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E2E Service Quality Management for Mobile Broadband

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E2E Service Quality Management for Mobile Broadband

  1. 1. Capitalizing on Mobile Broadband's Growth with‘End-to-End Service Quality Management’<br />Muhammad Imran Awan<br />Sr. OSS Consultant<br />
  2. 2. Agenda<br /><ul><li> What is SQM?
  3. 3. A need for major shift in the mobile service management paradigm
  4. 4. Managing Customer’s QoE is Vital
  5. 5. Integrating E2E SQM across ‘All-IP Transport’, ‘Ethernet Backhaul’ & ‘Wireless’ networks
  6. 6. Performance Monitoring of Mobile Applications & Subscriber Services
  7. 7. SQM Architecture & Functions
  8. 8. Business & Customer centric views into SQM
  9. 9. Evolving from SQM to SLM</li></li></ul><li>Service Quality management (SQM)?<br />SQM as defined by eTOM / TMF:<br />“Managing, tracking, monitoring, analyzing, improving and reporting on the performance of specific services”<br />Service Level Management (SLM)<br />ITIL: “SLM is the process responsible for negotiating Service Level Agreements and ensuring that these are met”<br />eTOM: “Monitoring, managing and reporting of delivered vs. contractual Quality of Service (QoS)”<br />eTOM Level 3<br />
  10. 10. a need for major shift in the mobile service management paradigm!<br />The advent of Mobile Broadband Services demands a major shift in the mobile service management paradigm…<br />Users are today doing much more with their mobile devices; Browsing/Chatting, Video Streaming, VOIP, Social Media/FB, Online games, File Sharing etc.<br />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*!<br />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!<br />
  11. 11. Managing Customer’s QoE & Increasing Loyalty is Vital to Mobile Broadband service value chain<br />With increasing saturation & rising competition, CEM is becoming indispensible for Telecom SPs<br />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!<br />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<br />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<br />Don’t wait for the customers to complain. Most of them never will – they just leave. You have to be proactive!<br />
  12. 12. Managing Customer’s QoE & Increasing Loyalty is Vital to Mobile Broadband service value chain<br />PROFITABLE GROWTH<br />
  13. 13. Key Factors driving ‘Pro-Active Service Assurance’ for MBB SPs<br />MBB growth is driving investments in Ethernet Backhaul where proactive monitoring solutions are needed to guarantee SLAs between wholesale and mobile CSPs<br />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*<br />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<br />Proactive Capacity Planning to avoid fallouts; this requires a continuously proactive view into the resource & service performance<br />
  14. 14. Integrating E2E SQM across ‘All-IP Transport’, ‘Ethernet Backhaul’ & ‘Wireless’ networks<br />Data Center<br />SGSN<br />IP/MPLS Transport<br />Ethernet<br />Backhaul<br />OSS INTEGRATION FRAMEWORK<br />VLR<br />HLR<br />RNC<br />PLMN<br />MSC / Call Server<br />Node B<br />MGW<br />GGSN<br />BTS<br />Leased Line<br />Backhaul<br />PSTN/ISDN<br />
  15. 15. Integrating E2E SQM across ‘All-IP Transport’, ‘Ethernet Backhaul’ & ‘Wireless’ networks<br />Challenges!<br />There’s a Need to reconcile & consolidate output of multiple (sometime) overlapping management tools<br />Need to have a quicker cross-domain troubleshooting for each Service problem<br />Need to have holistic views into end-to-end services & network infrastructure<br />There’s a Need to provide infrastructure availability & quality guarantees for Partners (MVNOs)<br />Need to provide service performance visibility of mobility solutions to high-value customers<br />Users expect the same E2E Quality as traditional TDM<br /><ul><li>Solution!
  16. 16. Establish Ownership* of Service Quality / Subscriber QoE
  17. 17. Consolidate SQ data by integrating relevant data sources
  18. 18. Design & implement E2E Service Quality Indicators; take actions, continue to learn & improve information accuracy!</li></li></ul><li>Performance Monitoring of Mobile Applications & Subscriber Services<br />This should help us answer<br />Can subscribers connect to our services and their applications ?<br />Are there any quality issues with the connected services for specific subscribers ?<br />Which applications are being accessed, have they all been well defined and discovered?<br />What is the responsiveness and performance of the applications being accessed through our services ?<br />MBB Infrastructure Performance<br />Mobile Applications & Services Performance<br />MBB E2E Service Performance<br />
  19. 19. Building blocks of SQM<br />Service Quality Management<br />(Tech) Services Catalog<br />Trouble Tickets & Change Mgmt<br />Network & Service Inventory<br />Resource & Service Provisioning / OM<br />Resource & Service Performance Mgmt*<br />Resource & Service<br />Fault Mgmt<br />Hosted<br />Email<br />Business<br /> Apps<br />Devices<br />RAN<br />IP Core<br />3G Core<br />Backhaul<br />SDPs<br />Mobile TV<br />
  20. 20. SQM Functions & Components<br />KPIs -< KQIs/Aggregated KQIs<br />Service Models: Relationship of Services with underlying Resources & KQI formulas - SMA<br /><ul><li>Real-time Service Performance Status views/ Dashboards – tailored for usergrops
  21. 21. QOE – Service performance views per subscriber type/group*, e.g. Enterprise subscriber/MVNO
  22. 22. Notifications of critical Service impacting events and Escalations for unresolved Service issues
  23. 23. Historical Reporting of Service Quality data
  24. 24. Internal & Customer Portal</li></li></ul><li>Establishing intelligent Business & Customer centric views into ‘Service Performance’ and ‘Usage Trends’<br />E2E SQM data can be enriched with key business service information for presenting within business-oriented views and dashboards<br />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.<br />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<br />
  25. 25. Establishing intelligent Business & Customer centric views into ‘Service Performance’ and ‘Usage Trends’<br />
  26. 26. Offering & Managing Service Levels – Evolving from SQM to SLM<br />SQM data/ KQIs can be further analyzed to evaluate SLA compliance and breaches, by setting thresholds for warnings & violations<br />Service Models publishing from SQM into SLM<br />SLA Catalog drives the key SLM configurations<br />Managing & Reporting SLAs, OLA & UCs<br />SLA Performance status dashboards<br />Penalties and Rebates Management<br />SLA Lifecycle management / SCM<br />Customer Portal for SLA Performance<br />
  27. 27. RECAP!Service Providers benefits –E2E SQM/SLM<br /><ul><li>More empowered network operations with focus on QoS rather than mere network availability!
  28. 28. More Customer & Service centric approach / High-quality services for high-value customers
  29. 29. Less manual intervention/ Enhanced Troubleshooting
  30. 30. Enables Predictive analysis- better Capacity Planning
  31. 31. Visibility & Control of entire Service Value Chain
  32. 32. Should help to lower operations costs: Optimized expansions - Prioritized customer problem resolution
  33. 33. Capability to Commit & Charge for Service Level Guarantees (Enterprise & MVNO customers)</li></li></ul><li>Thanks for your Attention!<br />Any Questions?<br />I’m reachable at: imran.awan@msn.com<br />

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