric to data centric

mobility is essential for

the growth of the

digital economy.

Source: Bank of America Mobile Matrix Q1/2014

22%


10 times Mobile data Traffic by end of 2019

3.3 GB

1.0 GB

0.6 GB

Monthly consumption per device type

Global mobile traffic: voice and data 2010-2019

13 GB

4.5 GB

2.2 GB

2013 2019


Regional mobile traffic

Mobile data traffic

increase between 2013

and 2019 by region

North America x7

Latin America x11

Western Europe x9

Central Europe and Middle

East and Africa x11

Asia Pacific x11


App coverage

“App Coverage” – the area where my app works as I expect”

“Every app has its own

coverage map”

› It’s an app centric world

› User want reliable access for their apps wherever they go in the network

› App coverage requires a true end-to-end approach to design, build and run mobile

networks


APP coverage in cities


APP coverage in cities

› Majority of mobile traffic

originates in cities

› Urban users expect instant and

reliable access to apps

wherever they go

› Ericsson consumer research

shows that general satisfaction

levels with voice and internet

coverage is lowest on public

transportation, shopping malls

and restaurants

› There is a large difference

between peak (10%), median

(50%) and 90% probability

downlink speeds in all cities

Seoul Copenhagen Tokyo New York São Paulo

Source: Based on Ericsson’s analysis of Speedtest.net results provided by Ookla (2013)

10 HOT CONSUMER TRENDS 2014Ericsson ConsumerLab


Making small changes to the ways we

communicate and use the internet will

have a huge impact on society as a

whole. So what new developments can

we expect to see in 2014 and beyond?

© Ericsson AB 2013 | 2013-12-11 | www.ericsson.com/consumerlab | Page 20

BU Support Solutions | , Rev | 2012-06-29 | © Ericsson AB 2013 | 2013-12-11 | www.ericsson.com/consumerlab | Page 21


1. APPS CHANGE SOCIETY

› The mass demand for mobile services will potentially

transform all aspects of daily life within three years

› Consumers expect a 50% increase in the availability of

apps for shopping, restaurants, leisure, child/elderly

care, communication with authorities and transport

Source: Ericsson ConsumerLab, Smartphones Change Cities, 2013

Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo, who use internet daily


› Consumers have grown tired

of using passwords to access

content online

› 52% of smartphone users

want fingerprints to replace

all internet passwords

2. YOUR BODY IS THE NEW PASSWORD

Source: Ericsson ConsumerLab Analytical Platform 2013

Base: 5,000 iPhone/Android smartphone users in 10 major cities, who use internet daily


3. The quantified self

› We are increasingly treating our phones

as self-tracking devices

› 40% of smartphone owners want to

log all of their physical activities

› 59% want to use wristbands and 56%

want to use rings to generate personal data




› Smartphone users are realizing that the

signal bars on their phone are no longer

a good indicator of internet coverage

› Quality of experience when using internet is

falling behind that of voice, and consumers

in developed nations are less forgiving of

connectivity issues

4. INTERNET EXPECTED EVERYWHERE

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile phone users


› The increase of

cheaper smartphones is

providing more consumers

with the opportunity to

participate online

› In India and Indonesia,

the smartphone is now

the primary internet device

5. SMARTPHONES REDUCE THE DIGITAL DIVIDE


Base: Mobile phone users’ total time spent on respective service per device


› The risks associated with being

connected are becoming more

apparent, but people minimize

them by being more cautious online

› 56% of daily internet users are

concerned about privacy issues

› 4% say that they would use the

internet less because of this

6. ONLINE BENEFITS OUTWEIGH CONCERNS


Base: Daily internet users in US, Mexico, Sweden, Egypt, Pakistan, Thailand


› Our friends are particularly

influential when it comes

to viewing video material

› 38% of respondents say

they watch video clips

recommended by their

friends at least several

times a week

› 22% influence their

own friends

7. Video on command




› Our internet usage is measured

in bits and bytes, but people need

help understanding the relevance

of the data

› 48% of smartphone owners

use apps to get information

about data consumption

› 37% use apps to test

connection speed

8. Making my data visible


Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo, who use internet daily


› Smartphone owners believe that

interactive sensors will be used

in everything from healthcare and

public transport, to cars, homes

and workplaces

› 60% believe sensors will be

commonplace by the end of 2016

9. Sensors in daily places




› The rise of streaming services

means people are increasingly

viewing content on the move

› 19% of total global streamed

TV and video time is spent on

phones or tablets

› In Chile, Mexico and Brazil, an

average of 18% of smartphone

owners who watch video begin

doing so at home, and then continue

watching the same content elsewhere

10. Play, pause, resume elsewhere

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone owners in Chile, Mexico and Brazil

MMA KICKOFF COLOMBIA MAY13 2014 JESPER RHODE

Mobile

daily internet

10 major cities

smartphone

reliable access

source

internet

data

consumers

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