Ericsson : Avicii's 'X You' track unleashes the power of networked, social entertainment

  Ericsson : Avicii's 'X You' track unleashes the power of networked, social
                                entertainment

  *DJ/producer and artist Avicii curated nearly 13,000 submissions from more
    than 4,000 people in 140 countries, then created the final song in his
    studio
  *Ericsson is participating in the project as an example of new business
    models and collaborative environment in the Networked Society
  *The song is now available at www.aviciixyou.com

Illustrating the full effect of a collaborative, networked society, the DJ,
producer and artist Avicii has released the crowd-sourced song, created out of
the world's largest music collaboration of its sort. The collaboration is in
partnership with Ericsson (NASDAQ:ERIC), At Night Management, and Universal
Music Sweden.

The Avicii x You project ran for nearly seven weeks and hosted online
submissions of musical snippets from more than 4,000 artists from around the
world. Avicii selected weekly semi finalists and fans voted for the final
sounds and beats, which Avicii used to create a finished track in his studio
in Los Angeles. Sounds on the site have been played almost a million times.

The project demonstrates the full transformation of the music industry in a
Networked Society. Until now, the entertainment industry has relied on the
fundamental assets of mobility, broadband and cloud for distribution and
consumption. This project shows the relevance of those assets also in creation
and production.

At the world premiere event at Mobile World Congress 2013 in Barcelona,
Ericsson President and CEO Hans Vestberg presented the project. He said: "I
am excited to see the possibilities and the creativity come alive into one
song crafted by Avicii and all the fans. It starts a flow of thinking for all
industries to re-invent the way they collaborate across time and borders.
Music is one of the first industries being transformed by networking,
collaboration and new technologies. We now see TV, publishing and the whole
entertainment industry going down the same path."

Social technologies are now a central part of everyday life and work.
Crowdsourcing is a strong trend which leads to change in organizations and
enables new ideas to turn into products, according to Ericsson's ConsumerLab
insights.

Onstage, Avicii said: "I think it's cool that people will be able to hear this
track on the radio and know that they've all been part of creating it. Five
years ago, this would not have been possible and now we have the whole world
collaborating. Imagine what will happen in five, ten years from now when
everyone everywhere is connected."

Per Sundin, Managing Director of Universal Music Sweden, says: "I am proud to
be a part of the Avicii x You project, a project that shows what we can do by
working together and using the technologies to push the boundaries in our
industry. It will be very interesting to continue to follow this project as we
release the track."

During Mobile World Congress 2013 in Barcelona, Ericsson showcases its
combined technology and services leadership for the Information and
Communications Technology industry. Our solutions deliver superior network
performance in the field, enable complete customer experience management,
simplify and automate operations workflows thereby leading to operational
excellence. We show how the Networked Society comes to life - what it will
mean for the industry and how it will enable our customers to capture growth
opportunities.

NOTES TO EDITORS

Photos from the launch will be published at www.ericsson.com/press during the
evening Central European Time.

From Feb 27, the song will also be available on Spotify, iTunes and Vevo.

Ericsson sets tone for new music trends in project with Avicii:
www.ericsson.com/thecompany/press/releases/2013/01/1668787

Ericsson ConsumerLab's insights come from a global research program. Every
year, it interviews 100,000 people in more than 40 countries and 15
megacities, statistically representing the views of 1.1 billion people. Read
more on Ericsson ConsumerLab at www.ericsson.com/consumerlab

Download high-resolution photos and broadcast-quality video at
www.ericsson.com/press

Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely, in
sustainable societies around the world.

Our offering comprises services, software and infrastructure within
Information and Communications Technology for telecom operators and other
industries.Today more than 40 percent of the world's mobile traffic goes
through Ericsson networks and we support customers' networks servicing more
than 2.5 billion subscribers.

We operate in 180 countries and employ more than 100,000 people.Founded in
1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company's
net sales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on
NASDAQ OMX, Stockholm and NASDAQ, New York stock exchanges.

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FOR FURTHER INFORMATION, PLEASE CONTACT

Ericsson Corporate Communications
Phone: +46 10 719 69 92
E-mail: media.relations@ericsson.com

Ericsson Investor Relations
Phone: +46 10719 00 00
E-mail: investor.relations@ericsson.com


Avicii's 'X You' track unleashes the power of networked entertainment

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