Full numerical solutions of pressure and film thickness distributions are obtained by forward iterations for the EHL problem of elliptical contact between rib face and roller end in tapered roller bearings, with full consideration of the relevant geometric and kinematic peculiarities. It is found that the effect of elastic deformation is not negligible for the range of loads attendant with this problem. The effects of ratios of curvature in both principal planes and position of nominal point of contact on minimum film thickness and friction are studied and shown to be significant, and optimal values are deduced. Theory checks well with existing experimental data, and the validity of the theoretical treatment is evidenced. Presented at the 42nd Annual Meeting in Anaheim, California May 11–14, 1987