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The performance of non-orthogonal multiple access (NOMA) is investigated in a cellular downlink scenario with randomly deployed users. The developed analytical results show that NOMA can achieve superior performance in terms of ergodic sum rates; however, the outage performance of NOMA depends critically on the choices of the users’ targeted data rates and allocated power. In particular, a wrong choice of the targeted data rates and allocated power can lead to a situation in which the user’s outage probability is always one, i.e. the user’s targeted quality of service will never be met.