bbwf 2011 meeting user service expectations e2e v2.0
DESCRIPTION
Presented in Broadband World Forum 2011, it intends to introduce conceipts about QoS, QoE, related standards and the challenges for service quality measurements and meeting customer expectationsTRANSCRIPT
Meeting User Service
Expectations end-to-end
Alberto Boaventura
Broadband World Forum
2011
27th - 29th September
Network Architecture and Technology - Network Planning Area
About Oi
Who we are
Oi is the leading provider of telecommunication services in Brazil
and, after the acquisition of Brasil Telecom in early 2009, became
the country’s largest telecommunication company in revenues and
South America’s largest fixed telephony company in total number of
lines in service.
Oi is the official sponsor of the 2014 World Cup in Brazil.
Where we are
How big we are
Region I Region II Region III Total
Geoeconomics
GDP 838,8 B USD 550,0 B USD 711,2 B USD 2100,0 B USD
Population 105,7 MM 45,4 MM 41,8 MM 192,9 MM
States 16 10 1 27
Municipalities 3.051 1.867 645 5.563
Internet. NationalRegional/
Metro. Total
Optical Footprint 23,340 km 32,584 km 120,261 km 176,185 km
Region I Region II Region III Total
Oi Service Accesses
Fixed Lines 12,8 MM 7,2 MM 20,0 MM
2G/3G 24,5 MM 8,1 MM 7,3 MM 39,9 MM
Broadband 2,5 MM 1,9 MM 4,4 MM
Source: Oi 2010
Reference: 2010
Network Architecture and Technology - Network Planning Area
0
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2010
2011
2012
2013
2014
2015
Fixed telephone lines
Mobile cellular subscriptions
Fixed broadband subscriptions
Mobile broadband subscriptions
Mobile Broadband Industry Consolidation
Global Internet is still growing :
1.8 B Users, +13% Y/Y
18.8 T Minutes, +21% Y/Y
In LATAM, is expected the mobile broadband subs. surpass fixed broadband
subs. this year.
Source: Ericsson 2010
Revenue forecast per application type
2008-2015
The MBB is rapidly consolidating, and in couple years will be the
preferable Internet access. Despite of that, voice services still
represents the most important part of revenue, but it is being replaced
by the new communication types …
Accesses (
MM
)
Bro
ad
ban
d (
MM
)
Source: ITU ICT/MIS 2010
Network Architecture and Technology - Network Planning Area
Mainframe-> Mini-> Desktop -> Smartphones/Tablets
5 convergence trends: MBB + Social Networking + Video + VoIP + usability in
differentiated devices
1960 1970 1980 1990 2020+
Mainframe Mini
Desktop
Internet
Mobile Internet
1 MM+ 10 MM+
100 MM+
1 B+
10 B+
Source: Morgan Stanley 2010
The expressive Mobile Internet growth projection is justified by
integration of functionalities (for personal use) in a single device, and
becoming in next years the preferential Internet device against desktops.
Network Architecture and Technology - Network Planning Area
Market is eager for more thoughput
TV 3D
Rubust Gaming
P2P
HDTV
On-Demand
Virtualization Video
Conference Visual
Networking
Augmented Reality
Collaboration
Mobile TV Internet
Music
MMS
M2M
Telemetry
Mobile Web
Games
Social Networks
LBS/GPS
SMS
IM EMS
kbps
Mbps
Mbps+
The operators are still intensively investing in network infrastructure and
new band licenses in order to follow continuous market anxiety for more
throughput.
DL:237 kbps UL:59 kbps
EDGE
DL: 326 Mbps UL: 86 Mbps
20 MHz
Rel 8 LTE
DL: 28 Mbps UL: 11,5 Mbps BW: 5 MHz
Rel 7 HSPA+
DL: 42 Mbps UL: 11,5 Mbps BW: 5 MHz
Rel 8 HSPA+
DL: 84 Mbps UL: 23 Mbps BW: 10 MHz
Rel 9 HSPA+ DL:> 1 Gbps BW: 100 MHz LTE Advanced
Rel 10 LTE
DL:80 kbps UL:20 kbps
GPRS
DL: 14 Mbps UL: 11,5 Mbps BW: 5 MHz
Rel 6 HSPA
Network Architecture and Technology - Network Planning Area
Phases of M2M Communication
2010 2015 2020
1st Phase: Vertical Applications 2nd Phase : Compliant
Regulation Applications
3rd Phase: Internet of Things
Car Telematic
Fleet Management
Parking & Traffic Management in
urban areas
Positioning Systems
Smart Metering
Fleet Management
Positioning Systems
POS-Terminal
Remote Management of Assets &
Products
Car Telematic
Fleet Management
Parking & Traffic Management in urban
areas
Positioning Systems
Smart Metering
POS-Terminal
Security
Remote Monitoring of Green Energy
power plants
Remote Management of Assets &
Products
Environmental monitoring & ICT support
to a sustainable economic growth
eHealth
M2M just started and in 2020 is expected billions of
connected devices.
Network Architecture and Technology - Network Planning Area
Traffic and Revenue decoupling
Voice Dominant Data Dominant
Traffic
Revenue
New challenge: how to be profitable in data era?
Network Architecture and Technology - Network Planning Area
Same Reality and Different Expectations
All customer requirements are not created equal. It is worthwhile to
discover which attributes of a product or service are more important to the
customer. And, product/service attributes behave differently in terms of
how they affect customer satisfaction.
It is important to understand both dimensions –relative importance and
correlation with satisfaction—to deliver the bundle of attributes that will
attract customers to your brand.
Network Architecture and Technology - Network Planning Area
Customer Expectation
Users and devices have different requirements which could
be explored more efficiently. And for Mobile Network
Services, new requirement dimension: Location
Network Architecture and Technology - Network Planning Area
Kano’s Model
Customer Delighted
Customer Extremely Dissatisfied
Customer
Expectations
Exceeded
Customer
Expectations no
Fulfilled
One-dimensional requirement : Performance • Stated
• Specified
• Technical
• Measurable
Attractive Requirements:
Surprises (hidden) • Not expressed
• Customer tailored
• Transcendent
Must be requirements:
Basic requirement • Implied
• Self-evident
• Not mentioned
• Taken for granted
Expressed
Time
Expected
Competitive
Pressure
Knowing what the customer expects is the first and possibly most critical
step in delivering good quality service. Being wrong about what customers
want can mean losing a customer’s business when another company hits
the target exactly. Being wrong can also mean expending money, time and
other resources on things that do not count to the customer. Being wrong
can even mean not surviving in a fiercely competitive market.
Network Architecture and Technology - Network Planning Area
eTOM - QoS Management
Operations Support &
Readiness
Customer Relationship
Managament
CRM Support & Readiness
Service Management &
Operations
SM&O Support & Readiness
RM&O Support & Readiness
Service Management &
Operations
Manage Worsplace
Supplier/Partner
Relationship Mgmt.
S/PRM Support & Readiness
Fulfillment
Service Configuratioon
& Activation
Marketing Fulfillment Response
Order Handling
Selling
Resource Provisioning
Resource Provisioning
Assurance
Service Problem Magmt
Service
Quality
Management
Resource Problem
Mgmt
Resource
Performance
Mgmt
S/P Problem Reporting &
Mgmt
Resource
Performance
Mgmt
Customer
QoS/SLA
Management
Problem
Handling
Billing
Service Guidance & Meiation
Bill Invoice
Mgmt
Bill Payments & Receivables Mgmt
Customer Interface Management
Resource Data Collection & Distribution
Supplier/Partner Interface Management
Bill Inquiry
Mgmt
Manage Biil
Events Charging
Resource Mediation & Reporting
S/P Settlements & Payments Management
Service Management & Operations
Network Architecture and Technology - Network Planning Area
How do Customer and Network Requirements map?
► Customer Experience is about of its needs
- Subjective Parameters:
– “I want when I want it”
– “I want it fixed when I say it is to be fixed”
– “I want it billed like we agreed”
– “I want to work the way it says in the brochure and
contract”
– QoE (Address experience, behaviour and
aspirational per group or individual needs )
► Network Management is about
configuration and indicator/counter
parameters:
– Intrinsic QoS parameters (resilience, priorities,
throughputs, packet loss, latency etc.)
– KPIs (peg and usage counters)
– Billing Rules and User Profile (main user
configuration parameters)
Customer Network Management
Network Architecture and Technology - Network Planning Area
What is QoS?
ISO 8402: "the totality of characteristics of an entity that bear on its ability to satisfy
stated and implied needs."
ISO 9000: "degree to which a set of inherent characteristics fulfills requirements."
ITU-T E.800: "the collective effect of service performance which determine the
degree of satisfaction of a user of the service.“
ITU-T G.1000:
Service
Provider
Customer
QoS
Requirements
(Applications)
QoS
Perceived
(or QoE)
QoS
Offered
(QoS Param.)
QoS
Achieved
(Measured)
QoS requirements by the customer state the level of quality required of a particular service, which may be expressed in non-technical language.
QoS perceived by the users or customers is a statement expressing the level of quality experienced they 'believe' they have experienced.
The Perceived QoS is expressed, usually in terms of degrees of satisfaction and not in technical terms.
Perceived QoS is assessed by customer surveys and from customer's own comments on levels of service.
QoS offered by the service provider is a statement of the level of quality expected to be offered to the customer by the service provider.
The level of quality is expressed by values assigned to QoS parameters.
The principal use of this form of QoS is for planning and for Service Level Agreements.
QoS achieved by the service provider is a statement of the level of quality actually achieved and delivered to the customer.
This is expressed by values assigned to parameters, which should be the same as specified for the offered QoS so that the two can be compared to determine what was actually achieved to assess the level of performance achieved.
Network Architecture and Technology - Network Planning Area
What is QoE?
1
2 34
5
ITU-T Rec. P.10/G.100: The overall acceptability
of an application or service, as perceived
subjectively by the end-user.
For network operation perspective, the perception of the quality depends on
the source quality and is influenced by all system elements involved in the
end-to-end service delivery, namely:
Network, equipment, codecs, techniques, protocols, terminals, etc.
QoS, GoS and QoR intrinsic parameters will also influence QoE.
QoE is consequence of user´s internal state. I.e., the overall QoE evaluation is affected by:
Environmental,
Psychological,
Sociological factors,
User expectations
User experience with similar services,
Pricing policies,
Features of the particular location where the service is received etc.
In general, is subjectively
measured in 1 to 5 grade
Network Architecture and Technology - Network Planning Area
Can QoS and QoE be linked?
Network Measurements
(Peg Counters & Usage Counters)
Typically measure the intrinsic QoS parameters
KPI 1 KPI 2 KPI 3 KPI N
Key Performance Indicators provide a measurement of a specific
aspect of the performance of a service resource (network or non-
network) or group of service resources of the same type. A KPI is
restricted to a specific resource type. Ex.: QoS parameters
...
KQI 1 KQI 2 KQI 3 KQI M ...
C1 C2 C3 C K ...
Key Quality Indicators provide a measurement of a specific
aspect of the performance of the product, product
components (services) or service elements and draw their
data from a number of sources including the KPIs.
SLA 1 SLA 2 SLA 3 SLA J ... Service Level Agreement (or QoE) for a group of users or
individually
Network Architecture and Technology - Network Planning Area
Can QoS and QoE be linked?
NQoSQoSQoSfQoE ,...,, 21
QoS Required:
throughput, latency, packet loss
etc.
QoS Offered, QoS Perceived
QoE (Measured)
QoS
Achieved
KPIs
KQIs
QoE (QoS Perceived) can be written as function of QoS
required/achieved parameters (or QoS Vector):
NKPIKPIKPIfQoE ,...,, 21
Alternatively, QoE could be written as function of KQIs or KPIs:
MKQIKQIKQIfQoE ,...,, 21
Network Architecture and Technology - Network Planning Area
Can QoS and QoE be linked?
QoS Required:
throughput, latency, packet loss
etc.
QoS Offered, QoS Perceived
QoE (Measured)
QoS
Achieved
KPIs
KQIs
Blekinge Institute of Technology - Markus Fiedler
The relationship between QoE and network parameters can be obtained by:
Using Experiments: expert and user opinions, network stimuli etc.
Data Collection: Subjective (questionnaires, observations), Objective (measurements)
Data Analysis: trends, relationships, thresholds, regressions, hypotheses, impact analysis etc.
QoEXXXQoS TT 1
QoSQoEfQoS
QoE
n
,
Network Architecture and Technology - Network Planning Area
Can QoS and QoE be linked?
Exponential QoE:
Linear QoE: MQoE
Logarithm QoE:
nn QoS
k
QoS
QoE
QoE
QoS1
QoS2
QoE
QoSn
kQoEQoS
QoE
n
QoE
QoSn
Power QoE:
nn QoS
QoEk
QoS
QoE
QoE
QoSn
QoP: Image quality perception as
function of blur, blockness,
QoD: Download time perception
as function of response time
Download time perception as
function of bandwidth
Download time perception as
function of loss
Session volume as function of
bandwidth
Video perception as function of
jitter
Network Architecture and Technology - Network Planning Area
Can QoS and QoE be linked?
Source: Fiedler et al., 2010
065.1010.3 __473.4 ratiolosspacketeQoE
Skype
ITU-T P862.1
6607.44945.11
999.0999.4999.0
PESQMOSe
QoE
Provides raw scores in the range –0.5 to 4.5. It is
desired to provide a MOS-LQO (P.800.1) score from
P.862 to allow a linear comparison with MOS.
Source: ITU-T P.862.1
Network Architecture and Technology - Network Planning Area
E2e Service Management
Customer
Contracted Service
Service Management
Network Management
Service Attributes
Technology
Business Modeling
Environmental, psychological,
sociological aspects
Personal needs, Previous experience
Desired service, Adequate service,
Zone of tolerance
Service Quality Management
User service profile
QoS Requirements, attributes &
Policy
Service resilience requirements
Billing rules
QoE
SLA
QoS GoS QoR
QoS Control
Element Management
Network capacity
Network configuration
Network operation requirements
Fix
Fix
Fix
Fix
Fix
KPI 1 KPI N
KQI 1 KQI M
SLA Measured
Customer
Satisfaction
...
...
Performance
Data
Product KQI
QoE Measured
QoS Achieved
QoE Perceived Fix
Network Architecture and Technology - Network Planning Area
QoS Control
Policy Enforcement Point
Policy
Decision
Point
QoS (KPIs,KQIs) Reporting
Network
Analyzer
Platform
QoE
Predictor
Network Performance Information
Network Performance Information
Network Performance Information
SLA/QoS/QoE Management
User Profile
Data Base
Network Architecture and Technology - Network Planning Area
Service Requirements and QoS Control
QoE < > SLA
User Expectation & Business Requirements
Service & Content Provider
Network Operator
SLS
Service Requirements
Network
QoS Requirements & Network Configuration
Mapping into
SLS parameters
SLA
descriptions
Translating to
network
configuration
parameters and
session rules.
Admission Control
Policy Control
Resource Reservation
Network Architecture and Technology - Network Planning Area
Conclusions
► Rapid and consistent mobile broadband consolidation, air interface technology advances and machine type communication
will bring a tsunami of IP data traffic. In the same time rapid service lifecycle forces new services to be mature quickly, with
low profitability.
► Also, churn is still remains a major challenge for operators, mainly due to costs associated with the capture of new users in
a consolidated market. Negative perception of services due smaller customer experience failures and bad service
performance are one of the major reasons for service cancellation and change of service provider.
► Thus new researches for finance, service, infrastructure management are imperative:
– Network flexibility: Flexible and less complexity networks, able to capture new opportunities, not only the services of a
high concentration, but the long-tail;
– Network optimized: Infrastructure adjusted (not more and not less what is required) and optimized at both the investment
and operating costs;
– Managing User Service Expectations: Service and user lifecycle management; manage user experience, service and network
performance management;
► The current standards for E2e Service Quality Management in broadband is a set of tools that accomplishes these new
challenge targets, providing a complete framework for: planning, commissioning, measuring and adjusting the right
customer quality requirements.
► E2e Service Quality Management is not a simple task, and it brings the following challenges:
– Technical: Statistical behavior of media and network increases the complexity to create models and
algorithms for analysis and tools;
– Economical: Understanding the customer utilization (real value of) for QoE/QoS represents another difficult
task to create new business models. Additionally, in the interconnection environment involving several
operators for creating proper access charge;
– Legal: World trend for Network Neutrality can obstacle all initiatives to improve the QoE and accomplish the
QoS requirement for legal traffic. I.e., privileging illegal traffic in detriment of legal one.
► Unfortunately there is no commercial product in state of the art able to integrate all operators requirements, and the
existing solutions are only applicable for specific niches.
