* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Ericsson appears in the following brand league tables:
Rank 144 in the
Global 500 2013.
Rank 21 in the Telecoms 500 2013.
Rank 3 in the Nordic 50 2013.
Rank 143 in the Global 500 2012.
Rank 21 in the Top 500 Telecom Brands 2012.
Rank 21 in the Telecoms 500 2012.
Rank 181 in the Global 500 2011.
Rank 21 in the Top 500 Telecom Brands 2011.
Rank 111 in the Global 500 2010.
Rank 14 in the Top 500 Telecom Brands 2010.
Rank 120 in the Global 500 2009.
Rank 105 in the Global 500 2008.
Rank 106 in the Global 250 2007.
2013 brand performance*
* Figures taken on 31st December 2012.
2012 brand performance*
* Figures taken on 31st December 2011.
2011 brand performance*
* Figures taken on 31st December 2010.
2010 brand performance*
* Figures taken on 31st December 2009.
Brandirectory user rating*
* Average values from a total of 12 votes.
To be the Prime Driver in an all-communicating world.
Respect, professionalism and perseverance are the values that are the foundation of the Ericsson culture, guiding us in our daily work - how we relate to people and how we do business.
1876 Lars Magnus Ericsson opens telegraph repair workshop
1878 Ericsson introduces telephones with single trumpet
1881 First major contracts won in Norway, Russia and Sweden
1900 1000 employees globally, SEK 4 million in sales and 50,000 telephones produced
1902 Sales office opens in US
1905 First acquisition made in Mexico
1923 First automatic 500-point switches in service
1923 First automatic 500-point switches in service
1946 Foundation for research into television established
1950 LM Ericsson telephone exchange supports world's first international call
1977 First digital telephone exchange (AXE) installed
1977 First digital telephone exchange (AXE) installed
1981 First mobile system, NMT, inaugurated in Saudi Arabia
1988 First GSM system order from Vodafone, UK
1991 First GSM phones in operation
1991 AXE lines exceed 105 million in 11 countries, serving 34 million subscribers
1998 Ericsson introduces the AXD 301 ATM switch to converge voice and data
1999 Ericsson pushes for 3G and mobile internet
2000 Ericsson becomes world's leading supplier of 3G mobile systems
2001 Ericsson conducts the first 3G call for Vodafone, UK
2003 High-speed broadband (WCDMA) roll out starts globally
2005 Ericsson wins biggest contracts to date to manage operator 3's networks in Italy and the UK
2005 Even faster mobile (HSDPA) broadband is introduced
2007 Full-service broadband, where fixed and wireless networks converge, is introduced
2008 Ericsson pushes for 4G (LTE), the standard the company has helped to form
2008 Research center established in Silicon Valley, USA
2009 Ericsson wins the IEC InfoVision Award for fiber and backhaul solutions
2009 Verizon and Ericsson collaborate to carry out first data call on 4G network
2009 Ericsson launched the world’s first live LTE network in Stockholm, Sweden
2010 New world record, 84Mbps HSPA technology was showcased by Ericsson
2011 Ericsson sells its stake in Sony Ericsson to Sony
Ericsson’s 131-year history is a rich one: ground-breaking inventions, enormous investments and interesting personalities. The company archives also reveal a large number of logotypes – from the first simple seal to today’s stylized E. Join us on a journey through the history of Ericsson’s logotype.
The first logo (1)
Lars Magnus Ericsson’s workshop produced its first telephones in 1878, two years after starting operations. Ericsson marked his products with a simple stamp showing the company name inside a square or oval. Such markings, along with advertising and marketing for products from a particular factory, were something new at the time – a consequence of the industrial age’s mass production – but were fast becoming an important way for a company to attract consumers.
Craftsmen had previously marked their products with stamps or insignia, but such markings were mostly because of regulatory requirements meant to ensure that authorities could trace the origins of any faulty goods.
Registration for trademark protection became possible during the second half of the 19th century.
1894 – The first registered trademark.
Ericsson’s first registered trademark was the logotype for Taxen (the Dachshund) (2), one of the market’s first tabletop phones, with a combined microphone and speaker in one handset. The phone was a success and sold on into the 1930s. By this time, Ericsson had also started producing and selling telephony switches.
New company – new logo (4: combination of 2 and 3)
Ericsson merged with Stockholms Allmanna Telefonaktiebolag (Stockholm Public Telephone Company, orsat) in 1918. The new company, Allmanna Telefonaktiebolaget lm Ericsson, used a combination of the previous companies’ logos: sat’s pointed star with Ericsson’s Taxen in the center.
The story of the merger is interesting. Sat’s founder, Henrik Tore Cedergren, was one of the first Swedes to install Alexander Graham Bell’s new invention, the telephone, after it reached Sweden in 1877 (because there was no network, he installed a line between his home and the family’s jewelry shop, both on Drott ninggatan, the same street where Lars Magnus Ericsson had his workshop).
Cedergren’s business idea was to develop and operate a telephone network that many could afford. sat was a big Ericsson customer, but also began to produce its own telephones. Another competitor, the government-owned Telegrafverket- -later to become Televerket (today Telia Sonera) – did the same. This temporarily reduced the size of Ericsson’s domestic market, and the company exported most of its products.
SAT and Ericsson began cooperating again in the early years of the 20th century and became increasingly close. Up until the merger, both companies were investing in manual systems and were being overtaken by competitors whose systems were more automated. When they joined forces, sat sold its telephony network to Telegrafverket and concentrated on developing new products. This made Allmanna Telefonaktiebolaget lm Ericsson the market leader.
Local variations (5 & 6)
The new company, like its predecessors, had major operations outside Sweden, and many variations of the parent company’s logotype. In 1926, the word Allmanna was removed from the company name, and the parent company’s logo was adjusted.
The 1920s were an eventful decade for Telefonaktiebolaget lm Ericsson. It expanded its portfolio by buying up companies. Their products included electrical telephone cables, Bakelite products, condensers, copper wire and electric motors. The subsidiaries had their own logos based on the parent company’s. One of them was Svenska Radioaktiebolaget, which was launched in cooperation with asea and aga (7), a company producing radio transmitters and receivers. Marconi became a part owner in 1921, eventually selling its share in the 1970s, when Svenska Radioaktiebolaget was renamed Ericsson Radio Systems.
Ericsson goes cursive (8 & 9)
The company got its first corporate logotype in 1927. The star shape remained, but the Taxen has been replaced by a more modern telephone, and the word Ericsson is written in cursive style with a long tail from the letter N. This way of writing Ericsson had previously been used on letterhead, and in catalogs and brochures.
The 1940s were a new era for both Ericsson and Sweden. Ericsson had built a new factory and headquarters in Midsommarkransen outside Stockholm’s center, while the city had contributed with workers’ accommodation and a new metro station: Telefonplan. The streets in the new suburb got appropriate names, such as Mikrofonvagen, Telefonvagen and lm Ericssons vag.
A new logotype was launched in 1942, in keeping with the times. A cursive “Ericsson” in the foreground had the letters “LM” in the background (10). The corporate color became red. Yet the old logotypes also lived on, and local variations of the corporate logo were used in many countries. Individual products also had their own logotypes (11).
Logotype for “One Company”
During and after World War 2, Ericsson had operations in a variety of fields: traffic lights fire alarms, radio and television sets, time clocks and more. During the 1960s and 1970s, digital technology entered the telecom world, with axe as one of the pioneering products.
The early 1980s were characterized by major changes. Ericsson delivered its first nmt networks in Sweden and Saudi Arabia, and ibm launched the personal computer. Several markets took the first steps towards deregulation: In the us, at&t was split into seven separate “Baby Bell” companies in 1984, the same year as British Telecom (now bt) was privatized.
Ericsson deputy ceo Lars Ramqvist coined the term “One Company” to bring the whole group together. One of the first steps in the process was appointment of London bureau aid to create a common logotype and graphical profile for the entire concern.
Many discussions later, the corporate color was changed in 1982 from red to blue (13), and the stylized e was chosen from several proposed logotypes. Not everyone realized that the symbol was an e: In Sweden, people guessed that it was trekorvar (three sausages), while in Mexico, people joked about tres telebananas (the three tele-bananas).
Today’s logotype (14)
There have been small adjustments made since the introduction of the stylized e. The blue color was replaced two years ago by a darker blue, the better to signify Ericsson as a service and soft ware company and a partner for good business – more than just a technology company. The latest update of the graphical profile means that use of the stylized e on its own is now permitted. This logo is often placed on flags and pylons – high up and clearly visible – at trade fairs and Ericsson offices to communicate:
“Ericsson is here!”
For more information on Ericsson's history, please visit www.ericssonhistory.com
Ericsson, a world of communication
Picture Today Inspire Tomorrow
A message for the future, Picture Today Inspire Tomorrow is a unique photography project, getting millions of people around the world to share and reflect on their own lives and learn from the lives of others.
The Swedish Sports Organization for the Disabled and the Swedish Paralympic Committee organize and help fund sports for people with a range of disabilities. Founded in 1969, the combined organization includes 450 clubs and 40,000 members, of whom about 25,000 are active in sports.
Glada Hudik-Teatern is a theater company featuring actors with developmental disabilities. It was established in 1996 to further opportunities for people with learning disabilities to live independent lives and to play meaningful roles in society.
Lars Magnus Ericsson, the founder of our company, was born on May 5, 1846, on a small farm in Värmskog in the middle of Sweden. More than 130 years later, his enterprise has turned into one of the world's leading telecommunication companies.
Volvo Ocean Race 2011-12
The Volvo Ocean Race is the world’s toughest round-the-world sailing challenge, covering more than 72,000 km, with stops in 10 cities on six continents. It ends with an in-port race in Ireland in May 2012.
Nobel Media develops and manages programs, events, publishing, productions, and digital and broadcast media rights for the Nobel Prizes. The company spreads knowledge about the achievements recognized by the Nobel Prizes, and shares the Nobel Laureates’ inspirational stories with a global audience.
The Ericsson Globe
Ericsson is the proud naming partner of the Ericsson Globe, the largest spherical building in the world. The Ericsson Globe, a national arena and outstanding landmark in the Swedish capital of Stockholm, can hold more than 16,000 spectators. Over the years, it has played host to many of the world’s greatest artists and sports stars.
The Networked Society
Ericsson has positioned itself at the heart of ‘The Networked Society’. The company points to a coming fourth age of connectedness and networking, where the internet is not just an information storage facility, but instead seamlessly links all aspects of our lives. Data will be streamed back and forth between the products that we use and the organisations that provide them to continuously improve the way we use them and our quality of life. For example cars can already feed data about breaking, fuel use and speeding to insurers and drivers. Smart meters for utilities are an increasingly common sight in homes, which not only help better estimate bills, but will help companies manage their supply and consumers optimise their usage patterns.
The revolution of a totally connected world will be a democratising process, lowering barriers to entry for entrepreneurs and helping the planet’s most vulnerable support and connect with each other. Featured initiatives include, ‘Millennium Villages’, ‘Connect to Learn’ and ‘Refugees United’, the last of which has been the development of a mobile phone application for which refugees can register and find lost and displaced relatives.
Ericsson plans to be a key facilitator of ‘The Networked Society’, shaping ideas, developing altruistic programmes such as those mentioned above, but most of all by being its technological foundation, providing the comms, data and mobile services that will allow the next communication revolution to take place.
For more information on the Networked Society please visit www.ericsson.com/networkedsociety/