• by October 5, 2000

Ericsson has launched a global advertising campaign to explain the benefits of the Mobile Internet - and how it soon will be a part of our everyday lives.

The extensive initiative covers 15 major markets in five continents in eight languages - on radio and television, in print and on the Internet.

According to company officials, the campaign will present Ericsson's vision of the Mobile Internet - looking both at where Ericsson is today and how the company is positioned for tomorrow. It will also highlight Ericsson's capabilities to make Mobile Internet an everyday reality.

"We want to break through the hype surrounding Mobile Internet and to present the facts clearly and simply," said John Giere, Ericsson's VP of Branding and Marketing Communications. "The campaign shows that Mobile Internet will not dramatically change our lives, but instead, will make a lot of everyday tasks easier to manage. For example, it will help us to shop and handle personal finances and will give us more ways to keep in touch with family, friends and colleagues."

With more than 120 years within telecom - together with a consistent investment in mobility and Internet skills, Ericsson is certainly a key driver in the Mobile Internet space, and according to the official company release, by 2002, over the next two years, the number of mobile subscribers will nearly double from about 600 million to more than 1 billion.

Ericsson also predicts that in 2003, mobile Internet will overtake the fixed Internet in numbers of users, bringing the total number of mobile Internet users to about 600 million by 2004.