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Customer Centric Performance ManagementMikko Valtonen, Omnitele
IQPC Mobile Network Performance Management Summit02 - 04 June 2014 | The Kensington Close Hotel | London UK
©Omnitele Ltd. 2014 2
our company
PIONEERINGfounded in 1988 to design and rollout world’s first GSM network, 1000+ projects in 80+ countries since then
INDEPENDENTowned by Finnish telecom investors, independent of all operator groups and equipment vendors
CONSULTINGconsulting and professional services for telecom service providers and regulators
technologystrategy
design andoptimisation
audit andbenchmark
performancemanagement
©Omnitele Ltd. 2014 3
ABOUT
Omnitele in Short
INTRODUCTION
QoE & QoS in performance management
TODAY
Typical MNO challenges in PM processes
FUTURE
Requirements for proper customer centric PM
AG
EN
DA
©Omnitele Ltd. 2014 4
INTRO
QoE & QoS in performance management
©Omnitele Ltd. 2014 5
network performance management no longer sufficient, need to focus on QoE & cost
CUSTOMER EXPERIENCENETWORK
EXPENDITURES
Is there anything more important ???
©Omnitele Ltd. 2014 6
what are QoS and QoE?
QOE DEPENDS ON…
expectations
branding
socio-economics
price
customer care
retail shop location
billing accuracy
end-user QoS
network
service
device
QoE
brand
price
QoS
expectations
PM focus
©Omnitele Ltd. 2014 7
QUALITY OF EXPERIENCEhow well service quality meets expectations?
QUALITY OF SERVICEmeasured application/service KPIs
NETWORK PERFORMANCEcapacity, coverage, delay, packet loss…
RSCP Ec/N0 latency jitter packet loss RSRP RLC throughput RSRQ
RAB setup success rate modulation coding TX power G-factor Channel C/I
Timing Advance Mobile TX Power Voice Codec Usage Handover Success Rate
MCS Usage Distribution Time Slot Utilization Block Error Ratio Active Set
Size SHO Success Rate ISHO Success Rate CQI E-DPDCH Throughput PDSCH
modulation MAC DL BLER MAC UL BLER MAC UL Retransmission Rate
call setup time call completion rate sms send time smscompletion rate file transfer time www page waiting time www
page success rate video buffering time video setup success rate
QoE, QoS and network performance related and quantified
©Omnitele Ltd. 2014 8
0%
5%
10%
15%
20%
25%
30%
35%
40%Initial buffering time = 10sInitial buffering time = 3s
Omnitele QoE survey 2014 (N=200):
10s vs 3s YouTube time-to-content
Do you know your subscriber expectations and available QoS?
43% happy
16% happy
“out of my tolerances”
“too slow, annoying”
“a bit too slow”
“acceptable”
“very fast”
©Omnitele Ltd. 2014 9
PM CHALLENGE 1:
CTO & CMO teams not always fully aligned
©Omnitele Ltd. 2014 10
“network is excellent…” “…customers not satisfied”
???
Common language and business objectives often missing
typical answers when asking “How is the business?”
©Omnitele Ltd. 2014 11
PM CHALLENGE 2:
network performance & customer experience not always happily married
©Omnitele Ltd. 2014 12
Vodafone higher bitrate,but KPN faster YouTube
0
10
20
30
40
T-Mobile Vodafone KPN
bitrate [Mbit/s]
big difference in NW performance…
0
0.5
1
1.5
2
T-Mobile Vodafone KPN
buffering time [s]
…thin margins in customer experience
4G smartphone benchmark in Netherlands, 2014
©Omnitele Ltd. 2014 13
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
MNO 1 MNO 2 MNO 3 MNO 4 MNO 5 MNO 6 MNO 7 MNO 8 MNO 9 MNO 10 MNO 11 MNO 12 MNO 13 MNO 14 MNO 15 MNO 16 MNO 17 MNO 18 MNO 19 MNO 20
File transfer throughput [Mbps]
5Mbps
Omnitele Customer Experience Benchmark (Roaming QoS 2014)
Email Download – 7/20 OK
©Omnitele Ltd. 2014 14
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
MNO 1 MNO 2 MNO 3 MNO 4 MNO 5 MNO 6 MNO 7 MNO 8 MNO 9 MNO 10 MNO 11 MNO 12 MNO 13 MNO 14 MNO 15 MNO 16 MNO 17 MNO 18 MNO 19 MNO 20
Web browsing waiting time [s]
5s
Omnitele Customer Experience Benchmark (Roaming QoS 2014)
WWW Browsing – 2/20 OK
©Omnitele Ltd. 2014 15
0.0
2.0
4.0
6.0
8.0
10.0
12.0
MNO 1 MNO 2 MNO 3 MNO 4 MNO 5 MNO 6 MNO 7 MNO 8 MNO 9 MNO 10 MNO 11 MNO 12 MNO 13 MNO 14 MNO 15 MNO 16 MNO 17 MNO 18 MNO 19 MNO 20
YouTube Buffering Time [s]
Omnitele Customer Experience Benchmark (Roaming QoS 2014)
YouTube Streaming – 8/20 OK
3s
©Omnitele Ltd. 2014 16
Omnitele Customer Experience Benchmark (Roaming QoS 2014)
WWW and YouTube
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
MNO1
MNO2
MNO3
MNO4
MNO5
MNO6
MNO7
MNO8
MNO9
MNO10
MNO11
MNO12
MNO13
MNO14
MNO15
MNO16
MNO17
MNO18
MNO19
MNO20
Web Browsing Waiting Time [s] YouTube Buffering Time [s]
correlation indeed exists…alongside orthogonality
©Omnitele Ltd. 2014 17
PM CHALLENGE 4:
tooling often not fully supporting business objectives
©Omnitele Ltd. 2014 18
according to omnitele market survey 2013…
most MNOs have 2-5 PM tools, others with >10
42% not satisfied, often desire tighter integration
0%
20%
40%
60%
80%
100%
1 2-5 6-10 >10
HOW MANY PM TOOLS USED ON
DAILY BASIS?
0%
20%
40%
60%
80%
1 2 3 4 5
EFFECTIVENESS & USABILITY OF YOUR
PM TOOLING?
“Wholly I'm satisfied, but commonly the main problem is integration. Have to look at single tool at a time.”
“The tools should be more integrated and it would be nice to be able to use a single platform to control all 5 tools.”
HOW TO IMPROVE EFFECTIVENESS &
USABILITY?
©Omnitele Ltd. 2014 19
OMNITELE VISION:
requirements for proper customer centric PM
©Omnitele Ltd. 2014 20
CEM umbrella tightly integrated into performance management process
CTO targets defined by CMO team & CEM
process
NW built for high usability of popular
services & apps
CEM initiative only considers e.g. HR &
customer care
NW built for EcN0, RSRP & RAB setup
success rate
©Omnitele Ltd. 2014 21
PM aware of QoE targets & QoS drives development accordingly
turn QoE targets into NW performance targets,
follow-up actions
PM PROCESS NPO ACTIONS
++
networkoptimisation & expansions
QoE TARGETS
customers, apps, devices, time,
location
©Omnitele Ltd. 2014 22
tickets coverage plots
churn
complaintsplanned sitespopulation
landmarks
number porters
Case Wataniya
case example: customer centric optimisation area prioritisation
©Omnitele Ltd. 2014 23
tooling: single platform to access all relevant data for all departments
OSSalarmsCDR logscomplaintssite databasebenchmark dataconfiguration dataproblem ticketsQoE surveysdrive testsCEM datachurnCRM
strategyNW design
NW optimisationcustomer care
marketing
DATA INFORMATION ACTIONS
©Omnitele Ltd. 2014 24
PM PROCESS GUIDELINES FOR CTO TEAM
1. target: secure customer satisfaction with minimum investments
2. focus: future and next steps, not current network status
3. result: sufficient lead time for corrective improvement actions
©Omnitele Ltd. 2014 25
thank you for your attention!
questions
©Omnitele Ltd. 2014 26 w w w . o m n i t e l e . c o m
why we exist
Omnitele is an international telecommunications consulting and engineering company. We provide services for telecom operators and regulators in domains of network strategy, design and quality assurance. Our mission is to maximise mobile subscriber quality of experience and minimise operator network cost.
track record
We have solid track record and over 25 years of experience in telecoms industry. The company was founded in 1988 to set up world’s first GSM operator and network. Since then we have completed 1000+ projects in 80+ countries.
presence
Our headquarters is located in Helsinki, Finland. We have local presence in the Netherlands and the Hashemite Kingdom of Jordan. Our company is owned by Finnish telecom investors and we are independent of all international operators and telecom network infrastructure equipment vendors.
omnitele way
Our unique way of working sets us apart from the competition. We call this the Omnitele Way: being Straightforward, Trusted and Intelligent. We deliver tangible results and ensure excellent Omnitele Experience.
©Omnitele Ltd. 2014 27
CONTROL QoE driven performance management
Omnitele QoE management services
IMPROVE customer experience optimisation
ASSESS customer experience benchmark
©Omnitele Ltd. 2014 28
maximised customer experienceminimised network cost
w w w . o m n i t e l e . c o m
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