Helping customers increase their market share.  Our consumer research in the UK gives us a better understanding of consumer behaviour.  From this we've also identified two key opportunities where Ericsson technology can help.  Femto cells allow both fixed and mobile operators to increase their share of household spend, with 32% of UK consumers interested.  Fixed Wireless Terminals can be used by mobile operators to address the fixed broadband market, with 35% of UK consumers very interested.

Capturing the heart of the consumer to stop them defecting.  The second stage of our story is about providing value added services that will increase customer loyalty.  This is especially important when targeting fixed broadband replacement, where consumer expectation is that the service level they receive will be at least equal to, if not better than, their current fixed services.  Applications like the Social Media Portal enable operators to provide consumers with the best of the internet and much more.

The final stage is the strategy to increase operator profitability.  Our propositions for the Connected Home, Connected TV and Connected Enterprise provide tangible benefits - for which consumers are prepared to pay.