Ericsson (NASDAQ:ERIC) and Dutch mobile network operator KPN have
signed a contract for hosted mobile advertising. This marks
Ericsson's first contract for hosted mobile advertising.

Under the agreement, Ericsson will provide KPN with an innovative and
flexible end-to-end business solution for managing and delivering
targeted advertisements to be displayed on mobile phones and other
devices.

The hosted service enables KPN to deliver targeted advertisements
based on consumer preferences to individual network users via mobile
internet pages and various messaging services. The advertisements can
be targeted based on each user's personal preferences. Advertising
agencies can create and maintain advertisement campaigns through
reporting tools.

KPN has piloted mobile advertising services with major advertisers
and is currently testing them further. The company is committed to
working out opt-in programs for customers in accordance with legal
requirements, and is researching appropriate incentive programs. In
May 2008 KPN commercially launched the first mobile advertising
services.

Patrick Kuijsters, marketing director KPN Mobile, says: "KPN is proud
to announce a strategic partnership with Ericsson. Ericsson' platform
suits KPN's need to add relevant advertisements to operator services
to end users, in which opt-in plays a crucial role. KPN's vision is
to reduce waste of advertisers' media spending and to deliver
relevant offers to its consumers based on their desires. Ericsson is
a crucial partner in realising this vision, and is willing to help
KPN shape this developing market."

Mobile advertising is a developing medium that supports new business
models with promising forecasts. Mobile devices, as the most personal
medium, provide opportunities for these new business models.

Nils de Baar, President, Ericsson in the Netherlands, says: "Hosting
is a growing segment within Ericsson and we are pleased to
collaborate in exploring new possibilities in the multimedia
environment. This underlines both our strengths as the leader in
telecom services and our commitment to become a leader in
multimedia."

Hosting is part of Ericsson's services portfolio and it is a business
model that allows Ericsson's customers to easily, cost-efficiently
and quickly launch and run services while Ericsson takes
responsibility for systems integration and daily management of the
end-to-end service.


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

Ericsson is the world's leading provider of technology and services
to telecom operators. The market leader in 2G and 3G mobile
technologies, Ericsson supplies communications services and manages
networks that serve more than 195 million subscribers. The company's
portfolio comprises mobile and fixed network infrastructure, and
broadband and multimedia solutions for operators, enterprises and
developers. The Sony Ericsson joint venture provides consumers with
feature-rich personal mobile devices.

Ericsson is advancing its vision of 'communication for all' through
innovation, technology, and sustainable business solutions. Working
in 175 countries, more than 70,000 employees generated revenue of
USD 27.9 billion (SEK 188 billion) in 2007. Founded in 1876 and
headquartered in Stockholm, Sweden, Ericsson is listed on OMX Nordic
Exchange Stockholm and NASDAQ.

For more information, visit www.ericsson.com or www.ericsson.mobi.


FOR FURTHER INFORMATION, PLEASE CONTACT

Ericsson Media Relations
Phone: +46 8 719 69 92
E-mail: press.relations@ericsson.com



About KPN
KPN is a leading provider of telecommunications services, serving
customers with wireline and wireless telephony, internet and TV
services. To business customers, KPN delivers voice, internet and
data services as well as fully managed, outsourced ICT solutions.
Both in the Netherlands and internationally, KPN provides network
services to third parties, including operators and service providers.
In Germany and Belgium, KPN serves consumer as well as business
markets with its mobile operations.

About Ericsson's managed services
Ericsson has the telecom industry's most comprehensive offering in
managed services, ranging from designing, building, operating and
managing day-to-day operations of a customer's network, including
end-user services and business support systems, to hosting service
applications and content, as well as providing network coverage and
capacity on demand. As the undisputed leader in managed services,
Ericsson has officially announced more than 100 contracts for managed
services with operators worldwide since 2002. In all current
contracts for managed services, excluding hosting, Ericsson is
managing networks that together serve more than 195 million
subscribers worldwide.


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