Customer Experience Management (OSS

– focused) – MTS Russia implementation

Sergey Bougaev Project Supervisor at Mobile TeleSystems

21st November 2013

Agenda

Goals and challenges:

• improve customer experience by transforming traditional resource-

centric network management into service and customer service-centric

management

• establish pro-active service incident management

• introduce business oriented, customer service centric view of network

quality

Milestones:

• OSS structured transformation – transition from the network layer

through the service layer up to the Customer Layer

Current picture of achieved transformation

• How different departments take advantage of SQM/CEM solution –

examples of SQM/CEM usage

Further plans

2

Agenda

Goals and challenges:

• improve customer experience by transforming traditional resource-

centric network management into service and customer service-centric

management

• establish pro-active service incident management

• introduce business oriented, customer service centric view of network

quality

Milestones:

• OSS structured transformation – transition from the network layer

through the service layer up to the Customer Layer

Current picture of achieved transformation

• How different departments take advantage of SQM/CEM solution –

examples of SQM/CEM usage

Further plans

3

MTS Group

One of the leading telecommunication

groups in Russia, Eastern Europe and

Central Asia

More than 100 mln mobile subscribers

8 Macro-regions in Russia

Project names: NGSA (Next Generation

Service Assurance) and extPM (extended

Performance Management)

Main tools in GNOC (Global Network

Operation Centre)

4

MTS Challenges and expected

solutions

• Limited visibility of technology resources in service chain

SQM/CEM enables visibility of customer (mainly probing) and service

layers

– assuming no access to PM data from access layer, focusing on

monitoring of the services based on core network elements

– monitoring of gateways/ interfaces/ connections, thus controlling

application layer as well

• Keeping operational control over the services delivered to customer

monitoring of services instead of resources (both NGSA and

combined SQM/CEM)

– controlling if users are using the service, if it works, and how they use it

5

MTS Challenges and expected

solutions

• Limited capabilities in terms of financials and HR

– high level of automation (monitoring of selected customers, VIPs)

– proactive approach (tackling the issue before it becomes visible to the

user, e.g., prediction algorithms, statistical computation)

• Management Layer/OSS flexibility and platform openness

– open architecture, documented APIs

– scalable and extendable

• Service/Products Lifecycle shortening

– instant configuration of services and monitoring options by the system

users – no need for assistance from Comarch side

– thanks to friendly and intuitive GUI huge reduction of time needed for

service configuration and enabling of service monitoring

6

Agenda

Goals and challenges:

• improve customer experience by transforming traditional resource-

centric network management into service and customer service-centric

management

• establish pro-active service incident management

• introduce business oriented, customer service centric view of network

quality

Milestones:

• OSS structured transformation – transition from the Network layer

through the Service layer up to the Customer Layer

Current picture of achieved transformation

• How different departments take advantage of SQM/CEM solution –

examples of SQM/CEM usage

Further plans

7

OSS structured transformation -

achievements

Resource Management

2011 2012 2013

Next steps

Service Management

Customer Management

NGSA introduction Unification of OSS

landscape

Product selection Comarch NGSA

2014

GNOC Launch Centralization of

network monitoring

Corporate Customers Enterprise use cases

implementation

SQM/CEM introduction Continuation towards the calculation of impact on

customer layer

PM Introduction Centralization of network quality

monitoring

8

OSS structured transformation Main causes…

Technical driven causes

• Operators wasted their time for routine tasks

• Lack of automation

• Lot of time wasted for the management of alarms that are not important

• Operators had to use additional systems to get information about

resources, hardware, connection, alarms, actual state of the resource,

other vendor specific data, etc.

• Decentralized monitoring structure

• Each MR had specific structure and division of responsibilities

• OSS systems landscape differed between MR (lack of standarization,

difficult to maintain)

• No common approach to network monitoring

9

OSS structured transformation …and goals of the project

Main goals of the project

• Unification of OSS landscape

• Transformation from existing legacy, silos based OSS systems to the

NGOSS environment

• The implementation of unified umbrella solution in assurance area

above different NEM/EMS systems distributed over the whole Russia

• The introduction of Service layer and the definition of dependencies on

the network layer

• Standardize and minimize the amount of alarms

• Ensure the correct performance of the network and delivery of sold

services

10

OSS structured transformation Scope of NGSA project

Convergent solution based on the following modules:

• Comarch Next Generation Service Assurance (NGSA)

• Fault Management

• Service Monitoring

• OSS Process Management

• Comarch Service Inventory (SI)

• Comarch SLA Monitoring (SLAM)

Comarch’s responsibilities:

• the analysis and implementation of above modules

• consulting services in order to centralize network operation

• participation in the process of defining the concept of centralized NOC

as well as in the realization process 11

OSS structured transformation NGSA project results

The centralized network monitoring platform:

• One umbrella system for all Alarms

• Alarm enrichment with NE, Location and Customer Details

• Alarm reduction by suppression & correlation

• The additional prioritization of alarms according to the importance of

specific devices

• Impact analysis by use of service affecting alarms via service and

customer models

The standardized operator’s work environment

• One system – one GUI (Operators View)

Automation of routine and time consuming tasks

• Semi and automatic triggering of TT creation, update and close

• One click actions perform on NEs (scripts embedded and run directly

from the NGSA GUI)

12

OSS structured transformation Scope of GNOC project and results

OSS organizational structure transformation:

• Centralization of network monitoring

• Establishment of new processes

• Establishment of new positions

• Reorganization of working groups

13

OSS structured transformation Use cases implementation

Movement profile of subscribers

Modification of Alarm Priority based on the weighted average of

Number of observed subscribers in Cell area

Monitoring of static GPRS devices

Calculation of SLA related KPIs for Enterprise customers

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Movement profile of subscribers

15

Enterprise area monitoring

16

SLA monitoring

17

OSS structured transformation SQM/CEM introduction

• Building unified NGOSS Platform by:

– Continuation towards the calculation of impact on customer and

resource-facing services by giving insight into customer perception

covered by implementation of:

• Comarch SQM

• Comarch CEM

• Comarch PM

18

Use Case flow

19

DATA collection

• XDRs used as an input by CEM system

• Current: ISUP, CAP, MAP, BICC, INAP, IuPS, Gn control and

user plane, Gp, Gb,

– Future: Diameter, S1AP, S1U, SCTP, Diameter, SIP etc

• KPIs based on various dimensions: IMSI, MSISDN, CellID, IMEI

• KPIs calculated for different types of customers : „human”, M2M,

roamers.

20

Maintenance and monitoring cases

• Voice service monitoring:

– NER, ASR, CSSR, Call Duration Statistics, Call Failure Histogram (base on REL cause

code) and etc.

• SMS service monitoring:

– SMS MO success rate, SMS MO/MT Count and Statistics, SMS MO Error Distribution

of Causes and etc.

• Registration statistics:

– Location Update/Location Update GPRS – Count, Success Rate, Error Rate, Error

Distribution of Causes

– SAI - Count, Success Rate, Error Rate, Error Distribution of Causes

– and etc.

• DATA service:

– Activate PDP – Count, Success Rate, Error Rate, Error Distribution of

Causes

– Data service user plane calculation for HTTP, IMAP4, POP3, DNS and etc.

– and etc.

21

Agenda

Goals and challenges:

• improve customer experience by transforming traditional resource-

centric network management into service and customer service-centric

management

• establish pro-active service incident management

• introduce business oriented, customer service centric view of network

quality

Milestones:

• OSS structured transformation – transition from the network layer

through the service layer up to the Customer Layer

Current picture of achieved transformation

• How different departments take advantage of SQM/CEM solution –

examples of SQM/CEM usage

Further plans

22

Operations

SQM can provide to Operations:

Service KQI which prioritize faults and reduce

effort required for Incident Management

Network problems presumptions

Depiction of fault (e.g. TCE) impacting services

Propagation of network events towards services

Root cause analysis

Prediction algorithms of service outages

Value for business:

• Operational cost savings

• Cost to monitor (€/incident)

• Cost to fix (€/incident)

• Cost to deploy (€/service/subscriber)

• Cost to provision (€/service/subscriber)

• Improve reduce number of service outages

(€/service/subscriber)

23

Customer Care

SQM can provide to call agent:

• a view of current service degradations

• a view of current/recent problems of a

subscriber

• a view of current problems on geographical

vlew

Value for business:

• Prevention Rate (%)

• Time back to service (min)

• Proactive Notification

• Proactivity (%)

• Assesment of customer experience

24

Marketing

SQM provides to marketing:

historical analysis of subscriber problems

• Based on list of subscribers which

cancelled contract

Current/historical values of traffic KPIs

• For a list of subscribers

• For geographies

• For devices

Value for business:

• Unique Selling Point (#/Volume €)

• Better Selling Point (#/Volume €)

• Retain Selling Point (#/Volume €)

• Fast reaction to competitive offers (€/t)

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Avoid revenue loss through

outages

Avoid penalty pay outs

Enable FTE savings in

operations

Support NOC consolidation

Reduction of OSS Invest &

Maintenance

Attract enterprise

customers with advanced OSS

capabilities

Support Enterprise strategy

Add. financial benefits of NGOSS Customer – Service – Resource –

Relations

Monitoring of dedicated customers

Automated service impact analysis

Proactive customer notification in case

of outages / changes

Quicker root cause analysis and

problem resolution

Increased efficiency of

service assurance teams

Enhanced Fault & Service management capabilities

Next Generation Service Assurance

26

Business benefit of NGOSS

solution

Agenda

Goals and challenges:

• improve customer experience by transforming traditional resource-

centric network management into service and customer service-centric

management

• establish pro-active service incident management

• introduce business oriented, customer service centric view of network

quality

Milestones:

• OSS structured transformation – transition from the network layer

through the service layer up to the Customer Layer

Current picture of achieved transformation

• How different departments take advantage of SQM/CEM solution –

examples of SQM/CEM usage

Further plans

27

Further plans

Transport NW fault & service monitoring

Fixed NW fault & service monitoring

Planned & maintenance works management considering service

accessibility

Time to market cases

MNP cases – ported in customers monitoring

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Time to market cases

Monitoring of new service offered for customers:

• Testing of the service behaviour based on IMSI/customers,

location Cell ID, IMEI

Additional testing and verification of User Equipment in real

condition

LTE launch – network monitoring, error detection, user experience

recognition, traffic modeling

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MNP cases

• Monitoring of ported MSISDN – Port In:

– Number Portability administration process KPI (optional)

– Monitoring of incoming traffic to ported number, Error Rate and

Distribution of Causes - SLA improvement

– Service Statistics and Customer Profile – Service&Tariff offering

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Network planning and design

SQM can provide to Planning and design

department:

Quality and capacity service reports and trending which are used as input for planning:

• Forecast of quality bottlenecks and optimization of service design and network investment

• Scheduling of critical investment when and where it really improves service quality

• Unified service model and quality framework streamline introduction of architecture changes and new services

• Recognition of areas with frequent problems

Value for business:

• Investment Timing Optimization (€/t)

• Cost-effective Service Introduction (€/t)

• Network coverage improvement (€ /%)

• Network quality improvement (€ /%)

• Quality degradation localization (t)

• Auditable Quality Measurements

31

Thank You

Sergey Bougaev