Network KQIs & where to measure them

Kimberly Morrison: kmorrison@alandick.com

Robin Burton: robin.burton@sensustech.com

Sensustech - Background

Sensustech is a mobile network quality measurement system borne from a team with a long history in network engineering and innovation including Odyssey radio planning tool

Alan Dick acquired a 100% of Sensustech 1 Mar 05

Alan Dick

3000 plus employees

32 offices

$500 million plus turnover

Product in test since December 2004

First production customer: May 2005

Why is quality important?

A Market Opportunity

Quality is the new focus for competition

1/3 of mobile users have serious concerns over network quality (J D Power)

As many as 1 in 10 may switch suppliers to try and find better quality

Operators Advertising Today (UK)

Our 99.2% call success rate is the best ever**

To ensure we give our customers the best possible network we:

Monitor our network 24 hours a day, 365 days a year to ensure reliability and clarity of speech Our engineers drive 500,000 miles each year testing the network (that's the equivalent of driving around the world 20 times)

Recent independently-audited tests have shown that Vodafone has the best call success rate of all networks in the UK.

In a nutshell, it means Vodafone customers are more likely to get through first time and are less likely to be cut off. That’s why we’re proud to call ourselves the best network in Britain.

Behind The Marketing Claims

Churn up to 25%

Number 39 out of 40 (University of Michigan)

Failed new product introductions (e.g. WAP)

“Hello?”

“Hello?”

“Hello!!”“Can you hear me?”

“Call me back on the land line”

Your Network Delivers Another Successful Call

Getting The Right Focus

The Right Focus

“Not everything that can be counted counts, and not everything that counts can be counted”

Albert Einstein 1879 – 1955

Quality Is A Moving Target

Across the network

Throughout the day

Day-to-day

Throughout the year

Impact of subscriber growth

Impact of special events

Impact of new product launches

What are the True Measures of Network Quality?

Can I get a connection?

Do I get dropped?

Can I hear them and can they hear me?

How long does my emailtake to download?

Influence on Quality of Services

Access network Core network

Fixed network Low High

Access network Core network

Fixed network Low High

Mobile network High Low

Point of measurement

Service Topology for MMSMMS

Packet AccessLayer

IP Multi-MediaLayer

ServiceApplication

Layer

Radio Access GPRS Core IMS ApplicationServers

WCDMARAN / IP-RAN

EDGEGERAN SGSN GGSN

Sever 1 Sever 2

GGSN 1

GGSN 2

SGSN(ALL)

WCDMARAN SEs

EDGERAN SEs

MGW

CPS

GCS

GGSN 1

'A -B'Relationship

'Parent / Child'Relationship

Optimising just part does not improve the overall service

Network Centric Quality Monitoring

OperatorNetwork

PPPMCMFMRP

Network Engineering Maintenance Suite

CDR’sIPDR’s Test

Mobiles

Mediation device

Probes

KPI KPI KPINetwork Management View

Collect and correlatenetwork data

(Key Performance Indicators)

SM or SQMKQI KQI

Service Management View

Mapping of network viewto services view

(Key Quality Indicators)

Service Centric Quality Monitoring

Network Engineering Maintenance SuiteDrill down into Key Performance

Indicators to optimise the network

(KPIs )

Independent of Operator Network, no access required

OperatorNetwork

PPPMCMFMRPCDR’sIPDR’s Test

Mobiles

Mediation device

ProbesSQM

Use CEIs to set targets, KQIs to prioritise network problems and KPIs

to locate network problems

CustomerExperience

Management

CEI CEI

Service Management View (from a user point of view)

Emulation of user behaviour; use various services and match traffic profiles

UsersEmulate Customer Behaviour to measure Customer Experience

Indicators

(CEIs)

PAM Units

Map Customer Experience Indicators to Key Quality Indicators

(KQIs)

Customer Experience Indicators

Customer Experience Indicators can be seen as service centric KQIs

Customer Experience Indicators can be used to set targets, KQIs to prioritise network problems, KPIs to locate network problems

Customer Experience Indicators can be used into one of the following report categories:

Corporate or Strategic

Sales and Marketing

Engineering & Network Operations

The Challenge

Need statistically significant quantities of measurements

Throughout the day

Across the network

Over time to see trends

Need to be able to extract “information from data”

Drive testing can deliver the measurements…but at very high cost

The Sensustech Method

The Performance Analysis Mobiles (PAMs)

Small in size: 170mmx85mmx55mm, approximately 1/20th the size of traditional automated test mobile units

Only two inputs, one combined GSM/GPS antenna and 8V-30V DC power input

Low power consumption

Reports voice quality (MOS), data service availability, SMS, MMS and many other standard network measurements

24/7 operation, no physical access required, test scripts and commands are downloaded from a back-office server, results are automatically uploaded at regular intervals

Simple Installation

Fits into any vehicle

Can be easily hidden away

Fit in the boot, under the seat or even in the glove box

Can also be fitted in fixed locations: corporate offices, railway stations, airport lounges

The Sensustech Insight System

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Sensustech Server

Sensustech Insight Suite: Automated 24/7 Solution Sensustech Insight Suite: Operator Client Access

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Sensustech Insight Suite:Remote Configuration & Maintenance

UsersQuality

Administrator

SolutionAccess

Configuration ofCustom Solution

System Administrator

QualityIndicators

SecureLAN

Fixed CallGenerator

OperatorNetwork

CompetitorNetwork

Fixed Units fitted in offices, airports,stations

Mobile units fitted in taxis, busses, fleet cars

Legend

Solution AccessCustom Solution ConfigurationSensustech networkVoice CallsData Upload

Engineering & Network Operations

Monitor performance in near real time

Get statistically significant results

Concentrate field engineering resources where they are needed

Respond quickly to quality issues before customers notice

Sales & Marketing Management

Launch hard hitting campaigns

Target corporate accounts

Be ready for strategic events

Test new services before launch

Strategic Management

Make your network the ‘Quality’ option

Make sure that your customers know it!

Monitor “quality return on investment”

Manage by exception by internal and competitive KPIs

The True Measure of Network Quality