Copyright© 2006 Telcordia Technologies, Inc.

Are You Delivering Quality Service?

APNOMS 2006Busan, Korea

September 27-29, 2006

Dr. Ed PinnesTelcordia Fellow & Executive Director

Service Assurance ArchitectureTelcordia Technologies

epinnes@telcordia.com+1-732.699.4274Now, real transformation is within your reach

Ed Pinnes – APNOMS 2006 Quality Service - 2Copyright© 2006 Telcordia Technologies, Inc.

Agenda• The Opportunity of Convergence• The Role of Service Quality Management (SQM)• Measuring and Managing Quality for IP-Based Services• The Time is Right

Are You Delivering Quality Service?

Ed Pinnes – APNOMS 2006 Quality Service - 3Copyright© 2006 Telcordia Technologies, Inc.

Wireless

Convergence is Creating Intense Competition… and Opportunities

Peer to Peer Peer to Peer Suites

AOL, Microsoft, GoogleVonage

Traditional VOIP

Wireline

Cable

New Media

Ed Pinnes – APNOMS 2006 Quality Service - 4Copyright© 2006 Telcordia Technologies, Inc.

Service Quality Management Creates Value

New services involve complex interactions– Multiple network and application domains– Service Guarantees – internal and external– Service centric management

New Sources of Revenue – New services are key for success– Service quality = high service uptake– IP based services will drive ARPU

Churn – the single largest cost?– High cost of customer acquisition– Competition on all fronts – Quality of Service almost always cited as a

major factor

Ed Pinnes – APNOMS 2006 Quality Service - 5Copyright© 2006 Telcordia Technologies, Inc.

The Three-Dimensional ViewFrom Network Mgmt to Service Quality Mgmt

Transform Your Service Assurance to a three dimensional view: Network, Service, and Customer

Service View

Customer View

Network View

SQM

“It was previously assumed that if a service provider had good control over the network, services were automatically good…

Best effort was considered sufficient…

Times have changed.”

Olga Yashkova, Frost and Sullivan, Aug 2006

Ed Pinnes – APNOMS 2006 Quality Service - 6Copyright© 2006 Telcordia Technologies, Inc.

Service Quality Management in eTOM

OPERATIONS

C U S T O M E R

STRATEGY, INFRASTRUCTURE & PRODUCTStrategy &Commit

InfrastructureLifecycleManagement

ProductLifecycleManagementMarketing & Offer Management

Supply Chain Development & Management

Resource Development & Management

Service Development & Management

OperationsSupport &Readiness

Fulfillment Assurance Billing

Supplier/Partner Relationship Management

Resource Management & Operations

Service Management & Operations

Customer Relationship Management

ENTERPRISE MANAGEMENT

Financial & AssetManagement

Disaster Recovery,Security & FraudManagement

Human ResourcesManagement

Research & Development& Technology Acquisition

Enterprise Quality Mgmt,Process & IT Planning &Architecture

Stakeholder & ExternalRelations Management

Brand Management,Market Research &Advertising

Strategic & EnterprisePlanning

SQM

Ed Pinnes – APNOMS 2006 Quality Service - 7Copyright© 2006 Telcordia Technologies, Inc.

What Is VoIP Quality?How can you measure Call Quality?

• Subjective Testing, e.g. live listeners determine Mean Opinion Score (MOS)

• Sample-Based Objective Testing, e.g. perceptual-based techniques such as ITU-T P.862 (PESQ)

• Non-Intrusive Monitoring, e.g. statistical-based techniques such as ITU-T P.563

What Can Impact VoIP Quality? IP Network Problems: jitter, packet loss, delay Configuration and Signaling Problems: routing configuration, bandwidth allocation, capacity engineering Telephony Interface Problems: echo, signal level

What is Call Quality?• Listening Quality • Conversational Quality• Service Quality

Ed Pinnes – APNOMS 2006 Quality Service - 8Copyright© 2006 Telcordia Technologies, Inc.

What Is IPTV Quality?

• Picture Quality •Transport Level (MPEG-2 )•Perceived Picture Quality (End to End VQM)

• Frozen & Skipped Video Frames• Zap Time (Channel Change Delay)• Control Command Response Time (Play, FFWD etc)• Massive STB Start up• Audio-to-Video Sync Delay• Authentication Errors

IP/MPLSNetwork

N-PENxGigE

VOD VLAN(Per Subscriber 2)

802.1Q/P

Broadcast TV

1 VLAN

RG STB

STB

Video Headend

VHE)

GigENetworkSiSi SiSi

VOD Server Farm

Video Hub Office

(VHO)

NxGigEADSL2+

VLAN Path

Service Path

VPLS ATMPVC

VOD + B-cast Customer

VOD + B-cast Customer

Broadcast Customer

Original Image Blurring

Tiling Edge Noise

Ed Pinnes – APNOMS 2006 Quality Service - 9Copyright© 2006 Telcordia Technologies, Inc.

Reality of Service Quality

Multiple variables affect end-to-end quality– Network performance– Server and application performance– Device performance

Impacts– OpEx and CapEx– Customer satisfaction– Market share, revenue & profitability

Service Quality

= + +

Ed Pinnes – APNOMS 2006 Quality Service - 10Copyright© 2006 Telcordia Technologies, Inc.

Measure Service Quality

Probes

Service Node

RG/STB

Triple Play Services

Probeor

Embedded

Core IP Network

Content Server

Broadcast Feed

MetroNode

Content Assurance

Content

CableFiberxDSL

Metadata

Service Quality Management

OSS

Courtesy Dr. Mike Hollier

Voice Monitor

Video Monitor

Ed Pinnes – APNOMS 2006 Quality Service - 11Copyright© 2006 Telcordia Technologies, Inc.

Service Quality ProcessWhat do I measure? What does it mean?

Data Sources

Components and sub-components are sources of data

Examples:

Softswitch

Trunking Gateway

Signaling Gateway

VoIP “sniffer”

Probe

Ethernet demarc

Management system

KPIs

Key Performance Indicators are collectable measurements

Examples:

Packet ingress / egress counts

Packets received / lost

CPU utilization

Server reachability

Buffer occupancy

Post-dial delay

Ineffective attempts

KQIs

Key Quality Indicators are service-centric; derived from KPIs via a Service Model

Examples:

Packet loss ratio

Average MOS

Call completion rate

% Ineffective attempts

Average Gateway availability

Ed Pinnes – APNOMS 2006 Quality Service - 12Copyright© 2006 Telcordia Technologies, Inc.

Service Quality Management OSS

Transformation Layer

Analysis Engine (Service Models)

Status Views of Service Quality

Service Reporting &Impact Analysis

Multiple AccessClients

Telcordia® Service Director

SdSERVICE

DIRECTOR

Other OSS

Probes and elements and

measure what is going on

Collect and transform data from diverse

sources

Powerful analysis relates

measurements to customer

experience

Real-time status, immediate alerts, and

longer term reports for

management

Ed Pinnes – APNOMS 2006 Quality Service - 13Copyright© 2006 Telcordia Technologies, Inc.

Proactive Customer Notification

Customer Service

Service Operations/Quality Group

Network Operations Center Alarm storm! Access network problems

in Boston!

Degradation of incoming VoIP service at call centers!

VoIP service is degraded, internet is fine.

Corporate Customer Complaint!

Yes, I see you might be experiencing a service

problem. It is with incoming calls to your CSRs and will

be resolved within 15 minutes.

Ed Pinnes – APNOMS 2006 Quality Service - 14Copyright© 2006 Telcordia Technologies, Inc.

Extend SQM Strategy Out to the Devices

What if you could… Understand if device configuration issues impact service usage? Push latest OS versions to handsets over the air? Sample groups of subscribers to better understand their usage

habits? Evaluate high ARPU services (e.g. SMS) for your top selling

handsets? Compare your five best selling handsets to see which services

are most used? Obtain near-real-time performance information regarding new

service launches?

Ed Pinnes – APNOMS 2006 Quality Service - 15Copyright© 2006 Telcordia Technologies, Inc.

SQM – The Time Is Right

The need is here– Competitive environment requires proactive

management of Quality of Experience The affordability is here

– Probes and other key sources of measurements are powerful and affordable

The processing power is here– The ability to crunch diverse available data,

and refine it into focused service-centric and customer-centric management information, is available in OSS today

Ed Pinnes – APNOMS 2006 Quality Service - 16Copyright© 2006 Telcordia Technologies, Inc.

Understand the end customer’s Quality of Experience

Measure and manage the quality you provide to your end users

Know the overall health of your network Proactively solve impending problems Find and fix problem spots Relate measurable quantities to service-

centric criteria via service models Gain an edge in the competitive marketplace

What Can SQM Do For Your Business?

Copyright© 2006 Telcordia Technologies, Inc.

Thank You!