The Research Of Ericsson Network Products Strategy

Ericsson is the major mobile network provider of the world, it provide the products and services to about50%of the world’s commercial mobile broadband network. With the rapid development of technology, especially the widespread use of3G/4G technology, the new demands are raised by the mobile Internet for wireless infrastructure network."All IP Network" and "end to end service," such as customer demand has become the operator needs to urgently solve the problem. Although Ericsson had chieved a comprehensive solution which needed network products through acquisitions or other ways, but there are still have some problems. For example, the product overlap, duplication of functions, less horizontal linkages, low reuse rate and low sharing of resources which caused high development costs and low efficiency, longer development cycle and so on.The purpose of this study is to the develop strategy2013-2015Network Products for Ericsson. Firstly, we use the method and five forces model on the analysis for the external competitive environment of Ericsson network products development, also including technology trends, the competitive position of the industry etc. And then, we use the product evaluation and product cycle approach to product structure Ericssion current situation analysis. Finally, a SWOT analysis, drawn Ericsson network products market where competitive advantages and disadvantages, on this basis, combined with the overall development strategy of Eircsson, Ericsson’s development strategy proposed nentwork products, including product differentiation, product diversification and cooperation and competition in three areas. For this development strategy, we also defined the implementation measures which including enhanced marketing, optimizing product development, r6duce operational costs and improve the innovation mechanism etc.