This document discusses service quality assurance of converging networks. Key points include: - Customers expect always-on connectivity across mobile and fixed line networks and want services customized to their needs. - Mobility is transforming connectivity as people rely more on mobile internet and broadband than fixed lines. - Integrating communication services leads to a better user experience by providing seamless access across devices. - Current assurance methods are insufficient and don't test the full customer experience across voice, video, data and mobile applications and networks. Comprehensive testing and monitoring is needed to ensure quality.

1. Service Quality Assurance of
Converging Networks
Walter Kenrich
Director, Product Management
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2. Innovation and Change
• Shift from company driven
to customer driven is
taking place
• Mobility is changing the
communication landscape
• Customers want it their
way and always
connected
• Social media engages
customers and promotes
loyalty and longevity
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3. Mobility Transforming How People Connect
Mobile
Internet
Fixed line
Mobile Broadband
Source: ITU Statistics: Fixed telephone line per 100 inhabitants, 2000-2010
Mobile cellular subscriptions per 100 inhabitants, 2000-2010
3

4. Integrated Communication
Leads to a Great User Experience
Next-generation user experience
Integration Integration
Video and soft clients Desktop Phones Mobile Clients
Seamless and Consistent access to enterprise and personal communications
4

5. New Patterns for Interaction and
Expression are Emerging
TODAY
B2B B2B
E2E
B2C
c2c E2e
E2C e2e
Expression Communication
Era (E-Comm Era)
"E"=Enterprise "C"=Customer engaged by "E"
The Period of Communicating "e"=employee "c"=customers in the wild
and Expressing Thoughts
Instantly
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6. Assuring Quality of User Experience
in the New World
Voice Video Data Mobile
QUALITY
Put in place a communication validation
methodology that realistically represents the use
of voice, video, data, and mobile to assure a
seamless communication regardless of terminal
device or application
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7. Assuring Today‟s Networks Can Be Difficult
Hyper-convergence …complexity How do I
get it right?
Hyper-interoperability …complexity How do I
keep it right?
Virtualization … complexity
New technology … complexity
• Social networking amplifies minimal
tolerance for customer service
communications snafus
• Outsourcing makes it hard to hold the right
feet-to-the-fire on quality issues
• Traditional methods of service validation
don‟t work anymore
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8. Why Current Assurance Methods Fall Short?
Good Enough, is Not Good Enough
Hope and pray
• Insufficient Application Testing I don’t lose
my job!
Rely on primitive traffic generation or packet
blasting tools
• No Customer Experience Testing
Validate and test in „silos‟, e.g. low-level test of a
single data protocol, voice signaling protocol, video
signaling protocols, security attack
• No Customer Experience Monitoring
Monitor one level, e.g. poll network elements
Hope and Pray That It Works
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9. Why do Operators Deploy
Service Assurance Solutions?
• Service quality is a competitive differentiator for
customer satisfaction
• Address regulatory concerns (more equality
of competition does NOT
come at a reduced service quality level)
• More effective troubleshooting means lower costs
• Better information for capital investment
• Avoid the “blame game” with
equipment suppliers and
interconnect partners
– Independent, element agnostic
assessment
– QoS metrics within network elements
do not provide an end-to-end network view
9 Empirix Confidential

10. Increasing Information Value
• Provide both proactive and predictive analysis
– Both data and analytical solutions
– Decision support for Operations and Management
– Trace diagnostics plus KPIs and metrics
Analytics &
Enrich & Presentation
Responsibility/Influence
Transform
Customer & CEO
Network Data
CDRs & Reference Data
Correlate End-to-End
Reports/
KPIs
C-Level
Diagnostics
Decode
Measure/collect Eng/Ops/Sup Mgnt
Protocol
Engineers/Technicians
Data Solutions
Informational Value
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11. Costs of Not Getting it Right and Keeping it Right
The Cost of Poor Testing
and Lack of Effective Live
Monitoring*
• Fine Tuning
A result of not getting it right the
first time: becomes expensive
with a series of fine tuning
exercises
• Additional Infrastructure
When all else fails because of
not getting it right: add more
hardware
• Fundamental Rebuild
Failed projects result in very
high cost overruns
11 * Source: Customer Experience Foundation 2010

12. Company Overview
• Global headquarters in Bedford, MA USA
• Regional offices in Europe (UK, Italy),
South America (Argentina), and Asia (Japan)
• Regional channel partners across the globe
• Industry pioneer, originally as Hammer Technologies,
founded 1992
Empirix leads the market in service quality assurance
solutions for new IP communications
Service Quality Assurance
for IP Communications Enterprises Service Providers
Ensure a high quality Assure the quality of your multi-channel, Full end-to-end view to assure the
12 customer experience unified communications environment quality of your multi-protocol networks