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This document is offered compliments of BSP Media Group. www.bspmediagroup.com
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Network Analytics to improve Customer Experience
Domenico Convertino
HP Communication & Media Solutions
Cape Town
November 2013
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
Competitive advantage of OTTs
• Superior Customer Intelligence (Experience & Friendliness)
What do they have
in common
“In a big data world, a competitor that fails to sufficiently develop its capabilities will be left behind.” McKinsey, 2012
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3
Understand Quality of Service as perceived by end user : What data to collect and how to utilize this efficiently? How to extract the key data – in real time – and act on it Make key decision making information available to : Operations Customer care Marketing
?
Target: Complement network centric view with customer QoE view
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
HP Customer Experience Assurance
Network Elements
EMS
Probes
Network Intelligence
Customer Experience
Customer Intelligence
Per
form
ance
M
gt
Co
un
ters
Rea
l Tim
e T
ran
sact
ion
s
Log
s
SN
MP
xDR
s
Map
pin
g
file
Application Value Packs
Real Time Aggregation &
Rules Engine
Real-time Dashboards & Reports
Ready to use KPIs/KQis Packs
Out-of-the-box applications
Continuous data analysis & correlation
Alerting and Actuation
Open platform
Multi-dimensional subscriber profile
Massively Parallel Processing platform and distributed atastore
− Complex Event Processing
− In-data store streaming analytics
− Self-learning analytics
− Distributed off-the-shelf HW no SAN
Network & IT collectors
Collect
Analyze
Actuate
OSS
BSS
Integrate
Functional Architecture
Other enrichment
sources
Alert
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Ops CRM Planning Marketing CxO
Across all organizational layers and functions
HP CEA for Increased CEM Maturity
CRM integration & related business
processes
Marketing related business
processes
Network planning integration &
business process
NOC integration & related business
processes
Executive related business
processes
CEM KBIs for CRM CEM KBIs for
Marketing
CEM KBIs for network planning & Policy Control
CEM KBIs for operations
Executive CEM KBIs
CRM Reports
Marketing reports
Reports for network planning & Policy Control
Reports for operations
Reports for executives
Executive Dashboard
Report Suite
Integration, Processes
Unlock the value of your data, understand your end users’ actual experience, and gain insight into service performance and network health to optimize your processes and improve your customers’ experience
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
HP has next-generation capabilities to synthesize data in systems and the network
Actual customer experience can be modeled & measured
Customer Experience
Data Bearer 1. Attach Failure Rate 2. APN DNS Resolution Time & Failure Ratio 3. Internet DNS Resolution Time & Failure Ratio 4. PDP Context activation time 5. Round-trip times 6. Effective down/uplink throughput
File Sharing 1. Attach Failure Rate 2. Non-accessibility Ratio 3. Session Failure Ratio 4. Upload/Download Rate 5. Cut-off Ratio
Email 1. Non-accessibility
Ratio 2. Session Failure ratio 3. Upload/Download
Rate 4. Cut-off Ratio
Browsing 1. Session failure
Ratio 2. Time to load page 3. Mean Data Rate 4. Cut-off Ratio
Voice & SMS 1. Call set-up (Mo/MT) 2. ABR / ASR 3. Dropped calls (MO, MT) 4. Call duration 5. Roaming (in/out) 6. Speech Quality
Streaming 1. Non-accessibility
Ratio 2. Session Failure ratio 3. Upload/Download
Rate 4. Cut-off Ratio
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
Visibility and insight to customer experience benefits different business units
Powering marketing, care and network
Customer Experience
Experience Quantified 3 Major Application Dimensions
Marketing
Network Engineering
Customer Care, Network Operations
Customer Intelligence Profiling: Who, What, When and Where?
Network Intelligence Customer use and spend vs. network
Customer Experience Granular view of transactions
One single tool for voice and data providing a coherent customer picture
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
Use Case Categories
Improved Customer
Experience
CEA for operations How CEM can improve operational capability
CEA for customer care Providing granular visibility into customer transactions
CEA for network planning and policy Optimizing decisions based on customer experience
CEA for marketing Customer insight maximizes revenue potential
CEA for executive decision making Enabling visibility and control for CxOs and other executives
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
HP unique key differentiators
Better TCO •No need for third party database software • Commodity HW & storage • Non linear pricing to Network traffic
Innovative Solution, in production at several customers for more that a year • Complex Event Processing , In-memory streaming analytics,
distributed data store •Open platform • Truly multi-vendor, end-to-end umbrella
HP as global company • IT/Telco product and skills •OSS/BSS competence •Global presence
Business Outcomes*
• SmartPhone ARPU +10%
• High ARPU Subs churn - 25%
• CSR Mean Hold Time -50%
• Cost to fix OTT/Partner Svcs -80%
* Related to Network Issues
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you !