CellMining SON bock diagram - s3.amazonaws.coms3.amazonaws.com/JuJaMa.UserContent/f6969b30-5baa-4c05-84ab-afb48d5…PROPRIETARY INFORMATION © 2016 CELLMINING. All Rights Reserved

PROPRIETARY INFORMATION © 2016 CELLMINING. All Rights Reserved.

CEM-based SON Advanced Use Cases

Oct 2016


Agenda

Novel Approach for Subscriber Centric SON

Highway Optimization

Dynamic Traffic Steering

Revenue Increase & Churn Reduction

Summary


A Few Minutes of Subscriber Experience

Sub 1: CS Call Started8:00:00Site A - 3G

Sub 1: Call Dropped8:00:50Site A - 3G Drop

Sub 1: Tracking Area Update8:01:40Site B - 4G

Sub 1: YouTube Session8:02:20Site C - 4G

Sub 2: WebEx Started8:00:25Site B - 4G

Sub 2: Call Started 8:02:35Site B - 4G – CSFB – 3G

Sub 2: Call Dropped8:04:45Site B – CS 3G - Drop

Construct subscriber communication flows and map all service requests (Voice, Data)

E

C D

A

B

Sub 1: Session Ended8:03:10Site D - 4G


Why Highway Optimization?

Despite high investment in infrastructure, traffic of speedy subscribers poses technical mobility challenges and highways account for relatively high DCR

For highway subscribers, call and data disconnections are strong negative experiences• Even if affected a fraction of their journey• Especially when it’s a recurring pattern

Negative Customer Experience for Highway Subscribers

But MNOs don’t analyze drop directions, and cannot single out highway-trafficproblems from non-highway ones

Highway optimization singles out mobility problems of speedy subscribers and treats them without impacting experiences of static subscribers


SON Analysis per Road Segment

Additional KPIs for Highway Optimization

Precision subscriber-centric analytics with robust SON actions

Traffic per road direction

Single out driving traffic

Breakdown per road Segment

Quality KPI per road segment

Was the subscriber

headed North or South?

Did the call drop when

driving?

On which granular part of

the road did the call drop?

QoE indicators e.g: video

streaming? Clear voice?


Cell Level Analysis of Correlating Traffic Directions to Roads


Optimization Use Case (Closed-Loop)

Average quality of service (DCR) on 10 roads

50M SubscribersHuawei/Nokia2G-3G


Optimization Use Case (Open-Loop)55M SubscribersNokia2G-3G-4G


What is Traffic Steering?

A SON balancing act

Widespread adoption

(of new network technologies)

AGAINST

Subscriber Quality of Experience

(while on latest network technology)

• Users enjoy best possible use of their handsets and devices

• Faster data services and better voice quality

• MNOs capitalize better on investment in new network infrastructure

• Improve subscriber experience and new revenue opportunities


What Does Traffic Steering Mean?

3G-4G SteeringMethod: optimize hysteresis parametersWhat is achieved:1. Retains LTE devices longer time on VoLTE-enabled 4G networks2. Reduces 3G-4G ping-pong effect on non-VoLTE 4G network

2G-3G SteeringMethod: Optimize RSCP ThresholdsWhat is achieved:1. Keeps 3G phones longer on UMTS network2. Frees up GSM resources otherwise taken by 3G devices

2G-only phone

3G-2G phone

4G-3G-2G phone

Validation Methods1. Network Capacity and Quality KPIs from PM2. Low Quality Call Rate per affected networks and devices3. Device type per network and band


Case Studies – Tier-1 Operator (Europe)

Unique CDR-based Customer Experience KPIs

3𝐺 𝑈𝑒 𝐿𝑜𝑎𝑑 𝑜𝑛 2𝐺 % =2𝐺 𝐶𝐷𝑅𝑠 𝑜𝑓 3𝐺 𝑃ℎ𝑜𝑛𝑒𝑠

𝐴𝑙𝑙 2𝐺 𝐶𝐷𝑅𝑠

Results:Improved CX KPIs Improved customer Experience for data services.

3𝐺 𝑈𝑒 𝑜𝑛 2𝐺 (%) =2𝐺 𝐶𝐷𝑅𝑠 𝑜𝑓 3𝐺 𝑃ℎ𝑜𝑛𝑒𝑠

𝐴𝑙𝑙 𝐶𝐷𝑅𝑠 𝑜𝑓 3𝐺 𝑃ℎ𝑜𝑛𝑒𝑠

• 3G phones using 2G Network (%) • Load on 2G caused by 3G phones (%)

35M SubscribersEricsson/Nokia2G-3G


Case Studies – Tier-1 Operator50M SubscribersHuawei/Nokia2G-3G


35M SubscribersEricsson/Nokia2G-3G-4G

More than 12%increase (3T byte)

Benefits of Dynamic Traffic Steering

Case Study: Traffic Steering (35M Sub operator)


Concentration of High B2C on Cells

• Business Objective: High ARPU protection

• Business Impact: calculated under Churn Reduction and Improved CX theme

• Benefit: prioritized maintenance for cells with poor KPIs

• Deliverable:

• Sorted list of dominant cells for the High B2C group

• Group is imported from Marketing lists and reflected in the system


Cells with Dominant Subscriber - Data Spammers


Spammer Impact on Other Subscribers Using the Cell


Cells with Dominant Subscriber – Data Hoggers


Dominant Subscribers – Data Hoggers

• Business Objective: ARPU Increase

• Business Impact: Calculated under Revenue Generation

• Benefit: identify subscribers with abnormal data consumption patterns

• Remove impact on other subscribers on same cell

• Upgrades to data plans

• Sell small cells

How do Verizon and T-Mobile handle hoggers?


Low utilization subscriber analysis• Business Objective: Churn Reduction & Improved CX

+ Revenue Generation

• Business Impact: under both themes above

• Benefit: root cause investigation for subscribers likely to churn (reduced plan utilization)


Low utilization subscriber analysis (cont)

Low utilization analysis is a starting point for additional investigation workflows

VIP

>

Worst Cells Device Performance Coverage NPS

Are there VIPs in the list?

Are these subscribers served by poor

performing cells?

Is there a dominant device impacting the

utilization?

Does lack of 3G/LTE coverage correlate

with poor utilization?

Does low utilization turn subscribers to

detractors?

Care to contact VIPs Optimize NetworkDevice upgrade or

replacement campaignImprove coverage,

build new BSReduce bundle to

improve CX

Substantial revenue losses?

• CellMining’s unique User Centric data analysis delivers actionable subscriber network experience

• 24/7 subscriber-cell-device correlation

• Probe-and trace-free solution dramatically reduces cost of ownership


Thank You


Verizon and T-Mobile act against heavy data users

http://www.fiercewireless.com/wireless/confirmed-verizon-to-disconnect-heavy-data-users-who-don-t-move-from-unlimited-plans

http://www.wsj.com/articles/t-mobile-cracks-down-on-heavy-data-users-1441963980

http://www.fiercewireless.com/wireless/confirmed-verizon-to-disconnect-heavy-data-users-who-don-t-move-from-unlimited-plans

http://www.wsj.com/articles/t-mobile-cracks-down-on-heavy-data-users-1441963980

Documents

CellMining SON bock diagram - s3.amazonaws.coms3.amazonaws.com/JuJaMa.UserContent/f6969b30-5baa-4c05-84ab-afb48d5…PROPRIETARY INFORMATION © 2016 CELLMINING. All Rights Reserved