SmarTone first to trial Ericsson's unique Targeted App Experience

• Ericsson's Targeted App Experience enables mobile broadband operators to provide consistently great app experience for targeted content, making content a new dimension in the creation of innovative service offerings
• Targeted App Experience is available with the Ericsson Network Software 15B release featured at MWC 2015 in Barcelona

Ericsson (NASDAQ: ERIC) today announced the completion of a trial of Targeted App Experience together with operator SmarTone, Hong Kong. App experience has become a key differentiator among mobile broadband operators. These days users care a great deal about time-to-content and smooth video playout - no longer only about dropped voice calls. The trial results show that app experience is impacted even at medium traffic loads, and that load levels in a radio cell often vary greatly over just a few milliseconds.

Stephen Chau, Chief Technology Officer of SmarTone, says: "The trial has proven that Ericsson's Targeted App Experience significantly reduces time-to-content so that web page download becomes faster. At the same time it also ensures a great level of consistency in user experience independent of traffic load."

Ericsson's Targeted App Experience becomes available with the previously announced Ericsson Network Software 15B release featured at MWC 2015 in Barcelona. It builds on technology that has been standardized by 3GPP, and connects the LTE / 3G shared radio channel scheduler to the operator's policy control system. This enables mobile operators to provide great app experience for targeted content while at same time maximizing the utilization of their spectrum assets.

Thomas Noren, Vice President and Head of Radio Product Management, Ericsson says "We are proud to be able to work together with SmarTone in trialing our latest technology. SmarTone sets high demands on superior network performance and has a strong focus on user experience. With our new Targeted App Experience we leverage our strength as a provider of end-to-end solutions. The unique solution combines software features across our market leading product portfolio spanning across LTE and 3G radio access, Evolved Packet Core, and Policy and Charging Control."

In addition to Targeted App Experience, Ericsson recently launched the complementary App Experience Optimization service.

Ericsson at Mobile World Congress 2015

During Mobile World Congress 2015 in Barcelona, Spain, Ericsson is showing world-leading technology, service capabilities, and innovations. The Networked Society is transforming entire industries. ICT tools have become fundamental everyday resources for businesses, people and society. We lead the way with hardware, services and software solutions that drive development in mobility, broadband and cloud, creating the foundation for new eco-systems, and transformation across industries. The change that transformation brings is in the hands of everyone. That is why we at Mobile World Congress this year will talk about how we enable change-makers in the Networked Society to advance digital experiences.

You can find us at MWC in Hall 2, Stand 2N60. Follow us during the event using @Ericsson and join the discussion using #MWC15. Insights from our experts and Networked Society evangelists are also published on our blog during the event.

NOTES TO EDITORS

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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 2014 were SEK 228.0 billion (USD 33.1 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York.www.ericsson.com 
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