Ericsson (NASDAQ: ERIC) is introducing an innovative, easy-to-usesolution that allows users to get discounts on mobile call rates ofup to 99 percent based on the network load at their location.Designed in Africa to make communication more affordable for users inlow-income markets, Ericsson's Dynamic Discount solution is nowgenerating interest globally.

Ericsson's new solution gives consumers the opportunity to see thediscount currently available at their location on their mobilephone's screen in real-time. People using this solution can receivecall discounts of up to 99 percent by calling during low-trafficperiods. The Dynamic Discount solution is available to any subscribercharged in real-time, whether pre-paid or part of a convergedcharging system. Consumers can activate the solution by simplypunching in a code.

Experiences from different markets have been positive. An Africanoperator reported rapid uptake, with two million subscribers usingthe service after only two months, corresponding to 60 percent of theoperators' total subscribers. At the same time, usage increased by 70percent.

With operators around the world facing a harsh financial climate andincreased competition, the solution is also gaining interest inmature markets.

Jan Wäreby, Senior Vice President and Head of Multimedia at Ericsson,says the innovative solution marks a shift in applicationdevelopment: "The Dynamic Discount solution was created in one of ourInnovation Centers in South Africa, and has been launchedcommercially by 14 operators with great success. We see greatopportunities in bringing applications that have been developed inemerging markets to the rest of the world. Operators in maturemarkets can use these applications to tackle their own financial andcompetitive challenges."

The Ericsson mobile Innovation Center was founded in 2008 to developmobile applications focusing on meeting the needs of poor and ruralpopulations. Today, the center is getting global attention as more ofits applications are proving suitable and beneficial for maturemarkets and developed countries as well.

Dynamic Discount solution lets operators discount call rates based ontraffic in a particular cell, introducing a completely new way toprice telecom services. Operator benefits include reduced churn andnetwork congestion, and increased total revenues from existingnetwork infrastructure investments. Improved quality of servicebenefits both the operator and the consumer.

Ericsson works continuously with operators to identify businessopportunities and develop solutions that address the specific needsof users in emerging markets. Operators addressing this segment facechallenges due to low average revenue per user (ARPU),price-sensitive consumers and barriers to entry resulting from priceof calls. .

Ericsson's Dynamic Discount solution was named the most innovativesolution during the AfricaCom Awards in 2008.

Notes to editors:

Ericsson's multimedia content is available at the broadcast room:www.ericsson.com/broadcast_room

Ericsson is the world's leading provider of technology and servicesto telecom operators. Ericsson is the leader in 2G, 3G and 4G mobiletechnologies, and provides support for networks with over 1 billionsubscribers and has a leading position in managed services. Thecompany's portfolio comprises of mobile and fixed networkinfrastructure, telecom services, software, broadband and multimediasolutions for operators, enterprises and the media industry. The SonyEricsson and ST-Ericsson joint ventures provide consumers withfeature-rich personal mobile devices.

Ericsson is advancing its vision of "to be the prime driver in anall-communicating world" through innovation, technology, andsustainable business solutions. Working in 175 countries, more than75,000 employees generated revenue of SEK 209 billion (USD 32.2billion) in 2008. Founded in 1876 with the headquarters in Stockholm,Sweden, Ericsson is listed on OMX NASDAQ, Stockholm and NASDAQ NewYork.

www.ericsson.comwww.ericsson.mobiwww.twitter.com/ericssonpressFOR FURTHER INFORMATION, PLEASE CONTACTEricsson Corporate Public & Media RelationsPhone: +46 10 719 69 92E-mail: press.relations@ericsson.com

About the Ericsson Dynamic Discount Solution

The Dynamic Discount solution gives consumers a discount of up to 99percent on calls depending on the traffic load in the current radiocell where they are located. The applicable discount is alwaysdisplayed for consumers in real-time on their mobile phone usingCell-broadcast. Discount factors can be set in a fully flexiblemanner depending on an operator's business strategies.It has lowered the entry barrier for mobile phone services and hasmade it affordable for a new segment of low income users who can nowafford to use a mobile phone and improve their standard of living.Ericsson Dynamic Discount solution is pre-integrated with Ericssoncharging system, the market leading real-time charging system,currently used by more than 155 operators across the globe, and 750million users. The solution is also proven in multi-vendorenvironments and can be integrated in an operator's environment withcore, radio as well as real-time charging system from other vendors.

About Ericsson in Revenue Management

Ericsson is a leading provider of revenue management solutions.Ericsson helps its customers capture and secure their money streamsand leverage business opportunities in the new communications world,by providing expertise and solutions to manage the revenues fromtraditional to multimedia services. For more information aboutrevenue management and Ericsson's solutions in this field click here

This announcement was originally distributed by Hugin. The issuer issolely responsible for the content of this announcement.

Copyright © Hugin AS 2009. All rights reserved.