CHRONOLOGY

1996

Unveils first major advertising campaign for new ultra-compact cellular phone, tagged "Hold it and you're hooked," in November.

1997

Runs worldwide campaign in connection with James Bond film Tomorrow Never Dies, which features Ericsson technology.

1998

February: Launches global branding campaign, "Make yourself heard" to push handsets. This effort is one of Ericsson's largest to date.

October:Then CEO Sven-Christer Nilsson outlines Ericsson's vision for the wireless Internet, sets corporate focus on IP initiatives, and reorganizes businesses into three segments: operators, service providers and enterprises, and consumers.

1999

June: Ericsson invests $13 million in Iceland-based Internet software developer, OZ.COM, which complements Ericsson's drive into voice over IP.

Also, that month, the company and several application providers launch a range of new WAP services on Ericsson's mobile Internet portal.

July: Lars Ramqvist returns to Ericsson as president and CEO, replacing Sven-Christer Nilsson. Ericsson and Reuters start wireless delivery of news and data over WAP.

The company also opens a demo facility at its headquarters in Richardson, Texas, to let visitors test drive 3G wireless Internet applications.

September: Ericsson unveils the world's smallest mobile phone at the PCS Trade Show in New Orleans, underscoring its prowess in handsets. Also unveils Chatboard keyboard for conducting chats over a cell phone.

November: Sponsors 1999 MTV Europe Music Awards in a an effort to reach a younger audience.

2000

October: Unveils the new T20 phone, which features PDA functions and a web browser, in a bid to match the competition.

The company also launches a global branding campaign to underscore its position as a market leader.