The document discusses the need for customer centric network management in the 21st century. It provides background on JDSU as a global company and outlines how network usage is becoming more complex with greater traffic, more devices, and new applications. The 20th century approach of optimizing network elements alone is no longer sufficient to ensure good customer experience. A new approach is needed that places greater focus on the customer and gains intelligence from the network to improve services and lower costs.

1. Customer Centric Network
Management
Rafael Andrade
Business Development Manager – Latin America

2. Agenda
 Introduction
– JDSU – A global company
– A lot of change… but not enough change…
 The 20th Century – The Age of Network Management
 The 21st Century – The Age of Customer Service Experience
Management
 Conclusions
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

3. JDSU - A Global Company
Employees: 4,600
Locations: 80+ sites globally
Global Presence: 164 countries
Annual Revenue: $1.3B
Index Membership: S&P 500
Leader in LTE test
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

4. Change is Here – More Demand than Ever
By 2015…
767 Quintillion 7 Billion
Bytes of Global IP Traffic * Mobile-Connected Devices *
176 Q in
2009
Quintillion =1018 12B All Connected Devices
18000 91
5 Year Percentage Percentage Share
Growth in Web Video of Video in
Conferencing * Consumer Traffic *
* Source: Cisco 2011JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION
© 2011 JDS Uniphase Corporation
|

5. Change is Here – Complex & Unpredictable Usage
Traffic Devices Applications Protocols
50B
8G 12G 16G FCOE
Cloud devices
by 2020
2G 3G 4G
Source: Ericsson
Mobility
HD 3D CDN IPTV
Media Access
10G 40G 100G
Broadband
Increased Needs for an Intelligent and Relevant Cycle of
Testing, Measuring & Monitoring
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6. Change is Here – What is a Loyal Customer Today?
Customer Complaint Selfcare Handset Availability Services
Handling
Care
• Status Of Inquiry 4 Handset
7 Cost • Handset Availability
• Staff Competence 8
• Time To Resolve • SLAs / VIP monitor
7
• SMS/MMS Quality
• New VAS
Customer Care 9
Effectiveness
12
Mobile Data
Services
17 4 Video Quality
Contract
Structure 2
Video coverage
5
Billing 1 10 13 Data Network
Billing Coverage/
Quality •
• Roaming
• Voice Quality
• Voice Rates Mobile Data Call Costs
• Call Setup Time
• Suitability Rates / Deal Costs
• Data Connection
• Flat Rates
Customer Retention Drivers Impact in % • Success Rates
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

7. Change is Here – Higher Demands on Operators
Adapt to Traffic Explosion while
Creating Services from the Intelligence in the Network
Lower their Enable New
CapEx and OpEx Services..
Exceed Customer Experience…Reduce Churn
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

8. The 20th Century – The Old Age of
Network Management
“My network is more important than the user
experience…”

9. Network Management – Used to be Good Enough
The philosophy here is simple… “if we optimize the network
elements, the overall quality will be good enough”
This philosophy worked
somewhat OK with
simple and predictable
services… not true
anymore
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

10. Network Management – Indirect Customer Experience
Data from incompatible and
biased sources yields to
information latency and
information loss… and no
customer focus
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

11. Network Management – Network Centric Approach
LTE/FemTo
EPC Mobility Interconnect & Roaming
eNode B
Home eNB HLR HSS
PDN-
MME S-GW
GW
UTRAN
Node B
Node B SS7
GPRS/UMTS/CDMA
MSC STP
GSM
Data Content & Services
SGSN GGSN PDSN
BTS
BTS EPC
CDMA App Servers
Mobile VoIP
AN
AN PCRF/
MSC GCF
MGW CSCF PCEF
Server
IPTV & VoD
WiFi/WiMAX
UMA SIG
G/W
MGCF MRF
Fixed Access
Cable/xDSL VoIP Signaling
Access
B-RAS
Node
– Operational barriers… different groups have different goals
– Operations and engineering centered processes & tools
– KPIs for network elements & organizations
– Service KQIs are reactive and not actionable
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION 11

12. The 21st Century – The New Age of
Customer Service Experience
Management
“The customer experience is at the center of all my
operational work…”

13. Customer Management – Customer Centric Approach
• A mechanism in which:
1. User experience is constantly collected
while the costumer is using services on
the network
2. The collected information is used to
understand the user, the applications
and the service behavior at all times
3. The collected information is aggregated
and reported by individual customers
and/or customer groups
4. The information fed to organizations
across the network operator for focused
and relevant corrective action
• In this model, the user experience is at the center of all
operations, engineering and customer care processes
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

14. Customer Management – Customer & Service Centric
SMTP
POP3 Email
Voice /
Blackberry Video Calls
IM / SMS /
Communicate
MMS
Games
Voicemail
Ringtones
Download
Music
Data Access Email
Video
Web What
3G to 2G
FTP Customers Collaborate Blogs
2G to 3G
Inter-RAT File sharing
Want Conference
Calls
HO
3G to Wimax Video from
Setup Box
other Intra SP Video
Other
Social
2G to 2G Media
Intra-RAT Roaming
HO Web
3G to 3G Entertainment
Browsing
Home
Inter SP
service What Games
2G Mobility
Operators
Focus on… Music
3G Capacity
Coverage
Partner Core
networks Network
Others
Optimization SS7 Users just want
IMS
their money’s worth!
Operators tend to focus Transport
on their organizations & Usage
A reliable, high
internal goals And many
others quality service
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

15. Customer Management – Network Heatlh via User Data
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

16. Customer Mgmt – Operators Benefit from User Focus
Customer Services
Care Customer • Handset Analyses
• Less Inquiries Care • Application Aware
• More Proactive • Service Aware
• More User Aware Network /
Service Roaming
Planning
RF
SLAs
Optimization
Billing Network
Fraud / • Relevant Quality
• Less Fraud LBS and
• More billing options
Revenue • Less Impactful
Content
• Better Rates Assurance Outages
• Content Focus
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

17. Customer Management – End to End Process
Knowledge
CSEM
Information
Related Service
Measures Quality
Tools
Raw
Measures Adjust
„Collect + Enrich +
Data
Feed Accessibility
Core Metro Access Devices
Internet
eNB
PSTN The Customer Customer Care Network Ops Marketing
© 2011 JDS Uniphase Corporation | Ethernet
JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

18. Customer Management – End to End Process
The process is comprised of five main elements:
 Where is the impact?
 Who is impacted when?
 Proactive customer retention
 VIP management and SLAs
 Network awareness via customer focus
We must focus on and minimize Customer and
Service Impacting Issues
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

19. Customer Management – Where is the Impact?
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

20. Customer Management – Who is Impacted?
Which APN problem
should engineering
be working on first?
The one that impacts the most
customers, and has the highest
Revenue Loss
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21. Customer Management – Proactive Churn ID
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

22. Customer Management – VIP Management
Example of a Real VIP Dashboard
Operator
VIP 1 VIP 2 VIP 3 VIP 4
Clients who are experiencing poor QoS must be identified and contacted
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

23. Customer Management – Problem Awareness
Top 10 Handsets - Sorted by Volume of SMS
SMS SMS
SMS Submit Success Rate
Volume Submit Delivery Vendor I, 39%
Device
of SMS Success Success Vendor A, 87%
Rate Rate
Vendor H, 96%
725077 78% 98%
Vendor A 204287 87% 99%
Vendor B, 91%
Vendor B 172816 91% 99%
Vendor G, 44%
Vendor C 118857 98% 100%
Vendor D 66501 21% 96%
Vendor E 63470 92% 97%
Vendor F 43507 97% 91%
Vendor F, 97% Vendor C, 98%
Vendor G 35543 44% 71%
Vendor H 12542 96% 100%
Vendor D, 21%
Vendor I 7554 39% 87% Vendor E, 92%
Why is engineering working on problems that cannot be improved via
network improvements or optimization?
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

24. Conclusions

25. Conclusions
 Consumers today have different loyalty criteria
 The increase, complexity and unpredictability of network
traffic today calls for new methodologies and solutions
 Customers need to be at the center of all efforts for the
operator
 Organizations and processes must change in order to focus
on the end customer
 This is not some crazy marketing dream… it is real…
and JDSU has the experience and solutions that prove
this possible today
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

26. Conclusion – JDSU is a True E2E Solution Provider
JDSU KPIs & Alarms 1. What‟s going on?
• JDSU Core Monitoring – Alarms and KPIs
• Trouble Tickets
JDSU Session Analysis 2. First Level Drill
Down
• Core vs Access
• Service vs Network
6. Continuous Analysis
• Is this happening elsewhere?
• Handset Analysis
• VIP Grouping Customer
JDSU Reporting Centric
Process JDSU Signaling Test 3. Root Cause
• Core Details
• Access Details
• Service Details
JDSU Drive Test
5. Fix the problem!
4. Root Cause
• Radio Details
© 2011 JDS Uniphase Corporation | JDSU CONFIDENTIAL AND PROPRIETARY INFORMATION

27. Thank You for Your Attention