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Customer Centric Performance Managementomnitele-com.s3. · PDF file Customer Centric Performance Management Mikko Valtonen, Omnitele IQPC Mobile Network Performance Management Summit

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  • Customer Centric Performance Management Mikko Valtonen, Omnitele

    IQPC Mobile Network Performance Management Summit 02 - 04 June 2014 | The Kensington Close Hotel | London UK

  • ©Omnitele Ltd. 2014 2

    our company

    PIONEERING founded in 1988 to design and rollout world’s first GSM network, 1000+ projects in 80+ countries since then

    INDEPENDENT owned by Finnish telecom investors, independent of all operator groups and equipment vendors

    CONSULTING consulting and professional services for telecom service providers and regulators

    technology strategy

    design and optimisation

    audit and benchmark

    performance management

  • ©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

    A G

    E N

    D A

  • ©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 EXPERIENCE how well service quality meets expectations?

    QUALITY OF SERVICE measured application/service KPIs

    NETWORK PERFORMANCE capacity, 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 sms completion 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 = 10s Initial 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

    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] 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

    ++

    network optimisation & 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

    OSS alarms CDR logs complaints site database benchmark data configuration data problem tickets QoE surveys drive tests CEM data churn CRM

    strategy NW design

    NW optimisation customer 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 missio

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