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

1. Broadband World Forum
2011
27th - 29th September
Meeting User Service
Expectations end-to-end
Alberto Boaventura

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 2010
Network Architecture and Technology - Network Planning Area

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. 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. 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. 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. 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. 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. Customer Expectation
Users and devices have different requirements which could
be explored more efficiently. And for Mobile Network
Services, new requirement dimension: Location
Network Architecture and Technology - Network Planning Area

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. 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 Management
Network Architecture and Technology - Network Planning Area

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. 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 customer's 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. 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. 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
individually
Network Architecture and Technology - Network Planning Area

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. 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 Fiedler
Network Architecture and Technology - Network Planning Area

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
QoSn
Network Architecture and Technology - Network Planning Area

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., 2010
Network Architecture and Technology - Network Planning Area

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
Data
Network Architecture and Technology - Network Planning Area

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

Point
Network Architecture and Technology - Network Planning Area

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 Network
Network Architecture and Technology - Network Planning Area

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. Thanks!
Q&A
Alberto Boaventura
alberto@oi.net.br
+55 21 8875 4998