Through the eyes of the consumer, Ericsson will employ interactive storytelling, using three personas to demonstrate how technology is used in different market segments: Jessica, a “digital native”; Tom, who is juggling career, family and hobbies; and Mosi, an empowered phone user.

Visitors to Ericsson's TV Pavilion will be able to experience the whole process of producing, managing, distributing and consuming TV content. Ericsson's end-to-end TV capabilities - across multimedia, network and services domains - will be on display.

Johan Bergendahl, vice president and chief marketing officer at Ericsson, says: “We want to position Ericsson as partner of choice for our customers that are moving into the TV space, or thinking of doing so. We see that consumers are changing how they watch TV. There has been a content explosion in the market and a clear technological breakthrough.”

Ericsson will also showcase its innovative energy-efficient solutions. Optimizing energy efficiency will not only reduce environmental impact, it will also cut network costs for the operators and help make communications more affordable for everyone.

Other demos will include HSPA and Service Delivery Platform interworking with IMS services and Convergent Charging and Billing. Applications run over a flat-network architecture based on Long Term Evolution (LTE) and System Architecture Evolution (SAE) will also be showcased along with IMS capabilities.

The world's first demonstration of the new IMS multimedia telephony standard, 3GPP/NGN MMTel, over HSPA will be demonstrated using handsets with a commercial mobile chipset from Ericsson Mobile Platforms.

Ericsson will also present its Managed Services offerings and, for the first time at the event, the company will showcase its National Security & Public Safety solutions. The National Security & Public Safety demonstration will show how broadband technology can be used in emergencies and makes innovative use of instant radio communications via the cellular network.

The different demos will take place at Ericsson's main conference stand, located in Hall 8, La Fira, and in the TV Pavilion and outdoor area.