network analytics: leveraging the knowledge in mobile …€¦ · business cases....
Post on 13-Sep-2018
217 Views
Preview:
TRANSCRIPT
5G World, TechXLR8
Paul Gowans
Wireless Solutions Marketing Director
Wednesday June 13 12:10 – 12:30
Network
Analytics:
Leveraging the
Knowledge in
Mobile Networks
2© 2018 VIAVI Solutions Inc.viavisolutions.com
What Data do you
have?
Separate Intelligence
from noise
Apply the data to
unique use cases
Build new revenue
streams
3© 2018 VIAVI Solutions Inc.viavisolutions.com
What Data do
you have?
4© 2018 VIAVI Solutions Inc.viavisolutions.com
Your Network is Your Greatest Asset
Backhaul | MetroRAN | AccessDevices | Premises Packet | IP Core
DATABASE
SERVERCENTRAL OFFICE
INTERNET
PSTN
VIDEO
ONT
SMALL CELL
WIFI
HFC
ENTERPRISE
ENTERPRISE
HOME
HOME C-RAN
5G
2G/3G
IMS
WIRELINE
MANAGED ENTERPRISE
4G LTE
CELLSITE
5G
CELLSITE
2G/3G
CELLSITE
OTHER
MOBILE
NETWORKS
OLT
DSLAM
5G
4G LTE
2G/3G
DATA
CENTER
REMOTE
OFFICE
REMOTE
OFFICE
DASMOBILE
DEVICE
DATA
CENTE
R
REMOTE
OFFICE
FEMTO
VOICE,
VIDEO,
DATA, IOT
CDNOTTCDN
ORIGIN
SERVER
4G LTE
BACKHAUL
CENTRAL
OFFICE
You can see who
is connected,
where and the
devices
The RAN
connectivity, the
service, the
quality, power etc.
Backhaul
availability, quality
of service,
bandwidth
Service
connections,
Control
information, User
Plane data
5© 2018 VIAVI Solutions Inc.viavisolutions.com
But there is a
problem?
6© 2018 VIAVI Solutions Inc.viavisolutions.com
IT IS ALL NOISE
and…
IT IS ALL DISJOINT
7© 2018 VIAVI Solutions Inc.viavisolutions.com
Separate Noise and get End-to-End Insight
Noise Data Intelligence Insight
8© 2018 VIAVI Solutions Inc.viavisolutions.com
Analytics & Monetization
A Platform to deliver unique Insight, enabling Marketing, Data Scientists
and CxO with real-time app-aware analytics
9© 2018 VIAVI Solutions Inc.viavisolutions.com
Applying Data
to Unique
Business
Cases
10© 2018 VIAVI Solutions Inc.viavisolutions.com
Service Provider Challenges Addressed with Robust Insight
• Create additional
sources of revenue
• Protect Revenues
from VIPs and Key
Services
• Create targeted
subscriber offers
• Improve current
customer QoE
• Win new customers
vs. the competition
• Increase operations
staff efficiency
CEM: Improve QoE Revenue PressureChurn Reduction
• Discover churn patterns
to keep current
customers happy
• Improve network
performance
• Manage Roaming
Analytics
• Device
• Marketing Effectiveness
• Transport
• Benchmarking
• NB-IoT
11© 2018 VIAVI Solutions Inc.viavisolutions.com
Use Case: Smartphone Performance Analysis
• Not all handsets are equal in performance
• Correlate user experience to coverage, capacity, quality
• Demonstrate variation in user experience by handset type
Customer Challenge
• Compare performance of a wide variety of
handsets in an open market
• Benchmark service quality and user experience
across 3G and 4G
Solution
• Captured and analyzed data from 8000 unique
handsets
• Evaluated performance against set of criteria for
coverage, capacity and quality
• Determined which handsets did not meet the
minimum requirement
Results
• 1% of the devices accounted for 50% of the
unique subscribers
• 13% of the 3G Smartphones did not meet the
qualification (did not pass 4 of the 6 measurements)
• 23% of the 4G Smartphones did not meet the
qualification (did not pass 4 of the 6 measurements on
both 3G & 4G)
12© 2018 VIAVI Solutions Inc.viavisolutions.com
Use Case: Targeted Marketing Campaign – Device
Upgrade
28%
25%18%
10%
8%
5%4%
1%1%
Handset Profile
Motorola
Samsung
Huawei
Apple
LG
ZTE
Sony
CT
VSN
Nokia
User Device
876453672625278 Model X
098614326409243 Model K
673728948368567 Model G
932489068937074 Model Y
975894789667788 Model Z
• Handset upgrade campaign more focused
• Quickly determine who is doing what using which handset
• Improve revenues, increase smartphone penetration,
maintain margins
Customer Challenge
• Drive new revenue by targeting heavy
voice and data users on older handsets
• Maximize ROI on focused campaign
without margin erosion
Solution
• Evaluate handset penetration
per RNC per region
• Analyze voice and data usage per top
handset to determine usage
• Filter top voice and data users for specific
device to determine upgrade targets
Results
• Significant improvement in campaign focus
• Revenue up, smartphones up
13© 2018 VIAVI Solutions Inc.viavisolutions.com
Use Case: Analytics for New Revenue Generation
• New insights based on mobile network data
• Understand your customers and visitors better
• Develop smart marketing strategies
• Generate new revenue sources
Customer Challenge
• Diversify revenue streams
• Create new business models
Solution
• Capture subscriber-based intelligence from
the network
• Analyze by Who, Where, What, When
• Create Analytics and monetize data
analytics service
Results
• Flexible cloud-based platform
• New revenue model for visitor and journey
analytics
• Future development for Crowd and Micro
Analytics
14© 2018 VIAVI Solutions Inc.viavisolutions.com
Use Case: Enriching IoT and SON platform offerings
• Further automate existing networks…
• … while driving the transformation to 5G
• Pro-active analytics for IoT devices
Customer Challenge
• Protect diversified revenue streams
provided by new IoT services
• Automate and efficiently realize the
full potential of existing networks, as
well as drive transformation to 5G
Solution
• Proactive Analytics of IoT devices
• Provide Intelligence to SON platform
to enable:
• Coverage and Capacity
Optimization
• Network Load Balancing
• App-aware
Results
• Faster time to market for services
• Characterize IoT device performance
• Enhance SON Value
IoT SON
NITRO MobileNITRO Mobile
15© 2018 VIAVI Solutions Inc.viavisolutions.com
Use Case: Customer Experience Management (CEM)
• Subscriber QoE improvement
• Improved network support staff efficiency
• Develop smart marketing strategies
Customer Challenge
• Improve Subscriber QoE
• Increase Operations / Engineering
Efficiency
• Improve Subscriber Insights –
Marketing
Solution
• Intelligent Feeds to enable CEM
applications
• Capture subscriber-based
performance intelligence from the
network
• Analyze subscriber issues by Who,
Where, What, When
• Create Analytics for Marketing Use
Cases
Results
• Subscriber issues resolved
• Lower mean time to resolution
• Insights into customer trends
CEMCEA, PE,
Diagnostics
Diagnostics Ericsson Expert
Analytics CEM
CEA, PE,
Diagnostics
Nokia CEMoDGEOperformance GEOperformance
Diagnostics Nokia CEMoD
17© 2018 VIAVI Solutions Inc.viavisolutions.com
The 5G Challenges – There will be more DATA
66X
720% 700B
13X 2000X
400%
620XIncrease in
wireless traffic
2015-2025
Things connected
to the internet in
the future
Increase in core
network traffic
2015-2025
Increase in ROI
for high customer
satisfaction companies
Increase in
video traffic
2012-2017
Increase in public
cloud objects
2015-2025
Increase data
analyzed in the
cloud 2015-2025
2012 2025
• New business models
• Self-configuration, self-optimization, self-healing
• An automated programmable E2E network
• Cloud-based, virtualized solutions
• New 5G RAN
• Communications verticals and IoT
• Edge & E2E Visibility – slice-aware
• Automation
• …You still need to support the
networks of today
top related