Ericsson to grow outside traditional base with direct sales, partners

DIFFERENT TACK: To get bigger volumes, industry analysts expect Ericsson to sign deals with external companies that sell its products.

STOCKHOLM: Telecoms gear maker Ericsson's goal of rapid sales growth to firms outside its traditional customer base will require a mix of direct sales and, eventually, partners to help winning new clients, the company and analysts said. 

The world's biggest supplier of mobile network equipment, which 20 years ago had fixed-line products as its main revenue generator, is adapting to the convergence in telecoms, IT and media, while simultaneously becoming relevant to new industries.