STOCKHOLM, February 15 /PRNewswire/ --     Ericsson (NASDAQ:ERIC) today announced the launch of an innovative social
networking portfolio for mobile network operators, the Pixl8r initiative and
the Social Media Portal. The technologies together offer simplified sharing
of user-generated content between friends across diverse networks.

The Pixl8r initiative is an open-standard solution that allows photo
sharing sites to interact in real time. With Pixl8r, mobile subscribers can
easily share social media across different operator portals and receive SMS
notification of friends' activities regardless of network. Pixl8r creates a
federation of community portals that can connect the world's about four
billion mobile users.

With Ericsson's Social Media Portal, operators can deliver a
Pixl8r-compatible social networking service quickly and cost effectively.
Consumers can easily connect to the social web using any mobile phone. The
solution does not require client downloads, making it easy to use, and
encourages posting and accessing of real-time, user-generated content to
diverse internet communities. Content is automatically backed up on a
community portal that offers personal storage, synchronization, unified
messaging and services for sharing content such as photos and videos with
friends and family.

Laurence McDonald, Vice President, Consumer and Business Applications,
Ericsson, says: "The social web is a dynamic, continuously evolving ecosystem
that offers exciting new revenue opportunities for operators. Ericsson can
deliver the tools to allow community services to be delivered under operator
brands that work together with the leading web communities."

The Social Media Portal gives operators the required tools to become part
of the social web. The white-labeled portal solution offers significant
opportunities for advertising revenues from both mobile and fixed portals,
reduces churn and improves brand positioning. It increases data traffic such
as MMS, video calling and web portal traffic.

Notes to editors:

Ericsson's standard multimedia content is available at the broadcast
room:

http://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 250 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 billion
(SEK 209 billion) in 2008. Founded in 1876 and headquartered in Stockholm,
Sweden, Ericsson is listed on OMX Nordic Exchange Stockholm and NASDAQ

For more information, visit http://www.ericsson.com or
http://www.ericsson.mobi.

FOR FURTHER INFORMATION, PLEASE CONTACT

    Ericsson Corporate Public & Media Relations
    Phone: +46-10-719-69-92
    E-mail: press.relations@ericsson.com