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RBS Marketing Guide

LR/M 98:284 Rev A 1998-11-12 © Ericsson. For internal use only

RBS Marketing Guide

Contents

KAM SUMMARY ............................................................................................................................................. 3

NAM SUMMARY .............................................................................................................................................. 3

ACTIVITY PLAN – RBS STRATEGIC ACTIVITIES 1998/1999 .................................................................. 4

1 INTRODUCTION ...................................................................................................................................... 5

2 MAIN MARKET MESSAGE .................................................................................................................... 6

2.1 PRODUCT POSITIONING .......................................................................................................................... 6

2.2 PRODUCT CHARACTERISTICS AND BENEFITS ........................................................................................... 7

2.3 SWOT ANALYSIS .................................................................................................................................. 8

2.4 DEMONSTRATION OF NEW PRODUCTS ..................................................................................................... 9

3 BTS MARKET SITUATION ................................................................................................................... 10

3.1 GENERAL ............................................................................................................................................ 10

3.2 DUAL BAND CONTRACTS ..................................................................................................................... 10

4 RBS 2000 – IMPORTANT MESSAGES ................................................................................................. 11

4.1 HINT REGARDING “LINK BUDGET WAR” ................................................................................................ 11

4.2 INTRODUCTION OF NEW TRU VERSION ................................................................................................. 12

4.3 INTRODUCTION OF RBS 2401 – “PICO” ................................................................................................. 12

5 RBS 200 – IMPORTANT MESSAGES ................................................................................................... 13

5.1 SPU UPGRADE .................................................................................................................................... 13

5.2 RBS 200 EXPANSION WITH RBS 2000 .................................................................................................. 13

6 EXTERNAL SITE EQUIPMENT ........................................................................................................... 14

7 SMART FEATURES, APPLICATIONS AND BUSINESS CASES ...................................................... 16

7.1 SMART FEATURES ................................................................................................................................ 16

7.2 APPLICATIONS ..................................................................................................................................... 18

7.3 BUSINESS CASE STUDIES ...................................................................................................................... 22

8 PRICING GUIDELINES ..................................................................................................................... 24

9 CONTACT PERSONS AT LR ................................................................................................................ 25

10 PROMOTIONAL MATERIAL ........................................................................................................... 26

11 ACRONYMS AND ABBREVIATIONS .............................................................................................. 26

If you don’t read it all, make sure to read:

KAM / NAM Summary (page 3)

RBS Activity Plan (page 4)

RBS Marketing Guide 2 (26)

© Ericsson. For internal use only Rev A 1998-11-12 LR/M 98:284

This page is intentionally left blank

Guide 3 (26)


KAM summary This document provides help in planning and conducting RBS marketing and sales

activities. Focus is on the coming 6 months.

Prevent break-ins

For existing accounts, an important activity is to prevent “break-ins”. The most successful

approach to our knowledge is to ensure a customer perception of Ericsson superiority in

the following four areas:

Products for rural coverage

Microcells

Wireless Office Systems (WOS)

Dual band solutions

A proposed activity plan to achieve this can be found at next page

Introduce new products

In order to make the customer successful and achieve a profitable operation, it is

important to introduce new products rapidly. Upcoming introductions are:

RBS 2302

RBS 2401 (internal launch November –98, GA summer -99)

SW power boost / Tower Mounted Amplifiers

New TRU version – see section 4.2

MAXITE™ 1800

MAXITE™ 900 (firm release plan not available when this is written)

GSM on the Net (not covered in this document)

Deliveries of complete sites

The activity plan at the next page includes proposal to aid a successful product

introduction. Demonstrations can be arranged, please refer to section 2.4.

Available business cases

There are business cases available, showing “when to chose what product” as well as

profitability. Please refer to section 7.3

NAM summary Selecting the right RBS to the right application is the single most important factor

affecting the total network cost for a new operator. The right RBs will also support fast

rollout. Attractive new products, that in our opinion will add value to all new networks

(especially on 1800 and 1900 MHz):

SW power boost (Chapter 7.1)

Tower Mounted Amplifiers

MAXITE™

CDU-D – enables 12 TRX cells

There is a possibility to demonstrate these products to operators, see section 2.4.

Please refer to section 4.1. regarding how to make an alternative proposal based on

fewer sites.



Activity Plan – RBS Strategic activities 1998/1999 Below is an proposal of an activity plan, based on the KAM summary.

Note: Timing is for example purposes only!!!! Some accounts will do activities earlier or later

than in this example

Please observe that some products mentioned below have not yet passed TG2, for updated information

please refer to “BTS Product Program”.

Excluded in list: Type approval activities, Delivery of new SW.

Date RBS related activity LR contact person

9811 2302 offer, presentation Microcell & Indoor business case Tomas Fridström

Present Ericsson Wireless Office Solutions Jens Friberg

Present / Offer “Hot spot finder” and microcell planning Pär Backlund (LVR/X)

Presentation of “New RBS 2102” Per Wilen

Presentation MAXITE (900, 1800, 1900 MHz) Johan Dahlin

CME User Group “RBS Workshop”, Stockholm Jan Derksen

9812 MAXITE demo site – either build one at customer

premises or visit a site in Dublin

Johan Dahlin

MAXITE offer (900,1800, 1900 MHz) Oskar Lampel

SPP upgrade offering (if not yet done, only for RBS 200) Tomas Fridström

Present what has been done to improve outdoor RBS

performance in south east Asia’s humid climate

Toni Beck

9901 Present product for rural coverage Johan Dahlin

Propose trial “SW power boost” Johan Dahlin

GSM on the Net presentation LRG/X

RBS 2401 (pico-indoor BTS) presentation Johan Anderson

9902 EDGE presentation Jan Derksen/

Jonas Näslund

Start trial “SW power boost” & TMA Johan Dahlin

Ensure the “Duo” SW is used (see section 4.2) Lena Piscator

9903 RBS 2401 (pico-indoor BTS) offer Johan Andersson

Ordering RBS via web interface Joacim Öhrn

Present Ericsson RBS roadmap and future plans T Fridström/J Näslund/

Kurt Sillén

9904 Offer complete sites, incl. Antennas, Feeders etc. Joacim Öhrn

Present Business case “Cost per Erlang” for different

solutions applications (tool being developed at present)

Johan Dahlin

9905 Training course RBS 2401 Johan Andersson

Install RBS 2401 demo site Johan Andersson

9906

9907

Guide 5 (26)


1 Introduction The purpose with this marketing guide is to provide information and argumentation to

support marketing activities of Ericsson RBSs and site solutions for GSM-based systems.

This marketing guide assumes that the reader has some basic GSM and marketing

knowledge.

Related documents

When preparing offers, as well as in customer discussions, there is a clear advantage in

knowing the competitors products. For more information, please refer to LR’s

“Competitor Guide” at BTS intranet homepage:

http://www2.eral.ericsson.se/marketing/Competition/Comp.htm

Maxite™ has a Marketing Guide of its own. Please refer to “Maxite™ Marketing

Guide” at BTS intranet homepage:

http://www2.eral.ericsson.se/marketing/Maxite/index.htm

With many operators looking for revenue with minimum of capital resources, Ericsson’s

turnkey concept is a critical differentiator for any offer.

For further information, please refer to the Customer Services Marketing Guide at

intranet homepage:

http://www-rmog.ericsson.se/wspml

For information and descriptions regarding RBS 2000 and RBS 200 product families,

please refer to the PLM BTS binder, found at intranet homepage:

http://www2.eral.ericsson.se/marketing/BTSPML/btspml.htm

For comments or questions regarding this document, please contact:

LR/MK Jens Friberg +46 8 585 31886 ( office )

[email protected] +46 70 609 6693 ( mobile )



2 Main Market Message

2.1 Product Positioning

General

Ericsson is the world leader in design and manufacturing of Base Transceiver Stations

(BTS) for all GSM based standards. Since the first launch of the commercial GSM 900

system in 1991, Ericsson has also been pioneering both the GSM 1800 and the GSM

1900 markets.

Thanks to a high and stable market share of 40%, Ericsson can devote considerably more

resources on BTS design than any other system vendor can. Large volume production

guarantees both high production quality and long-term cost effective solutions.

Internal BTS product portfolio

BTS Type Characteristics Target Customer

RBS 200

(1-4 TRU)

First generation GSM RBS,

indoor RBS, 1-16 TRU/cell

Extension to existing

customers

RBS 2202

(1-6 TRU,

Indoor)

Cost efficient indoor site

1-12 TRU/cell

All Customers, including

Dual Band

RBS 2102

(1-6 TRU,

Outdoor)

Most economical choice for 1-2

cabinet sites. Including batteries

and cooling

All Customers, including

Dual Band

RBS 2101

(1-2 TRU,

Outdoor)

Suitable for road coverage,

including space for transmission

All Customers, (delivered in

small volumes)

RBS 2302

(1-6 TRU,

Outdoor)

High capacity areas,

low site costs, Indoor and outdoor

applications

Mature 900 operator

Few frequencies

RBS 2401

(2 TRU,

Indoor)

Optimised for cost-effective

indoor applications, primarily

corporate solutions.

Operators with focus on

enhanced public and

business in-building

coverage

Maxite™

(2 TRU,

Outdoor)

Rapid rollout, easy site

acquisition, road coverage

1800/1900 operator with

rapid coverage expansion

need

Repeaters Economical choice if ONLY

coverage is needed. Suitable for

indoor and tunnel applications.

All customers, including

Dual Band

Repeaters

RBS 2302 and repeaters are complementary products, rather than competing products.

The RBS 2302 is the best solution when additional capacity is required. The repeater

solution is favourable in case only coverage needs to be provided. Contact Christian

Hedelin (LR/MG).

Guide 7 (26)


2.2 Product Characteristics and Benefits

Economical – A basestation for every application

With the GSM base station family RBS 2000, Ericsson offers a wide selection of base

stations, allowing the operator to effectively and economically deploy its network.

Special attention should be given to Ericsson’s clearly competition differentiating

products like Maxite™ , RBS 2302 and RBS 2401.

Flexibility and Expandability using Product Packages

A Product package is a method of pricing and ordering RBS 2000 using predefined RBS

2000 configurations. This allows for easy and flexible expansions, using predefined

Product package expansion kits. For more information, please refer to:

http://www2-rmog-bts.ericsson.se/bts_supply/

Excellent Capacity Handling

An Ericsson BSS network can handle a very high traffic load, thanks to, among others,

Hierarchical Cell Structures (HCS), Frequency Hopping, uplink and downlink DTX, MS

and BTS power control as well as RBS 2302 for micro/indoor cell applications. The filter

combiner CDU-D is unique on the market in handling 12 TRX cells with maintained

radio performance!

Best Link Budget on The Market – Less sites needed

Ericsson provides the best link budget on the market thanks to the highest output power

combined with high receiver sensitivity for optimum coverage. The smart feature “SW

Power Boost” can further improve this (see chapter 7.1).

High Reliability and Availability

Quick swap and repair, highly integrated units, non-volatile memories and ability to

download a new SW release to the RBS while traffic is ongoing.

Simplified Operation and Maintenance

The Operation & Maintenance of the RBS 2000 can be completely remotely operated.

Landlord friendly

Major challenges during system deployment are site acquisition and the increasing site

rental costs. The RBS 2000 family will ease that problem since it includes benefits as:

Self-contained, vandal proof outdoor models, world’s smallest footprint for 6 TRX

indoor BTS, world’s smallest 2 TRX BTS, few antennas, large operational temperature

range, unobtrusive colours and of course Maxite™.

Turnkey Solutions

Please refer to “Marketing Guide - Network Integration and Implementation” at Intranet

homepage http://www-rmog.ericsson.se/wspml

http://www-rmog.ericsson.se/wspml



2.3 SWOT Analysis

This SWOT analysis is made on the LR RBS product portfolio of today. Future products

and scenarios are not taken into consideration.

STRENGTHS WEAKNESSES

Widest range of products Ext.range only on RBS 200, until R8

Strong reference list Lack of Business cases

Most sold micro BTS Packaging of transmission solutions

Best link budget

O&M and MTBF outperforms the

competition

Maxite™ - a unique product

Modular design – grow with the

customer

OPPORTUNITIES THREATS

GPRS and 14.4. competitors most

probably need HW upgrades

Other vendors coming up with >6TRX

per cabinet (before us)

Using RBS 2302 in more applications Increased competition on micro BTS

Selling more public indoor systems Niche players on indoor applications

Selling more office indoor systems

GSM-R

BSS “break-ins” in less performing

competitor networks

Guide 9 (26)


2.4 Demonstration of new products

A good way to make the customer familiar with new products is to arrange a customer

demonstration. Often this is done at the local company, in test plants etc. However, for

some products a demonstration can be arranged elsewhere. This might save time and

resources for the demonstration work.

EDGE demo in Kista

In Kista, there is a demonstration site for EDGE radio interface. At present, the set-up is

fixed. Plans are to have a mobile demo set-up in a van by Q1 1999. Contact persons are

Jonas Näslund (LR/X) and Jan Derksen (LR/MK).

MAXITE™ demo in Dublin

A full day event can be arranged including MAXITE™ demonstration and drive test.

This event is highly recommended for potential new operators. Also some other features

like SW power boost and Enhanced Full Rate are demonstrated. The day is finalised by a

nice dinner and interesting discussions at an Irish pub.

Contact person Johan Dahlin, LR/MK.

“SW power boost” demo in Dublin

In Dublin, the feature SW power boost can be demonstrated on the MAXITE™ product.

Contact person Johan Dahlin, LR/MK.

“SW power boost” demo at local company

Work is ongoing to create a SW power boost demonstration package, which easily can be

used by the local company. Contact person Johan Dahlin, LR/MK.

RBS 2401

At present there is a mechanical prototype of RBS 2401 available for showing in Kista. A

wireless office presentation could also be arranged. Contact persons are Johan Andersson

(LRU/X) and Jens Friberg (LR/MK).

GSM on the Net

Why not take your customers to Stockholm and show them how GSM on the Net is

working in reality? This is a half-day event, including a presentation and a demonstration

of this new innovative system. Contact person is Bengt-Åke Ljudén (LRG/X)



3 BTS Market Situation

3.1 General

In the latest chapter of the extraordinary growth of the GSM wireless standard, the

number of subscribers topped 100 million in July 1998 – a milestone that exceeded many

analysts’ forecasts. Now growing at the rate of 5 million new subscribers each month,

according to European Mobile Communications.

GSM will continue to be the dominant standard. In the year 2001, 75% of the GSM

subscribers will be connected to the 900 MHz frequency. GSM 1800 MHz will have

approximately 21 percent of all subscribers and only a rather small proportion will be

connected to a GSM 1900 MHz network.

3.2 Dual Band Contracts

Won

Telia, Sweden

Telenor, Norway

Tele Finland

VFE, UK

Tele Danmark Mobil

Swiss PTT (except Geneva)

Mobifon, Romania

Far East digifon, Taiwan

MPT, China

Unicom, China

Smartone, Hong Kong

Telecom Australia

Telefonica, Spain

Airtel, Spain

Optimus, Portugal

Millicom, Luxemburg

KPN Orange, Belgium

CYTA, Cyprus

EMT, Estonia

Sonera, Finland

Telecel, Portugal

Please note that NO operator with a Ericsson 900 MHz network has chosen

another vendor for 1800 MHz.

Ericsson reference list for GSM is found at intranet address: http://www-rmog.ericsson.se/ProductMarkets/markinfo/reflist.htm

Guide 11 (26)


4 RBS 2000 – Important Messages All RBS 2000 products offer the most advanced technology available, in attractive

cabinets. With Ericsson’s wide range of RBS 2000 models, the most cost effective

alternative is offered for each situation, depending of capacity, coverage, space and

environmental requirements.

Each site is pre-packed as a Product Package, which guarantees a fast rollout and

delivery.

For information and descriptions regarding RBS 2000 and RBS 200 product families,

please refer to the BTS PLM binder, found at intranet homepage:


4.1 Hint regarding “Link budget war”

Model Network

In many tenders, the customer asks us to calculate a total price for a certain model

network configuration. A certain number of sites are specified. Normally this figure is

specified to be based either on “average BTS performance”, or no specific RBS

performance is stated. Since RBS 2000 with CDU-A and TMA placed close to the

antenna offers the best link budget on the market, the number of sites often can be

reduced by 25%, compared with the CDU-C+ alternative

Our advice for this case is to always do both of the alternatives:

Use sites with CDU-C+ and without TMA for the model network pricing. This will

reduce the price per site compared to the TMA case by some 3-8%. Despite this, we

shall comply in accordance to CDU-A and TMA in the SoC. TMA is hence seen as an

option, not included in the basic price for the model network.

Create also an alternative proposal, based on the Maximum range products (CDU-A,

TMA, and possibly also SW power boost). Each site will be some 3-10% more

expensive, but the total number of sites will be some 25-35% less, which will result in

a significantly reduced total cost of the offered network.

For more information, please refer to the theme binder “Cost effective coverage” at

intranet address:

http://www2.eral.ericsson.se/marketing/CosteffectiveCoverage/CostEff.htm

SoC texts on BTS performance shall be done in accordance with the document "RBS

2000 radio performance", available at the intranet homepage: http://www2.eral.ericsson.se/marketing/CosteffectiveCoverage/CostEff.htm




4.2 Introduction of new TRU version

One RBS 2000 macro product is worth special consideration:

Some new TRU versions will be introduced soon. The new TRU versions have a shorter

assembly time in the production process. The purpose of introducing such a product is to

be able to handle the foreseen huge capacity increase during 1999 without need for

building additional manufacturing plants. There will also be noticeable customer benefits

like improved cooling etc (more info will be distributed).

Needless to say, a smooth introduction of those products is necessary to secure the

deliveries.

New TRU version coming in Q4-98

The main prerequisite to be able to use the first new TRU is that the correct SW release

is used in the network. This SW is available. Information on this has been sent out in

product bulletin: http://www2.eral.ericsson.se/maintenance_release/nx98127.pdf

New TRU version coming in Q3-99

The main prerequisite to be able to use the second version of the new TRU is that the

correct SW release is used in the network. Also this SW is available (HRB 105 01/2 R9).

Besides enabling the new TRU to be used, it also provides new functionality and contains

several important Trouble Report corrections for the R6.1 release.

Volume deliveries of this new TRU version are expected in Q3 99. Before Q3 99, the

correct SW should be installed in all customers’ networks.

4.3 Introduction of RBS 2401 – “pico”

RBS 2401 is designed to be used in all conventional GSM networks and it is optimised

for indoor applications. The weight is only ~15kg and the size ~20 litre, meaning almost

half the size and half the weight compared to the RBS 2302.

With its unobtrusive design together with its low cost of ownership, it will satisfy the

operator need of a cost-efficient office solutions, to be used to attract and retain

customers in the important business segment. Furthermore, it will be a cost effective

alternative for public applications as well, such as shopping malls, airports, hotels etc..

The RBS 2401 will have a Marketing guide of its own, available at the following intranet

homepage during December –99:


The RBS 2401 will be presented externally in February at the GSM World congress in

Cannes.

Guide 13 (26)


5 RBS 200 – Important Messages

Unique RBS 200 Features

The RBS 200 family is in favour compared to RBS 2000 in the following areas.

RBS 200 with SPP has extended range cell. Extended range means that the

theoretically cell radius are extended from 35 km to 70 km. (60 km is planned for the

R8 release for RBS 2000 and RBS 200 on SPU++)

Can handle up to 16 transceivers per cell. (RBS 2000 can today handle 12 TRU per

cell, but this will be increased in the R8 release)

General

The RBS 200 product family consists of RBS 200, RBS 200 Multicell, RBS 203, RBS

204 and RBS 205. For detailed information, see the Ordering information.

Each site is pre-packed as a Product Package, which guarantees a fast rollout and

delivery.

5.1 SPU Upgrade

SPU will be supported up to (and including) BSS R6.1 and SPP and SPU+ will be

supported up to (and including) BSS R7.0. Only SPU++ will support half rate speech

encoder.

A binder with Sales Arguments, Technical Descriptions, Changing the signal processing

board to SPU++, Business cases, etc. has been compiled and distributed to all RBS 200

accounts. The binder can also be found on the intranet homepage:

http://www2.eral.ericsson.se/marketing/Product_Bulletin/SPU++/Content.htm

5.2 RBS 200 expansion with RBS 2000

The installed base of RBS 200 is a valuable asset. Now Ericsson can present a extension

path with RBS 2000. The feature “TG-synch” enables RBS 200 to expand with RBS

2000 cabinets in the same cell.

The release date for TG synch feature is not decided and is depending on which SW

package the feature will be included in.

For more information, please contact Björn Ternby (LRN/X)

http://www2.eral.ericsson.se/marketing/Product_Bulletin/SPU++/Content.htm



6 External Site Equipment For detailed information about external equipment that can be connected to RBS 200 and

RBS 2000 and for contact persons, please refer to intranet homepage

http://www2.eral.ericsson.se/marketing/BTS-Site/content.htm

Dual Polarised Antennas

Polarisation diversity gives approximately the same diversity gain as space diversity but

without the antennas separated in space. Dual polarised antennas contain two separate

antenna arrays with linear polarisation in orthogonal planes. The polarisation can be

either vertical/ horizontal (0/ 90) or slant (+/- 45). The advantage with fewer antennas

is simplified installation and maintenance, which in turn results in reduced site costs and

easier site acquisition.

Battery Backup

Battery backup is integrated in the RBS 2000 outdoor models and guarantees that the

Radio Base Station will operate without traffic losses during the specified backup time.

For the RBS 2000 indoor model, a separate battery backup system, BBS 2202, can be

connected to the Radio Base Station. For the outdoor model, its called BBS 2101. The

supervision and control of the backup system is handled via the same control channel as

the radio equipment. Backup times from one to eight hours are available. The new RBS

2102 (GA late-98), supports extra battery-backup in the transport module.

TMA - Tower Mounted Amplifiers

The TMA is a low-noise amplifier mounted close to the receiver antenna of the base

station. It compensates the negative system impact caused by high feeder attenuation and

improves the uplink radio performance from the mobile to the RBS. Because of the high

output power of the Ericsson RBS, this improves the overall linkbudget.

TMAs could be used for both RBS 200 as well as for RBS 2000.The evident benefits of

using TMAs is to have an extended coverage area, reduce number of dropped calls,

improve Bit Error Rate, better voice quality and to reduce output power of the mobile.

This would result in minimising co-channel interference and provide longer talk time for

the end-user. The TMAs are designed with lightning protection, dual amplifiers and alarm

functionality for extra reliable operation.

Transmission Equipment

Ericsson offers two different cross-connect solutions, depending on the needs of the

operations.

The Digital Cross Connect unit (DXX) provides a total transport network. The DXX

offers centralised network management with continuous performance monitoring. The

DXX supports any network topology, such as star, cascade, ring, and mesh structures.

Together with the built in dynamic recovery, DXX offers a possibility to create networks

with very high availability. The DXX also provides a high level of flexibility for future

growth, which is very important in a cellular network.

Release 10.0 (available today) can handle (among others) a “plug-in” unit in RBS 2102

and 2202 – a one board node (4*2Mb/s).

Mini-DXC is a cost-effective transmission solution. Mini-DXC is developed, owned and

produced by ETO, Norway. It’s a complete cross connect system on one single circuit

Guide 15 (26)


board, designed to fit into free slots, or into the dedicated Transport Module in the RBS

2000.

Transmission, Reference list

Cross Connect Equipment

Country Operator Manufacturer Contact person

Australia Telstra Ericsson DXX Andrew Pollard, EPA

Australia Vodaphone Ericsson DXX Rob Hacker, EPA/V/M

Denmark Telia DK Ericsson DXX Jörgen Alsing, LMD/M/D

Greece Stet Hellas Ericsson DXX S.Theocharopulos, ETG/S/X

Spain Airtel Ericsson DXX. Mininode Guillermo Vicente, REE/LM/R

Germany Mannesmann

mobilfunk

Alcatel: DXC A 1519 MX-S

No connection to OSS, Alcatel

has supplied the Cables

Martin Kast, EDD/D/K

Ireland Eircell Tellabs (Martis mux) Fionnuala Coburn, LMI/BS/T

Poland PTC Tellabs Krzysztof Burzynski, EPO/PSTC

Spain Telefonica Moviles Tellabs Mario Regife, REE/RM/M

UK o2o Tellabs Kevin Maher, ETL/N/MX

USA PBMS DSC Microdex Mats Wallen, EUS/RG/XRC

Access Modules


Denmark Telia DK Mini Link Juerg Hesse, EDD/D/P

Spain Airtel Mini Link Guillermo Vicente, REE/LM/R

Germany Mannesmann

mobilfunk

PCOM, MiniLink C & E,

Integrated via MOMS to OSS.

Ericsson supplied the cables


Ireland Eircell MiniLink C & E

Fujitsu Radio (2GHz )

Fionnuala Coburn, LMI/BS/T

Poland PTC Mini Link C & E Krzysztof Burzynski, EPO/PSTC

Spain Telefonica Moviles MiniLink Mario Regife, REE/RM/M

UK o2o PCOM Radios Kevin Maher, ETL/N/MX

USA PBMS CSU ADC Kentrox Mats Wallen, EUS/RG/XRC

Line Terminal Equipment (LTE)


Australia Telstra Alcatel Optomux Model No.

T8/OL . Alarm Monitoring

through NMS for Broadband.

Ericsson supplies the cables.

Andrew Pollard, EPA

Germany Mannesmann

mobilfunk

NTPM , Supervised by

German Telecom via RBS

2000 alarms. Ericsson has

Supplied the required Cables.


Ireland Eircell Ericsson: fibre line systems

(ZAM 14005) with Dig mux

(ZAH 2140-1)

Ericsson: Ericsson 2Mbit/s

PCM systems ZAD 2-8

Nokia & Orkitt: HDSL

Fionnuala Coburn, LMI/BS/T

USA PBMS DSC Microdex Mats Wallen, EUS/RG/XRC



7 Smart Features, Applications and Business Cases

The purpose with this section is to provide the readers with basic data to gain business

advantages in customer offers, discussions and negotiations.

7.1 Smart Features

A smart feature is a feature that in an intelligent, a “smart” way, expands the normal

possibilities of the standard BSS platform, in order to lower the investment costs and to

generate more income for the operator. These smart features are examples of unique

Ericsson differentiators compared to other GSM suppliers.

SW Power Boost

The purpose of SW power boost is to improve the RBS 2000 downlink output power and

thus achieve better coverage. This is especially valuable for new GSM 1800 and GSM

1900 operators who strive for fast and easy-build coverage. An increased RBS 2000

coverage area can also be useful in regions where the capacity load is limited for the

foreseeable future.

When using SW power boost (or TX diversity as it earlier was called) the transceivers are

used in “pairs”, meaning that two normal TRUs send on the same frequency. In “normal

mode” the RBS 2000 capacity corresponds to two carriers but in “software power boost

mode” only to one carrier.

With this feature, around 3 dB downlink diversity gain is achieved depending upon the

surrounding environment. In a flat environment this can correspond to a 20-30 %

decrease in required sites to achieve ubiquitous coverage.

It is possible to reconfigure and alter the RBS 2000 mode of operation between “normal

mode” and “SW power boost mode”. It is therefore possible to adapt to changing

coverage and capacity requirements. This can be done from the BSC and does not require

any additional site visits.

A prerequisite of this feature is that the RBS 2000 is using CDU-A and is equipped with

two transceivers per cell. The only extra hardware needed is TMAs to balance the uplink

to the increased output power.

The recommended cell planning value is to add an additional 3.0 dB to the link budget.

Note that the capacity needs is (only) 1 TRX on the transmission to the BSC when doing

SW power boost.

Guide 17 (26)


Smart Range

The Maximum Range site allows the radio network to be planned with 44.5 dBm (900

MHz) and 43.5 dBm (1800 MHz) output power, measured at the feeder connector. Smart

Range is a unique way of expanding the capacity, while still maintaining maximum range

coverage.

Maximum Range Standard Smart RangeUL=Maximum Range

OL=Standard

2 TRU, One BCCH 4 TRU, One BCCH 2 TRU, UL One BCCH

4 TRU, OL No BCCH

OLUL

With Smart Range, more capacity is added to the Maximum Range cell with an overlaid

cell. With the dynamic load sharing function, mobiles that are close enough to the base

station are handed over to the overlaid cell, thus freeing capacity in the maximum range

cell. Only two x-polarised antennas are needed for 6 TRU/cell in a Smart Range

configuration.

The overlaid cell has a hybrid combiner in the transmit path that reduces the range and

the number of antennas needed to a total of two x-polarised antennas for 6 TRUs.

The initial coverage is built with maximum range cells (left cell above). Later when the

capacity demand exceeds 2 transceiver units per cell an overlaid cell is added that has less

coverage, but can carry more traffic. The initial maximum range cell now becomes the

underlaid cell (right cell in the figure above). This is supported by functionality that keeps

the BCCH channel on the underlaid (maximum range cell) and distribute the traffic

dynamically so that maximum trunking gain and capacity is achieved - Smart Range.

Requirement: R7 feature “Support for special cell configuration”



7.2 Applications

Maxite™

Maxite™ brings together one of the smallest GSM two-transceiver RBS with an active

antenna system and a battery-backup power supply. This gives a micro RBS solution with

a macro cell coverage that can be mounted practically anywhere.

This results in the following main advantages for using Maxite™ compared to

conventional macro RBSs:

Reduced site investment cost

Reduced site implementation costs

Reduced equipment size

Reduced roll-out time

Easier site acquisition

For more information, please refer to document “Maxite™ Marketing Guide”, at BTS

intranet homepage:

http://www2.eral.ericsson.se/marketing/Maxite/marketing.htm

Road Coverage

The special version Maxite™ Highway provides the optimal solution for highway

coverage. There are considerable savings in site, installation and running costs compared

to a conventional site.

For more information, please refer to document “Maxite™ Marketing Guide”, at BTS

intranet homepage:


GSM-R

The European railways have different demands on communication systems pertaining to

the operation and service of their rail networks. Today, most of these demands are met

automatically by complex technical systems, as the demands on various rail services that

require voice and data communication are also quite independent. In addition, the

implementation timeframe of the different systems spans several decades. As a result,

many communication systems being used today are no longer up-to-date and are to be

replaced by a state-of-the-art system.

ETSI succeeded in attaining the frequency bands 876-880 MHz (Uplink) and 921-925

MHz (Downlink). The name “GSM-R” was introduced for systems of this kind.

Status

The pre-study is going on in Ericsson regarding the changes required in the existing GSM

system to meet the requirements of GSM-R. TG2 was passed March -98.

A working prototype is available in Germany since February –98. For more information,

please contact Tomas Fridström, LR/MKC or Henrik Nyberg, LRN/XC.



Guide 19 (26)


Third Generation - Edge

EDGE officially stands for Enhanced Data rates for GSM Evolution. It has also been

decided that also D-AMPS++ will migrate to the same solution.

The objective for EDGE is to:

Enable new applications for GSM

Provide GSM with data throughput similar to wire line

Provide GSM operator with UMTS capabilities, i.e. higher data rates

Facilitate an early creation of applications for UMTS

How EDGE fits in the evolution from current systems to UMTS

WCDMAPDC

IMT-2000

Capable Systems

IMT-2000

Capable Systems

New

spectrum

Existing

spectrum

D-AMPS+D-AMPS(IS-136)

GSMGSM++EDGE

GSM+EFR, GPRS,

14.4, HSCSD

D-AMPS++EDGE

EDGE is aiming to provide 384 kbps in the local area.

The timeplan for EDGE:

Decided in December 97 to start standardisation.

Standardisation will continue during 1998.

Ericsson has an EDGE prototype to show working air interface since June 1998.

Standard ready in beginning 1999.

Focus on GPRS and internet/intranet based services, but also circuit switch up 64

kbit/user. In a later phase, EDGE could also be used to enhance speech quality.

EDGE support is currently planned to start in BSS R9. Both for GPRS and 384 kbit per

carrier and circuit switch up to 64 kbit/s and connection with 2 timeslots.

Finally, all products will have EDGE support, but in the first phase a plug-in TRU for the

existing RBS 2000 and a small indoor RBS for indoor/office cells are planned. Later, as

EDGE traffic increases and also with UMTS RBS co-location, an evolved transmission

network, packet based (ATM and/or IP) is required.

For more information, please contact Jonas Näslund (LR/X).



Dual Band BTS

To support dual band GSM 900/1800 network operation, Ericsson have introduced the

GSM Dual Band base station. The Dual Band RBS will give the possibility to share GSM

900 and GSM 1800 equipment in the same RBS 2000 cabinet.

The Dual Band BTS solution helps network operators to provide increased capacity to

their customers, simple and cost-effective. No new sites are necessary and the operator

uses existing cabinets.

For presentation material and descriptions, please refer to the dual band intranet

homepage:

http://www.gsm.ericsson.se/bss/project/bss-proj/dual_band_operation/index.html

Micro cell coverage

With a total volume including installation platform of ~35 litres, the RBS 2302 can be

positioned easily and unobtrusively almost anywhere. No demands for towers or concrete

foundations are made. Just a small spot on the wall, or mounting on a lamp post or a pole

is possible. The RBS 2302 will boost the network capacity, cut costs, increase revenue

and save money. RBS 2302 is also one of the three cornerstones in the Maxite™ concept.

Please refer to the Micro presentations at intranet homepage:

http://www2.eral.ericsson.se/marketing/Presentationer/presenta.htm


Guide 21 (26)


In-building coverage & Wireless office solutions

Public Indoor

For information regarding public indoor, business case studies, technical information etc.

please refer to the intranet homepage:

http://www.gsm.ericsson.se/bss/product/gsmindoor/

Or contact ERA/LV/DC [email protected]

Business indoor

Market studies show that about 67 million out of EC’s total workforce of 150 million

people are potential GSM wireless office subscribers. A potential user is defined as a user

that spends >20% outside their regular workplace, their office. Market studies also show

that 20% of the end-users (mainly business subscribers) account for 50% of revenue &

airtime.

Driving forces

For an operator, wireless office solutions are an opportunity to increase penetration in

the important business segment, reduce churn and gain a competitive edge.

For the employer, a wireless office solution is a way of controlling the rising

mobile/telecom costs and in the same time join the trends in today’s business

environment which forces the employer to let employees become more mobile during

their business life.

For the employee, a wireless office solutions major benefit would be an improvement

of the employees working conditions by the means of One phone – Universal access;

anytime – anywhere .

Ericsson is the only supplier that can offer solutions (incl. design and implementation) for

ALL company profiles. The portfolio consists of:

GSM on the Net

Indoor Basestation ( RBS2401– internal launch November -98, GA summer -99 )

VPN / Pre-Paid

Office / Home Zone & Account codes

DECT/GSM Dual Mode

In-building antenna systems

Ericsson is the most experienced partner when addressing the business & indoor

segments. Ericsson’s reference systems:

More than 800 indoor GSM installations

More than 22.500 DECT system installations (~650.000 users)

More than 15 million PBX line installations

For support regarding business indoor and competition please contact:

LR/MK [email protected]

LV/DC [email protected]

LRG/X [email protected]

mailto:[email protected]

mailto:[email protected]



7.3 Business Case studies

R7 features

A project called LEVIS has developed business cases on basic and optional software

features in CME 20 R7 (there are also some business cases on optional features in R6.1).

The business cases provide sales arguments and support for motivating the prices of each

feature. For more information, please refer to intranet address:

http://www-rmog.ericsson.se/Rmog/lo/levis/

Cost effective coverage

Using Ericsson equipment, some 25% fewer sites are needed to get the same indoor

coverage, compared to using another vendor’s networks with 2.5 dB less performance.

Using the Ericsson BSS not only means reduction in the initial investment. Even more

importantly, having 25% less sites also decreases the annual cost of running the network

by about 18%.

This dramatic cost difference is a direct consequence of less sites:

Approximately 20% savings on BTS maintenance

Approximately 25% savings on site rental and electricity

Approximately 15% savings on BSS transmission cost

Approximately 25% savings on BTS site investments

Finally, easier site acquisition and a more rapid network roll-out is facilitated with

Ericsson equipment, thanks to the reduction of number of sites.

For more information, please refer to intranet homepage:


Micro BTS Payback Time

This presentation material shows that RBS 2301 have a payback time between 3-7

months in urban areas. The material also covers items such as:

How do you best use RBS 2301 (coverage & capacity) ?

How do you find the right site location (hot spot tool) ?

Examples from installations in live networks

For more information, please refer to document “RBS 2301 Payback Time“ at Intranet

homepage:


Maxite™ v/s Macro

A report together with an Excel input model has been prepared to provide cost

comparison material between Maxite™ and the Macro products.

The prices/costs are based on a Western Europe price level. Four different cases were

examined, rural, highway, suburban and urban. The results from this cost comparison

show cost savings (total yearly cost, incl. investment and yearly running cost) using

Maxite™ in the GSM1800 band of approximately 10%.

For more information, please refer to the intranet homepage:

http://www2-rmog-

bts.ericsson.se/complete_rbs_site_rbs2000/intranet/business_cases/business_cases.htm

http://www2-rmog-bts.ericsson.se/complete_rbs_site_rbs2000/intranet/business_cases/business_cases.htm


Guide 23 (26)


CDU-D v/s CDU-C+

A report together with an Excel input model has been prepared to provide cost

comparison material between a 3-sector solution using CDU-C+ or using CDU-D. The

comparison shows that the costs for the CDU-D site will be lower than CDU-C+ when

the sites are fully expanded to (6,6,6).

The prices/costs are based on a Western Europe price level. The results from this cost

comparison show cost savings using CDU-D of a few percent.

For more information, please refer to the Intranet homepage:

http://www2-rmog-


O&M costs

The conclusion from this business case is that the annual savings with using RBS 2000

compared to alternative base stations is as large as 52% of the total O&M cost. This

corresponds to ~1.500 USD per site and year.

For more information, please refer to document “RBS 2000 reduces O&M cost by 52

percent” at Intranet homepage:

http://www2-rmog-bts.ericsson.se/marketing/FAQ/1997.htm

TMA (Tower Mounted Amplifiers) – How to improve the operators

business case

Two business case studies are included:

“TMAs in new networks” and “TMAs in existing networks”. Also recommended

configurations, conclusions and TMA business messages are included.

Conclusions for TMA in new networks:

Fewer sites needed reduces initial network investments up to 26%

Higher return on investment: additional $56M within 3 years on a 100 M$

investment!

Cost Savings of up to $400,000 per square km in new networks

Conclusions for TMA in existing networks:

Applicable when network is up-link limited

Improves indoor coverage

5% extra traffic on typical sites

Pay-Back time of 2-12 months Increases net revenue with up to $50,000 per site within 2 years For more information, please contact LR/MG Christian Hedelin or refer to intranet

homepage:

http://www2-rmog-


Repeater v/s Micro (RBS 2302) A case study will be available within short at the same address as above.

For information, please contact Christian Hedelin (LR/MG)

http://www2-rmog-bts.ericsson.se/marketing/FAQ/1997.htm





8 Pricing Guidelines Today the following Pricing Guidelines exist (only available on Intranet with password,

contact LR/MG):

Reference Price List - RBS 2000 Product Packages

Pricing of SP Upgrade for RBS 200

Maxite™ Price strategy

RBS 2301 Micro for CME 20/CMS 40

RBS 2302 Micro for CME 20/CMS 40

Spare Parts - pricing Strategy

For information regarding BTS pricing guidelines, please contact your pricing network

representative, or LR/MG.

Guide 25 (26)


9 Contact persons at LR

Help Desk

ERAC.PLMBTS (phone: +46-8-757 3285, fax: +46-8-757 5890) is for all questions

about RBS 200 and RBS 2000 versions that passed TG2. The mailbox will answer

questions as:

Information about releases of HW and SW

Technical problems

Information about known faults / OMT SW versions

ERAC.ERALRX is for questions to BTS SPM (LR/X, LRN/X, LRO/X and LRU/X) for

questions before TG2 about RBS 200 and 2000.

BTS Tender Line - exclusively for tender support at Swedish office hours, 08:30 -

17:00. Tel: +46 8 404 8622

ERA/LR Technical support

http://www2-rmog-bts.ericsson.se/technical_support/

Marketing Management, RBS and Site Solutions

Marketing Manager LR/MC Kurt Sillén

Manager, Market Support LR/MKC Tomas Fridström

Product Marketing/link Budgets LR/MK Johan Dahlin

Product Marketing/EDGE LR/MK Jan Derksen

Product Marketing LR/MK Jose Ramon Bacas-Malo

Product marketing Wireless Office LR/MK Jens Friberg

Product Marketing LR/MK Patrik Olsson

System Marketing Manager LR/MK Mona Benlaib

Manager, Strategic Marketing LR/MGC Lars Selenius

Supply flow LR/MG Joacim Öhrn

Business case studies LR/MG Per Lindberg

Business case studies LR/MG Erik Hagman

BTS Competition LR/MG Christian Hedelin

BTS Pricing support LR/MG Linda Widmark

SPM - Product Management

BTS Product Area Manager LR/XC Jan-Erik Stjernvall

-Acting 980901 – 1998-12-31 BR/TK Gösta Lemne

New Technologies & Active Antennas LR/X Bengt Carlqvist

Marketing Message LR/X Björn Hesse

Multi Standard Radio LR/X Staffan Lorentzon

Future products, RFIP, BOS LR/X Jonas Näslund

Business Plan LR/X Lena Piscator

RBS Macro, Manager LRN/XC Henrik Nyberg

RBS 2101, RBS 2102, OMT LRN/X Henrik Nyberg (acting)

RBS 2202, CDUs LRN/X Thomas W Nilsson

RBS 2103, Configurations LRN/X Björn Ternby

The Improved RBS 2102 LRN/X Per Wilén

RBS 200 Macro, Manager LRB/AC Claes Ljung

RBS 200 family LRB/A Stig Nyström



BTS Micro Product Manager LRU/XC Sven Hellsten

New Small RBS LRU/X Johan Andersson

RBS 2301/RBS 2302 LRU/X Krister Berlin

Maxite™ LRU/X Oskar Lampel

Micro LRU/X Fredrik Rothstein

Radio Site Implementation Manager LRB/XC Ulf Holmin

Antenna Systems LRB/X Hans Erneborg

Services LRB/X Kersti Ahlberg

HW/SW LRB/X Lars Isheden

Transmission LRB/X Michael Selin

10 Promotional Material Please refer to the intranet homepage:

http://www2.eral.ericsson.se/marketing/Presentationer/datasheet.htm

11 Acronyms and Abbreviations

AC Alternating Current

BSC Base Station Controller

BSS Base Station System

BTS Base Transceiver Station

CME 20 Cellular Mobile Telephone System 20 (prefix for a product name)

CMS 40 Cellular Mobile Telephone System 40 (prefix for a product name)

dB Decibel

DC Direct Current

GSM Global System for Mobile Communication

IDB Installation Database

LAPD Link Access Protocol on D-channel

MS Mobile Station

PA Power Amplifier

RBS Radio Base Station

RF Radio Frequency

TRU Transceiver Unit (for RBS 2000)

TRX Transceiver Unit (for RBS 200)

UPS Uninterrupted Power Supply

WOS Wireless Office Solutions

http://www2.eral.ericsson.se/marketing/Presentationer/datasheet.htm

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