Guidance
Word usage guide copy page link
Version 1.0.0
Routers and adapters vs. endpoints
In the first couple stages of the sales funnel, say Ericsson’s enterprise wireless solutions provides “routers and adapters.”
WHY? We want our audiences to have a clear understanding of what we provide from the very beginning of their journey with us.
As we transition our audiences to product-specific pages or content, it is acceptable to explain that “endpoints” include “routers and adapters.” The term “endpoints” should only be used to describe the full scope of hardware, and only when concision is particularly important.
WHY? We want to avoid confusion about how we define endpoints. Only once we establish what Enterprise Wireless does, and once we explain what we mean by “endpoints,” do we want to use that term.
Refer to “IoT routers” instead of “IoT gateways” in most references.
WHY? We want to highlight that our IoT endpoints are more than just gateways; they feature routing functionality.
FACT The Ericsson NetCloud Service is delivered through a variety of endpoints, including routers, adapters, and APs.
Wireless WAN
An organization that deploys cellular edge networking as essential WAN infrastructure (in either sites, vehicle, or IoT use cases) is operating a Wireless WAN.
Examples:
“With cellular routers deployed throughout our company’s fleet of delivery vehicles, we have a Wireless WAN for highly reliable connectivity everywhere our drivers go.”
“Our company has deployed cellular-based failover adapters and IoT gateways as part of our Wireless WAN, and NetCloud will make it easy for us to add 5G routers in several locations in 2021.”
Use of “wireless”
The use of the term “wireless” should be accompanied with some type of modifier to ensure that it does not get confused with Wi-Fi or mobile phones. “Wireless” when used with “WAN” is sufficiently differentiated and not to be confused with Wi-Fi (wireless LAN) or phones.
Examples:
“Using LTE and 5G for wireless backup connectivity often is the best option.”
“Cellular links often are the best option for in-store connection failover.”
NOTE: The term “Wireless WAN” can be used to describe the cellular edge networking category but should not be used to describe narrow use cases where the term “WAN” is not commonly used.
Examples:
Yes:“Many police departments use cellular-enabled wireless routers in their vehicles...”
No:“Many police departments use Wireless WAN in their vehicles...”
Acceptable synonyms for ‘5G’ and ‘LTE’
“Wireless broadband solutions leverage 5G and LTE technologies to deliver highly reliable connectivity that doesn’t depend on wires.”
Instead of writing “5G and LTE solutions” in every instance where both types of cellular technologies are being referenced, you can use these acceptable synonyms to provide variety:
Yes:“wireless broadband” (acceptable when writing about any of the four segments)
Yes:“cellular broadband” (acceptable when writing about any of the four segments)
Yes:“fixed wireless broadband” (acceptable when writing about the sites or SOHO segments)
Yes:“mobile broadband” (acceptable when writing about the mobile/in-vehicle segment)
Only use the word “wireless” along with an appropriate qualifying term or within a title or sentence that makes it clear we are referring to LTE and 5G, not Wi-Fi.
WHY? Because most professionals within the tech industry assume “wireless” refers to Wi-Fi.
Examples:
Yes:“Why wireless broadband has become essential for fixed locations”
Yes:“Why Wireless WAN has become essential for fixed locations”
No:“Why wireless connectivity has become essential for fixed locations”
Fixed Wireless Access
Fixed Wireless Access (FWA) is a term commonly used by network operators/carriers to describe the 5G services they offer for last-mile connectivity as an alternative to leased-line wired Internet access, particularly for small businesses.
Carriers talk about FWA as 5G connectivity for fixed sites only.
Ericsson talks about FWA as 5G connectivity for consumers and also small businesses.
Ericsson Enterprise Wireless usually reserves the term FWA for situations where:
- Carriers are the main audience.
- Enterprise Wireless is providing carrier enablement content that carriers will use and/or promote. A joint webinar is a good example of this.
NOTE: Enterprise customers do not use this term very often, so we do not use it very often in marketing content. When we do use this term, we do so with the understanding that Wireless WAN solutions leverage FWA.
Example:
“The company deployed 5G Fixed Wireless Access in its retail stores, using Ericsson NetCloud Service and wireless edge routers.”
Enterprise
Use the term “enterprise” instead of “commercial” or “business” when referencing Enterprise Wireless specific customers outside the public sector space.
Enterprise encompasses both large and SMB customers.
Centralized network management vs. remote network management
When referencing the capabilities of NetCloud Manager, it is preferable to use “centralized management” instead of “remote management.”
WHY?
- Remotely managing = this is what our Remote Connect feature does, ability to access a remote endpoint and manage it.
- Centrally managing = this means you can manage a distributed network from a centralized location.
Yes:“Centralized management” is a better, more diverse story.
FACT Ericsson-delivered Wireless WANs are centrally managed from anywhere.
June 2nd, 2025
