network analytics: leveraging the knowledge in mobile …€¦ · business cases....

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

http://www.viavisolutions.com/


What Data do

you have?



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



But there is a

problem?



IT IS ALL NOISE

and…

IT IS ALL DISJOINT



Separate Noise and get End-to-End Insight

Noise Data Intelligence Insight



Analytics & Monetization

A Platform to deliver unique Insight, enabling Marketing, Data Scientists

and CxO with real-time app-aware analytics



Applying Data

to Unique

Business

Cases



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



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)



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



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



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



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



What will 5G

Bring?



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


viavisolutions.com


network analytics: leveraging the knowledge in mobile …€¦ · business cases....

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