Bbwf 2011 Meeting User Service Expectations E2e V2.0


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Presented in Broadband World Forum 2011, it intends to introduce conceipts about QoS, QoE, related standards and the challenges for service quality measurements and meeting customer expectations

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Bbwf 2011 Meeting User Service Expectations E2e V2.0

  1. 1. Broadband World Forum 2011 27th - 29th September Meeting User ServiceExpectations end-to-end Alberto Boaventura
  2. 2. About Oi Who we are Oi is the leading provider of telecommunication services in Brazil and, after the acquisition of Brasil Telecom in early 2009, became the country’s largest telecommunication company in revenues and South America’s largest fixed telephony company in total number of lines in service. Oi is the official sponsor of the 2014 World Cup in Brazil. Where we are Region I Region II Region III Total Geoeconom ics GDP 838,8 B USD 550,0 B USD 711,2 B USD 2100,0 B USD Population 105,7 MM 45,4 MM 41,8 MM 192,9 MM States 16 10 1 27 Municipalities 3.051 1.867 645 5.563 Reference: 2010 How big we are Region I Region II Region III Total Oi Service Accesses Fixed Lines 12,8 MM 7,2 MM 20,0 MM 2G/3G 24,5 MM 8,1 MM 7,3 MM 39,9 MM Broadband 2,5 MM 1,9 MM 4,4 MM Regional/ Internet. National Total Metro. Optical Footprint 23,340 km 32,584 km 120,261 km 176,185 km Source: Oi 2010Network Architecture and Technology - Network Planning Area
  3. 3. Mobile Broadband Industry Consolidation Fixed telephone lines 900 Mobile cellular subscriptions 120 Global Internet is still 800 Fixed broadband subscriptions 100 growing : Broadband (MM) 700 Accesses (MM) 1.8 B Users, +13% Y/Y Mobile broadband subscriptions 600 80 18.8 T Minutes, +21% Y/Y 500 60 400 In LATAM, is expected the mobile broadband subs. 300 40 surpass fixed broadband 200 20 subs. this year. 100 0 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: ITU ICT/MIS 2010 Revenue forecast per application type 2008-2015 Source: Ericsson 2010 The MBB is rapidly consolidating, and in couple years will be the preferable Internet access. Despite of that, voice services still represents the most important part of revenue, but it is being replaced by the new communication types …Network Architecture and Technology - Network Planning Area
  4. 4. Mainframe-> Mini-> Desktop -> Smartphones/Tablets 5 convergence trends: MBB + Social Networking + Video + VoIP + usability in differentiated devices Mobile Internet Internet Desktop Mini 10 B+ Mainframe 1 B+ 100 MM+ 1 MM+ 10 MM+ 1960 1970 1980 1990 2020+ Source: Morgan Stanley 2010 The expressive Mobile Internet growth projection is justified by integration of functionalities (for personal use) in a single device, and becoming in next years the preferential Internet device against desktops.Network Architecture and Technology - Network Planning Area
  5. 5. Market is eager for more thoughput Rel 9 HSPA+ Rel 10 LTE TV 3D DL: 84 Mbps DL:> 1 Gbps HDTV UL: 23 Mbps BW: 100 MHz BW: 10 MHz LTE Advanced Rubust On-Demand Augmented Rel 8 HSPA+ Rel 8 LTE Gaming Reality DL: 42 Mbps DL: 326 Mbps UL: 11,5 Mbps UL: 86 Mbps Video P2P BW: 5 MHz 20 MHz Conference Virtualization Visual Mbps+ Networking Rel 7 HSPA+ Mobile TV DL: 28 Mbps Internet Collaboration M2M UL: 11,5 Mbps BW: 5 MHz Music Games Mbps Rel 6 HSPA Social DL: 14 Mbps MMS UL: 11,5 Mbps Networks BW: 5 MHz Email Mobile Web EDGE DL:237 kbps Telemetry LBS/GPS kbps UL:59 kbps GPRS EMS DL:80 kbps IM UL:20 kbps SMS The operators are still intensively investing in network infrastructure and new band licenses in order to follow continuous market anxiety for more throughput.Network Architecture and Technology - Network Planning Area
  6. 6. Phases of M2M Communication 1st Phase: Vertical Applications 2nd Phase : Compliant 3rd Phase: Internet of Things Regulation Applications  Fleet Management  Car Telematic  Car Telematic  Positioning Systems  Fleet Management  Fleet Management  POS-Terminal  Parking & Traffic Management in  Parking & Traffic Management in urban  Remote Management of Assets & urban areas areas Products  Positioning Systems  Positioning Systems  Smart Metering  Smart Metering  POS-Terminal  Security  Remote Monitoring of Green Energy power plants  Remote Management of Assets & Products  Environmental monitoring & ICT support to a sustainable economic growth  eHealth 2010 2015 2020 M2M just started and in 2020 is expected billions of connected devices.Network Architecture and Technology - Network Planning Area
  7. 7. Traffic and Revenue decoupling Traffic Revenue Voice Dominant Data Dominant New challenge: how to be profitable in data era?Network Architecture and Technology - Network Planning Area
  8. 8. Same Reality and Different Expectations All customer requirements are not created equal. It is worthwhile to discover which attributes of a product or service are more important to the customer. And, product/service attributes behave differently in terms of how they affect customer satisfaction. It is important to understand both dimensions –relative importance and correlation with satisfaction—to deliver the bundle of attributes that will attract customers to your brand.Network Architecture and Technology - Network Planning Area
  9. 9. Customer Expectation Users and devices have different requirements which could be explored more efficiently. And for Mobile Network Services, new requirement dimension: LocationNetwork Architecture and Technology - Network Planning Area
  10. 10. Kano’s Model Customer Delighted Competitive Attractive Requirements: Pressure Surprises (hidden) • Not expressed One-dimensional • Customer tailored requirement : Performance • Transcendent • Stated • Specified • Technical • Measurable Customer Customer Expectations no Expectations Fulfilled Exceeded Must be requirements: Expressed Basic requirement • Implied • Self-evident Time • Not mentioned Expected • Taken for granted Customer Extremely Dissatisfied Knowing what the customer expects is the first and possibly most critical step in delivering good quality service. Being wrong about what customers want can mean losing a customer’s business when another company hits the target exactly. Being wrong can also mean expending money, time and other resources on things that do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive market.Network Architecture and Technology - Network Planning Area
  11. 11. eTOM - QoS Management Operations Support & Fulfillment Assurance Billing Readiness Customer Relationship Customer Interface Management Managament Selling Bill Payments & Receivables Mgmt Marketing Customer Bill Invoice Bill Inquiry CRM Support & Order Problem Mgmt Mgmt Fulfillment QoS/SLA Readiness Handling Handling Response Management Manage Biil Charging Events Service Management & Operations Service Management & Operations Service Service Service SM&O Support Configuratioon Problem Quality Service Guidance & Meiation & Readiness & Activation Magmt Management Service Management & Operations Resource Resource Resource Resource Mediation & Problem Performance Provisioning Reporting RM&O Mgmt Mgmt Manage Support & Worsplace Readiness Resource Data Collection & Distribution Supplier/Partner Relationship Mgmt. S/P Problem Resource Resource S/P Settlements & Payments Reporting & Performance Provisioning Management S/PRM Support Mgmt Mgmt & Readiness Supplier/Partner Interface ManagementNetwork Architecture and Technology - Network Planning Area
  12. 12. How do Customer and Network Requirements map? Customer Network Management ► Customer Experience is about of its needs ► Network Management is about - Subjective Parameters: configuration and indicator/counter – “I want when I want it” parameters: – “I want it fixed when I say it is to be fixed” – Intrinsic QoS parameters (resilience, priorities, – “I want it billed like we agreed” throughputs, packet loss, latency etc.) – “I want to work the way it says in the brochure and – KPIs (peg and usage counters) contract” – Billing Rules and User Profile (main user – QoE (Address experience, behaviour and configuration parameters) aspirational per group or individual needs )Network Architecture and Technology - Network Planning Area
  13. 13. What is QoS? ISO 8402: "the totality of characteristics of an entity that bear on its ability to satisfy stated and implied needs." ISO 9000: "degree to which a set of inherent characteristics fulfills requirements." ITU-T E.800: "the collective effect of service performance which determine the degree of satisfaction of a user of the service.“ ITU-T G.1000: Customer Service QoS offered by the service provider is a Provider statement of the level of quality expected to be offered to the customer QoS requirements by the customer QoS by the service provider. QoS state the level of quality required of a Requirements Offered The level of quality is expressed by particular service, which may be (Applications) (QoS Param.) values assigned to QoS parameters. expressed in non-technical language. The principal use of this form of QoS is for planning and for Service Level Agreements. QoS perceived by the users or QoS QoS QoS achieved by the service provider is customers is a statement expressing Perceived Achieved a statement of the level of quality the level of quality experienced they (or QoE) (Measured) actually achieved and delivered to the believe they have experienced. customer. The Perceived QoS is expressed, This is expressed by values assigned to usually in terms of degrees of parameters, which should be the same satisfaction and not in technical terms. as specified for the offered QoS so that Perceived QoS is assessed by customer the two can be compared to determine surveys and from customers own what was actually achieved to assess comments on levels of service. the level of performance achieved.Network Architecture and Technology - Network Planning Area
  14. 14. What is QoE? ITU-T Rec. P.10/G.100: The overall acceptability of an application or service, as perceived subjectively by the end-user. QoE is consequence of user´s internal state. I.e., the overall QoE evaluation is affected by: 2 3 4  Environmental, 1 5  Psychological,  Sociological factors,  User expectations  User experience with similar services, In general, is  Pricing policies, subjectively measured in 1 to 5  Features of the particular location where the grade service is received etc. For network operation perspective, the perception of the quality depends on the source quality and is influenced by all system elements involved in the end-to-end service delivery, namely:  Network, equipment, codecs, techniques, protocols, terminals, etc.  QoS, GoS and QoR intrinsic parameters will also influence QoE.Network Architecture and Technology - Network Planning Area
  15. 15. Can QoS and QoE be linked? Network Measurements C1 C2 C3 ... CK (Peg Counters & Usage Counters) Typically measure the intrinsic QoS parameters Key Performance Indicators provide a measurement of a specific KPI 1 KPI 2 KPI 3 ... KPI N aspect of the performance of a service resource (network or non- network) or group of service resources of the same type. A KPI is restricted to a specific resource type. Ex.: QoS parameters Key Quality Indicators provide a measurement of a specific KQI 1 KQI 2 KQI 3 ... KQI M aspect of the performance of the product, product components (services) or service elements and draw their data from a number of sources including the KPIs. SLA 1 SLA 2 SLA 3 ... SLA J Service Level Agreement (or QoE) for a group of users or individuallyNetwork Architecture and Technology - Network Planning Area
  16. 16. Can QoS and QoE be linked? QoS Required: throughput, latency, packet loss etc. QoS Achieved KPIs QoS Offered, QoS Perceived KQIs QoE (Measured) QoE (QoS Perceived) can be written as function of QoS required/achieved parameters (or QoS Vector): QoE  f QoS1 , QoS2 ,..., QoSN  Alternatively, QoE could be written as function of KQIs or KPIs: QoE  f KPI1 , KPI 2 ,..., KPI N  QoE  f KQI1 , KQI2 ,..., KQI M Network Architecture and Technology - Network Planning Area
  17. 17. Can QoS and QoE be linked? QoS Required: throughput, latency, packet loss etc. QoS Achieved KPIs QoS Offered, QoS Perceived KQIs QoE (Measured) The relationship between QoE and network parameters can be obtained by:  QoS  XX T  1 X T QoE  Using Experiments: expert and user opinions, network stimuli etc.  Data Collection: Subjective (questionnaires, QoE QoSn   f QoE, QoS  observations), Objective (measurements)  Data Analysis: trends, relationships, thresholds, regressions, hypotheses, impact analysis etc. Blekinge Institute of Technology - Markus FiedlerNetwork Architecture and Technology - Network Planning Area
  18. 18. Can QoS and QoE be linked? QoE Download time perception as Linear QoE: QoE  M function of loss QoS2 QoS1 QoE QoE k Download time perception as Logarithm QoE:  QoSn QoSn function of bandwidth QoSn QoE QoP: Image quality perception as Exponential QoE: QoE function of blur, blockness,  kQoE QoSn QoD: Download time perception as function of response time QoSn QoE QoE QoE Session volume as function of Power QoE: k bandwidth QoSn QoSn Video perception as function of jitter QoSnNetwork Architecture and Technology - Network Planning Area
  19. 19. Can QoS and QoE be linked? ITU-T P862.1 Provides raw scores in the range –0.5 to 4.5. It is desired to provide a MOS-LQO (P.800.1) score from P.862 to allow a linear comparison with MOS. 4.999  0.999 QoEMOS  0.999  1  e 1.4945PESQ  4.6607 Source: ITU-T P.862.1 Skype QoE 3.010e4.473 packet _ loss_ ratio  1.065 Source: Fiedler et al., 2010Network Architecture and Technology - Network Planning Area
  20. 20. E2e Service Management Customer Environmental, psychological, sociological aspects Personal needs, Previous experience Customer Desired service, Adequate service, Satisfaction Zone of tolerance Fix QoE Perceived QoE Contracted Service Service Attributes Technology Fix QoE Measured Business Modeling QoS Achieved  SLA Fix SLA Measured Service Management Service Quality Management User service profile QoS Requirements, attributes & Fix Product KQI Policy Service resilience requirements Billing rules Fix KQI 1 QoS GoS QoR ... KQI M Network Management QoS Control Element Management Fix KPI 1 ... KPI N Network capacity Network configuration Network operation requirements Performance DataNetwork Architecture and Technology - Network Planning Area
  21. 21. QoS Control SLA/QoS/QoE Management Network Policy User QoE Analyzer Decision Profile Predictor Platform Point Data Base QoS (KPIs,KQIs) Reporting Network Network Network Performance Performance Performance Information Information Information Policy Enforcement  PointNetwork Architecture and Technology - Network Planning Area
  22. 22. Service Requirements and QoS Control User Expectation & Business Requirements QoE < > SLA  SLA descriptions Service & Content Provider Service Requirements SLS Mapping into SLS parameters Network Operator QoS Requirements & Network Configuration Translating to Admission Control network configuration parameters and session rules. Resource Policy Reservation Control NetworkNetwork Architecture and Technology - Network Planning Area
  23. 23. Conclusions ► Rapid and consistent mobile broadband consolidation, air interface technology advances and machine type communication will bring a tsunami of IP data traffic. In the same time rapid service lifecycle forces new services to be mature quickly, with low profitability. ► Also, churn is still remains a major challenge for operators, mainly due to costs associated with the capture of new users in a consolidated market. Negative perception of services due smaller customer experience failures and bad service performance are one of the major reasons for service cancellation and change of service provider. ► Thus new researches for finance, service, infrastructure management are imperative: – Network flexibility: Flexible and less complexity networks, able to capture new opportunities, not only the services of a high concentration, but the long-tail; – Network optimized: Infrastructure adjusted (not more and not less what is required) and optimized at both the investment and operating costs; – Managing User Service Expectations: Service and user lifecycle management; manage user experience, service and network performance management; ► The current standards for E2e Service Quality Management in broadband is a set of tools that accomplishes these new challenge targets, providing a complete framework for: planning, commissioning, measuring and adjusting the right customer quality requirements. ► E2e Service Quality Management is not a simple task, and it brings the following challenges: – Technical: Statistical behavior of media and network increases the complexity to create models and algorithms for analysis and tools; – Economical: Understanding the customer utilization (real value of) for QoE/QoS represents another difficult task to create new business models. Additionally, in the interconnection environment involving several operators for creating proper access charge; – Legal: World trend for Network Neutrality can obstacle all initiatives to improve the QoE and accomplish the QoS requirement for legal traffic. I.e., privileging illegal traffic in detriment of legal one. ► Unfortunately there is no commercial product in state of the art able to integrate all operators requirements, and the existing solutions are only applicable for specific niches.Network Architecture and Technology - Network Planning Area
  24. 24. Thanks! Q&AAlberto Boaventura +55 21 8875 4998