1. 10 Steps to 4G Service Assurance
Tom Lybarger
Assistant Vice President 28th July, 2010

2. Aricent Today
Aricent is a global innovation,
technology and services
company focused exclusively on
communications
• Unique focus on telecom innovation through consulting, design, products and services
• Annual revenues of over $480M USD for fiscal year ending March 31, 2010
• Investors include KKR, Sequoia Capital, The Family Office, CPP and Delta Partners
10 Steps to 4G Service Assurance 28th July 2010 2

3. Aricent Addresses Operator's Two Top Priorities
• The industry’s only blended strategy, design and development engagement
model, helps conceive and commercialize highly differentiated subscriber
experiences
• Innovative services and business models drive increased top line
• Deep expertise in design and usability of connected devices, user
interfaces, applications and more
• Extensive networking design expertise simplifies 4G transition and
optimizes network quality
• Contemporary approach to business processes and systems integration
streamlines operations and reduces costs
• Comprehensive operation and maintenance services further reduce costs
10 Steps to 4G Service Assurance 28th July 2010 3

4. Agenda
• Understand the limitations of existing Service
Assurance Strategies
• The 10 Steps for 4G Service Assurance
• Customer Case Study
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5. Surge in Data Traffic Straining the Network
Operator ‘3’, in the UK, says that data
now makes up 96% of its traffic
Ovum forecasts smartphone shipments to
grow by 32% between 2009 and 2010
• Real time services like video, online gaming and social networking is continuing to
drive demand for differentiated treatment of specific traffic streams
• Multi-access complexity – WiFi, Femto and more
• Growing need to prepare for cloud services
Existing Assurance Systems and Processes predate iPhones and YouTube
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6. Current Mobility Service Assurance Operations
o Network Assurance – Fault and Performance data collected from OMCs and elements
o NMS (In-house or COTS) – silo FM and PM processing, distinct RAN/Core and IP solutions
o Service Management – managing devices, not end-to-end service delivery
o Limited or no information from end-user devices
o KPIs/KQIs defined in deployed systems
o QoS/QoE monitoring is evolving
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7. Mobile Service Assurance Scope
Operations Support &
Readiness Fulfillment Assurance Billing
Marketing Customer Interface Management
Fulfilment
Response Selling
Management
Relationship
Customer
Problem Customer Billing &
CRM Support &
Readiness Typical areas for Order QoS / SLA Collections
Handling Handling Management Management
major Service
Retention & Loyalty
Assurance
improvement
Management &
Service Service
Operations
Service Service &
Service
SM&O Support & Configuration Problem Quality Specific Instance
Readiness Rating
& Activation Management Management
Resource Resource
Management &
RM&O Support & Resource
Operations
Trouble Performance
Resource
Readiness Service Assurance
Provisioning
Workforce
Management Management
Management Focus for Mobile Resource Data Collection & Processing
Operators
Supplier/ Partner
Management
Relationship
S/P Requisition S/P Problem S/P S/P Settlements
S/PRM Management Reporting & Performance & Billing
Support & Management Management Management
Readiness Supplier/Partner Interface Management
10 Steps to 4G Service Assurance 28th July 2010 7

8. Ten Steps to 4G Service Assurance
10 Steps to 4G Service Assurance 28th July 2010 8

9. Functional Architecture Overview
Customer Service Representatives
Dashboards
2 Voice 1 Cust A 0 Vendor 1
QoE – Customer Experience CRM
Mobile Resource (Work Force) Management
Mgmt (CEM)
0 1 0
7 IP 12 Cust B 1 Vendor 2
3 5 2
Trouble Mgmt
Service Quality Management (SQM)
NW & Svc KPIs & KQIs
Inventory &
Topology Event Correlation
KPIs & KQIs
KPIs & KQIs
CEM
Collectors Perf Mgmt Perf Mgmt Fault 1 Fault 2 Fault 3
Test Mgmt
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10. Step 1: Evaluate and Re-Evaluate
Know where you are going – Vision and Objectives
Examine existing Service Assurance systems and
processes
Leverage external resources to evaluate processes
against best-in-class benchmarks
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11. Step 2: Develop KPI/KQI Model
NOC
Illustrative
KPI/KQI
Structure
KPI KPI KPI KPI KPI KPI
o Potentially thousands of KPIs/KQIs must be considered
o Understand available KPIs and required KQIs are key to creating an efficient and
effective Service Assurance capability
o Determine immediate and long-term value of KPI/KPQIs
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12. Step 3: Integrated Inventory Management
o Create a reliable, accurate Inventory Management capability that reflects installed
networks and services
o Enable network correlation and root cause identification
o Prioritize problems through service impact and enable comprehensive service
management
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13. Step 4: Automate Trouble/Incident Management
o Enable zero-touch trouble management / incident management
o Accurate network and service inventory is key – identify the correct root-cause and
send technicians to the correct location
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14. Step 5: Implement Centralized KPI/KQI Repository
Centralized Repository
o Centralize all collected and generated KPIs and KQIs
o Provide central access for all users
o Reduce point-to-point integration between applications
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15. Step 6: Implement Service Quality Management
Customer Service Representatives
Dashboards
2 Voice 1 Cust A 0 Vendor 1
QoE – Customer Experience CRM
Mobile Resource (Work Force) Management
Mgmt (CEM)
0 1 0
7 IP 12 Cust B 1 Vendor 2
3 5 2
Trouble Mgmt
Service Quality Management (SQM)
NW & Svc KPIs & KQIs
Inventory &
Topology Event Correlation
KPIs & KQIs
KPIs & KQIs
CEM
Collectors Perf Mgmt Perf Mgmt Fault 1 Fault 2 Fault 3
Test Mgmt
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16. Step 6: Implement Service Quality Management
Mobile Service Provider
Customer Perspective
Perspective
Expected Service Planned Service
Quality Quality
Quality of
Quality of
Service
Experience
Perceived Service Performed Service
Quality Quality
o Rapid identification of service problems (manage QoS)
o Focus on highest revenue services or competitive indicators: retain subscribers
with higher overall ARPU
10 Steps to 4G Service Assurance 28th July 2010 16

17. Step 7: Implement CEM and QoE
Customer Service Representatives
Dashboards
2 Voice 1 Cust A 0 Vendor 1
QoE – Customer Experience CRM
Mobile Resource (Work Force) Management
Mgmt (CEM)
0 1 0
7 IP 12 Cust B 1 Vendor 2
3 5 2
Trouble Mgmt
Service Quality Management (SQM)
NW & Svc KPIs & KQIs
Inventory &
Topology Event Correlation
KPIs & KQIs
KPIs & KQIs
CEM
Collectors Perf Mgmt Perf Mgmt Fault 1 Fault 2 Fault 3
Test Mgmt
10 Steps to 4G Service Assurance 28th July 2010 17

18. Step 7: Implement CEM and QoE
Determine what to Define/Review Network Define/Review Service Define Usage and
measure Monitoring Delivery Monitoring Experience Monitoring
• Define the relevant Service Requirements Requirements (SQM) (CEM) Requirements
Level Objectives (SLOs) (Availability) • Correlation and KQI • Identify initial devices for
• Explicit and implicit SLAs monitoring – expand scope
• FM and PM with KPI support
• End-user devices and other over time
service access points • Central point for End-to-end
experience monitoring
Handset Issues are the single most influential factor for churn,
followed by cost, coverage and quality – Booz, Allen & Hamilton
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19. Step 8: Implement Service Level Agreement Management
o Enable an array of tiered approaches with strict SLA management, including VIP,
enterprise and consumer
o Combine with active Policy Management
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20. Step 9: Integrate 4G Elements
o Implement KPI/KQI changes for new 4G elements e.g. eNodeB and EPC
o Retire 2G and eliminate redundant systems
o Make a decision on Voice - Continue to use 3G voice, or deploy VoIP?
o Implement new services and usage patterns including new KQIs, root-cause and
service impacts
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21. Step 10: Implement Continuous Improvement
Adapt to changing requirements, Define as-is
technology and market processes and
conditions architecture
Measure
effectiveness of the Implement
processes and processes and
systems system changes
Helps you deliver on your Objectives:
o Lower expenses
o Increased subscriber satisfaction and resulting loyalty
o Enhanced ability to respond to change
o Agility to support new services
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22. Case Study: Service Assurance Simplification
Significant Cost Reduction
30% cost reduction within 6 months through
global delivery approach
Reduced Complexity, Quicker response to
dynamic and evolving contexts
Architectural Simplification
Improved Knowledge / Skill Base
Improved Efficiency and Effectiveness of Delivery
Knowledge retention across domains
Reduced Management Overhead
Simplified Governance, Flexible and Multi-Skilled
pool
Improved Quality and User Satisfaction
SLA based service delivery
Continuous Service Improvement
Improved User Satisfaction
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23. Summary
Future success will ride
on the satisfaction of
your subscribers
o Learn from your past - every Service Assurance environment is unique
o Bring in an experienced advisor to help design the Best Fit solution for your operations
o Follow the Steps - No shortcuts! Do not kid yourself, positive changes take effort and
investment
o Focus on the individual Subscriber Experience; the network and perceived service delivery
do not tell the whole story
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