light reading radio show - deusm
TRANSCRIPT
HUAWEI TECHNOLOGIES CO., LTD.
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www.huawei.com
Necessity of analytics in Policy Control domain
- A real-time closed-loop approach
Light Reading Radio Show
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HUAWEI TECHNOLOGIES CO., LTD. Page 2
Today’s Speakers
Jiang Tao, Principal Solution Architect, Core Network, Huawei
Technologies Co., Ltd.
Ari Banerjee, Senior Analyst, Heavy Reading
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HUAWEI TECHNOLOGIES CO., LTD. Page 3
High End Smartphone Users Drive Need for Speed and
Decouple Traffic from Revenues
•Data usage per smartphone user projected to grow from 700MB to 2.5GB per month
•Video and Web browsing are the top traffic generating applications
•Improvements in processors (1GHz+) and screens (up to 720i) will drive consumption
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HUAWEI TECHNOLOGIES CO., LTD. Page 4
Key catalyst for advanced monetization plans will be 4G/LTE
CSPs BSS/OSS systems need to be ready to handle those complexities
Effect of LTE on smart monetization
31.82%
43.18%
18.18%
6.82%
0% 10% 20% 30% 40% 50%
LTE will be essential to introducing advanced/smart monetization schemes
LTE will be very important to introducing advanced/smart monetization schemes
LTE will be only slightly important to introducing advanced/smart monetization schemes
LTE is not important at all to introducing advanced/smart monetization schemes
What effect will LTE have on your company's introduction of advanced/smart monetization schemes?
Source: Heavy Reading, 2012, (N=50)
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HUAWEI TECHNOLOGIES CO., LTD. Page 5
Shortcomings of current legacy BSS infrastructure that inhibits innovative
charging for advanced data services?
For wireless operators lack of integration and synchronization between policy management and
billing systems and siloed BSS systems are identified as key shortcomings that is preventing
operators from innovative charging for advanced data services
71.05%
55.26%
47.37%
42.11%
34.21%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Lack of integration and synchronization between policy management and billing systems
Siloed BSS systems resulting in redundancy and complexity
Difficulty in enforcing network policies associated with data packages
Post-paid systems are not real-time
Very difficult to configure and launch new offers
What are the shortcomings of your current legacy BSS infrastructure that inhibit innovative charging for advanced data services. (Cut by Wireless operators)
Source: Heavy Reading, 2012, (N=50)
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HUAWEI TECHNOLOGIES CO., LTD. Page 6
Monetizing Mobile Broadband – What
Are CSPs Saying?
• CSPs understand that continued reliance on
solely subscriber-based, flat-rate revenue is an
admission of dumb pipe status
•Agents of change will be bandwidth constraints
and consumer quality expectations reaching a
degree where best-effort service truly collapses
•Regards to mobile broadband preferences are
for packages with clear or immediate revenue
streams
•Policy management need to be closely aligned
with advanced analytics for innovation in data
monetization
If you believe that a flat-rate business model for mobile broadband is unsustainable, how do you
plan to further monetize mobile data services?
25.0%
20%
44.0%
52%
29%
36.0%
43.3%
46.7%
25.0%
0% 10% 20% 30% 40% 50% 60%
Advertising-based subsidized service offering
Revenue from a third-party advertiser in exchange fortargeted ad-insertion
Premium priority based charging
Tiered usage packages, i.e., pricing based on allottedbandwidth amounts for various applications
Protected-tiers, i.e., premium QoS for own on-portalapplications
Customer controlled bandwidth boost capabilities
Shared-tiers, i.e., allowing third-party content provider topurchase guaranteed QoS for delivery of services over
network
One-time casual usage data packages - such as daypass, month pass, etc
Standard prepaid data packages – either time-based or volume-based
Percent of respondents
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HUAWEI TECHNOLOGIES CO., LTD. Page 7
Real-time application usage
behavior & promotion
Dynamic congestion
mitigation
VIP(E2E QoS)
User notification
Bill shock prevention
Parental control
…
Area revenue analysis
Heavy user analysis and
control
Tethering analysis and control
Optimized FUP
Low value content
suppression
Peak/off-peak hour
…
Up-selling analysis and promotion
Valuable application analysis &
promotion
Group quota sharing
Roaming revenue boost
Home zone analysis and
promotion
…
Targeted offering
optimization
Real time experience
enhancement
Maximal NW efficiency
improvement
More than 50 use cases with intelligence are already identify & design
Most successful use cases of intelligent MBB traffic operations
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HUAWEI TECHNOLOGIES CO., LTD. Page 8
Coupling standard policy control and data pricing is not enough
Traditional PCC
Network
PCC
Execute
policy
PCEF
Evaluation
Analysis
Main Challenges of traditional PCC
Analysis is missing: cause decision delay & slow response to marketing requirements.
Lack of customer/service insight, and the evaluation process is inaccurate.
Slow
Recovery &
Response Network
Insight is
not just
Inaccurate
Evaluation
Process
Analysis is
missing
Decision
Delay
Lack of
Customer
Insight Need
Service
Insight
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HUAWEI TECHNOLOGIES CO., LTD. Page 9
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1
Network efficiency
improvement
Experience
guarantee
Offering
optimization
At the right time, to the right people, push the right offering, and guarantee Experience
Business
cases with
intelligence Timing/Target
of Promotion
NW resource
allocation
Personalized
offering
Experience
Guaranty
Analytics is the answer to key challenges
Data
collection
Policy
Implement
Components in Intelligent
Policy Control
PCRF Analytics
Engine
Internet Radio Network PS/EPC
Network
NetProbe NetProbe
OSS
BSS/CRM
Business
Intelligence
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HUAWEI TECHNOLOGIES CO., LTD. Page 10
Optimize offering
Find target user
Shorter TTM to 2 weeks with one
stop closed loop
Detect user behaviors
Detect and solve
network congestion Execute
Design
Evaluate
Analyze
Guarantee user experience
Promote offering
User behavior Application
TTM: Time to Market
Network efficiency improvement Offering optimization User experience guarantee
Closed-loop Per Service Per User Real Time
Highlights
Personalized offering
Timing/Target of promotion
NW resource allocation
User experience guaranty
Intelligent Policy Control
Business cases
Allocate resource
Key success factors and value proposition of Intelligent Policy Control
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HUAWEI TECHNOLOGIES CO., LTD. Page 11
Per User insights
Congestion Status
Handset Type
Usage Time
Content Type
Usage Status
Category
Payment info
Location Roaming Status
Per Service insights
Application Visits
Application accessibility
Application QoS
Application Traffic Application
Contents
Application usage
Duration
PSPU Real Time Closed Loop
Insight of “Who”, “When”, “Where”, “What” content , “How” is the experience.
FMS(FBB-MBB Substitution)
F&M
bundle1 5GB
• Both FBB and MBB
• FBB traffic discount
off 80% 20$/month
• Unified experience across FBB and MBB
• Access internet only in home-zone*
• identify user’s home zone
• Limit user’s BB usage in his home-zone
*Home zone usually comprises cell and neighboring cells where user become active at first time
home
zone
×
×
×
×
×
×
Home-Zone Offer example
Key success factor#1: PSPU – Per Service Per User Users behaviors and usages analysis for precise promotion
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HUAWEI TECHNOLOGIES CO., LTD. Page 12
Acceptance ratio of operators mobile reading
increased 790%
1%
8.9%
Without realtime promotion With realtime promotion
16% 14%
7%
No congestion control 30 minutes 5 minutes
Up 790%
Detect user
behavior
5 Seconds •UN set to vote on DPRK sanctions •2n
User location
User terminal
Application visits
Service preference
NW: Network
PSPU Real Time Closed Loop
Precise
Promotion
5 Minutes
VIP Experience
enhancement
Market promotion
Package
recommendation
Number of users who complain about congestion
reduced 50%
Down 50%
Key success factor#2: Real-time
Usage & NW status query in real-time @ experience enhancement
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HUAWEI TECHNOLOGIES CO., LTD. Page 13
PSPU Real Time Closed Loop
One stop closed-loop with all needed info and functions to improve MBB network utilization
2. Design (3G/LTE packages) 1. Analyze (2G Users)
4. Evaluate (Feedback/Response) 3. Execute (Up-sell promotion)
Promote
New: 3G Package
Current: 2G GPRS Users
Potential users
19%
P2P, Video,
Streaming
heavy users
from 2G
GPRS/
EDGE
Identify potential users and promote
Intelligent PCC SMS / Web
promotions acceptation
Acceptation ratio
1.9 1.8 1.7
23% 30% 42%
10k
Closed
loop
• 2G is congested
• 3G/LTE is idle
• 2G heavy users
• High bandwidth
consuming apps users
New: 3G Package
+Smartphone
Key success factor#3: Closed-loop Boost 3G/LTE subscription and network usage
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HUAWEI TECHNOLOGIES CO., LTD. Page 14
Challenge
Leading Operator in Europe,
have 25 M subscribers,
include GSM, WCDMA and LTE
Offering personalization in one Tier 1 operator in Europe
Lowest data ARPU in one Country in Europe
(4.4€/month, other OP’s average is 6.6€)
Similar offerings, not differentiated from other operators
Solution
The intelligent PCC analyzes user’s behavior
Deploy and promote biz use cases: up-selling, multi
device sharing, Facebook unlimited with Intelligent PCC
Customer Benefits
Data ARPU increases 5% percent in 3 month
10% users adopt multi device package
20% users adopt Facebook unlimited package
Business use cases
Up-selling multi device
sharing
unlimited …
Targeted
promotion
Intelligent
Policy Control
Radio Network Internet PS/EPC