Customer View Issue 1, 2010 - Ericsson

ISSUE 1 2010
Ericsson success stories
from around the world
CUSTOMER
VIEW
SAVING TIME
SAVING MONEY
Optimus, Portugal
REMOTE REACH
Vivo, Brazil
THE RACE IS ON
Turkcell, Turkey
GLOBAL REACH
GLOBAL CONTROL
TMC, UK

CUSTOMER
VIEW
Welcome
In partnership with
our customers our
goal is to empower
people, business
and society.
2010 has already been an
exciting year for Ericsson
and the market still holds
many new opportunities
for us.
In partnership with our
customers our goal is to
empower people, business
and society through our
strong focus on innovation. The partnerships we
forge with operators are a vital part of achieving
this goal and it is the relationships we maintain
with our customers that will enable us to realize our
shared vision of changing lives for the better. In this
first issue of 2010 we take a look at four operators
with whom we are doing just that, from Vivo who
are bringing communication to remote areas of the
Amazon for the first time, to Optimus who are taking
the user experience in Portugal to the next level.
I hope you enjoy reading about our customers’
activities and find inspiration in their stories.
Torbjörn Possne
Senior Vice President and Head of Group Function Sales
and Marketing, Ericsson
2 > Ericsson Customer View Issue 1, 2010
ISSUE 1 2010
If you have any comments or feedback about this issue,
or would like to suggest future stories for inclusion, please
email Ulrika Bergström at: ulrika.bergstrom@ericsson.com
It is forbidden to copy, edit or alter any Customer View
content, or reuse it for any purpose, anywhere in the world.
CONTENTS
3
7
11
15
SAVING TIME
SAVING MONEY
Optimus, Portugal reacts
quickly and offers an
improved user experience
REMOTE REACH
Revisiting Brazilian
operator, Vivo following the
complete transformation of
its network
THE RACE IS ON
Turkcell launches 3G in
record time and secures
its leadership in the
Turkish market
GLOBAL REACH
GLOBAL CONTROL
Text Messaging Centre,
UK expands the
scope of its enterprise
messaging services

SAVING
TIME
SAVING
MONEY
Optimus, Portugal reacts
quickly and offers an
improved user experience

IMMEDIATE
ACTIVATION
CUSTOMER PROfILE
Optimus is a relatively young operator,
having launched in 1998 from a union of
the Sonaecom Group and Orange/France
Telecom. Optimus is now a fully integrated
telecommunications operator offering fixed,
mobile and ISP services across Portugal.
The market in Portugal is characterized by
a high penetration rate of mobile services,
strong technical innovation and prices
below the European average. This makes
it a challenging market to operate in and
means that forward thinking, efficient
operations and customer loyalty are
essential ingredients for success.
Website: www.optimus.pt
The Portuguese market is
small but mature with 10
million people and 17 million
mobile phones. As a result,
competition between operators
is fierce and subscribers have
high expectations. In response
Optimus set a strategy to increase
operational efficiency and deliver
the best services in the fastest
time to stay ahead.
4 > Ericsson Customer View Issue 1, 2010
As a quadruple play operator with
mobile, fixed, internet and TV
offerings, Optimus had a legacy
of separate systems and this was
making it difficult for them to run
their operations efficiently. In
turn this was having a negative
effect on costs and subscriber
services. Recognizing the need for
consistency between mobile and
wireline processes, Optimus sought
a solution which would manage
provisioning across the board. For
this they turned to Ericsson.
First to market
Ericsson Multi Activation
(EMA) is an automated solution
for provisioning and order
management, enabling Optimus to
consolidate all its activities in this
area. The solution was introduced
through an Ericsson-led Systems
Integration project and as a result
Optimus has gained the ability to
launch new services quickly at the
same time as reducing costs. A
faster time-to-market gives it a real
advantage over its competitors.
Júlio Santos, Director of Q.Tec/
Business Information Systems,
Optimus, Portugal comments: “We
can activate, deactivate and change
services with almost immediate
effect. Now we can get customers
up and running on our network in
minutes, so they can make calls
straight away and we can receive
revenues more quickly. The service
has been a great success, the
number of transactions in the
network has doubled and we have
seen no problems.”
Rapid response
Optimus launched its innovative
TAG tariff in 2008, which offers
unlimited usage between TAG
users, including voice and video
calls, SMS, MMS and Messenger.
The package also offers converged
communication between mobile
and PC. The offering targets the
highly demanding youth segment
so it was vital that users were
configured quickly and accurately
and were active on the system as
soon as possible. The EMA solution
played a major role in launching
the successful TAG service and
continues to have a huge impact on
the running of the network today.
In fact, it is so critical that when
Optimus was asked how long its
TAG service could remain up and
running without the aid of the EMA
solution, the response was “just half
an hour.”

We can get customers
up and running
on our network in
minutes, so they can
make calls straight
away and we can
receive revenues
more quickly.”
Júlio Santos,
Director of Q.Tec/Business Information Systems,
Optimus, Portugal

People are witnessing a new
consistency across mobile and fixed
services and a real improvement
in the overall quality of customer
service. New users experience
faster activation times: a reduction
from hours to seconds has been
achieved. People also experience
enhanced management of their
accounts and improved error
handling. As a result there are fewer
calls to Optimus’ customer call
center which has a positive impact
on operational costs.
Perfect partners
The ongoing partnership between
Optimus and Ericsson has been
so strong that during the latest
evaluation customer satisfaction
was rated 100 percent. This close
working relationship has been a
major contributing factor to the
success of the EMA solution. As
well as being a technical partner,
Ericsson has become a business
partner to Optimus, advising on new
developments and improvement
activities. Miguel Alves, Solution
Architect, Ericsson explains: “This
solution is very much dependent
on a good relationship with the
customer. Without that we would
not be able to offer a solution which
is so well tailored for their needs.
And those needs are not static; we
are talking about something that is
very dynamic. Ways of working are
updated all the time and an ongoing
dialog and flexible solution is
needed in order to adapt quickly.”
6 > Ericsson Customer View Issue 1, 2010
This solution is very much
dependent on a good
relationship with
the customer.”
Miguel Alves,
Solution Architect, Ericsson
REAL IMPACTS
As consumers rely on the availability of
their phones more and more, operators
need to offer stability of services.
Automated provisioning solutions provide
faster activation, better management of
the customer lifecycle and instant change
management. For users this translates
into immediate response, whether they
are joining the network, making changes
to their contracts or reporting errors.
On another level it also contributes to a
better portfolio of services and a more
flexible offering as operators are in a better
position to develop more tailored offerings
and launch new and exciting services.
OVERVIEW
CuSTOMER:
Optimus, Portugal
CuSTOMER OBJECTIVE
> Increase capability to launch
new services
> Streamline operations
> Improve service delivery
ERICSSON SOLuTION
> Ericsson Multi Activation
> Systems Integration
CuSTOMER BENEFITS
> Faster activation times
> Reduced costs
> Less pressure on the call center
> More robust processes with
in-built scalability
To find out more about this article contact
Nuno Madeira
Email: nuno.madeira@ericsson.com

REMOTE
REACH
Revisiting Brazilian operator,
Vivo following the complete
transformation of its network

TALKING ABOUT
NEXT GENERATION
CUSTOMER PROfILE
Vivo is a joint venture of Portugal Telecom
and the Telefonica group for the mobile
market in Brazil. Vivo is the foremost
mobile operator in the South Hemisphere
with the largest market share and
around 50 million users. Anatel (Brazilian
Telecommunications Regulator Agency)
rated Vivo the mobile telecommunication
company that provides the highest quality
of service. Vivo prides itself on offering a
leading portfolio of services and enjoys
strong relationships with its customers.
Website: www.vivo.com.br
In 2006, we reported on Vivo’s
collaboration with Ericsson to
introduce a GSM overlay of Vivo’s
network in preparation for 3G.
Fast forward to today and Vivo’s
leadership in the market continues
to grow.
Telecom operators in Brazil are in a
unique position. As a key emerging
market and Latin America’s leading
investment destination, Brazil has
no restrictions on foreign telecoms
capital and competition is positively
encouraged by the government. This
produces an extremely aggressive
environment in which the four main
operators are closely balanced and
success is determined through quick
reaction to customer demands.
8 > Ericsson Customer View Issue 1, 2010
Fast progress
Brazil holds almost one third of all
mobile users in Latin America and
the market is still growing rapidly;
Vivo has the highest market share
at 35 percent. Working closely with
Ericsson to maintain and expand
on this position, Vivo deployed
a GSM overlay of its network
across the country to deliver voice
services. The solution increased
competitiveness and provided high
quality network coverage and huge
capacity. It also prepared Vivo for
the introduction of 3G/WCDMA.
Two years later, Vivo and Ericsson
rolled out a nationwide WCDMA/
HSPA network which has enabled
Vivo to offer mobile broadband
and multimedia services. The 3G
project included a mobile backhaul
solution with MINI-LINK, SDH Long
Haul radios and opto solutions as
well as the Ericsson Multi Activation
System (EMA). As a result Vivo has
become the first mobile operator in
Latin America to have an uplink of
up to 5.8 Mbps. Vivo also signed a
Managed Services agreement that
involved field maintenance of its
network as well as network rollout,
support services and professional
services. As part of the contract
Ericsson has a team of solution
architects working on Systems
Integration within the Vivo offices.
New places new prospects
Since the evolution of its network,
Vivo has broadened its service
offering and tapped into new
revenue streams. Subscribers have
enjoyed a richer communication
and multimedia experience with
next-generation mobile broadband
services, including high-speed
mobile internet, TV and video and
music. As part of the 3G license
agreement, Vivo committed to
providing coverage to a number
of cities, including remote areas in
the Amazon region. In addition to
the strict timeline, the expansive
area to be covered and amount
of transmission needed, the
geography brought with it a number
of challenges. André Machado,
Commercial Vice-President &
Key Account Manager, Ericsson
explains the difficulties: “This is
an unpredictable region where
we need to use several types of
transportation to transfer equipment
and there are extreme weather
conditions to deal with every day.
This is not an easy project logistically
but we have been working very
closely with Vivo to ensure its
success. Already we have been able
to provide mobile telephony services
to cities in the area.”
The effect of this project for the rural
Amazon population is likely to be
hugely significant. It is expected that
the development will bring financial,
educational and health benefits and
locals held celebratory parties on
the launch day, excited about the
possibilities. Leonardo Capdeville,
Network Planning & Technology

Ericsson’s
expertise and the
proximity of the
engineering teams
guaranteed the
success of the
project.”
Leonardo Capdeville,
Network Planning & Technology Director,
Vivo, Brazil

Director, Vivo, Brazil describes
the work carried out to make this
happen: “This required a massive
planning effort of our activities to
make sure the logistics ran like
clockwork. If even one small part
was missing it could undermine the
efforts to transport the team by air,
road and river over distances that
could take days to cover. From this
point of view, Ericsson’s expertise
and the proximity of the engineering
teams guaranteed the success of
the project.”
Local meets global
A key success factor for the project
was Ericsson’s strong presence in
Brazil which meant that it could easily
source the right specialists, train them
very quickly and meet the aggressive
rollout schedules. The local workforce
meant that Ericsson could react
quickly to Vivo’s needs, which in turn
has contributed to Vivo being able
to quickly meet its own customer
demands. Leonardo Capdeville
elaborates: “Ericsson has substantial
experience in Brazil; it definitely has
the best technical staff and partners.
With the challenging situation involving
technology migration and strong
growth, this expertise is fundamental.”
Vivo has maintained its leading
position in the mobile market with
the largest market share and almost
50 million subscribers. In addition,
Vivo has been rated as the operator
with the best network quality in
Brazil, as measured by the officially
recognized organization Anatel
(Brazilian Telecommunications
Regulator Agency). Ericsson and Vivo
have faced many challenges together
and the relationship endured many
10 > Ericsson Customer View Issue 1, 2010
This is not an easy project
logistically but we
have been working
very closely with Vivo
to ensure its success.”
André Machado,
Commercial Vice-President & Key Account Manager,
Ericsson
demands in order to overcome the
difficulties of the project. However,
after nearly three years of intensive
work, the partnership has evolved
and strengthened. The next step for
Vivo will be IMS and 4G (LTE) and
due to the established relationship
and success of the existing
Managed Services agreement, Vivo
can rely on Ericsson’s support with
future challenges.
REAL IMPACTS
For people in the Amazon region of Brazil the
groundbreaking partnership between Vivo
and Ericsson will have profound effects.
Covering more than 5 million sq km,
the Amazon remains one of the most
remote regions on earth. However,
through mobile broadband the villages
of the Amazon will now enjoy access
to e-health and e-education services.
Specialist applications will include the
implementation of a mobile survey
tool that will monitor environmental
impacts, diagnose patients, facilitate
communication with the communities and
monitor quality of life.
OVERVIEW
CuSTOMER:
Vivo, Brazil
CuSTOMER OBJECTIVE
> Increase market share
> Faster time-to-market
> Future-proof network
ERICSSON SOLuTION
> GSM overlay
> Network deployment
> Managed Services
> Systems Integration
> Ericsson Multi Activation
CuSTOMER BENEFITS
> A broader service offering
> New revenue streams
> Expanded reach in rural areas
To find out more about this article contact
André Machado
Email: andre.machado@ericsson.com

THE RACE
IS ON
Turkcell launches 3G in record
time and secures its leadership
in the Turkish market

apid
Rollout
CUSTOMER PROfILE
Turkcell started its operations in February
1994, marking the beginning of GSM-based
mobile communication in Turkey. Since
then, it has continuously expanded its
variety of services, improved quality levels
and as a result increased its number
of subscribers.
3G rollout marked the next phase in
Turkcell’s evolution. Now with more than
35.4 million subscribers the operator
leads the market in Turkey and is the third
largest GSM operator in Europe in terms of
subscriber numbers.
Turkcell is the only Turkish company to be
listed in both the New York Stock Exchange
and the Istanbul Stock Exchange.
Website: www.turkcell.com/en
12 > Ericsson Customer View Issue 1, 2010
Turkcell is one of three operators
in the Turkish market and when
3G licenses were first awarded in
Turkey in November 2008, all three
operators applied for a license. As
part of the licensing agreement
the operators had just three
months to launch services to the
market. The official launch date
was finally set as 31st July 2009
and the race was on.
Turkcell’s challenge was to
evolve its network as fast as
possible to meet the deadline of
the licensing agreement and to
beat its competitors. Ericsson’s
Network Rollout services played
an important role in enabling this.
Turkcell and Ericsson exceeded
the initial target of 1,480 sites with
a rollout of 2,000 sites in just four
months. As a result, when the time
came for the countrywide launch
Turkcell was able to make a head
start, implementing 20 percent more
sites than its closest competitor and
launching 3G services across all of
Turkey’s 81 cities. The network is
one of the first full HSPA+ enabled
mobile broadband networks in the
world and Turkcell now boasts the
best 3G services in the country with
speeds of 21 Mbps in the downlink
and 5.76 Mbps in the uplink.
Facing fierce competition
Due to regulatory restrictions, the
operators were not allowed to
take on any new subscriptions in
advance of the launch date. Neither
could they simply convert existing
GSM subscribers to 3G subscribers
as each individual had to proactively
apply for a 3G agreement. As a
result the three operators had to
work hard to attract consumers to
their networks.
Competition was high but backed
up by the widest coverage, fastest
network and an extensive marketing
campaign, Turkcell was able to
attract the majority of subscribers

By partnering
with Ericsson
we have been
able to gain
proven market
leadership in
the 3G domain.”
Cihan Nazmi Biyikli,
Radio Network Division Head,
Turkcell, Turkey

within its coverage area. In just two
months the operator sold four times
as many dongles as in the whole
of 2008 and Turkcell now boasts
3.5 million 3G subscribers.
Users can now enjoy advanced
connectivity for the first time and
take advantage of the faster speeds
and capabilities that this brings. The
introduction of 3G in Turkey offers a
whole new selection of services and
take-up has been high. Arda Cetiner,
Account Manager, Radio Networks,
Ericsson adds: “In the first four
months Turkcell managed to grab all
the addressable population in terms
of subscribers with 3G handsets.
Now they are running marketing
campaigns to boost sales of 3G
handsets and increase the potential
subscriber base further.”
14 > Ericsson Customer View Issue 1, 2010
Turkcell managed to grab
all the addressable
population in terms
of subscribers with
3G handsets.”
Arda Cetiner,
Account Manager, Radio Networks, Ericsson
Proven leadership
An independent benchmark study
has been conducted to certify that
Turkcell is the leading 3G operator
in Turkey. Cihan Nazmi Biyikli, Radio
Network Division Head, Turkcell,
Turkey explains the significance of
this: “By partnering with Ericsson we
have been able to gain proven market
leadership in the 3G domain. This has
been especially important to us from
a marketing point of view because
now we can really position ourselves
as the operator with the highest
quality network in the country.”
REAL IMPACTS
Turkcell has been able to take advantage
of the demand for 3G with the best HSPA
and browsing performance, the highest
network quality and the lowest dropped
call rates in the country. Turkcell is now
leading the way with infrastructure that
guarantees uninterrupted service even at
peak times.
OVERVIEW
CuSTOMER:
Turkcell, Turkey
CuSTOMER OBJECTIVE
> Modernize the network
> Increase market share
> Improve profitability
ERICSSON SOLuTION
> Network Rollout
> Systems Integration
> Training, tuning and oversight of
the network
CuSTOMER BENEFITS
> Leadership in the new 3G market
> Increase in subscriber numbers
> Transformed perception in the
marketplace
To find out more about this article contact
Arda Cetiner
Email: arda.cetiner@ericsson.com

GLOBAL
REACH
GLOBAL
CONTROL
Text Messaging Centre, UK
expands the scope of its
enterprise messaging services

BUSINESS
MESSAGING
CUSTOMER PROfILE
TMC is the UK’s leading business
messaging provider working with
customers across a wide range of
industries in both the public and private
sector. TMC offers a fully scalable,
web-based application and an array
of features which have been designed
specifically to make the process of using
SMS as straightforward as possible for the
business user.
Website: www.tmcsms.com
Already a leading provider of
SMS messaging in the uK, Text
Messaging Centre (TMC) can
now serve customers worldwide
through a partnership with
Ericsson Internet Payment
Exchange (IPX).
16 > Ericsson Customer View Issue 1, 2010
Using a fully scalable, web-based
application, TMC provides usercontrolled
and managed webbased
text messaging solutions
for business. The company’s
software tools and services allow
organizations to control their own
sending and receiving of unlimited
global text messages. In addition to
its web-based applications, TMC
also develops a number of bespoke
solutions for customers who want to
integrate SMS into their enterprise
communications. High profile UKbased
clients include Balfour Beatty
Rail, St John’s Ambulance and
Citigroup Inc.
New business
TMC uses the IPX Bulk Messaging
service to send and receive SMS
messages globally. With direct
connections to over 220 countries
and up to 20 backup channels per
destination, TMC now has the reach
and the reliability it needs to take its
enterprise solutions to the next level.
Peter Tanner, Managing Director,
TMC, UK explains why the company
chose to partner with Ericsson IPX:
“We evaluated a number of suppliers
to find a reliable service with a broad
reach. Ericsson IPX were chosen
because they offer a resilient service
with a valuable global footprint.
This has made Ericsson a trusted
messaging partner as we continue
to develop our services.”
New opportunities
TMC can now reach every mobile
phone in Europe and has extended
its services in parts of the Middle
East, Asia and Australia. IPX’s
international presence and awardwinning
service has made it possible
for TMC to send over 100 messages
per second and ensure reliability.

Ericsson IPX WERE
chosen because
they offer a
resilient service
with a valuable
global footprint.”
Peter Tanner,
Managing Director, TMC, UK

Peter Garside, Regional IPX
Manager, Ericsson explains the
benefits the partnership brings:
“TMC’s customers are widespread
and require a service they can
depend on. They need to know that
their messages will be delivered
securely and IPX offers global reach
and a reputable service, making us
the logical choice.”
TMC continues to work closely
with Ericsson to develop innovative
new services for its enterprise
customers. The company recently
unveiled a ‘quick-fire’ SMS service
which enables customers to send
and receive SMS messages directly
from Microsoft Outlook. The product
uses a combination of Ericsson IPX
SMS Bulk and SMS Long Numbers
to enable recipients to reply to the
sender’s Outlook inbox via SMS.
18 > Ericsson Customer View Issue 1, 2010
IPX offers global reach
and a reputable
service, making US
the logical choice.”
Peter Garside,
Regional IPX Manager, Ericsson
REAL IMPACTS
SMS is now a well established method of
communication in the corporate world.
Many forward-thinking businesses
consider SMS an invaluable tool for
communicating with their audience.
The typical business user wants to
maximize time spent with their customer
and SMS offers a cost effective and easy
way to do that. Web applications, Outlook
add-in and an Application Programming
Interface mean users can interface with
TMC’s messaging service in a way that
suits them.
OVERVIEW
CuSTOMER:
Text Messaging Centre, UK
CuSTOMER OBJECTIVE
> International reach
> Reliable service
> Cost-effective operations
ERICSSON SOLuTION
> IPX Bulk Messaging
> SMS Long Numbers
CuSTOMER BENEFITS
> Extensive global reach through
a single aggregator
> Trusted name and reliable
service
To find out more about this article contact
Peter Garside
Email: peter.garside@ericsson.com

CUSTOMER
UPDATES
Bharti Airtel expands coverage in rural India
A major network expansion contract
sees Bharti Airtel and Ericsson build a
converged network and expand rural
coverage across India. The partnership
will take the 2G experience to new
heights, setting a benchmark for
network size and quality, service
offerings and user experience.
The expansion will introduce some of
the wireless world’s latest technologies
to improve voice quality, increase
capacity and offer enhanced data rates.
Digi International enables rapid adoption
of 3G machine-to-machine connectivity
Leading US wireless machineto-machine
(M2M) vendor Digi
International is at the forefront of
enterprise connectivity. A new contract
with Ericsson sees the company
expand its portfolio further with
Ericsson’s mobile broadband module.
The module will be implemented
in selected Digi Transport and Digi
Connect cellular gateways to enable
rapid adoption of 3G connectivity in
M2M applications.
“ Our pioneering model of aligning
with strategic partners who share
our vision and bring in world-class
experience and expertise, has
helped us focus on our customers
and marketplace.”
Sanjay Kapoor, CEO, India & South Asia,
Bharti Airtel
“ We are driving M2M adoption
in numerous industries, such as
energy, fleet management, retail and
security. With Ericsson’s module in
our gateways, our customers can
easily develop new high-speed
wireless M2M applications, such as
video surveillance and other highbandwidth
applications.”
Larry Kraft, Senior Vice President of Global Sales
and Marketing, Digi International
TeliaSonera meets demand for
high-speed fIXED broadband
TeliaSonera is upgrading its fixed
broadband access network to offer
businesses and consumers media-rich
services such as high-definition TV, live
video streaming and online gaming.
Ericsson will deliver the EDA 1200 and
related installation services for one
million access lines. The VDSL2-based
technology offers unprecedented
speeds on existing copper lines,
opening up new opportunities for the
operator to provide customers with
high-speed broadband services.
New contracts from around the world
“ Enhancing our fixed broadband
network will meet the booming
demand for bandwidth. By
boosting the speeds in both
our fixed and mobile networks,
our customers will be able to
reach their personalized services
irrespective of where they are and
what device they are using.”
Ove Alm, Senior Vice President of
TeliaSonera Networks
Ericsson Customer View Issue 1, 2010 < 19

Ericsson is shaping the future of Fixed and Mobile
Broadband communications through its continuous
technology leadership. Providing innovative solutions in more
than 175 countries, Ericsson is helping to create the most
successful communication companies in the world.
Ericsson AB
SE-164 80 Stockholm
Telephone: +46 10 719 0000
Email: asq.us@ericsson.com
www.ericsson.com
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© Ericsson AB 2010