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
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INTRO
QoE & QoS in performance management
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network performance management no longer
sufficient, need to focus on QoE & cost
CUSTOMER
EXPERIENCENETWORK
EXPENDITURES
Is there anything more important ???
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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
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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
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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”
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PM CHALLENGE 1:
CTO & CMO teams
not always fully aligned
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“network is excellent…” “…customers not satisfied”
???
Common language and business objectives often missing
typical answers when asking
“How is the business?”
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PM CHALLENGE 2:
network performance & customer experience
not always happily married
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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
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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
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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
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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
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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
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MNO
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MNO
17
MNO
18
MNO
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MNO
20
Web Browsing Waiting Time [s] YouTube Buffering Time [s]
correlation indeed exists…alongside orthogonality
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PM CHALLENGE 4:
tooling often not fully
supporting business objectives
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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?
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OMNITELE VISION:
requirements for proper customer centric PM
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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
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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
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tickets coverage plots
churn
complaintsplanned sitespopulation
landmarks
number porters
Case
Wataniya
case example: customer centric
optimisation area prioritisation
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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
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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
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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
