• BT Sport first to sign up for Ericsson's PIERO Augmented Reality
  • Enables overlay of 3D graphics and analysis in real-time during live studio productions and sports games
  • BT Sport also signs up for Ericsson's PIERO sports graphics software for rugby

Ericsson (NASDAQ: ERIC) has signed BT Sport as its first client for PIERO Augmented Reality, a cutting-edge software system that enhances sports programming and creates more immersive viewing experiences.

PIERO Augmented Reality, which launched in April, enables broadcasters to overlay 3D graphics in real-time during live studio productions and sports games. Sports analysis graphics can be produced instantly either by a system operator or by a presenter using a tablet device. The graphics are then projected onto the studio floor in 3D allowing broadcasters to illustrate the analysis sequence without cutting away from the studio environment. The market-leading technology integrates easily with major studio tracking systems and popular sports data service providers.

Additionally, BT Sport will begin to use Ericsson's PIERO sports graphics software for rugby. Using image recognition and graphic overlays, Ericsson's PIERO enhances sports video media with visually engaging and informative illustrative effects.

[Image caption: Ericsson's PIERO Augmented Reality in a test environment]

Jamie Hindhaugh, COO BT Sport, said "We're always looking to enhance and improve the quality of our coverage and presentation and are excited to be working with Ericsson and to be the first to use PIERO Augmented Reality, we think this brand new technology will enhance our coverage and analysis and ultimately the viewer experience."

Thorsten Sauer, Head of Broadcast and Media Services, Ericsson, says: "This industry first, immersive technology allows broadcasters to elevate sports programming by going beyond rudimentary, pre-built 2D graphics and bring content to life through data-driven stories for even more compelling viewing and deeper engagement. BT Sport is a long-time partner and as the first client for PIERO Augmented Reality we deepen the relationship, delivering value to BT Sport's viewers."

PIERO Augmented Reality is a part of Ericsson's PIERO product suite. PIERO is Ericsson's world-leading real time sports graphics software specifically designed to enhance and analyze sports for broadcasters and TV service providers. PIERO is used by over 50 broadcasters around the world to deliver stunning, fast and accurate analysis graphics of sports programming and to enhance broadcast presentation of international sporting events.

Every day, people on all continents watch television programs prepared, managed and broadcast by more than 2,500 Ericsson staff based in Europe, the Middle East, Asia Pacific and the US.

More information about Ericsson's Broadcast and Media Services portfolio.

NOTES TO EDITORS

Broadcast and Media Services press backgrounder

For media kits, backgrounders and high-resolution photos, please visit www.ericsson.com/press

Ericsson is the driving force behind the Networked Society - a world leader in communications technology and services. Our long-term relationships with every major telecom operator in the world allow people, business and society to fulfill their potential and create a more sustainable future.

Our services, software and infrastructure - especially in mobility, broadband and the cloud - are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities.

With approximately 115,000 professionals and customers in 180 countries, we combine global scale with technology and services leadership. We support networks that connect more than 2.5 billion subscribers. Forty percent of the world's mobile traffic is carried over Ericsson networks. And our investments in research and development ensure that our solutions - and our customers - stay in front.

Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales in 2015 were SEK 246.9 billion (USD 29.4 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York.

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FOR FURTHER INFORMATION, PLEASE CONTACT

Ericsson Corporate Communications
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