The next generation of enterprise communications INCREASE COST

The next generation of enterprise communications INCREASE COST and Productivity Efficiency through UNIFIED Communication in the cloud Ioannis MAs. MANIDIS - Ericsson HELLAS

TELECOM MARKET IN Greece Mobile Blended ARPU Economy Operator › Real GDP : (-3. 5%) › Population : 9. 3 Mn, 0. 5% › Service Revenues : (-10%) › Average EBITDA : 33% (-5%) › Saturation › Penetration: Mobile : 185%, Fixed: 52% › Fixed BB : 20%, No of Enterprise No of employees Telecom Micro 820, 021 1, 538, 632 Small 25, 789 › Characteristics: 459, 784 Medium SME Large Total 3, 579 312, 489 849, 389 2, 310, 905 431 343, 810 849, 820 2, 654, 715 Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 2 › › RPM : 0. 11 Euro, (-17. 2%) Churn : 3. 3% Data ARPU : 09: € 2, 73 ARPU : Q 2 10: € 14. 4, (-15, 3%)

ENTERPRISE Market POTENTIAL Total global ICT spend per sector ICT - Information and Communication Technologies 994 BUSD Source: The Digital Economy Fact Book 10 th_Edition, by pff. org, 2008 -2009 Personal Communication Consumer IPTV Media On-line Home Advertising Expand into 335 BUSD Bank & Finance new Transport 168 BUSD value chains Utilities Healthcare Government 152 BUSD Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 3 106 BUSD 285 BUSD

EMPOWERING THE ENTERPRISE GLOBAL Enterprise Communication trends Mobility is Mainstream Integration of IT & Communications Office anywhere – meetings at unplanned location Enhanced operational efficiency and customer experience Collaboration is A driver Ability to foster & leverage newly synthesized ideas, products, services, and processes that may potentially act as an accelerator of valuable change Consumerization of enterprise communications Young employees consumes services like consumers Enterprise communication becoming more social OUTSOURCING Organizations more interested in what value technology delivers to their business and not technology itself Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 4

Ericsson offerings supporting the path to Dynamic Unified Communication • Build brand • Integrated user experience • Competetive & Bundled solutions Business Communication ENTERPRISE UC Suite INTEGRATION Value Creation COMMUNICATION INTEGRATION MOBILE Integration IP Telephony services Integration with business processes CS IP / Broad Band Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 6 IMS

IMS Services in The Cloud Architectural view Collaboration Mobility Business Voice Location Based Services Work Force Management Call Center, e - Health Consumer RCS, Gaming Horizontal Application Layer BCS IM PGM PTT LBS HTTP, SOAP, XML … Game INTERNET Web 2. 0 ISC Diameter Network Assurance Network Provisioning HSS SIP CSCF TSS MGC User & Service mgmt Charging & Mediation DNS / ENUM PSTN ISUP Operator IMS Cloud SIP H. 248 TDM RTP MRF Network & Services Management ABG A-SBC SIP MGW MSC smart phone clientss RTP Voice + Data (DSL, FTTB, other) Enterprise Domain PLMN Enterprise 1 ……………. . Enterprise N MS IP Phone PC Client Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 7

Business Communication Suite (BCS) ONE STOP SHOPPING FOR the ENTERPRISE Business Voice Mobility -Improved team responsiveness -Optimal accessibility -Rich multimedia services for mobile phones -Convenient communication -True convergence - Anywhere, anytime, anybody Collaboration Conferencing - Communication efficiency -Team Collaboration - User centered communication - Multimedia conferencing - Office integration - Virtual collaboration One Common Package for Unified Communication Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 8

BCS Business Voice VIRTUAL PBX IN THE CLOUD › Multimedia Communication › Virtual PBX › Private numbering plan across different accesses and terminals Agents Manager › Call distribution groups › Auto attendant services › Call Assistant End User Administrator › Preventing non business related costs › Self Care › Flexible Charging Schemes Company responsiveness and Customer satisfaction Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 9

BCS Collaboration Common user experience across devices Presence & Social Status - See availability of your colleagues - Choose the right communication Exchange calendar integration - Automatic update of availability - ‘’Busy in a meeting’’ channel Corporate directory search - Quick access to all your colleagues - Always up to date contact information Communication log -Common history log on all communication Messaging and file sharing -Noise environment? Send an instant Rich Communication Suite -Prepared to support the RCS community message methods“What did we decide upon last time” The right information anytime anywhere Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 10

BCS Conferencing Efficiency and Productivity Integrated Conferencing › Audio Conferencing › Video conferencing No need for special equipment Share a movie Share your favorite site DOC Conference One Click to Conference Share a document Record your session Exchange files White-borading › Data Conferencing › Ad hoc (instant) conference Office & Calendar integration › Schedule conference (BCS Client, Outlook) Contribution to a greener world Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 11

Value proposition to business EFICIENCY THROUGH A packaged deal › Complete package rather than best of breed › Reduced Total cost of ownership (TCO) › Free up resources › Increased cost control and predictability › Increased flexibility to changes › Increased user efficiency PRODUCTIVITY THROUGH COLLABORATION ANYWHERE Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 12

How do we differentiate? Telco vendors IT vendors OTT We build on standards! leverage existing network investments! We. We leverage existing networkinvestments! We We delivercomplete solution – cross 3 screens! deliver a a complete solution – cross 3 screens! Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 14

ERICSSON is Global Leader in ims BASED COMMUNICATION 82 / 47 Ericsson Business Communication Suite (BCS) | Commercial in confidence | 2010 -10 -04 | Page 15

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