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Smartphones – A game changer in expectations of customer experience

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  • 1. Smartphones – A game changer in expectations of customer experience Turki Alqarefah Zain Group (Kuwait) Stephen Bowker AIRCOM International Wednesday, 15 May 2013 12:00 - 12:30 pm
  • 2. Presenters Turki Alqarefah RAN Manager at Zain Zain Group - Kuwait https://www.kw.zain.com/ Steve Bowker Chief Technology Officer AIRCOM International https://www.aircominternational.com/ Email: stephen.bowker@aircominternational.com Twitter: @AIRCOM_CTO @STEPHENBOWKER
  • 3. Zain has the largest share of the Kuwait market, offering 2G/3G and LTE services. It has high Smartphone penetration with customers actively using native Value Added Services and OTT apps
  • 4. Changing Landscape www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org
  • 5. Smartphone Customer Experience English Premier League TV on Zain Smartphones Zain Pass for Worldwide Wi-Fi iPhone app: advanced missed call alerting, automatic answering and travel features for roaming internationally  Zain support advanced services and applications for their Smartphone Community  Mobile TV providing local channels and English Premier League Soccer  Advanced value added services  Smartphone applications to address the changing landscape of a Communications Service Provider  Engaged AIRCOM International in mid-2012 to optimise experience received by their users  Completed project in 8 weeks  Smartphone end-user experience improved  Network resources used more efficiently CASE STUDY FOLLOWS…. www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org
  • 6. 8 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Optimising the Smartphone Experience Optimising experience for Zain’s Smartphones users in Kuwait was a 3-step process Operator benchmark 3G RAN audit Smartphone Experience Optimisation
  • 7. 9 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Optimising the Smartphone Experience Experience monitoring points used during Zain Operator Benchmarking/Smartphone optimisation Extract from TMForum Technical Report: Managing the Quality of Customer Experience (TR148) Operator Benchmarking End Device Probes Smartphone optimisation Passive Probes mostly focussed on Radio Access
  • 8. 10 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Operator benchmarking Countrywide benchmark of 3 Kuwait operators, including within maritime waters Coverage Voice quality Call drop rate Accessibility
  • 9. 11 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Smartphone Experience Optimisation Smartphone’s dominate the demand on network resources specifically for Data Sessions (PS)
  • 10. 12 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Smartphone Experience Optimisation Subscriber’s Smartphone distribution by phone model. Large % of network users were included Note: Trace data was from mid-2012 reflecting Smartphones available at that time
  • 11. 13 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Case Study: Smartphone Experience Optimisation Smartphone user experience was enhanced significantly following optimisation Paging success +92% Signalling load -36%
  • 12. 14 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Challenges in a Smartphone World to provide the “optimal user experience”  Providing the “right” balance between Network Resource Utilisation and the User Experience  Signalling/Processing vs. Battery Life  Quality of Experience based on policy control  Optimising “multi-RAB” sessions - simultaneous voice and data  Drive home with Tom Tom “Live” Traffic and talk on the phone at the same time (vs. 2G voice only)  Address the higher dropped call rates of Multi-RAB (typically ~5-7%) vs. Data (typically ~2%) and voice (typically ~0.3-0.5%)  Handle massive peaks in data volumes  Large groups of users on commuter trains  Viral effect of social media on demand Note: Challenges and metrics presented here are examples from AIRCOM‟s global experiences not the Zain case study
  • 13. 15 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO  Smartphone Receiver Sensitivity  Smartphones can have lower sensitivity compared with traditional feature phones, typically anything from 3-10dB worse  Quality of Experience varies depending on handset type (e.g. voice quality can be impacted significantly in areas of marginal coverage)  Technology Factors  In the UK and other markets early iPhone 5 software “camped-on” to LTE networks being tested showing “No Service” in areas where they had a valid subscription in good coverage 2G/3G  Multi-tasking sometimes keeps smartphones too busy so they miss paging for mobile terminated calls or sessions  LTE voice initially supported by Circuit Switched fall-back (CSFB)  Dual Carrier HSPA performance when moving to cells with single carriers  Phones that don‟t support new 3GPP features (e.g. Release 8 introduced Network Controlled Fast Dormancy) Challenges in a Smartphone World Different Devices = Different Experience Note: Challenges and metrics presented here are examples from AIRCOM‟s global experiences not the Zain case study
  • 14. 16 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO How to Monitor Customer Experience accurately with KQIs  When is a “Dropped” Call not a “Dropped Call”?  When can the experience improve, yet KPIs and their associated KQIs look worse? Mobile Operators need to add Engineering Intelligence to their Business Intelligence Extract from TMForum Guidebook: Wireless Service Measurement Handbook (GB923)
  • 15. 17 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Provide a “Voice to the Customer” Capture your customer’s experiences on a web portal and/or device agent Capture and resolve customer frustration Differentiate with network coverage Enhance customer quality of experience Reduce call centre load Provides Direct Engineering Feedback of Resolution Log issue Cloud database Monitor, visualise, analyse Feedback via customer preferred channel
  • 16. 18 www.tmforum.org/mw13 Join the conversation! Tweet #mwnice and follow @tmforum.org and @AIRCOM_CTO Focus your network improvement Optimise customer experience with Self-Organising Network capabilities Understand the experiences of your customers Correlate network and customer data Analyse multiple data sources not just OSS stats Utilise algorithms to do the „number crunching‟ Prioritise network optimisation that affects VIP customers Customer info (ARPU, VIP?) Handset data (Usage, performance) Network data (stats, KPI‟s) Collect & store Correlate & analyse Prioritise & decide Validate & Implement Database Decision engine Configuration Analytics engine
  • 17. Understanding and managing a customer’s experience in a world of Smartphones is like Formula 1 Racing A team builds solutions, and needs to analyse & correlate data from everywhere to succeed!
  • 18. INDEPENDENT SOFTWARE AND SOLUTIONS FOR IMPROVED NETWORK PERFORMANCE Thank You