Ericsson wins managed services deal with du in United Arab Emirates

STOCKHOLM, SWEDEN, Oct 29 (MARKET WIRE) --
Ericsson (NASDAQ: ERIC) and United Arab Emirates-based operator du, have
signed a three-year managed services agreement which will enable du to
continue develop operational efficiency of nationwide GSM/WCDMA network
operations.

The partnership provides du with a long-term sustainable operating model,
reducing its operational expenses and enabling the operator to focus
further on providing attractive new services to its subscribers. The
network operations agreement also guarantees the performance and quality
of du's multi-vendor network.

Hatem Bamatraf, Senior Vice President, Network Development, du, says,
"We are committed to continuously develop and use our network at the
optimum level. Our partnership with Ericsson is a positive step in
realization of this objective. With Ericsson's experience in managed
services, we can bring new mobile telecommunications services to the UAE
market more efficiently than ever."

Valter D'Avino, Vice President and Head of Managed Services, Ericsson,
says that the deal confirms Ericsson's position as the industry leader in
managed services and underscores a shift toward managed services in the
region.

"Managed services have become a key to the success of operators in the
Middle East, as well as in the wider industry," D'Avino says. "With
Ericsson running network operations, du can devote even more attention to
providing its customers with the latest mobile services with excellent
network quality."

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 services to
telecom operators. Ericsson is the leader in 2G, 3G and 4G mobile
technologies, and provides support for networks with over 1 billion
subscribers and has a leading position in managed services. The company's
portfolio comprises of 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 "to be the prime driver in an
all-communicating world" through innovation, technology, and sustainable
business solutions. Working in 175 countries, more than 75,000 employees
generated revenue of SEK 209 billion (USD 32.2 billion) in 2008. Founded
in 1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on
NASDAQ OMX Stockholm and NASDAQ New York.

www.ericsson.com
www.twitter.com/ericssonpress

About Ericsson's Managed Services
offering

Ericsson has the telecom industry's most comprehensive managed services
offering. It ranges 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 layer
solutions, 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. Including all its current managed services
contracts, excluding hosting, Ericsson is managing networks that together
serve more than 350 million subscribers worldwide.

About du

du, the integrated telecom service provider in the UAE, launched mobile
telecommunication services in February 2007 across the UAE, in addition
to internet and pay TV services that du provides in some of the free
zones of Dubai. Call Select, du's nationwide fixed line services for
voice telephony, was launched in July 2007. By the end of 2008, over 3
million people in the UAE chose to become du customers.

Among du's many firsts is its historic Number Booking Campaign for both
individuals and business, Pay by the Second billing system, Mobile TV,
Mobile Payments, first of its kind 'WoW' recharge card (which offers
customers the choice between more credit, more time and now 'more
international' recharge option with additional credit on international
calls) and Self Care. For business customers, du business offers include
Closed Business User Group and preferred International Destinations. du
Broadcast Services division brings scalable media technology platforms and
telecommunication solutions to the broadcast community through its world
class teleport (Samacom) and Master Control Room (MCR) facilities.

du products and services for consumers and business are available through
du's retail network, currently numbering 34 du shops located in strategic
locations across the UAE, more than 3000 authorized dealers Or through du
e-shop, accessible at http://www.du.ae/en/where-to-buy/eshop.html. du
shops are a one stop shop for mobile service, carrier select and the
payment of the service bills.

du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by
Mubadala Development Company, 19.5 percent by Emirates Communications &
Technology Company LLC and the remaining stake by public shareholders. It
is listed on the Dubai Financial Market (DFM) and trades under the name
du.

Awards to date
* du presented with an award for Best Middle Eastern Local
Currency Deal 2008 by UK's EuroWeek
* du won two prestigious awards at UAE Web Awards 2008. du
e-shop portal won the best strategic online portal award in the
e-commerce category and du media club website won the bronze award
in the media and press category.
* du corporate brand launch campaign awarded a Cristal MENA
award in 2008
* du declared 'Best Brand' at Telecoms World Awards Middle East
2007 for innovative branding and outstanding brand success
* Second place in the New Brand Launch category at the GMR
Effectiveness in Marketing Awards 2007
* Silver Award for the best website in the ICT category at the
UAE Web Awards 2007
* du WoW TV Commercial awarded amongst the best 50 TV
commercials in mobile telecom category in the world for 2007

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