human factors engineering<br />&<br />QoE driven network design<br />jose.de.francisco@alcatel-lucent.com<br />this study ...
The illuminated crowd<br />http://www.flickr.com/photos/albany_tim/3536902765/<br />
As an important measure of the end-to-end performance at the services level from the user's perspective, QoE is an importa...
QoE is an emerging but very difficult concept and has baffled large corporations.<br />So, a number of companies are capit...
The ultimate measure of a network and the services it offers is how subscribers perceive the performance. Quality of Exper...
What happens when QoE is poor?<br />A survey by Accenture suggests that around 82% of customer defections are due to frust...
 Speed <br />First and foremost, we believe that speed is more than a feature. <br />Speed is the most important feature.<...
Steve Souders<br />400 ms slower <br />= 5-9% drop in full-page traffic<br />strong negative impact<br />roughly linear ch...
“we are not going to launch something unless it is fast enough”<br />“we will talk about latency issues when loading the A...
Eric Klinker<br />
Chetan Sharma<br />http://www.chetansharma.com/Managing_Growth_and_Profits_in_the_Yottabyte_Era.pdf<br />
X15=                  ?<br />
Moray Rumney<br />
policy management &<br />
The difficulties at measuring something as "irrational" as happiness, forced economists to reconsider utility as a behavio...
http://www.qoesystems.com/docs/QMaster2Datasheet.doc<br />
Although it is tied to the concept of Quality of Service, which attempts to objectively measure the service delivered, QoE...
The devices or terminals -speed of the device, the radio accessibility
The user interface-more accessible, easy to navigate, and aesthetically pleasing.
The content -relevancy andquality of the content
The operator's application servers -long delays times during peak usage times
Customer service
Provisioning for WAP, MMS - streaming settings and set up errors
Network security - virus proliferation with MMS as well as hacking attempts
Price & billing - for the operator's service
The core network -IP equipment, SGSN, firewall</li></ul>http://www.thetanetworks.com/resources/quality_of_experience.html<...
http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
The illuminated crowd<br />http://www.flickr.com/photos/albany_tim/3536902765/<br />
The illuminated crowd<br />“A crowd has gathered, facing a light, an illumination brought about by a fire, an event, an id...
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3Q Model - Jose de Francisco

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Quality management based on addressing QoS (quality of service) QoE (quality of experience) and QoL (quality of life) metrics to deliver user centric communication networks.

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3Q Model - Jose de Francisco

  1. 1. human factors engineering<br />&<br />QoE driven network design<br />jose.de.francisco@alcatel-lucent.com<br />this study provides references to a variety of sources and third parties for illustration and discussion purposes only, which does not imply any kind of endorsement<br />
  2. 2. The illuminated crowd<br />http://www.flickr.com/photos/albany_tim/3536902765/<br />
  3. 3. As an important measure of the end-to-end performance at the services level from the user's perspective, QoE is an important metric for the design of systems and engineering processes. <br />This is particularly relevant for video services because bad network performance may highly affect the user's experience, mainly because these services are compressed and have low entropy. <br />So, when designing systems the expected output, i.e. the expected QoE, is often taken into account also as a system output metric.<br />http://en.wikipedia.org/wiki/Quality_of_experience<br />
  4. 4. QoE is an emerging but very difficult concept and has baffled large corporations.<br />So, a number of companies are capitalizing on the possibilities of measuring QoE.<br />http://www.springerlink.com/content/l1446505n3834055/fulltext.pdf<br />
  5. 5. The ultimate measure of a network and the services it offers is how subscribers perceive the performance. Quality of Experience (QoE) is the term used to describe this perception and how usable the subscribers think the services are.<br />http://www.nokia.com/NOKIA_COM_1/About_Nokia/Press/White_Papers/pdf_files/whitepaper_qoe_net.pdf<br />
  6. 6. What happens when QoE is poor?<br />A survey by Accenture suggests that around 82% of customer defections are due to frustration over the product or service and the inability of the provider/ operator to deal with this effectively.<br />Moreover, this leads to a chain reaction as, on average, one frustrated customer will tell 13 other people about their bad experiences.<br />About 90% of customers will not complain before defecting – they will simply leave once they become unsatisfied.<br />QoS is the ability of the network to provide a service with an assured service level.<br />QoE is how a user perceives the usability of a service when in use.<br />
  7. 7.
  8. 8. Speed <br />First and foremost, we believe that speed is more than a feature. <br />Speed is the most important feature.<br />carsonified.com/blog/business/fred-wilsons-10-golden-principles-of-successful-web-apps/<br />
  9. 9. Steve Souders<br />400 ms slower <br />= 5-9% drop in full-page traffic<br />strong negative impact<br />roughly linear changes with increasing delay<br />time to click changed by roughly the delay<br />increase in abandonment heuristic = less satisfaction<br />active users are more sensitive<br />shaved 2.2 seconds off the average page load time and increased download conversions by 15.4%!<br />http://www.slideshare.net/souders/souders-wpo-web-20-expo<br />
  10. 10. “we are not going to launch something unless it is fast enough”<br />“we will talk about latency issues when loading the APIs”<br />“it takes 13 seconds more on the iPhone and Android platforms, we think that’s pretty unacceptable”<br />Pamela Fox<br />Marcelo Camelo<br />http://www.youtube.com/watch?v=zI8at1EmJjA<br />
  11. 11. Eric Klinker<br />
  12. 12. Chetan Sharma<br />http://www.chetansharma.com/Managing_Growth_and_Profits_in_the_Yottabyte_Era.pdf<br />
  13. 13. X15= ?<br />
  14. 14. Moray Rumney<br />
  15. 15.
  16. 16. policy management &<br />
  17. 17. The difficulties at measuring something as "irrational" as happiness, forced economists to reconsider utility as a behavioral measure. So a behavior became rational when it maximizes utility - what ever that might be.<br />In contrast to the utility function, quality of service is very clearly defined, including in several international standards. <br />Given a network that combines several technologies,<br />including IP-routed networks, QoS will give us a measure of the network's capability to provide the best possible service given a selected network traffic. <br />The QoS function must take into account factors such as bandwidth, latency and loss characteristics.<br />QoS, particularly when measured by the Mean Opinion Score (MOS) has been used as a proxy for QoE, but it is limited because it requires a highly controlled environment.<br />http://www.springerlink.com/content/l1446505n3834055/fulltext.pdf<br />
  18. 18. http://www.qoesystems.com/docs/QMaster2Datasheet.doc<br />
  19. 19. Although it is tied to the concept of Quality of Service, which attempts to objectively measure the service delivered, QoE also takes in account the needs and the desires of the subscribers when using mobile services. <br />For example an operator may provide reliable data services, and have a high QoS, but the users may still be very unhappy with the content causing a low QoE. <br /><ul><li>The operator's radio network -coverage of the operator's network, handovers that affect network performance, radio capacity, etc.
  20. 20. The devices or terminals -speed of the device, the radio accessibility
  21. 21. The user interface-more accessible, easy to navigate, and aesthetically pleasing.
  22. 22. The content -relevancy andquality of the content
  23. 23. The operator's application servers -long delays times during peak usage times
  24. 24. Customer service
  25. 25. Provisioning for WAP, MMS - streaming settings and set up errors
  26. 26. Network security - virus proliferation with MMS as well as hacking attempts
  27. 27. Price & billing - for the operator's service
  28. 28. The core network -IP equipment, SGSN, firewall</li></ul>http://www.thetanetworks.com/resources/quality_of_experience.html<br />
  29. 29. http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
  30. 30. http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
  31. 31. http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf<br />
  32. 32. The illuminated crowd<br />http://www.flickr.com/photos/albany_tim/3536902765/<br />
  33. 33. The illuminated crowd<br />“A crowd has gathered, facing a light, an illumination brought about by a fire, an event, an ideology - or an ideal.” <br />The strong light casts shadows, and as the light moves toward the back and diminishes, the mood degenerates; rowdiness, disorder and violence occur, showing the fragile nature of man.”<br /> “Illumination, hope, involvement, hilarity, irritation, fear, illness, violence, murder and death - the flow of man's emotion through space.”<br />Sculpture and words by Raymond Mason, 1985 <br />http://www.flickr.com/photos/albany_tim/3536902765/<br />
  34. 34. a XXI century approach to quality management:<br />http://consultaglobal.wordpress.com/2011/01/28/user-centric-engineering-the-3q-model/<br />
  35. 35. leading indicators<br />lagging indicators<br />Usually change before the economy as a whole changes.<br />They are therefore useful as short-term predictors of the economy.<br />Usually change after the economy as a whole does.<br />Improved customer satisfaction is the result of initiatives taken in the past<br />http://en.wikipedia.org/wiki/Economic_indicator<br />
  36. 36. leading indicators<br />lagging indicator<br />QoS<br />QoExp<br />Engagement<br />metrics<br />
  37. 37.
  38. 38. Engagement<br />metrics<br />coverage<br />connectivity<br />bandwidth<br />raw peak/edge<br />speed<br />Jitter<br />bit rate<br />packet loss<br />opinion score<br />recommendations<br />reputation<br />loyalty<br />predictability<br />network effects<br />session duration<br />number of sessions<br />periodicity<br />impressions<br />depth (immersion)<br />personalization / creation<br />social graph / conversations<br />abandonment rate<br />revenue per user<br /><ul><li>direct
  39. 39. indirect</li></li></ul><li>http://radywire.files.wordpress.com/2007/08/organizational-behavior.jpg<br />
  40. 40. QoL<br />While Quality of Life (QOL) has long been an explicit or implicit policy goal, adequate definition and measurement have been elusive. <br />Diverse "objective" and "subjective" indicators across a range of disciplines and scales, and recent work on subjective well-being (SWB) surveys and the psychology of happiness have spurred renewed interest.<br />Robert Costanza<br />University of Vermon<br />http://en.wikipedia.org/wiki/Quality_of_life<br />
  41. 41. transgenerational design?<br />public safety?<br />participatory democracy?<br />
  42. 42. QoL – quality of life – how is your solution contributing to individuals’ well-being, our communities and culture, and… what about growth and wealth generation? <br />QoE – quality of experience(s) – how are users leveraging this solution? what’s their engagement level? what are the network effects?<br />QoS – quality of service – what are the specific service levels? and the supporting technologies and solutions that enable the above two? <br />
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