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How to get more out of the network?

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How can broadband network operators squeeze more value our of their assets? This presentation addresses common questions.

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How to get more out of the network?

  1. 1. HOW TO GET MORE OUT OF THE NETWORK? MARTIN GEDDES FOUNDER & PRINCIPAL MARTIN GEDDES CONSULTING LTD
  2. 2. 2 Dr Neil Davies NETWORK PERFORMANCE SCIENCE Peter ThompsonMartin Geddes 04 March 2015 © Martin Geddes Consulting Ltd Predictable Network Solutions Ltd
  3. 3. 3 3 04 March 2015 © Martin Geddes Consulting Ltd REASONS TO BELIEVE Regulator Asked us for scientific advice on “network neutrality”. Telcos Call us when they can't resolve their network performance problems. UK ISP We designed the world’s first quality assured ISP. Others We do “exotic” work for people like the UK government, US DoD, CERN.
  4. 4. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Why? Why? 1 2 3 4 5 6 7 How? Common operator questions Presentation contents
  5. 5. 5 04 March 2015 © Martin Geddes Consulting Ltd HOW TO GET MORE OUT OF THE NETWORK? 5 Measure performance hazards Model performance hazards Manipulate performance hazards Create an organisational & technical system to manage performance hazards of networks running in saturation.
  6. 6. 6MEASURE Multi-point distributions of packet loss and delay 04 March 2015 © Martin Geddes Consulting Ltd
  7. 7. 7MODEL Method to decide: where to compute, when to communicate?
  8. 8. 8MANIPULATE 10-6 106100 10310-3 Core Gap! SDN Capacity planning 04 March 2015 © Martin Geddes Consulting Ltd TIMESCALE OF TRADE (SECONDS) Access Provisioning Gap!
  9. 9. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Cost Why? Why? 1 2 3 4 5 6 7 How? Common operator questions Presentation contents
  10. 10. 10 10 04 March 2015 © Martin Geddes Consulting Ltd Well-run UK public sector network that wants to run voice over IP. This data shows how standard capacity management metrics fall short.
  11. 11. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Why? Revenue Why? 1 2 3 4 5 6 7 How? Common operator questions Presentation contents
  12. 12. 12 June 2009 - V 0.4 UNASSURED ASSURED 90% of load has low variability, so worth much more to the user and you can charge more for it! REVENUE OPPORTUNITY 04 March 2015 © Martin Geddes Consulting Ltd Remaining 10% useful for things like backups with extremely low cost structure
  13. 13. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Why? Why? Legitimacy 1 2 3 4 5 6 7 How? Common operator questions Presentation contents
  14. 14. 04/03/2015 | ©2014 Martin Geddes Consulting Ltd You are managing your engineering hazards by turning them into fiscal hazards: However, they are not substitutable in the way that you assume. The impact of these hazards maturing is a crisis of legitimacy with customers, regulators and investors. “We can just pay the performance SLA breach penalty!”
  15. 15. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Why? Why? 1 2 3 4 5 6 7 How? Common operator questions Presentation contents
  16. 16. 16 16 04 March 2015 © Martin Geddes Consulting Ltd 1 How can we differentiate from OTT providers based on our network?
  17. 17. 17 17 04 March 2015 © Martin Geddes Consulting Ltd Access to (and control over) network trades 1 How can we differentiate from OTT providers based on our network?
  18. 18. 18FOR INSTANCE… 04 March 2015 © Martin Geddes Consulting Ltd 40-100x cost saving possible for bulk data delivery
  19. 19. 19 19 04 March 2015 © Martin Geddes Consulting Ltd 2 Is it possible to exploit services based on different QoS?
  20. 20. 20 20 04 March 2015 © Martin Geddes Consulting Ltd 2 Is it possible to exploit services based on different QoS? Yes!
  21. 21. 21 5 CLASS ‘POLYSERVICE’ MODEL HAS RATIONAL ECONOMICS SuperiorStandard SuperiorStandard Economy SuperiorStandard SuperiorStandard Economy SuperiorStandard SuperiorStandard Economy Drives capacity planning cost (primary service) Drives resilience & redundancy capacity planning cost Drives revenue
  22. 22. 22 22 04 March 2015 © Martin Geddes Consulting Ltd 3 What kinds of future communication services should we be anticipating?
  23. 23. 23 23 04 March 2015 © Martin Geddes Consulting Ltd 3 What kinds of future communication services should we be anticipating? Wrong question!
  24. 24. 24 04 March 2015 © Martin Geddes Consulting Ltd SO WHAT IS THE RIGHT QUESTION? How can we make our service delivery model antifragile? (Answer: 5 class polyservice network.)
  25. 25. 25 25 04 March 2015 © Martin Geddes Consulting Ltd 4 Could we enable better, cheaper, easier communication services by exploiting unique network assets?
  26. 26. 26 26 04 March 2015 © Martin Geddes Consulting Ltd 4 Could we enable better, cheaper, easier communication services by exploiting unique network assets? Yes! Learn how to run networks in saturation (and maintain QoE)
  27. 27. 27 04 March 2015 © Martin Geddes Consulting Ltd CREATE SERVICE ASSURANCE
  28. 28. 28 28 04 March 2015 © Martin Geddes Consulting Ltd 5 What would be the most valuable asset a network operator could use to enable new communication experiences?
  29. 29. 29 29 04 March 2015 © Martin Geddes Consulting Ltd 5 What would be the most valuable asset a network operator could use to enable new communication experiences? Consulting Quality Performance Engineer
  30. 30. 30 04 March 2015 © Martin Geddes Consulting Ltd This person performs the same job as a Consulting Structural Engineer for a dam by managing failure hazards using a mature & scientific engineering process. They are ultimately answerable to the public for the performance and safety of the structure (via a professional body). Network operators should appoint a “chief quality officer” to integrate and redesign all the relevant biz processes.
  31. 31. 31 31 04 March 2015 © Martin Geddes Consulting Ltd 6 What would be a unique network asset that could make a specific telco the partner of choice for digital partners?
  32. 32. 32 32 04 March 2015 © Martin Geddes Consulting Ltd 6 What would be a unique network asset that could make a specific telco the partner of choice for digital partners? Fitness-for-purpose: Eliminate performance hazard risk and cost
  33. 33. 33QUANTITATIVE QUALITY CONTRACT 04 March 2015 © Martin Geddes Consulting Ltd NOT OK OK We need a demand- attentive model to better service our partners. This requires a mathematical “language” express their need. This lets us contract network supply to meet that application demand.
  34. 34. 34 34 04 March 2015 © Martin Geddes Consulting Ltd 7 Could software enable us to offer existing communication services in a cheaper more flexible way?
  35. 35. 35 35 04 March 2015 © Martin Geddes Consulting Ltd 7 Could software enable us to offer existing communication services in a cheaper more flexible way? Yes! Exploit the trading space (like SDN does) but at all timescales.
  36. 36. 36EXAMPLE: VIDEO STREAMING 04 March 2015 © Martin Geddes Consulting Ltd UNMANAGED MANAGED
  37. 37. 04 March 2015 © Martin Geddes Consulting Ltd What should I do? Why? Why? Why? 1 2 3 4 5 6 7 Common operator questions Presentation contents How?
  38. 38. 38COMMON OPERATOR ASSUMPTIONS 04 March 2015 © Martin Geddes Consulting Ltd 38 Asset-centric Service-centric Locally optimise core & access Globally optimise end-to-end Sweat assets: cost reduction Create value: revenue generation Your current assumption Our suggested alternative
  39. 39. 39BUSINESS OPPORTUNITIES 04 March 2015 © Martin Geddes Consulting Ltd • Better customer experience – Eliminate extreme QoE risk and churn • Lower cost – Avoid waste on infeasible projects – Safely exploit growth ‘headroom’ to save capex – Simplify operational complexity to lower opex • New revenue – Quality-assured data transport products – Differentiate via demand-aware networks (“SDN++”)
  40. 40. 40WHERE’S THE MONEY? 04 March 2015 © Martin Geddes Consulting Ltd 40 Call detail records Service delivery records
  41. 41. 41 04 March 2015 © Martin Geddes Consulting Ltd TO ACHIEVE THIS YOU NEED… 41 Wetware Software Hardware NEW ‘THINKWARE’
  42. 42. 42(THE ANSWER IS NOT A BOX) 04 March 2015 © Martin Geddes Consulting Ltd 42
  43. 43. 43THE PERFORMANCE PROBLEM DOMAIN 04 March 2015 © Martin Geddes Consulting Ltd TIMESCALE SKILLSET BUSINESS PROCESS
  44. 44. 44WHERE TO BEGIN? 04 March 2015 © Martin Geddes Consulting Ltd Start here!
  45. 45. 45HOW WE CAN HELP YOU 04 March 2015 © Martin Geddes Consulting Ltd Pilot project NETWORK PERFORMANCE SCIENCE CENTRE OF EXCELLENCE (cross-functional; delivers training, processes, tools) Education + consulting Core curriculum, tool chain, algebra, mechanisms Skillstransferto refactoreachprocess Industrialise to opcos 1. Fault isolation 2. Capacity planning 3. Performance variation management Performance-related business processes Help vendors
  46. 46. 46FIRST STEPS: SCOPING PHASE To launch this project, we need an initial scoping phase with the following steps: 1. Specify pilot project and selection criteria. 2. Identify potential pilot projects. 3. Support leaders of potential pilots in developing a proposition. 4. Jointly evaluate and select pilot. 5. Identify roles and individuals for temporary team. 6. Scope next phase: training, skills transfer and project execution processes.
  47. 47. 47|47 Thank you The secret of success is to know something nobody else knows. ―Aristotle Onassis Martin Geddes mail@martingeddes.com

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