INSERT COMPANY LOGO HERE. Product Market Leadership Award

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1 INSERT COMPANY LOGO HERE Global North Pay American TV IPTV SSL Middleware Certificate Product Market Leadership Award

2 Contents Background and Company Performance... 3 Industry Challenges... 3 Market Leadership of Ericsson... 4 Conclusion... 6 Significance of Market Leadership... 7 Key Performance Criteria... 8 The Intersection between 360-Degree Research and Best Practices Awards... 9 About Frost & Sullivan Frost & Sullivan 2 We Accelerate Growth

3 Background and Company Performance Industry Challenges The pay TV industry is undergoing a period of major changes as consumer viewing habits shift dramatically. The proliferation of devices that support multiple video viewing formats - along with improving broadband connectivity - create a perfect storm for these changes to occur. Due to a rapid penetration of Internet Protocol (IP) based video services, consumers now have numerous alternatives to subscribe to any content of their choice on the device of they prefer to use. The bring-your-own-device (BYOD) culture also adds to the anytime-anywhere video trend, as consumers increasingly get driven into an appbased video viewing trend on the go. Frost & Sullivan consistently monitors the way that the rise of over-the-top (OTT) video services has caused major ripples in the pay TV industry. With OTT services, consumers can access video from anywhere across the globe at little or no expense. As the awareness of OTT video increases, so do the expectations of pay TV subscribers. Subscribers want to receive new, fresh content with value added services that will enhance their viewing experience on any device. Moreover, they expect the same video quality as they receive on traditional TV. This has forced the service providers to reinvent themselves in order to stay competitive. Traditional middleware is not a feasible alternative as the latency in rolling out new updates and services is no more an acceptable pay TV model. Frost & Sullivan points out that pay TV providers will have to innovate with new services and business models to leverage IP-based video in order to stay competitive. Today, subscribers have many alternatives for watching TV on a device of their choice. Leading content owners such as HBO and BBC have also jumped on the bandwagon as they create their own IP-based service to make their content available to consumers via the Internet. Due to a tremendous competitive pressure, pay TV providers are in a vulnerable situation, as subscriber churn keeps them up at night. Pay TV providers have to partner with leading middleware vendors to live up to these changing expectations of subscribers. Services including catch up TV, digital video recording (DVR) and video on demand (VoD) make it possible for pay TV providers to deliver a branded experience on unmanaged devices. However, increasing pressures on average revenue per user (ARPU) keep profit margins very low. Add to that the increasing costs to retain subscribers, and this all makes for a highly compelling challenge for pay TV providers. Despite the above challenges, Frost & Sullivan notes that pay TV middleware vendors continue to innovate and stay relevant so as to support the pay TV providers in an extremely unpredictable environment. Offering compelling multiscreen video services, along with a coherent end user experience with personalized content and recommendations, are the only ways in which a pay TV provider will be able to differentiate its services from that of its competitor. Frost & Sullivan 3 We Accelerate Growth

4 Frost & Sullivan analyzed the pay TV middleware market that is broadly categorized into four end verticals: IPTV, Cable, Direct broadcast satellite (DBS) and Digital Terrestrial Transmission (DTT). Given the above trends, IPTV is the fastest growing segment in the market, and it makes up almost half of the total revenues. Ericsson, through its recent acquisition of Mediaroom, empowers service providers to deploy cutting-edge IPTV middleware so as to enable valuable experiences for subscribers globally. Frost & Sullivan identifies the following growth factors that Ericsson was assessed on in order to evaluate the company's global market leadership. Market Leadership of Ericsson Growth Strategy Excellence In Frost & Sullivan s analysis of the pay TV middleware market, the IPTV segment makes up almost 50% of the total market revenues in Within the IPTV segment, Ericsson Mediaroom continues to dominate the market with an impressive market share of 23%. Ericsson, a leader in wireless networks and telecom infrastructure, brings its global reach and system integration expertise to Ericsson Mediaroom. Ericsson Mediaroom makes a winning combination considering their complementary product portfolio enables them to expand their global reach and help service providers deliver compelling video software, video platforms and service experiences to subscribers. The acquisition helps Ericsson expand its portfolio on the consumer software front as the TV and media industry rapidly shifts towards investments in the video delivery chain given the high video consumption globally. It also helps Ericsson secure a large presence in IPTV segment - given Ericsson Mediaroom s large installed base. Additionally, it gives Ericsson an opportunity to move away from a low margin hardware business and attain a strong competitive position against the cable, DBS and DTT segments. Ericsson aims at being a media partner of choice for service providers by delivering an end-to-end video infrastructure, as also video delivery networks that cater to the rising demand for IPbased on-demand content and integrated multiscreen end user experiences. Best Practices Example: With Mediaroom, Ericsson now enables TV Everywhere experiences for 17.5 million subscribers across 76 commercial deployments and 33 million set-top boxes (STBs). Mediaroom is a de-facto choice for most Tier-I operators, and its customer line-up includes leading telcos such as AT&T Inc. (North Americas), Deutsche Telekom AG (Germany), Singapore Telecommunications Ltd. (SingTel) (Singapore), Swisscom AG (Switzerland), Telus Corp. (Canada) and Telefónica SA (South America). Implementation Excellence Frost & Sullivan appreciates the fact that Ericsson truly continues to innovate on the IP video front as it invests in cloud for its next-generation offerings. Ericsson s latest efforts Frost & Sullivan 4 We Accelerate Growth

5 in pay TV innovation are defined by the most prominent market trends around advanced search, discovery and personalization of content across devices. Ericsson MediaFirst TV Platform is an end-to-end software platform optimized for large scale delivery of pay TV video services. Offered as a software as a service, Ericsson MediaFirst TV Platform is built to deliver seamless multiscreen delivery of video on any consumer device. It gives operators the ability to be agile and nimble while facilitating true TV everywhere experience with rapid release cycles and deployments at scale. Given that it is a cloud-based platform with open standards, it can push high bandwidth video content and overcome last mile issues so that the transport and delivery of streaming OTT content comes down. Frost & Sullivan expects that this strategy will clearly allow Ericsson to cater to OTT related use cases in both developed and developing markets by bringing economic benefits to fast paced operators looking at providing interactive content and multiscreen capabilities. Best Practices Example: Although Ericsson Mediaroom has traditionally been a premium product deployed mostly by Tier-I operators, it is now becoming more accessible to Tier-II operators as well. As a representative, Windstream, a US based operator, recently announced a plan to launch its next generation TV service that will be offered to over 50,000 subscriber households. This service uses Ericsson Mediaroom platform and comprises wireless STBs, advanced multiscreen viewing and DVR functionalities. Product Differentiation Ericsson Mediaroom is an award-winning multiscreen middleware platform that is optimized for scale and is quite well accepted in the market. Ericsson Mediaroom pioneered the vision of IP-based video delivery over a decade ago and managed to successfully penetrate the IPTV market with a large subscriber base. Given Ericsson s expertise in devices, the combined value proposition gives operators a higher control over their content and network. Service providers can leverage the architecture to cater to several use cases, such as optimizing capacity, deploying efficient billing systems, and implementing advanced content search and discovery systems. Ericsson Mediaroom is designed to support personalized TV experiences on multiple devices with a similar coherent look and feel on each device. It is a highly agile platform that is built into a number of SoCs, thus allowing operators to quickly deploy high performance video services on any device at lower costs (considering STBs make up almost 60-70% of the expense). Ericsson Mediaroom can also be deployed on home gateways, and its vertically integrated nature enables operators to deliver high performance on any device. Best Practices Example: Ericsson has a wide portfolio of notable customers such as Belgacom, China Netcom, China Telecom, Chunghwa Telecom, KPN, Telenor Sweden, and Frost & Sullivan 5 We Accelerate Growth

6 Telia Sonera. Mediaroom acquisition gives Ericsson a strong competitive differentiation with its telco customers, since video obviously becomes increasingly indispensable for telco companies. Technology Leverage Following the acquisition of Mediaroom by Ericsson, Ericsson incorporated a reverse integration strategy, whereby all TV platform products from Ericsson s portfolio were integrated within the Mediaroom business group. Ericsson also foresees demand for 4K and HEVC technologies and will soon be launching a visual interface for ultra-high definition displays in order to cater to the rising consumer demand of high quality video experiences. Ericsson will bring Ericsson Mediaroom client on its ARM powered system-ona-chip (SoC) set top boxes so as to deliver HEVC video for 4K TV content. Additionally, Ericsson plans to launch its Linux-based set-top-boxes which will further strengthen its position in the pay TV ecosystem as it will enable operators to reduce their total cost of ownership (TCO) while improving performance and facilitating unified video service offerings. Best Practices Example: As an example of leveraging existing Ericsson products to enhance the value proposition of Mediaroom, Ericsson recently launched Ericsson Mediaroom Reach, which is a technology that comes from its acquisition of Azuki Systems, a delivery platform that specializes in TV Everywhere solutions for service providers, content owners and broadcasters. With this integration, Ericsson will be able to offer custom solutions for personalized video services, OTT content delivery and adaptive bit rate (ABR) video streaming. With Azuki and Mediaroom, Ericsson is able to move into the terrestrial, cable and satellite segments by supporting their hybrid deployments (IP/Terrestrial, IP/Cable and IP/Satellite) based on the technologies described above. Conclusion While the pay TV industry undergoes rapid transformation on the video delivery and multiscreen services front, few incumbent middleware providers have managed to realign their platforms to keep up with the changes. Frost & Sullivan firmly believes that Ericsson continues to be innovative and offer next-generation consumer video products for seamless multiscreen experiences. Ericsson Mediaroom facilitates a compelling experience with its highly scalable, open platform and a complementary portfolio of Ericsson for a well-integrated video viewing experience. With its strong overall performance, Ericsson has achieved a leadership position in the Global Pay TV IPTV Middleware Market, with a market share of 23%. Frost & Sullivan is therefore proud to bestow the 2014 Global Market Leadership Award to Ericsson. Frost & Sullivan 6 We Accelerate Growth

7 Significance of Market Leadership Ultimately, growth in any organization depends upon customers purchasing from your company, and then making the decision to return time and again. Loyal customers become brand advocates; brand advocates recruit new customers; the company grows; and then it attains market leadership. To achieve and maintain market leadership, an organization must strive to be best-in-class in three key areas: understanding demand, nurturing the brand, and differentiating from the competition. Frost & Sullivan 7 We Accelerate Growth

8 Key Performance Criteria For the Global Market Leadership Award, Frost & Sullivan analysts focused on specific criteria to determine the areas of performance excellence that led to the company s leadership position. The criteria considered include the following: Criterion Requirement Growth Strategy Excellence Demonstrated ability to consistently identify, prioritize, and pursue emerging growth opportunities Implementation Excellence Processes support the efficient and consistent implementation of tactics designed to support the strategy Brand Strength The possession of a brand that is respected, recognized, and remembered Product Quality The product or service receives high marks for performance, functionality and reliability at every stage of the life cycle Product Differentiation The product or service has carved out a market niche, whether based on price, quality, uniqueness of offering (or some combination of the three) that another company cannot easily duplicate Technology Leverage Demonstrated commitment to incorporating leading edge technologies into product offerings, for greater product performance and value Price/Performance Value Products or services offer the best value for the price, compared to similar offerings in the market Customer Purchase Experience Customers feel like they are buying the most optimal solution that addresses both their unique needs and their unique constraints Customer Ownership Experience Customers are proud to own the company s product or service, and have a positive experience throughout the life of the product or service Customer Service Experience Customer service is accessible, fast, stress-free, and of high quality Frost & Sullivan 8 We Accelerate Growth

9 The Intersection between 360-Degree Research and Best Practices Awards Frost & Sullivan s 360-degree research methodology represents the analytical rigor of our research process. It offers a 360-degree-view of industry challenges, trends, and issues by integrating all 7 of Frost & Sullivan's research methodologies. Too often, companies make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. The integration of these research disciplines into the 360-degree research methodology provides an evaluation platform for benchmarking industry players and for identifying those performing at best-in-class levels. 360-DEGREE RESEARCH: SEEING ORDER IN THE CHAOS Frost & Sullivan 9 We Accelerate Growth

10 Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices Frost & Sullivan Awards follow a 10-step process to evaluate Award candidates and assess their fit with select best practice criteria. The reputation and integrity of the Awards are based on close adherence to this process. STEP OBJECTIVE KEY ACTIVITIES OUTPUT 1 Monitor, target, and screen Identify Award recipient candidates from around the globe Conduct in-depth industry research Identify emerging sectors Scan multiple geographies Pipeline of candidates who potentially meet all bestpractice criteria 2 Perform 360-degree research Perform comprehensive, 360-degree research on all candidates in the pipeline Interview thought leaders and industry practitioners Assess candidates fit with best-practice criteria Rank all candidates Matrix positioning all candidates performance relative to one another 3 Invite thought leadership in best practices Perform in-depth examination of all candidates Confirm best-practice criteria Examine eligibility of all candidates Identify any information gaps Detailed profiles of all ranked candidates 4 Initiate research director review Conduct an unbiased evaluation of all candidate profiles Brainstorm ranking options Invite multiple perspectives on candidates performance Update candidate profiles Final prioritization of all eligible candidates and companion best-practice positioning paper 5 Assemble panel of industry experts Present findings to an expert panel of industry thought leaders Share findings Strengthen cases for candidate eligibility Prioritize candidates Refined list of prioritized Award candidates 6 Conduct global industry review Build consensus on Award candidates eligibility Hold global team meeting to review all candidates Pressure-test fit with criteria Confirm inclusion of all eligible candidates Final list of eligible Award candidates, representing success stories worldwide 7 Perform quality check Develop official Award consideration materials Perform final performance benchmarking activities Write nominations Perform quality review High-quality, accurate, and creative presentation of nominees successes 8 Reconnect with panel of industry experts Finalize the selection of the best-practice Award recipient Review analysis with panel Build consensus Select winner Decision on which company performs best against all best-practice criteria 9 Communicate recognition Inform Award recipient of Award recognition Present Award to the CEO Inspire the organization for continued success Celebrate the recipient s performance Announcement of Award and plan for how recipient can use the Award to enhance the brand 10 Take strategic action Upon licensing, company may share Award news with stakeholders and customers Coordinate media outreach Design a marketing plan Assess Award s role in future strategic planning Widespread awareness of recipient s Award status among investors, media personnel, and employees Frost & Sullivan 10 We Accelerate Growth

11 About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages almost 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 31 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 11 We Accelerate Growth

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