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The New Individual TV Experience

Frank Hermans

Business Development Multimedia & Systems Integration

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2008-11-182

SATELLITE

Ericsson TV market segments (incl.Tandberg)

CABLE IPTVTELCO

C&D*TERRESTRIAL

PROGRAMMER

BROADCASTER

* Contribution and Distribution

MaltaCom

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2008-11-183

Nearly 2,000 global customers

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2008-11-184

TV Industry Trends

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2008-11-185

Digital TV evolution – 3 phases

Ericsson’s Vision is about the New Individual TV Experience

Digital TVolution New Individual TV Experience

1st Generation IPTV(Me too TV)

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2008-11-186

The Vision

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Content & channel offering

Differentiators Effect

300 channels 2,300 on-demand

titles incl. Free films

Very targeted advertizing & promotions strategy.

NFL Network Game – 4 camera angles plus Chat, Game Statistics, Highlights and More

Widgets, photos, slideshows, weather

Verizon has been adding 2,200 net subs per day (Q2 2007). 750 per day more than in Q4 2006.

1.5 million subscribers had access to NFL Network Game Extra

100 + 150 1 000 VoD films à la carte

Offering more for less. Extremely rich feature set compared to the market.

Innovative services incl. ’TV Perso’ (UGC)

Free is the leading IPTV operator in the Europe.

168 million videos had been viewed on TV Perso since Dec 07

200 channels VoD: 2,500 films,

5000 programs

Exclusive content offering Offers digital recording and ‘Time Control’

feature (digital recorder with 160 GB storage space) in high definition

Orange estimated it acquired 20% of its IP TV subs because of its exclusive content offering in 2005/2006.

110 pay & 21 FTA channels

Subscribers can book movie tickets, from Now shop channel, order food, control subscription using their TV remote, restrict access using parental control, and offer a stock service

PCCW ended 2007 with 882 thousand IPTV subscribers up from 758 thousand at the end of 2006.

PCCW's IPTV ARPU grew from $18US at the end of 2006 to $US26 at the end of 2007. *

IPTV Leaders and Differentiation

Source: Ericsson Consumer Lab Nov 2007, based on studies in Sweden, UK and HongKong

IPTV – the only efficient way for differentiated TV services

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2008-11-188

Ericsson TV - Deployment

15 of Top 20 IPTV & Over 200 Operators use Ericsson for TV

85% of the US cable operators use Openstream VoD Middleware225+ Head End Contracts with 15K+ IPTV channels12+ End-to-End IPTV Contracts

60+ Mobile TV End-to-End

>48 Use Ericsson Access

4 Top Tier 1 Telcos with Ericsson GPON/VDSL2 Access

5 of 10 largest IPTV deployments use Ericsson IP

Optical Platform for IPTV

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2008-11-189

TV - Ecosystem

QoE Monitoring

Browser

Gaming Content

Home Gateways

IPTV Middleware

IPTVHead End

IP Set-top Boxes

DRM

Asset Management Ad-Insert Workflow

AdPointMediaPath AMS WatchPoint

BSS/OSS

Ericsson Multi-

Mediation

Ericsson Multi-

Activation

OSS-RC

TV centerGSDC

Professional services, SI, Advice, BC, CS

VoD

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2008-11-1810

End-User Features

HD Broadcast TV Time Shift TV Re-start TV Catch Up TV Local PVR Network PVR (user and operator based) Hybrid PVR HD Video on Demand Pay-Per-View EPG and mini-EPG Picture in Picture Picture in EPG Common Search (Broadcast and VoD) Multi language choice

Standard services

Presence Instant messaging

Communication services

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2008-11-1811

End-User Features

What’s on TV Extended parental control via mobile Broadcast reminder and initiate

recording via mobile

Mobile Controlled services

Weather info on TV (Accuweather) Traffic info on TV (Walled garden internet) News RSS feeds

Web Information services*

Screen savers (Accedo Broadband) Multi-player gaming (Accedo Broadband) Access pictures stored on internet (Flickr)

Entertainment services*

Remotely upload content from mobile to Home Server / TV

Remotely stream / download content on mobile from Home Server

Connected Home services*

* Not Commercial in 2008

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Operator & System Features

Multi-content provider support Hybrid DVB-T / IP support Fault Management Support Configuration Management Support Common EPG Server for Mobile TV / IPTV Integration ready for VoD Ad Insertion

System Characteristics

SDK for TV Portal customization SDK for Application Integration SDK for Backoffice Integration Integration ready for VoD Ad Insertion Integration ready for Content Ingestion Integration ready for multiple VoD vendors

Customization and Integration

Open APIs Align with Open IPTV Forum architecture Pre-integration and verification of e2e IPTV Solution for both IMS and non-IMS configuration

Interfaces & Standards

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2008-11-1813

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2008-11-1814

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2008-11-1815

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2008-11-1816

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2008-11-1817

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2008-11-1818

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2008-11-1819

Standardization a success factor for IPTV mass market

Standardization landscape fragmentation

Market dominated by proprietary solutions

Interoperable specifications needed to establish IPTV market growth

Open IPTV Forum works towards an interoperable IPTV solution

IPTV

CPE - Home Devices

IMS - Control Layer

e2e

Service Layer

Transport

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Operators CE vendors Network vendors Set-top box Middle Ware/other

37 strong members today, and growing

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2008-11-1821

Strong track record of Firsts in television technology

And in 2008, we are First with IMS IPTV!

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Largest cable MSO with over 24 million subscribers

Free on-demand content (95% of total) supported by advertising

AdPoint® Advanced Advertising Platform enables daily updating of ads and geographic targeting

OpenStream running VOD back office

70% of Comcast's digital subscribers watching On Demand monthly.

VoD, and it is rapidly approaching 6.5 billion views since launching the service in 2003

Comcast – On-demand advertising

Customer/offering

Solution

Benefits

Largest VoD deployment in the world

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2008-11-1823

Customer Case : End to end IPTV

Strong competition from a number of new alternative & mobile operators

FMS offering of Vodafone Greece, WIND & Tellas

Triple play offerings by ON Telecoms & Vivodi – flat rate unlimited calls

Full Service Broadband Vision with Ericsson

Full Service Layer and Network Layer

End to End Integration with 3rd party

Speed and Customization of delivery

Risk Sharing with Ericsson

Path to Personalized Television

ChallengesChallenges

SolutionSolution

BenefitsBenefits

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Customer Case : End to end IPTV

Customer Offering

Benefits - User Interface Preference

Background

2nd largest operator in Iceland Front edge technology market

IPTV bundled with broadband access and voice 70 SD Channels and 2 HD Channels Commercial launch December 2007

Attractive User Interface design Flexibility of EPG Innovative features:

– Vertical & Horizontal EPG– Mini EPG menu– Favourite channels with personalised UI

Competitors do not have such flexibility of EPG

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2008-11-1825

IPTV Ecosystem for all strategic solution elements

Lead the introduction of a new TV experience

Open value chain leveraging open standards

Service creativity & business cooperation

Architectural flexibility enabling cost-effective growth

IPTV Succes factors

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2008-11-1826