Performance Monitoring of Mobile Applications & Subscriber Services
SQM Architecture & Functions
Business & Customer centric views into SQM
Evolving from SQM to SLM
Service Quality management (SQM)? SQM as defined by eTOM / TMF: “Managing, tracking, monitoring, analyzing, improving and reporting on the performance of specific services” Service Level Management (SLM) ITIL: “SLM is the process responsible for negotiating Service Level Agreements and ensuring that these are met” eTOM: “Monitoring, managing and reporting of delivered vs. contractual Quality of Service (QoS)” eTOM Level 3
a need for major shift in the mobile service management paradigm! The advent of Mobile Broadband Services demands a major shift in the mobile service management paradigm… Users are today doing much more with their mobile devices; Browsing/Chatting, Video Streaming, VOIP, Social Media/FB, Online games, File Sharing etc. Mobile network technologies have changed and continuously evolving, 3G, 4G/WiMAX, LTE; Data traffic (mainly video*) is rapidly surpassing Voice; so is the need to evolve mobile networks’ service management approach. Fixed Mobile Convergence*! Focus of Service Assurance must change from mere Network Management to the Management of Quality Of Services and the Applications delivered over the network in a more end2end fashion!
Managing Customer’s QoE & Increasing Loyalty is Vital to Mobile Broadband service value chain With increasing saturation & rising competition, CEM is becoming indispensible for Telecom SPs Despite the highest Growth/Revenue Potential in Broadband & Data services area, it’s increasingly difficult and expensive to establish clear competitive advantage merely with new offers & packages. Need to refocus on CE! Customers, who have signed up for expensive data service packages, expect a quality user experience. When they don’t get it, they become a strong candidate for churn Mobile Operators increasingly need the solutions that can measure & timely report the impacts of each Network behavior on the service quality delivered to their subscribers Don’t wait for the customers to complain. Most of them never will – they just leave. You have to be proactive!
Managing Customer’s QoE & Increasing Loyalty is Vital to Mobile Broadband service value chain PROFITABLE GROWTH
Key Factors driving ‘Pro-Active Service Assurance’ for MBB SPs MBB growth is driving investments in Ethernet Backhaul where proactive monitoring solutions are needed to guarantee SLAs between wholesale and mobile CSPs There’s an increasing focus to guarantee Quality of Experience for customers, which has to leverage from Quality of Service management. E.g. Mobile TV* SPs are looking for a unified view of their network with ability to expedite troubleshooting from the service & application layer right down to the underpinning infrastructure components Proactive Capacity Planning to avoid fallouts; this requires a continuously proactive view into the resource & service performance
Integrating E2E SQM across ‘All-IP Transport’, ‘Ethernet Backhaul’ & ‘Wireless’ networks Data Center SGSN IP/MPLS Transport Ethernet Backhaul OSS INTEGRATION FRAMEWORK VLR HLR RNC PLMN MSC / Call Server Node B MGW GGSN BTS Leased Line Backhaul PSTN/ISDN
Integrating E2E SQM across ‘All-IP Transport’, ‘Ethernet Backhaul’ & ‘Wireless’ networks Challenges! There’s a Need to reconcile & consolidate output of multiple (sometime) overlapping management tools Need to have a quicker cross-domain troubleshooting for each Service problem Need to have holistic views into end-to-end services & network infrastructure There’s a Need to provide infrastructure availability & quality guarantees for Partners (MVNOs) Need to provide service performance visibility of mobility solutions to high-value customers Users expect the same E2E Quality as traditional TDM
Establish Ownership* of Service Quality / Subscriber QoE
Consolidate SQ data by integrating relevant data sources
Design & implement E2E Service Quality Indicators; take actions, continue to learn & improve information accuracy!
Performance Monitoring of Mobile Applications & Subscriber Services This should help us answer Can subscribers connect to our services and their applications ? Are there any quality issues with the connected services for specific subscribers ? Which applications are being accessed, have they all been well defined and discovered? What is the responsiveness and performance of the applications being accessed through our services ? MBB Infrastructure Performance Mobile Applications & Services Performance MBB E2E Service Performance
Building blocks of SQM Service Quality Management (Tech) Services Catalog Trouble Tickets & Change Mgmt Network & Service Inventory Resource & Service Provisioning / OM Resource & Service Performance Mgmt* Resource & Service Fault Mgmt Hosted Email Business Apps Devices RAN IP Core 3G Core Backhaul SDPs Mobile TV
SQM Functions & Components KPIs -< KQIs/Aggregated KQIs Service Models: Relationship of Services with underlying Resources & KQI formulas - SMA
Real-time Service Performance Status views/ Dashboards – tailored for usergrops
QOE – Service performance views per subscriber type/group*, e.g. Enterprise subscriber/MVNO
Notifications of critical Service impacting events and Escalations for unresolved Service issues
Historical Reporting of Service Quality data
Internal & Customer Portal
Establishing intelligent Business & Customer centric views into ‘Service Performance’ and ‘Usage Trends’ E2E SQM data can be enriched with key business service information for presenting within business-oriented views and dashboards This can empower BUs such as Marketing & Product Mgmt to look at usage trends as well as predictive forecasts for each consumer data service –helping them better plan their product offerings and pricing strategies, etc. Customized Reporting and Dashboards views of SQM solution can potentially be extended as a VAS to Enterprise Data Services customers (private APNs) and Partners like MVNOs
Establishing intelligent Business & Customer centric views into ‘Service Performance’ and ‘Usage Trends’
Offering & Managing Service Levels – Evolving from SQM to SLM SQM data/ KQIs can be further analyzed to evaluate SLA compliance and breaches, by setting thresholds for warnings & violations Service Models publishing from SQM into SLM SLA Catalog drives the key SLM configurations Managing & Reporting SLAs, OLA & UCs SLA Performance status dashboards Penalties and Rebates Management SLA Lifecycle management / SCM Customer Portal for SLA Performance
RECAP!Service Providers benefits –E2E SQM/SLM
More empowered network operations with focus on QoS rather than mere network availability!
More Customer & Service centric approach / High-quality services for high-value customers
Less manual intervention/ Enhanced Troubleshooting