service quality management

© 2006 IBM Corporation

Service Quality Management

2007.4

All statements of direction or intent are provided for planning purposes only and are subject to change or withdrawal without notice

IT Service Management

© 2006 IBM Corporation2 Tivoli Software

Metaphor

England FansWatching Their 1:0 Victory over Paraguay



Metaphor

네트워크 가용성QoS (Quality of Service)장애 관리네트워크 성능 관리Signaling ProbeDriving Test

서비스 가용성QoE (Quality of Experience)서비스 품질 관리가입자당 매출 (ARPU)고객 이탈율 (Churn Rate)



SQM (Service Quality Management) ?

고객 사업자

QoSAchieved

QoSOffered

QoSPerceived

QoSNeeds 목표목표

현실현실

NetworkCentric

CustomerCentric

실제 고객이 서비스를 어떻게 경험하고 있는지 , 모든 서비스 관리 지표를 비즈니스 목표 , 고객과 연관 시킴으로써 , 서비스 관리 조직과 프로세스가 더 중요한 문제에 집중할 수 있도록 합니다 .



話頭1. 어떻게 하면 , 서비스 관리

프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까 ?

2. 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까 ?



Service Quality Management 정의

Service Quality Management 는 다음의 질문에 해답을 가지고 있습니다 . – 고객이 경험하는 서비스는 어떠한까 ?

SQM 은 위의 질문에 어떻게 대답을 하는가 ?Service Quality Management (SQM) 란 현존하는 관리시스템 - 성능관리 , Probe 시스템 , 장애관리시스템 - 을 이용하여 네트웤 /장비 관점의 관리 metric 를 취하고 이를 상호연관관계분석과 modeling 을 하여 고객 관점의 관리 metrics 로 구현하는 것입니다 .

SQM 은 어떻게 진화되어 왔는가 ?SQM 은 성능관리 영역으로 부터 우선적으로 진화해온 하나의 OSS 시스템 입니다 .

SQM 이란 고객 경험치를 보다 더 잘 이해하기 위한 특정서비스 – End to End – 를 모니터링하고 Modeling 하는 하나의 방법입니다 .




Customer-centric Organizations

Cu

sto

mer

Ser

vice

sR

eso

urc

es

CQI

SQI

KPI

CQI = f (SQIi=1..n)

SQI = f (KPIk=1..m, PPIl=1..o)

MethodologyOrganization

Net

Co

Ser

vCo

Operational Organization

Functional Departments

Ser

vice

Man

ager E2E

responsibility Matrix with

defined decision

rights

Service Organization

• Marketing• Sales• Customer Care

• Network Operations• RAN Planning &

Deployment• Management IT

operations

Examples

Examples

Infrastructure

Integrated WSQM view

Application Layer

ControlLayer

TransportLayer

AccessLayer

DevicesLayer

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

Customer KQIs

SQIs

Onl

ine

/ Offi

ne M

onito

ring

Integrated WSQM view

Application Layer

ControlLayer

TransportLayer

AccessLayer

DevicesLayer

Application Layer

ControlLayer

TransportLayer

AccessLayer

DevicesLayer

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

KPIs/PPIs

Customer KQIs

SQIs

Onl

ine

/ Offi

ne M

onito

ring

Service Modelling

Service Monitoring

Service Definition

• Structure & content• Service Characteristics• Quality characteristics• Delivery mechanism• Tariffs & contractual terms

Integrated (cross- departmental) approach for SQM




Operations

Customer

Operations Support& Readiness

Fulfillment Assurance Billing

Customer Relationship Management

Service Management & Operations

Resource Management & Operations

Supplier/Partner Relationship Management

CRM Support &Readiness

SM &O Support &Readiness

RM &OSupport &Readiness

S/P RMSupport &Readiness

MarketingFulfillmentResponse

OrderHandling

ProblemHandling

CustomerQoS/SLA

Management

Billing &Collections

Management

Retention & Loyalty

Customer Interface Management

ServiceProblem

Management

ServiceQuality

Management

ResourceTrouble

Management

ResourcePerformanceManagement

S/P ProblemReporting &Management

S/PPerformanceManagement

Resource Data Collection & Processing

Supplier/Partner Interface Management

S/P PurchaseOrder

Management

S/P Buying

ServiceProvisioning& Activation

ResourceProvisioning

S/P Settlements&Billing

Management

Service &Specific Instance

Rating

Selling

Focus of

SQM

Traditional Fault and

Performance Mgt



왜 SQM 이 중요할까요 ?



Converged Value Chain

새로운 경쟁 !

Content Service Network Device

Service Quality that matters !

In DomainInter Domain



Converged Service

유선전화 모바일 전화 ?

Source : MIC, Earnings Release

성장 동력 !Service Quality that matters !



Converged Network

융합 !Service Quality that matters !

User plane

Access plane

Transport planeMobile Backbone

2G/ 2.5G/3G

Switched Network

IP backbone

Mobile Fixed voice Data

ISP

DSL Leased

lines ATM/FR

DSL Leased

lines ATM/FR

Service plane

Control plane

Any Client – Any Time - Anywhere

Applications

Switch

Mobile Services

Management (HLR)



Focus

80 : 20 !Service Quality that matters !

120 DroppedCalls/Hour 100 Dropped

Calls/Hour

80 Out of 100Dropped

CorporateCalls

20 Out of 120Dropped

CorporateCalls

Network Centric Business Centric



어떻게 SQM 을 할까요 ?



Closed Loop Service Management

Define the Service

Plan and Provision

Set Service LevelsMonitor,

Report and Refine

Automate Processes

Ensure Service Quality

Customer-Centric

Customizable

Cost-Effective

서비스 별로 모듈화된 구현 가능

측정 가능한 결과

“Proof Point” 를 통해 적용 서비스 확장

Lifecycle widens to drive larger returns



Service Modeling Process

서비스 시나리오 분석(Analyze Service Scenario)

서비스 아키텍처 분석(Analyze Service Delivery Architecture)

KPIs & KQIs 도출(Identify KPIs & KQIs)

서비스 관리 아키텍처 정의(Define Service Management Architecture)

서비스 관리 모델 정의(Define Service Management Model)

(candidate) KPIs(candidate) KQIs

필요한 QoS 데이터 소스OSS/BSS 인터페이스 요구사항

아키텍처 다이어그램트랜잭션 Flow

서비스 구성요소사용자 Task인지된 QoS 요소운용 요구사항

서비스 Delivery Chain ModelSLA ModelKPI FormulaKQI Formula

output

사업자 서비스 설명서SLA 요구사항SLO 요구사항

텔레콤 서비스 표준사업자 서비스 아키텍처

텔레콤 QoS 표준

가능한 QoS 데이터 소스OSS/BSS 통합 요구사항

운영 제약서비스 레벨 목표SLA

input



Raw Measure, KPI, KQIRaw Measures KPI KQI

# Call Attempts per cell

# Call Failures per cell

% Call Attempts Successful per cell

Aggregated measure of mobile reliability for a region

# Handover requests per BSC

# Successful Handovers% Successful Handovers

# Calls connected

# Calls cleared by user termination

% Successful call termination

Alarms from NE’s

Connectivity tests

Process queries

Availability status of NE or process

Aggregated availability status of service or sub-service

Attach times to SGSN (from active testers)# Attach Requests to SGSN

# Successful Attach Requests

Mean attach timeAggregated measure of performance of wireless data connections

PDP context negotiation times (from active testers and/or passive probes

# PDP context activations

# Successful PDP context activations

Mean PDP context negotiation time



High Level KQI’s - applicable to all service types

High Level KQI Describing Derived From Source Data

Availability The proportion of time a service is up, running and available for use

Up/Down alarmsActive probingHierarchical model

AlarmsActive Probe results

Reliability A measure of probability that a user will succeed in carrying out their transaction

Up/Down alarmsActive probingPassive probingError countsDrop counts

Alarms (outages of less than 1 minute treated as reliability rather than availability issue)Probe dataPM data

Responsiveness(ETR003 – Speed)

A measure of the users experience in terms of response times

RTT measures from E2E tests and passive probesRetry counts

Active probe resultsProtocol analysisPM data

Quality(Extending the Accuracy category of ETR003)

A measure of the users experience in terms of quality of delivery

Direct measures of perceived quality (eg Netcool WUQ agents)Jitter measuresPacket drops

Netcool WUQ agentsProtocol analysisPM data

Viability A measure of the returns as perceived by the operator (usage or revenue)

Usage measuresBilling Data

PM dataQueries of billing systems



Specific Service KPI’s – IPTV

IPTV SDP

Switch

Network

Access

FTTx

Cable

xDSL

CPE

VOD Server

Distribution Server

Encoder

Local Feed

National

Distribution

National

Feed

BTV

Server

CPE

EPG

Encoder

BTV Server

VOD Server

Data

Storage

IPMPLS

PE Router

Local OfficeMetro Office

Content Assurance IP Bearer passive monitoring.

“Passively sample service quality at key points in the supply chain ”

Robot User

Light Video SW Agent embedded in the STB

Service Availability IPTV Platform Load Service Usage (bit rate)

per Channel per ISAM

Per Channel error distrib (Max BW, Access right, Max Stream) Viewers per Channel Total Play Time Number of Selections Channel Surfing Time Channel Surfing Errors

MOS Video Stream Utilization Video Data Rate Jitter Latency Packet Lost Frozen Frames Skipped Frames

Delivery Network Performance Assessment MOS Channel Surfing Time Channel Surfing Quality Audio/Video Synch Quality

User Traffic simulation

Source material is Quality Assured during the Encoding Process Synchronization Errors during encoding MPEG (or other codec) files errors detection Reference Sequence PSNR Mean Squared Error Blockiness Blurriness Jerkiness

MOS Video Stream Utilization Video Data Rate Jitter Latency Packet Lost Frozen Frames Skipped Frames Buffer Overflow Rate of Disturbance PSNR Mean Squared Error



Information Flow in Service Model

AlarmsAvailability

Test Results

Passive Probe

Metrics

Resource Metrics

PM Counters

Log File records

Active Probe

Results

User Experience

Metrics

Normalisation in the FM and PM systemsNormalisation in the FM and PM systems

Resource Availability Indicators

Resource KPIsE2E Speed Indicators

Reliability Thresholds

Aggregated Customer

Experience

Mapping to Service Components Mapping to Service Components (Service and/or Sub-Services)(Service and/or Sub-Services)

Service Availability Indicators

Service KQIs

Mapping to Customers Mapping to Customers and/or SLAsand/or SLAs

Prioritised Operational Service Views

Service Performance Reporting

Customer Service Delivery and SLA Reports

Service Configuration and Activation

OSS

Inventory and other databases



How to aggregate KPI’s, KQI’s ?

AlarmsAvailability

Test Results

Passive Probe

Metrics

Resource Metrics

PM Counters

Log File records

Active Probe

Results

User Experience

Metrics

Normalisation in the FM and PM systemsNormalisation in the FM and PM systems

Resource Availability Indicators

Resource KPIsE2E Speed Indicators

Reliability Thresholds

Aggregated Customer

Experience

Mapping to Service Components Mapping to Service Components (Service and/or Sub-Services)(Service and/or Sub-Services)

Service Availability Indicators

Service KQIs

Mapping to Customers Mapping to Customers and/or SLAsand/or SLAs

Prioritised Operational Service Views

Service Performance Reporting

Customer Service Delivery and SLA Reports

Service Configuration and Activation

OSS

Inventory and other databases

CombinedKQIs KQIs KQIs

KQIs KQIs KQIs KQIs KQIs KQIs

Busi

ness

Focu

s

‘Raw data’ from Service Resources (Data Sources)

KPIs

Tech

nic

al Fo

cus

Persisted in ServiceAssureservice quality data database

KPIKPIKPIKPIKPI

KQIsService Index Summarized views,

with access to detailthrough drill-down



How to aggregate KPI’s, KQI’s ?

Network LevelFM

Network LevelPM

OMCs

PassiveProbes ESM

CDR(Medi-ation)

E2EService

test

IP &Applic-ationtest

TT &Workflow

Mon

Network Business Processes

BSS AlarmsMSC AlarmsxGSN Alarms

Channel blockingAttach failures

Context failures

Call setup failureAbnormal term.IMSI Attaches

Avg. round trip delayAccess failure rates

Avg. access time

Processor occup.App. Status

Port utilisation

CC Call wait timeProvisioning Overrun

TT lifetime

Abnormal term.Service usage

QoS downgrades

Service availability Data throughput Service retainability Data accuracy Speech quality Provider responsiveness

AggregationCorrelation

Combination

Service qualityconcerns:

KQIs

KPIs

User-defined rulesets:

ITU-T E.800:• Supportability• Accessibility• Retainability• Integrity…etcTMF SLA Handbook



Service Model Sample

Service Layout defined on paperService Layout defined on paper

Service Model shown as Service Model shown as hierarchyhierarchy

Score card of service Score card of service delivery metricsdelivery metrics



Service Model Sample - IPTV

Throughput

Queue

Packet Dropped

IPTV

Broadband

Access

Active Testing QoE

Service Usage

SDP

National

Distribution

Super Head-end

Video Hub Office

PE Routers CoS VPN

VOD BTV

AcquisitionStorage Web Portal

Availability

Packet Lost

Latency, Jitter

Frozen Frames

SNR

MOS

Buffer Overflow

Jitter, Latency

Mean Squared Error

Network Infrastructure

VPLS

Aggregation

Network

VLAN

DSLAM RG

Encoder

VOD BTV Distribution

Encoder

Play Time

Video Stream Utilization

Channel Selections

Channel Surfing Time,

Channel Surfing Errors

Content Assurance

Service

Quality



Service Model Case – Vodafone (2G/3G Mobile)



IP Convergence OSS Architecture

FulfillmentService Assurance

Ordering &

Billing

Network & Service Activation

Network Inventory

Provisioning

Customer

Support

Service Management

Customer Environment

Access Network

Metro Network

Core Network

System &

Application

BroadbandInternet VoIP IPTV

Infrastructure Traffic

Discovery Fault SQM/QoEPerformance

OSS / BSS

Service

Delivery

Platform

Converged

Infrastructure

NetCool

Wireless Data



IP Convergence SQM

Service Level Management

Service Impact Service

Quality

Monitoring

Service View

Service Modeling

Data Collection

IPTV

Model

Proviso

DataLoad

MTTrapd

Probe

Syslog

Probe

ISMLog

Probe

WS

Probe

Corba

Probe

Data Consolidation

Data

Enrichment

Data

CorrelationData

Correlation

> Defines Dependencies between service components

> Process infrastructure events to understand impact on end-users & service delivery

> Service Delivery

> IPTV Signalling

> Video Quality

> Service Usage

> Monitors Service Quality Commitment

> Track Service Quality Violations

> Real Time, Historical Dashboard

> Service Navigation

VoIP

Model

Mobile

Model



“ 사용자의 체감 품질” 이라뇨 ?



Why QoE is Important?

3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values…3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values…

Modeling human perceptual evaluation of services is the only way to truly understand the consumer experience

– Customer quote

Modeling human perceptual evaluation of services is the only way to truly understand the consumer experience

– Customer quote



Measure Customer Experience

UQM(User Quality Monitor) Agent

Noise Level

SNR

Speech Activity

Speech Level

• Data Rate

• Download time

• Page parsing

• Jitter

• Protocol

• Out of sequence

• Packet loss

• HTTP return status

Voice

Data

• E-Model Score

• Packet Loss

• Bit Rate

• Jitter

• Codec type

• Burst Model

• Packet Delay

• Frame Rate

(windows / symbian)

Video



SQM Consideration

Information Technology

TechnologyCustomer

ServiceMarketing Sales

BSS

OSS

Business Intelligence

……

NetworkOperations

ServiceMgmt

Planning & Eng.

……

Backoffice

CCConsumer

CCBusiness

……

ProductMgmt

Te2rminalMgmt

C&BMarketing

……

Business

Consumer

Channel Mgmt

……

SM 의 End2End 확장SM 의 조직적 한계

Relationship of SQM within the Mobile Operator Organization

True End 2 End Service Quality Management



SQM Consideration

Service Assure Delivery• Network Ops• Engineering

• Network Exec Mgmt• Other Exec Mgmt• Customer Care• Marketing Government • Marketing Enterprise

• Supply Chain• Marketing• Sales (B2B)• MVNO• Others



Current Near Term Future

Value

Time

• Network Exec Mgmt• Other Exec Mgmt• Customer Care• Marketing Government • Marketing Enterprise

SQM Evolution Path- 향후 SQM 을 필요로하는 고객



Back to the start..

1. 어떻게 하면 , 서비스 관리 프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까 ?

2. 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까 ?

SMM (Service Management Model)

QoE (Quality of Experience)



Summary Service Quality Management 는 복잡하고 계속 발전하는

요구사항입니다 .

성공적인 SQM 구현은 대부분 , 실제 운용하기 전에 1 개 혹은 2 개의 서비스를 모델링 하는데 초점을 맞추었습니다 .

실패한 시도들은 모두 “ 모든 것을 한번에” 라는 전략을 사용했습니다 .

IBM SQM 의 구현은 고객과 파트너와 함께 이뤄낸 결과를 기반으로 이뤄집니다 .- 협력관계

IBM 의 SQM Capability 는 계속해서 진화하고 있습니다 .



감사합니다 !IBM Tivoli NetCool

Sales : 김영선 차장 ([email protected])Technical : 임정빈 차장 ([email protected])

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