Rethink

Rethink
Deutsche Telekom & Ericsson info magazine | Issue 001 2013
A TASTE OF
BARCELONA
Revisiting & Concluding the Event
Also in this issue:
Trends & Insights
to increase consumer
value
The TV experience
going social
Cloud virtualization
for Telco Networks

Welcome contents
2 WELCOME & NAVIGATION QUICK LINKS
3 TASTE OF BARCELONA
4 TASTE THE EXPERIENCE & RETHINK
5 A CONNECTED LIFE WITH PARTNERS
6 ERICSSON INNOVATION DAY
7 OPPORTUNITIES TO INCREASE CUSTOMER VALUE
8 TURNING PERSONAL INSIGHTS INTO VALUE
9 ERICSSON AT TM FORUM WORLD
10 TV EXPERIENCE GOING SOCIAL!
11 CLOUD VIRTUALIZATION FOR TELCO NETWORKS
Navigation
quick links
Events
ANGA.Com
TM Forum Management World
Ericsson InnovationDay
Taste of Barcelona
Experience clips (Navigate to page 4)
Market trends & insights
The personal information economy
Social media boost value of linear TV
Interview with Mr. Jürgen Urbanski (VP Cloud & Big
Data Architectures & Technologies) at Telco Cloud
World Forum
Press releases / Articles
Ericsson becomes Gold Member of the OpenStack
Foundation
Ericsson acquires ConceptWave
Ericsson to acquire Microsoft Mediaroom
Taste of
Barcelona
Hans V. Press conference summary
Superior performance in focus
Why Taste of
Barcelona?
The Taste of Barcelona Initiative
captures the MWC 2013 insights
with the latest developments
shaping our industry as well
as technology highlights of the
show with the aim to share with
you „The Barcelona Experience“
in a best possible way.
MWC remains the ICT industry’s
most important trade show. This
year, a key-observation was that a
large number of its demonstrations
turned their attention to delivering
superior performance.
The emergence of the Networked
Society is causing its customers
to urgently rethink their business
models. Increasingly, operators are
striving to stand out by labelling
themselves as network developers,
service enablers or service creators.
“The pace of change in our industry is accelerating, driven by broadband,
mobility and the cloud,” sayed Hans Vestberg, CEO, Ericsson. “Our customers
are thinking about the strategic choices they have to make and this
translates into partnership opportunities for Ericsson.”
The Ericsson technology highlights at MWC included the service provider
software-defined networking (SDN) concept. This ensures operators have
the carrier-grade tools they need to build real-time cloud-services platforms
and carrier aggregation for LTE Advanced, designed to deliver high-speed
data over a wide spectrum. Also on show were solutions for meeting the
demands placed on networks by video traffic, including the Ericsson Media
Delivery Network and the company’s newly launched LTE Broadcast.
In addition, Ericsson reinforced its vision of the Networked Society up to
2020 and beyond. Its 5G demo showed how it will be possible to manage
50 billion connections in a sustainable and cost-efficient way. Visitors could
also discover the Window of Opportunity project. This explores the idea of
using a pane of glass to boost indoor coverage, enabling services such
as automated blinds and cloud control.
Hans Vestberg delivered his keynote speech at MWC on February 26. A
video of his address is available here.
Key trends identified @ MWC 2013
1 Smart devices and operating
systems
• Smartphone OS newcomers
take centre stage
• First Firefox OS carrier contracts
• Tizen 2.0 makes Public
Appearance
• Affordable new devices coming
2 Network performance / LTE
• Handset giants pledge their
TD-LTE support
• SK Telecom, Ericsson team for
LTE-A small cells
• Non-line-of-sight Microwave
backhaul
3 Digital services
• IBM and AT&T Mobile Apps
partnership
• NFC and Mobile Payments
• Ericsson and SAP announced
cloud-based M2M solution
• Spotify and Ford SYNC car
connectivity
• Ericsson connected vehicle cloud
with Volvo
4 Transformation for customer
experience
• Key-event experience service
• Mobile order management
solutions
• Telefonica network transformation
to handle cloud
5 Price model innovations
• Telefonica Germany O2 Blue rates
• Vodafone Red Hot price plans
• NTT Docomo Smart life tariffs
• Operator cloud service evolution

Taste the experience
& rethink
Take the tour by clicking on the pictures
Telekom/IT convergance
Rethink the potential that ICT –
the convergence of Telecom and
IT – has to reshape our industry.
Longer-term growth opportunities
will be based on how well we can
harness this powerful combination
for competitive advantage.
Succes through network
performance
Rethink how to perfect the
delivery of broadband services
through existing and new network
assets, to deliver on the operator
business strategy.
Connected vehicle cloud
Ericsson’s Connected Vehicle
Cloud enables new communication
channels to drivers, passengers
and vehicles and enables the
actors in the eco-system of the
automotive industry new business
models and revenues.
Capitalizing on your
opportunities
Rethink how the boost revenue
growth, focussing on customer’s
evolving needs for services enabled
by mobile broadband, smartphone
adoption and machine-to machine
communication
Achieving operational
excellence
Rethink how to maximize the
utilization of IT assets to reduce
OPEX and support operator
business strategies in the most
efficient, agile and innovative way.
Connected Megacity
The Connected Megacity demonstration
brings the connected life and
work in cities to life and highlights
the benefits of collaborative and
proactive practices
Delivering superior customer
experience
Rethink how the satisfy and exceed
customer expectations, enhancing
business strategies in line with
demand for end-to-end customer
satisfaction
Window of opportunity
Rethink the use of windows.
What if they became part of the
high-speed mobile broadband highway,
making it easy for you to connect
to your network wherever you
are? Imagine the opportunities…
A connected life
with partners
At MWC Deutsche Telekom and Ericsson brought the Networked
Society to life, together.
One crucial requirement to bring the vision of
a connected life and work to live is the need
for effective partnering and collaboration between
industry players.
Under the umbrella story of "Enabling a
Connected Life with Partners" Ericsson and
Deutsche Telekom entered a strategic cooperation
in the area of M2M. With two partners
sharing a similar vision of a future connected
life this cooperation is a great opportunity to
show how the Networked Society can jointly
be brought to life.
One milestone of this cooperation was the
joint activity at this year's MWC showcasing
how an E-Bike recharging scenario can
benefit from being connected. Today, the
industry's focus in the M2M domain is predominantly
about enabling technology, providing
connectivity and building eco-systems.
But the question how new services can be
brought to consumers in an accessible and
user-friendly way remains unanswered.
Thus, the idea of the scenario was to showcase
the communication between an E-Bike,
a connected charging pole and the user interaction
with a seamless consumer experience
in mind. The Social Web of Things, a joint
"social network" platform concept for connected
devices, allowed an integration of the
E-Bike and the charging pole into a natural
discussion flow with the user and made the
communication with those devices easier and
more accessible.
In his speech at the speaker's corner at the
Ericsson booth, Jürgen Hase (Head of M2M
Competence Center Deutsche Telekom) underlined
the partnership and DT´s ambitions
in the M2M domain.
Customer and visitor reception of the joint
showcase was very positive as Deutsche
Telekom and Ericsson demonstrated a tangible
outlook on how we will interact with
connected devices in the future based on a
unified social communication platform. Customers
and visitors realized and understood
the need of keeping the end consumer experience
in mind when talking about the opportunities
of M2M communication.

ERICSSON
INNOVATION
DAY
June 18, 2013, Aachen/Herzogenrath (Germany)
Experience it live at the Ericsson innovation day
Innovation has become a vital ingredient to
bring the vision of the networked society to
life. We believe it’s about creating and developing
ecosystems that generate value for
people, for business and for society. With
joint-activities like Terastream SDN, IMS-asa-Software,
ComGreen and the M2M Barcelona
MWC showcase the trusted partnership
between Deutsche Telekom and Ericsson is
a great reference how effective collaboration
can lead to superior business innovation.
Your Ericsson
partner:
Andreas Daun
Senior Director
Core Network
For this years’ InnovationDay Ericsson has
a clear game plan – it is our ambition to step
up a gear on innovation and quicker turn
ideas into business, together! Partnering
and collaboration is a key success factor to
make that happen! At the Ericsson Eurolab
in Aachen we will once again – together with
you and our partners – providing an inspiring
Barcelona-like experience by demonstrating
business creation, leading technology and
insightful innovation trends in the following
hot topic areas:
We will present our industry
leading ideas and solutions for
mobile broadband evolution and
LTE in heterogeneous networks.
You will see how to optimize
your RAN capacity with a
seamless coordination between
macro cells and small cells as
well as with seamless handover
from LTE to carrier grade Wifi.
LTE multimedia broadcast has been catching quite
some market attention not at least during this year’s
MWC at Barcelona. Get inspired by a live demonstration
and discuss with our experts how that technology
can lead to new opportunities for your business
Experience how voice and
video collaborations are changing
the way the people communicate.
New video/audio
features like face detection and
bandwidth extension as well as
interoperability are key features
in the CoVR demo.
With WebRTC every browser will bring native support
for peer to peer communication. See how that can
be also used to place calls to a normal PSTN/PLMN
subscriber, based on the Ericsson WCG (web communication
gateway).
These days, people carry multiple devices with
different form factors and capabilities. With our IPTV
solution we deliver the content to the right device at
the right time.
Software defined networks
(SDN) is getting the key technology
for evolving the transport
layer. See Service Chaining
with SDN in a live demo, meaning
a flexible and intelligent
‘routing’ of flows along service
entities, e.g. DPI or parental
control.
Network orchestration with SDN: automatically set-up
the needed resources when telco applications and
services ask for it, as an interworking between data
centers and SDN.
Rapid node deployment (create
an MSC instance within 15
minutes) and Auto-Scaling (up
or downscaling of applications in
VMs depending on the load) are
live demonstrations on stage.
Let’s discuss more about virtualized telco applications
also beyond the scope of our ongoing engagement on
IMS-as-a-Software with DTAGS
Software defined networks
(SDN) is getting the key
technology for evolving the
transport layer. See Service
Chaining with SDN in a live
demo, meaning a flexible and
intelligent ‘routing’ of flows
along service entities, e.g. DPI
or parental control.
Network orchestration with SDN: automatically set-up
the needed resources when telco applications and
services ask for it, as an interworking between data
centers and SDN.
Rapid node deployment (create
an MSC instance within 15
minutes) and Auto-Scaling (up
or downscaling of applications in
VMs depending on the load) are
live demonstrations on stage.
Let’s discuss more about virtualized telco applications
also beyond the scope of our ongoing engagement on
IMS-as-a-Software with DTAGS

OPPORTUNITIES TO INCREASE
CUSTOMER VALUE
New Ericsson ConsumerLab report discusses the evolution of
commercial relationships
Did you know?
Key findings:
• Consumer awareness still low
• Anonymous big data not an issue
Most consumers are aware that their personal
information is collected for commercial purposes
But why, how or what it is used for is unclear to
most. Sensitivity of personal information should be
understood principally from the perspective of the
individual consumer and not from a vendor or usage
perspective.
• Value creation over risk prevention
If the consumer can see a clear and desired benefit
from sharing personal information, concerns about
sensitivity diminish. More than 40% are willing to
“trade” personal information for personalization.
• Permission, transparency and value sharing
• pre-requisites going forward
Involving consumers by asking for permission increases
trust and willingness to share personal information.
Transparency improves attitudes towards
the commercial applications of personal information.
Lack of transparency invariably causes suspicion.
Value creation for one party should correspond to
value being shared with the other.
• The value of personal information is in
relationships
The primary value of personal information will lie in
its potential to build strong relationships between
consumers and businesses. Used according to
consumer praxis, personal information can: improve
experience, increase loyalty and increase sales.
Personal information has become
a very real commodity
of the 21st century. The digital
and mobile revolution has
created limitless ways of collecting
and using consumers’
personal information, and
then using this information
to develop new personalized
services to increase customer
experience.
In its latest report, Ericsson ConsumerLab
examines consumers’
thoughts and attitudes towards
the use of personal information
and how operators can use those
insights to strengthen commercial
relationship. Read the full report
here
All ConsumerLab reports can be
found at: http://www.ericsson.com/
consumerlab
For what purposes would you
allow companies to use personal
information?
To personalize offers to you
To use the information in order to improve their
current services or develop new services
None of these purpose
To personalize advertisements to you
To charge you depending on your
level of usage of the service
To charge everyone individually
according to their ability to pay
To sell information to other companies
TURNING PERSONAL INSIGHTS
INTO CUSTOMER VALUE
As an operator the transformation
of personal insights into customer
value is all about the ability to
action intelligence in real-time with
a powerful Customer Experience
Management tool (CEM) capability.
It’s a prerequisite not only to visualize
customer intelligence informati-
on and experience, but also to predict
and enable real-time actions
looking for symptoms among many
different structured and unstructured
data sources. The following
CEM illustration visualizes the flow
of handling big data:
Ericsson contiues to strenghten its capabilities
and portfolio in the OSS and BSS domain
With recent acquisition including
Optimi, Telcordia and Concept-
Wave, we have further strengthened
our customer experience
capabilities. Ericsson newest
acquisition the telco order ma-
nagement specialist ConceptWave
provides strategic Product Catalog
and Order Management capabilities
which complement the recently
acquired Telcordia Product Portfolio
excellently.
With access to consumers’ personal
information the provider can
offer the right products, at the right
price, through the right channel at
the right time. Those insights helps
companies better understand
needs and preferences, usage
patterns and habits. It enables personalization
of services in order to
make them more relevant, easier
and quicker.
In an effective CEM environment
OSS and BSS hold the keys to
realize an optimal customer experience
and driving customer value.
And with Ericsson as a partner expertise
and capabilities are present
in every aspect of delivering superior
customer experience. On the
efficiency side our product-based,
modular solutions reduce the time,
cost and maintenance overheads
of your custom-built options. Ericsson
understands both, the network
and OSS/BSS due to the unique
mix of capabilities including expert
network knowledge, unrivalled
operational experience and true
global service skills.
Why ConceptWave?
Strengthening technical
Service Order Management
capabilities
Places E/// into the leading
quadrant of e2e Order
Management

Your Ericsson partner:
Jochen Klimmek
Director Solution
Management
Realize your tomorrow today
with Ericsson!
TM Forum Management World, Ericsson is looking
forward to showing you how to make the most of the
opportunities in a connected life and work, where everyone,
everything and everywhere will be connected in
real time. We want to share how we‘re helping service
providers unlock new business, drive efficiency and innovation,
and deliver a superior customer experience.
In the right box you find an overview of the specific
areas we’ll be showcasing at Management World.
Time: Tuesday, May 14th 2013
Afternoon 2h, 14:00 – 16:15
Location: Hotel NH Nice Acropolis
Meeting room: ESTERON (75 square meters)
This room is fully equipped with a
screen, video-projector, speakers and
microphone, paperboard.
(Room booked 13:00 - 18:00)
TM Forum World Forum Info
Date: May 13 – 16, 2013
Location: Acropolis Convention Center
Esplanade Kennedy BP 1803
06302 Nice, cedex 4, France
Link to venue
Link:
Ericsson Event Web Site
TM Forum’s Management World:
Official homepage
JOIN ERICSSON AT TM
FORUM MANAGEMENT
WORLD 2013
The digital storm is ripping through
the industry, slashing profit margins
and putting new pressures on
available capital. New opportunities
abound but to take advantage
of them, you must rapidly change
the way you run your business.
Realize 8 Stations:
The TM Forum Management World
is the industries key-event to help
you to navigate the digital storm by
getting inspired with new technology
around OSS and BSS to realize
your tomorrow today!
Enable the Networked Society
A. Realize Benefits from your Enterprise
Architecture
B. Turning Insights into Customer Value
Realize Business Expansion
A. Personalized Services
B. Realize Efficient Order to Cash
Simplify & Automate Operations
A. Accelerate Plan-to-Provison
B. Optimize Network Performance
Manage E2E Customer Experience
A. Proactively Improve Customer Experience
B. Experience-Driven Customer Care and
Self-Service
TV EXPERIENCE
GOING SOCIAL
Did you know?
TV is an evolving game.
In the Networked It’s Society Time to video Play is everywhere. But where is
Television? Some say it’s stuck in the living room. We don't
think so. With the In the uprising Networked social Society opportunity video is everywhere. at Ericsson But we
know that TV experience where is Television? is evolving Some say and it’s adapting stuck in the faster living than
room. We don‘t think so. With the uprising social
ever. TV services opportunity on every at Ericsson device we and know any that network TV experience that
subscribers will is understand evolving and adapting and value faster as than a ever. premium TV services
experience worth on every paying device for. and any network that subscribers will
Social TV is exploding!
Your Ericsson partner:
Detlev Lohmüller
Account Manager
Watching different kinds of video content has always
been a social activity. Now, consumers are increasingly
using social media while watching TV.
More than 80 percent browse the internet while watching
and more than 60 percent use social forums or
blogs while watching video and TV on a weekly basis.
To read the full Consumer Labs Social TV report
click here
understand and value as a premium experience worth
paying for. Click on the link to experience our full story
Ericsson to acquire Microsoft
Mediaroom
This acquisition places Ericsson in lead for TV Anywhere
consumption and equally becoming the leading
player for innovative video distribution with combined
market share of more than 25%
TV anywhere at ANGA.COM 2013
Meet our team of experts and experience how Ericsson
is driving the reality of unique multi-screen TV
experiences, on any device over any multi-platform
architecture.
In addition to showcasing new products to enhance
our portfolio, we will continue to demonstrate our
leading position and passion to enable our customers
to create and deliver the TV experiences consumers
want.
It underlines Ericsson‘s commitment to being partner
of choice for Video distribution across multiple networks
and devices.
Click for more infomation
Date: 4 – 6 June, 2013
Location:
Cologne Fair Grounds (Hall10)
Deutz-Mülheimer Straße
50679 Köln (Cologne)
Germany
Ericsson Booth: V11
Download fact
sheet

CLOUD VIRTUALIZATION
FOR TELCO NETWORKS
Ericsson becomes Gold Member of the
OpenStack Foundation
At the OpenStack Summit, taking
place from April 15–18, the Open-
Stack Foundation‘s Board of Directors
approved Ericsson‘s application
to become a Gold Member of
the cloud-computing organization,
based its firm commitment to the
community - a commitment it has
demonstrated with its specific
product offerings and R&D investment.
At Ericsson, cloud technology is regarded
as one of the key enablers
of the Networked Society. Telecom
networks are soon to benefit from
cloud technology and all the related
business, which boosts innovation,
efficiency and time-to-market.
Ericsson believes in open standards,
which help to create a mass
market and scope for open innovation.
With networks built on open
cloud standards, the road is open
towards new ways of building networks.
Such standards also enable
the speedy introduction of new
services. These are the reasons for
Ericsson‘s commitment to Open-
Stack, and for its selection of the
technology for product offerings.
Jonathan Bryce, Executive Director
of the OpenStack Foundation,
says: „With a large, established
customer base of telco operators
and strong product and R&D
commitment to OpenStack, we
welcome Ericsson to the Open-
Stack Foundation as a new Gold
Member. Companies like Ericsson
have the ability to help drive adoption
of OpenStack and expand
our footprint of large scale carriers
globally.“
Jan Färjh, Vice President, Head of
Standardization and Industry for
the Ericsson Group, says; „Operator
networks need to evolve to
enable distribution of cloud capabilities
across the entire network and
to allow introduction of new functions
in the network, in a flexible
way. The OpenStack-based Cloud
Execution Environment is our open
platform for operators, which brings
us closer to fulfilling our vision of
the Networked Society.“
Ericsson is the world leader in mobile
network infrastructure, with a
35 per cent global market share in
2012. With its long experience and
know-how in the network-operator
market segment, Ericsson will
bring new opportunities to Open-
Stack and increase its addressable
market.
Cloud-computing related Interview
with
Jürgen Urbanski
(VP Cloud & Big Data Architectures
& Technologies)
Your Ericsson
partner:
Joachim Buerkle
Director Technology
& Networks
News in brief:
• Ericsson enters into close
relationships with the OpenStack
Foundation and other companies
that actively promote the Open-
Stack standard
• Through its product offerings and
R&D investments in OpenStack,
Ericsson demonstrates its firm
commitment to building telecomgrade
cloud computing solutions
in an open-standard environment
• Ericsson brings OpenStack into
telecom networks, enabling
flexible application development
where networks and data centers
will share the same execution
environment
What is OpenStack?
OpenStack is the standard chosen
for the virtualization layer of
the Ericsson Cloud System. This
solution will open up telecom
networks for flexible application
development where networks
and data centers will share the
same execution environment.
after this weeks “Telco Cloud World
Forum” in London of interest
http://telecomcloudservices.com/
interview-with-deutsche-telekom/