Customer Centric Performance Managementomnitele-com.s3.frantic.com/2014/07/Omnitele... · Customer Centric Performance Management Mikko Valtonen, Omnitele IQPC Mobile Network Performance

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


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


INTRO

QoE & QoS in performance management


network performance management no longer sufficient, need to focus on QoE & cost

CUSTOMER EXPERIENCENETWORK

EXPENDITURES

Is there anything more important ???


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


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


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”


PM CHALLENGE 1:

CTO & CMO teams not always fully aligned


“network is excellent…” “…customers not satisfied”

???

Common language and business objectives often missing

typical answers when asking “How is the business?”


PM CHALLENGE 2:

network performance & customer experience not always happily married


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


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


0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0


Web browsing waiting time [s]

5s


WWW Browsing – 2/20 OK


0.0

2.0

4.0

6.0

8.0

10.0

12.0


YouTube Buffering Time [s]


YouTube Streaming – 8/20 OK

3s



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


PM CHALLENGE 4:

tooling often not fully supporting business objectives


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 VISION:

requirements for proper customer centric PM


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


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


tickets coverage plots

churn

complaintsplanned sitespopulation

landmarks

number porters

Case Wataniya

case example: customer centric optimisation area prioritisation


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


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


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.


CONTROL QoE driven performance management

Omnitele QoE management services

IMPROVE customer experience optimisation

ASSESS customer experience benchmark


maximised customer experienceminimised network cost

w w w . o m n i t e l e . c o m

http://www.omnitele.com/

http://www.omnitele.com/

Documents

Customer Centric Performance Managementomnitele-com.s3.frantic.com/2014/07/Omnitele... · Customer Centric Performance Management Mikko Valtonen, Omnitele IQPC Mobile Network Performance