Building Quality Brand MBB NetworksTargeting User-Experience for Quality MBB Networks

In recent years, with the large-scale deployment of Mobile Broadband (MBB) globally, especially LTE deployment, more and more users are accessing high-speed data services and are demanding superior service experience. Surveys conducted by Huawei at the 2013 Huawei User Congress reflect the same sentiments from the operators and the results of which are captured below.

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We can see from these charts that demand for service experience and quality of user experience are the strongest among the metrics measured. Why do operators care so much about user experience and service experience? Well, experience-based network quality is the foundation for network monetization which in turn helps improve operator bottom line and increase share holder value. Carriers continue to see the rising user demands on network quality and service experience, specially by medium- and high-end users. Benchmark tests organized by regulatory departments and third-party organizations evaluate and compare network quality of various operators and rank them in the order of highest network and service quality. These rankings are taken very seriously by the operators as it effects their brand and market penetration. In addition, these rankings become the drivers for operators to pursue quality networks as part of their technology and network evolution. In order to meet the needs of high-quality, superior user experience, and high-profitability, it is prudent that quality MBB networks be built by the operators.

Comprehensive Support System for Quality MBB Networks

The development of MBB and LTE unleashed a plethora of data

services. According to the statistics of Global System for Mobile

Communications Association (GSMA), LTE users are consuming twice

as much data traffic every month as that consumed by non-LTE users.

To tackle the challenge of network planning, optimization, and O&M

posed by big data network operation and monetize the big traffic,

carriers need a comprehensive quality network support system.

Since complexity and competition vary for different mobile networks, there are

different mainstream services, competing situations, customer demands and

quality standards. Therefore, different parameters must also be customized

for different networks (such as parameter modifications and threshold

adjustments). We need rigorous methodologies and rich experience to qualify

networks and formulate evaluation criteria scientifically.

Network quality is always the foundation of operators' service no matter how

ICT technology develops. For the quality MBB system, high-quality service

experience is the most important part. To improve user experience and network

performance, carriers need to conduct analysis of coverage and capacity

of voice and data (including watching on-line video, browsing web pages or

using applications), design of indoor, outdoor and HetNet hotspots, precise

planning and service optimization. All these measures could effectively improve

user experience and network quality. Based on the experience of previous

cooperation with operators, Huawei developed the current evaluation system

containing seven criteria. The system combines the traditional key performance

indicator (KPI) and key quality indicator (KQI), namely coverage, capacity,

interference, network, network element (NE), network O&M and services.

These criteria focus on service quality as well as NE and O&M. Network O&M

also shifts from NE assurance to service assurance. Huawei chooses key

indicators which have great effects on user experience. Each indicator is broken

into several sub-items. All these indicators represent almost all the important

experience and quality evaluation criteria of MBB.

In terms of cost-efficient network service, Huawei's solution supports

network convergence and sharing, E2E planning, centralized service, field

maintenance, coordinated delivery, and managed service (MS) to minimize

network construction and operation cost. The solution also identifies traffic and

profitability bottleneck and helps carrier increase profits through bandwidth

monetization, traffic monetization, marketing, and user and service migration.

In terms of sustainable network development, the solution ensures smooth

network development and enhances customer satisfaction and loyalty

through high traffic forecast, smooth network evolution, spectrum utilization

improvement, and user experience guarantee.

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Cases Analysis of Quality MBB Networks

As customer demand on network quality and application experience

increases, rich experience and refined service support systems are

not enough, more tools and platforms are needed. Huawei has unique

advantages in this area. For example, intelligent large-capacity probes

and support platforms could effectively collect and analyze user

experience and behaviors. The service support system, evaluation

standard and service capability of quality networks are accepted by an

increasing number of operators and bring real benefits to both operators

and users.

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A European mobile operator M was ranked the last in the 2013 network quality

test organized by Benchmark (a third-party organization). Its management

staff was under great pressure. Huawei analyzed the network requirements

according to the standard system and set improving user experience and

quality indicators as major goals. Then analysis of service quality indicators

was conducted to precisely locate network problems. Leveraging the advanced

PSPU KQI system, precise planning capability, related experience and tools,

and service optimization, Huawei helped the customer enhance network

capability and application performance. Later, M ranked the first in another

third-party ranking test, surpassing all its competitors.

After careful consideration, S decided to sign a network and service project

contract with Huawei to build quality MBB networks. The project includes 2G/3G

network reconstruction, overall HSPA+ upgrade of the entire network, and

large-scale LTE deployment. Service solutions such as network modernization,

multi-network coordination and customer experience assurance helped carriers

optimize network resource allocation, increase operators' return on investment

(ROI), enhance the coverage of MBB networks, and improve user experience.

The project maximized network efficiency and ROI. The MBB networks enabled

carrier S to improve data revenue by 20%, realizing successful network support

and smooth service evolution.

Author: Zhang Sen / Zheng Ying

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