reducing costs and customer churn-rate through converged...
TRANSCRIPT
Reducing costs and customer churn-rate
through converged
Service Quality Management
Vladimir Levin
PhD, CEO Wellink Inc.
Russia
2
Area 17 125 187 km² (the biggest in the world)
85 subjects (states)
Population 146 100 000 (9th place in the world)
Active internet and telecom
services users 59%
(68.7 mil. People 18-55 years old)
Wellink Company
Found in 2010 (first project)
Russian Software Developer
• The most successful SLA monitoring solution, №1 in Russia
(>23K monitoring end-points)
• Team of more than 100 employees
(developers, testing crew, engineers, sales and analysts)
• Over 100 man/years of development service assurance solutions
• Headquarters in Moscow, R&D in Novosibirsk
Main projects:
Rostelecom (>10K), MTS (>1k), Russian Pension Fund (>2K),
Ministry of Law (near 2K), FSO (KGB) (>300) etc.)
3
Our Basic Customers
IP services monitoring and management customers:
4
Government
Institutes, Dept’s.
Telecom operators and
service providers
Cloud service providers
(Data Centers)
SME/SOHO
Large Corporate
Enterprise (banks, retail,
energy holdings )
Russian SLM market assessment in 3-5 years
Basic trends:
• Increasing service value for B2B, B2C
• Telecom and IT services demands to be monitored
• Monitoring per service cost value must be decreasing to cover more services and area
5
Market segment Service Access
Points (mil.) Service Cost per
end-point (USD) Size of the
market,
IP VPN services 1 300 300
Corporate IT services and 5 150 750
Cloud Services 10 35 350
Internet Access (Broadband, 3G, 50 15 750
M2M services (e-government,
etc.) 100 10 1’000
Overall size of Russian SLA management market 3’150
Customer satisfaction assessment
6
Most customers
noted high
operator
response time
on service
problems
Poor quality services became a stereotype of the
business on the telecom market
Over 50% of
customers are
not satisfied with
service level
provided
Over 60% of
customers do
not use
helpdesk call-
center services
Our Customers
7
Over 500 000 B2G and B2B
customers
10.6 million fixed-line broadband
subscribers
Has the largest backbone network in
the country with a total length of about
500,000 km.
Rostelecom
Is Russia’s largest national
telecommunications operator with
presence in all Russian regions.
Rostelecom service quality management strategy
8
- Year 2013-2015
- B2B, B2G oriented
- L3/L2 Virtual Private
Network services
SLA management, proactive service
monitoring, responsibility
demarcation, conflict management
Service Level
Management
- Year 2016-2017
- B2C oriented
- Broadband Internet Access,
3G/4G services
CEM Assessment, Internet,
IPTV and VoIP SQM
Customer Experience
Management
Service quality operational assessments
9
• Network Complexity
– Multi-vendor, multi-technology network
• Third parties involved
– a complex structure of partnerships, it is difficult to determine where is the problem and who is responsible
• No standards
– Absence of unified standards and methods for quality control of packet network
customer
СE СE
customer
SLM Gap Analysis
10
AS-IS
• No customer experience view, no tools to measure and monitor customer service
quality
• A lot of monopoly regional operators, partner service level is poor, no tools to
demark responsibilities with partner
• Large regional department branch, no transparency across end-to-end regional
customer services
TO-BE
• Customer experience based on service quality is being measured and proactively
monitored
• Partner responsibility boundaries are defined and UC agreements are signed
• Transport network are monitored and demarcated, department OLA`s are
implemented
Decision:
To deploy an SLA management solution
Targets and goals of SLM project
11
External goals:
Internal goals:
Increase key customers loyalty and B2B/B2G services
differentiation by providing a guaranteed service level
Customer and partner
responsibilities demarcation
2 Proactive service
degradation monitoring instead of service failure
registration
4 Provide additional customer services,
like utilization monitoring, IT and
cloud services availability
6 Strong competitive ability on telecom
market MPLS based services level
assurance
1 Customer “end-to-
end” service quality management (CE-
CE)
3 Lower time and
expenses to form scheduled SLA
reports
5
SLA service delivery automation
(Fulfilment), service performance
monitoring (Assurance), scheduled SLA
reports and compensation calculation
(Billing)
2 Service Level Agreement
development with a National wide
service quality thresholds
1 Integration with legacy IT systems
3
wiSLA solution overview
A comprehensive customer service
quality vision. A tool to project it onto
company business-processes
Efficient conflict management solution
based on responsibility demarcation
and real-time monitoring
Service quality management and
Assurance SLA process automation
platform – an innovative solution for
telecom, IT and cloud services
1 2
3
Why wiSLA solution
Multiportal architecture – customer and partner
self-care access
Big Data inside - handle a huge amount of probe
data (>1M)
Process-oriented architecture and SOA principles
– easy operation and integration
Business Process Engine Inside – easy manage
and customize SLA management processes
13
wiSLA on service and SLA lifecycle
14
Service
Lifecycle
SLA
Lifecycle
SLA contractsnegotiation Order Management
Monitoring, fulfillment,
support, billing
Analysis
Revaluation
SLA/Service creation
Product/Service
creation
Launch
and Sales Implementation
Operation
Evaluation Service
Cancel
Business SLA model
15
Customer SLA (Service Level Agreement - SLA)
Partner SLA (Underpinning Contract - UC)
Internal SLA (Operational Level Agreement – OLA)
- Customer SLA service internal assurance
- Increasing corporate business process
efficiency
- Increase revenue pre
customer due to value
added SLA services
- Lowers churn-ration due
to increasing customer
loyalty
- Lower the risks of
customer SLA violation
VPN service SLA proactive monitoring
16
Moscow Region South Region
Topology: «Star» with no access points limit «Star-in-Star» «Full-mesh»
Customer SLA (E2E)
wiSLA
solution
Management
VPN
CE Last mile Last mile
Probe
Probe management and data collection
CE
Internal OLA Partner UC
Internal OLA
wiSLA supported devices
- Major Release
Wellink wiProbe
ETL.Mini
ETL.Micra
ETL.SW
Accedian
MetroNODE
Cisco IP SLA
891 Series (firmware
15,1(3)Т1 NPE)
1841 Series (firmware
12.4(15)T)
2600 (firmware 14.T5)
wiSLA 1.0 wiSLA 2.0
wiSLA 1.7
Metrotek
BERcut ETL
Accedian
EtherNID/MetroNID
RAD Data Communications*
ETX203A (firmware 4.3 or higher)
OneAccess*
1645 Series
RAD MiNID
Juniper RPM
Huawei
ATN905
Omnitron
iConverter G4
Decembe
r
2008
September
2009
May
2012 December
2013
- Minor Release
wiSLA 3.0
wiSLA 3.2 wiSLA 3.3
17
September
2014
wiSLA 3.4
Wellink
wiProbe2.0
Raisecom
RAX711
MSG1200
Gazelle
S1112i-PWR
Albis
Acceed 1416
March
2013
SLA probes used in project
18
Core Network Monitoring (OLA)
- Network equipment embedded measurement technologies (OAM, Cisco IP SLA, Juniper RPM)
- null-cost solution
- Fast coverage spread across the network
Partner SLA (UC)
- Accedian EtherNID/MetroNID family demarcation devices with 100 Mbit/s – 10 Gbit/s interface support
- high performance and measurement precision
Customer SLA
- Wellink wiProbe family devices with L2-L7 service quality measurement
- Cross-IP address network solution
- self-management & configuration
wiSLA KPI&KQIs
19
KPI
Service
KQI
Product
KQI Service
Availability
Service Degradation Service
Unavailability
Mean Time Between
Failure
Packet
Delay Jitter Packet Loss
Bandwidth
Utilization
TM Forum SLA Handbook
Penalty
for SLA
violation
wiSLA users in Rostelecom
20
Real-time
Customer Service
Scheduled Reports
Infrastructure
Help Desk
Network
Operational
Centre (NOC)
Service
Development
Customers
Top
Management
Partners (ISP)
Network
Planning
Service Oriented WEB Interface
21
Social network experience based
portal architecture allows to
customize user interface easily by
adding, removing and positioning
widgets
Advanced search allows
to find quickly and filter
displayed information by
contract, service or
access point
Fault alarming will
always keep you
informed of service
problems and
performed maintenance
Side filter tab
provides a quick
access to desired
information cut
Mobile access to service quality info
22
Windows Gadget
Android
iOS
Quality of Information Services
System integration
framework is based on TM
Forum NGOSS and
OSS/J SOA Enablement
APIs
Customer SLA concept is
based on ITU-T E.860
Framework of Service
Level Agreement SLA
SLA management
methodology is complied
to TM Forum GB917 SLA
Management Handbook
1 2
3
Using TM Forum NGOSS
24
KNOWLEDGE BASE
Cooperative Corporate
knowledge base
ProductComponent
ProductSpecCharacteristicValue(f rom Product Specif ication ABE)
ProductSpecCharacteristic(f rom Product Specif ication ABE)
ProductOffering(from Product Offering ABE)
ProductBundle
ProductCharacteristic
productCharacteristicValue
validFor
0..1
0..n
0..1
0..n
ProdSpecCharValueInstantiatedAsProductCharacteristic
0..1
0..n
0..1
0..n
ProdSpecCharDescribesProdCharacteristic
Product
name : String
description
productStatus
productSerialNumber
validFor : TimePeriod
1
0..n
1
0..n
ProdOfferDescribes
0..1
0..n
0..1
0..n
ProductBundleComprisedOf
0..n 0..n0..n
ProductReferences
0..n
0..n 10..n 1ProdCharDefinesTheConfigurationOf
Place
(from Entities)
0..n
0..n
0..n
0..n
ProductLocatedVia
Resource
Design /
Assign
Resource
Design /
Assign
Cu
sto
me
r M
gt
Serv
ice
Mg
tR
es
ou
rce
Mg
t
Resource
Inventory
Mgt
Resource
Inventory
Mgt
Resource
Status
Monitoring
Resource
Status
Monitoring
Resource
Problem
Management
Resource
Problem
Management
Resource
Performance
Monitoring/
Management
Resource
Performance
Monitoring/
Management
Workforce
Mgt
Workforce
Mgt
Resource
Logistics
Resource
Logistics
Correlation
& Root
Cause
Analysis
Correlation
& Root
Cause
Analysis
Resource
Activation
Resource
Activation
Customer
QOS/ SLA
Mgt
Customer
QOS/ SLA
Mgt
Customer Billing
Management
Customer Billing
ManagementCustomer Service /
Account Problem
Resolution
Customer Service /
Account Problem
Resolution
Service
Design /
Assign
Service
Design /
Assign
Product / Service
Catalog Management
Product / Service
Catalog Management
Service Rating
/ Discounting
Management
Service Rating
/ Discounting
Management
Receivables
Management
Receivables
Management
Voucher
Management
Voucher
Management
Service
Config Mgt
Service
Config Mgt
Arbitrage
Management
Arbitrage
Management
Resource Testing MgtResource Testing Mgt
Resource
Data
Mediation
Resource
Data
Mediation
Billing Data
Mediation
Billing Data
Mediation
Service
Quality
Monitoring
& Impact
Analysis
Service
Quality
Monitoring
& Impact
Analysis
Service
Performance
Mgt
Service
Performance
MgtService
Problem
Mgt
Service
Problem
Mgt
Resource
Planning/
Optimization
Resource
Planning/
Optimization
Enterprise Management
Customer Contact, Retention & LoyaltyCustomer Contact, Retention & Loyalty
Product Management
Market / Sales
Management
Supplier / PartnerManagement
Partner ManagementPartner Management
Product Lifecycle
Management
Product Lifecycle
Management
Supply Chain ManagementSupply Chain Management
Campaign ManagementCampaign Management Channel Sales
Management
Channel Sales
Management
Security
Management
Security
ManagementHR
Management
HR
ManagementAsset
Management
Asset
ManagementKnowledge
Management
Knowledge
ManagementFinancial
Management
Financial
Management
Resource
Provisioning /
Configuration
Resource
Provisioning /
Configuration
Customer Self ManagementCustomer Self Management
Order MgtOrder Mgt
Product Performance
Management
Product Performance
Management
Product Strategy /
Proposition
Management
Product Strategy /
Proposition
Management
The TAM R2.0Corporate Sales
Management
Corporate Sales
Management
Customer
Information
Management
Customer
Information
ManagementBill
Formatting
Bill
Formatting
InvoicingInvoicingQuotation
Engine
Quotation
Engine
Collections
Management
Collections
Management
Service
Inventory Mgt
Service
Inventory MgtService
Specification
Mgt
Service
Specification
Mgt
Resource
Specification
Management
Resource
Specification
Management
Resource Domain Management (IT Computing, IT Applications, Network)Resource Domain Management (IT Computing, IT Applications, Network)In
teg
ratio
n in
fras
tructu
re:
bu
s te
chn
olo
gy/ m
idd
lew
are
/ bu
sin
ess p
roce
ss m
anag
em
en
t
SLA MgtSLA Mgt
Real-time
Billing
Management
Real-time
Billing
Management
Oper Support & Readiness Fulfillment Assurance Billing
Fraud
Management
Fraud
Management
Revenue
Assurance
Management
Revenue
Assurance
Management
Enterprise Management
Strategy, Infrastructure & Product Operations
Fulfillment Assurance BillingProductLifecycleManagement
InfrastructureLifecycleManagement
OperationsSupport &Readiness
Customer Relationship Management
Service Management & Operations
Resource Management & Operations
Supplier/Partner Relationship Management
Strategy &
Commit
Marketing & Offer Management
Service Development & Management
Resource Development & Management
Supply Chain Development & Management
(Application, Computing and Network)(Application, Computing and Network)
CUSTOMER
Enterprise Effectiveness
ManagementKnowledge & Research
Management
Enterprise Risk
Management
Strategic & Enterprise
Planning
Financial & Asset
ManagementStakeholder & External
Relations Management
Human Resources
Management
TNA
eTOM
TAM
SID
NGOSS
knowledge base
Shared Information Model
Security
Business Process
Policy
OSS Applications
OSS Framework Services
Basic Framework Services
Basic Mechanisms
Solution architecture and integration
25
OSS/J
Probe Alias, IP
address, maintenance
windows
SQL
Customers, Contracs,
Access Points
SOAP
SNMP
Inte
gra
tio
n
Fra
me
wo
rk
IBM Tivoli
Netcool
CRM
NRI/SI
Faults, Service
Degradation
Partners
3rd Party
Systemes
Network
Devices
Row Data Storage Apache HBase
wiSLA
SQM
wiSLA
Reporter
Eclipse BIRT
wiSLA
Fault
Manager
NRI/SI
&
KQI/KPI
Customers SLA Manager
wiProbe
REST SNMP v1, 2, 3 SSH/CLI
Collector
Android wiSLA Widget
for Windows
BPM
Engine
iPhone SLA
Manager
Portal
Self-Care
Portal
Thank you! Vladimir Levin
PhD, CEO Wellink Inc.
+7 495 374 6678
Russia Today
www.youtube.com/user/RussiaToday