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2016-02-17

Streaming delays mentally taxing for smartphone users: Ericsson Mobility Report

* When working under time pressure, time-to-content delays followed by an
additional pause in video playout lead to a jump in mobile users' stress
levels
* Conversely, a delay-free experience triggers a positive emotional response
and increases brand engagement for mobile operators
* Report also forecasts social networking traffic over the next six years to
be 12 times that of the last six

Launched today, the Mobile World Congress edition of the Ericsson (NASDAQ:
ERIC) Mobility Report reveals the impact of different levels of network
performance on smartphone users and their perceptions of mobile operators and
digital content providers.

Neuroscience technology* was used to objectively measure emotional responses
to varied smartphone experiences. Delays in loading web pages and videos
under time pressure caused mobile users' heart rates to rise an average of 38
percent. Six-second delays to video streaming caused stress levels to
increase by a third. To put that in context, the stress incurred is
equivalent to the anxiety of taking a math test or watching a horror movie
alone, and greater than the stress experienced by standing at the edge of a
virtual cliff. Once a video begins, an additional pause can cause stress
levels to increase dramatically.

In the study, the Net Promoter Score (NPS) of an operator increased
significantly when associated with a delay-free experience - by 4.5 points.
This finding was also reflected when measuring emotional engagement using a
neuroscience-based motivational index.

However, the operator's NPS dropped on average four points with moderate
time-to-content and re-buffering delays. Interestingly, moderate delays
result in a double negative for mobile operators: decreased engagement with
their brand and increased engagement with competitors.

Other highlights from the Ericsson Mobility Report - Mobile World Congress
edition, include:

* Social networking is second only to video for driving mobile traffic
growth. Over the next six years total social networking traffic will be
around 12 times that of the previous six years
* 68 million mobile subscriptions added in Q4 2015, India added the most (21
million), followed by China (6 million), the US (5 million), Myanmar (5
million) and Nigeria (3 million)
* Total number of mobile subscriptions in Q4 2015 reached 100 percent
penetration at around 7.3 billion - the same number of mobile subscriptions
as people in the world
* Global mobile data traffic grew 65 percent between Q4 2014 and Q4 2015
* There are now one billion LTE subscriptions worldwide, with approximately
160 million additions in Q4 2015

*wireless electroencephalography (EEG) technology, pulse meters and
eye-tracking equipment

NOTES TO EDITORS

All Ericsson Mobility Report findings and Ericsson's Traffic Exploration Tool
can be found at:www.ericsson.com/ericsson-mobility-report

Ericsson at Mobile World Congress 2016

During Mobile World Congress 2016, held February 22 to February 25, 2016 in
Barcelona, Spain, Ericsson will showcase its unique industry insights, the
latest innovation and inspirational discussions that enable powerful new
business opportunities.

We are in the midst of the societal transformation we call the Networked
Society: a society in which mobility, broadband and cloud empower every
person and every industry to reach their full potential. Opportunity is
everywhere, and companies are transforming according to the role they have
chosen to play in the value chains and ecosystems of the Networked Society.

Join us in our Hall (Hall 2, Stand 2N60) to learn about 5G, the Internet of
Things and cloud, and to discuss the impact digital transformation can have
on people, business and society.

Follow the conversation online:

www.twitter.com/ericsson

www.linkedin.com/ericsson

For media kits, backgrounders and high-resolution photos, please
visitwww.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.

www.ericsson.com

www.ericsson.com/news

www.twitter.com/ericssonpress

www.facebook.com/ericsson

www.youtube.com/ericsson

FOR FURTHER INFORMATION, PLEASE CONTACT

Ericsson Corporate Communications
Phone: +46 10 719 69 92
E-mail:media.relations@ericsson.com

Ericsson Investor Relations
Phone: +46 10 719 00 00
E-mail:investor.relations@ericsson.com

Graphic - Areas of the brain related to neurometrics
http://hugin.info/1061/R/1986667/729003.jpg
Ericsson Mobility Report - MWC Edition (Feb 2016)
http://hugin.info/1061/R/1986667/728939.pdf
Graphic - Social networking traffic growth
http://hugin.info/1061/R/1986667/729004.jpg
Graphic - Mobile subscriptions across the globe
http://hugin.info/1061/R/1986667/729007.jpg
Graphic - Mobile penetration across the globe
http://hugin.info/1061/R/1986667/729006.jpg
Graphic - Stress impact of streaming delays
http://hugin.info/1061/R/1986667/728940.jpg
Graphic - Comparable stressful situations
http://hugin.info/1061/R/1986667/729001.jpg
Photo - Neuroscience test in action
http://hugin.info/1061/R/1986667/729000.png
Graphic - New mobile subscriptions added, Q4 2015
http://hugin.info/1061/R/1986667/729005.jpg
Graphic - Change in Net Promoter Score
http://hugin.info/1061/R/1986667/729002.jpg
Press Release_Ericsson Mobility Report - MWC Edition
http://hugin.info/1061/R/1986667/729009.pdf
Graphic - Yearly net added mobile data traffic
http://hugin.info/1061/R/1986667/729008.jpg

---------------------------------------

This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: Ericsson via Globenewswire

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