Sony Ericsson Company History

					                                                                                    NEWS RELEASE
                                                                                          February 15, 2011

Ericsson expands BSS offering through
Microsoft CRM alliance
             Ericsson enters alliance with Microsoft to provide an integrated billing and
              Customer Relationship Management (CRM) solution
             The solution helps operators’ customer service representatives to work more
             This telco specific functionality enables operators to offer better-quality
              services and improve customer satisfaction.

Ericsson (NASDAQ: ERIC) today announced its move to work with Microsoft to provide an integrated
billing and CRM solution for operators or service providers. The solution will enable service providers
to improve their customer care operations and thereby increase customer satisfaction.

Integrating Customer Relationship Management (CRM) and other Business Support Systems (BSS) is
an increasingly important part in the service providers’ strategies to attract new subscribers and retain
those they already have. This is also a key part of efforts to entice former customers back into the fold,
and reduce the costs of marketing and customer service. According to analysts, a unified CRM and
billing solution can reduce the time to launch new services from months to only 2-3 weeks.

Ericsson’s solution combines subscriber and billing data in a Unified Agent desktop, allowing the
customer service representative to quickly address the needs and improve customer satisfaction.
When a customer complains of an error invoice, comprehensive data detailing billing history and
recent calls are displayed on the screen. This detailed information will enable them to solve the
problem, for example by granting compensation such as free units via their bill.

Christoffer Andersson, head of Solution Area Billing & Customer Care, says: ”We are delighted to
enter into this relationship with Microsoft. It will strengthen our Operation Support System and
Business Support Systems portfolio offerings. This solution will complement our strong Systems
Integration capabilities in a multi-vendor environment, to provide our customers with integrated end-to-
end CRM solutions based on best-of-breed packages, improving customer experience and helping our
clients in growing a loyal and profitable customer base.”

"We’re delighted to be working with Ericsson to offer the flexibility of Microsoft Dynamics CRM for its
latest customer care offering for operators worldwide,” said Jim Dietrich, Industry Managing Director,
Communications Sector at Microsoft. “Service providers will benefit from a more agile and cost-
effective solution that will help them deliver differentiated services with greater efficiencies. Consumers
will also reap the benefits of a richer customer experience when interacting with their service provider."

This CRM solution is adapted for the business needs of telecom operators and is based on Microsoft
Dynamics CRM 2011, pre-integrated with Ericsson’s billing solution BSCS iX. Ericsson will continue to
evolve its billing product offering to support end-to-end integration in a multi-vendor CRM space.
                                                                                NEWS RELEASE
                                                                                      February 15, 2011

Notes to editors:
Our multimedia content is available at the broadcast room:
Ericsson is the world’s leading provider of technology and services to telecom operators. Ericsson is
the leader in 2G, 3G and 4G mobile technologies, and provides support for networks with over 2 billion
subscribers and has the leading position in managed services. The company’s portfolio comprises
mobile and fixed network infrastructure, telecom services, software, broadband and multimedia
solutions for operators, enterprises and the media industry. The Sony Ericsson and ST-Ericsson joint
ventures provide consumers with feature-rich personal mobile devices.

Ericsson is advancing its vision of being the “prime driver in an all-communicating world” through
innovation, technology, and sustainable business solutions. Working in 175 countries, more than
90,000 employees generated revenue of SEK 203.3 billion (USD 28.2 billion) in 2010. Founded in
1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on NASDAQ OMX, Stockholm
and NASDAQ New York.


Ericsson Corporate Public & Media Relations

Phone: +46 10 719 69 92


Ericsson Investor Relations

Phone: +46 10 719 00 00


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