Network Analytics to improve customer experience

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Network Analytics to improve customer experience

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. Network Analytics to improve Customer Experience Domenico Convertino HP Communication & Media Solutions Cape Town November 2013 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  3. 3. Competitive advantage of OTTs “In a big data world, a competitor that fails to sufficiently develop its capabilities will be left behind.” What do they have in common 2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. McKinsey, 2012 • Superior Customer Intelligence (Experience & Friendliness)
  4. 4. Understand Quality of Service as perceived by end user : ? What data to collect and how to utilize this efficiently? How to extract the key data – in real time – and act on it Make key decision making information available to : Operations Customer care Marketing Target: Complement network centric view with customer QoE view 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  5. 5. HP Customer Experience Assurance Functional Architecture BSS Integrate OSS Customer Intelligence Customer Experience Network Intelligence Application Value Packs Analyze Real Time Aggregation & Rules Engine Collect Alert Actuate Real-time Dashboards & Reports Ready to use KPIs/KQis Packs Out-of-the-box applications Continuous data analysis & correlation Alerting and Actuation Open platform Multi-dimensional subscriber profile Massively Parallel Processing platform and distributed atastore 4 Probes Network Elements Logs Mapping file SNMP xDRs Real Time Transactions EMS In-data store streaming analytics − Other enrichment sources Complex Event Processing − Performance Mgt Counters − Self-learning analytics − Distributed off-the-shelf HW no SAN Network & IT collectors © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  6. 6. HP CEA for Increased CEM Maturity Across all organizational layers and functions CEM KBIs for CRM CEM KBIs for network planning & Policy Control CEM KBIs for Marketing Executive CEM KBIs Reports for operations CRM Reports Reports for network planning & Policy Control Marketing reports Reports for executives NOC integration & related business processes CRM integration & related business processes Network planning integration & business process Marketing related business processes Executive related business processes Ops CRM Planning Marketing CxO Executive Dashboard CEM KBIs for operations Report Suite Integration, Processes 5 Unlock the value of your data, understand your end users’ actual experience, and gain insight into service performance and network health to optimize your processes and improve your customers’ experience © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  7. 7. Actual customer experience can be modeled & measured HP has next-generation capabilities to synthesize data in systems and the network Voice & SMS Customer Experience File Sharing 1. Call set-up (Mo/MT) 2. ABR / ASR 3. Dropped calls (MO, MT) 4. Call duration 5. Roaming (in/out) 6. Speech Quality 1. Attach Failure Rate 2. Non-accessibility Ratio 3. Session Failure Ratio 4. Upload/Download Rate 5. Cut-off Ratio Data Bearer 1. Attach Failure Rate 2. APN DNS Resolution Time & Failure Ratio 3. Internet DNS Resolution Time & Failure Ratio 4. PDP Context activation time 5. Round-trip times 6. Effective down/uplink throughput Email 6 Streaming 1. Non-accessibility Ratio 2. Session Failure ratio 3. Upload/Download Rate 4. Cut-off Ratio 1. Non-accessibility Ratio 2. Session Failure ratio 3. Upload/Download Rate 4. Cut-off Ratio © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Browsing 1. Session failure Ratio 2. Time to load page 3. Mean Data Rate 4. Cut-off Ratio
  8. 8. Powering marketing, care and network Visibility and insight to customer experience benefits different business units Experience Quantified Customer Experience 3 Major Application Dimensions Marketing Customer Intelligence Profiling: Who, What, When and Where? Network Engineering Network Intelligence Customer use and spend vs. network 8 Customer Care, Network Operations Customer Experience Granular view of transactions One single tool for voice and data providing a coherent customer picture © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  9. 9. Use Case Categories CEA for operations How CEM can improve operational capability CEA for customer care Providing granular visibility into customer transactions Improved Customer Experience CEA for network planning and policy Optimizing decisions based on customer experience CEA for marketing Customer insight maximizes revenue potential CEA for executive decision making Enabling visibility and control for CxOs and other executives 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  10. 10. HP unique key differentiators Innovative Solution, in production at several customers for more that a year • Complex Event Processing , In-memory streaming analytics, distributed data store • Open platform • Truly multi-vendor, end-to-end umbrella Better TCO • No need for third party database software • Commodity HW & storage • Non linear pricing to Network traffic HP as global company • IT/Telco product and skills • OSS/BSS competence • Global presence 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Business Outcomes* • SmartPhone ARPU +10% • High ARPU Subs churn - 25% • CSR Mean Hold Time -50% • Cost to fix OTT/Partner Svcs -80% * Related to Network Issues
  11. 11. Thank you ! © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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