1. Slide title 48 pt Slide subtitle 30 pt CEM Compass Enhance your Customer Experience Management - Strategy - Execution London, September 28, 2011

2. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 CLOUD LTE NETWORKED SOCIETY CONNECTED & SMART DEVICES Moments of Truth Network and Service Quality Service and device portfolio Customer Care, Information, resolution and competence Flexible costs and billing CE Moments of Truth Cornerstones In-Service Need; P/S Quality Availability Usability Customer Experience Service Wrap; E2e Customer facing OSS processes Experience and Behavioral Needs; Brand Image Pre-Service; Marketing CRM Customers’ world is changing, impacting CEM approach Multi- Channel BRAND Interaction

3. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 We have significant experience in CEM thanks to our engagements with operators 2B Subs. 12.000 Professionals, 1.300 Projects per year Consulting and Systems Integration Customers on Network Support 750M Subs. Subscribers on Network Management Continuing to invest Ericsson India Global Services

4. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 Discovering insights is fundamental to obtain value investing in a CEM journey 50% Satisfaction Driver is NW Quality. 63% will churn if competitor offers better NW quality. (4) MBB service with better data activation would create additional 20m $ FCF in four years (3) Sources; (1) Operator Case, (2) Operator Case, (3) Operator Case (4) ConsumerLab Network Quality Study 2010, Service quality optimization allowed operator to increase 13% market share (2) 10% of subscribers base with potential for 1.5 $ ARPU increase if targeted offering (1)

5. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 Case: Segmentation and targeting enhances CEM strategic direction Results achieved ›Discovery of micro-segment; opportunity to build targeted offering with potential ARPU increase of 1.5$ for 10% of subscribers base Market context ›Very competitive market, advanced services and infrastructure, differentiation challenge ›Exploration and trial of Dynamic Pricing for churn reduction and ARPU booster Ericsson Dynamic Pricing and go to market consulting approach TRIAL Evaluation & Evolution Integration & Implementation PlanningAnalysis & Design DP GTM Strategy and Focus Target Segmentation Features and Roadmap Collateral Implications 1 2 3 4 Insights impacting CEM process areas Micro Segment

6. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 Case: Performance optimization improves CEM real-time control Results achieved ›Automated and standardized processes ›Total visibility of the quality of the network Market context ›Leading operator with 6 million subscribers, holding 24 percent market share ›Continuing to introduce new standards in terms of service quality and pricing Insights impacting CEM process areas Service Quality Usage Uptake Ericsson network performance partnership with user service performance approach Transformation Partnership Solution Agreement Baseline and Target Assessment Current Performanc e Performance Commitment Performance Levels Implemented Optimized Performanc e

7. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 Case: CEM automation on Customer Lifecycle Management framework Results achieved ›Foundation for Performance Based Service Assurance (Experience Map, SKPIs, RKPIs) ›Automated service monitoring and reporting Market context ›Operator explore innovative business models to stay ahead of competition ›Satisfaction levels declined due to mobile data service quality and experience Ericsson customer touch-points framework (LCM) sample approach Data Readiness Quick-Wins Architecture Recommendation Data Activation Experience Map Device Activation Assessment and Finance Impact FindGetSetupUse Pay for Get help Modify Insights impacting CEM process areas

8. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 Case: Diagnosis tool enhances satisfaction drivers and KPIs Results achieved ›Establishment of satisfaction drivers KPIs ›Network Quality Index with diary network issue category & details Market context ›Developing market with aggressive churn ›Operator exploring on network and systems data and applicability to marketing Insights impacting CEM process areas KPIs Diagnosis Map perception / System data Revenue Risk Assessment Network Quality Churn impact Satisfaction Driver Model & NPS Profiling Questions, Diary exercise, Survey & CDRs Ericsson market research and technology consulting approach

9. Slide title 32 pt Text 24 pt Bullets level 2-5 20 pt › !"# $%&'()*+,-./0123456789:; ?@ABCD EFGHIJKLMNOPQRSTUVW XYZ[\]^_`abcdefghijklm nopqrstuvwxyz{|}~¡¢£¤¥ ¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½ÀÁ ÃÄÅÆÇÈËÌÍÎÏÐÑÒÓÔÕÖ×ØÙ ÚÛÜÝÞßàáâãäåæçèéêë ìíîïðñòóôõö÷øùúûüýþÿĀ āĂăąĆćĊċČĎďĐđĒĖėĘęĚ ěĞğĠġĢģĪīĮįİıĶķĹĺĻļĽľŁłŃ ńŅņŇňŌŐőŒœŔŕŖŗŘřŚ śŞşŠšŢţŤťŪūŮůŰűŲųŴŵ ŶŷŸŹźŻżŽžƒȘșˆˇ˘˙˚˛˜˝Ẁẁẃ ẄẅỲỳ–— ‘’‚“”„†‡…‰‹›⁄€™−≤≥fifl Do not add objects or text in the footer area Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28 performance priority loyalty differentiation Summary: Navigating CEM on 360° compass increasing Customer Lifetime Value Customer Lifecycle Management Customer Segmentation and Targeting Customer Satisfaction Customer Experience Optimization Understanding Acting CLV