Copyright© 2006 Telcordia Technologies, Inc.
Are You Delivering Quality Service?
APNOMS 2006Busan, Korea
September 27-29, 2006
Dr. Ed PinnesTelcordia Fellow & Executive Director
Service Assurance ArchitectureTelcordia Technologies
[email protected]+1-732.699.4274Now, real transformation is within your reach
Ed Pinnes – APNOMS 2006 Quality Service - 2Copyright© 2006 Telcordia Technologies, Inc.
Agenda• The Opportunity of Convergence• The Role of Service Quality Management (SQM)• Measuring and Managing Quality for IP-Based Services• The Time is Right
Are You Delivering Quality Service?
Ed Pinnes – APNOMS 2006 Quality Service - 3Copyright© 2006 Telcordia Technologies, Inc.
Wireless
Convergence is Creating Intense Competition… and Opportunities
Peer to Peer Peer to Peer Suites
AOL, Microsoft, GoogleVonage
Traditional VOIP
Wireline
Cable
New Media
Ed Pinnes – APNOMS 2006 Quality Service - 4Copyright© 2006 Telcordia Technologies, Inc.
Service Quality Management Creates Value
New services involve complex interactions– Multiple network and application domains– Service Guarantees – internal and external– Service centric management
New Sources of Revenue – New services are key for success– Service quality = high service uptake– IP based services will drive ARPU
Churn – the single largest cost?– High cost of customer acquisition– Competition on all fronts – Quality of Service almost always cited as a
major factor
Ed Pinnes – APNOMS 2006 Quality Service - 5Copyright© 2006 Telcordia Technologies, Inc.
The Three-Dimensional ViewFrom Network Mgmt to Service Quality Mgmt
Transform Your Service Assurance to a three dimensional view: Network, Service, and Customer
Service View
Customer View
Network View
SQM
“It was previously assumed that if a service provider had good control over the network, services were automatically good…
Best effort was considered sufficient…
Times have changed.”
Olga Yashkova, Frost and Sullivan, Aug 2006
Ed Pinnes – APNOMS 2006 Quality Service - 6Copyright© 2006 Telcordia Technologies, Inc.
Service Quality Management in eTOM
OPERATIONS
C U S T O M E R
STRATEGY, INFRASTRUCTURE & PRODUCTStrategy &Commit
InfrastructureLifecycleManagement
ProductLifecycleManagementMarketing & Offer Management
Supply Chain Development & Management
Resource Development & Management
Service Development & Management
OperationsSupport &Readiness
Fulfillment Assurance Billing
Supplier/Partner Relationship Management
Resource Management & Operations
Service Management & Operations
Customer Relationship Management
ENTERPRISE MANAGEMENT
Financial & AssetManagement
Disaster Recovery,Security & FraudManagement
Human ResourcesManagement
Research & Development& Technology Acquisition
Enterprise Quality Mgmt,Process & IT Planning &Architecture
Stakeholder & ExternalRelations Management
Brand Management,Market Research &Advertising
Strategic & EnterprisePlanning
SQM
Ed Pinnes – APNOMS 2006 Quality Service - 7Copyright© 2006 Telcordia Technologies, Inc.
What Is VoIP Quality?How can you measure Call Quality?
• Subjective Testing, e.g. live listeners determine Mean Opinion Score (MOS)
• Sample-Based Objective Testing, e.g. perceptual-based techniques such as ITU-T P.862 (PESQ)
• Non-Intrusive Monitoring, e.g. statistical-based techniques such as ITU-T P.563
What Can Impact VoIP Quality? IP Network Problems: jitter, packet loss, delay Configuration and Signaling Problems: routing configuration, bandwidth allocation, capacity engineering Telephony Interface Problems: echo, signal level
What is Call Quality?• Listening Quality • Conversational Quality• Service Quality
Ed Pinnes – APNOMS 2006 Quality Service - 8Copyright© 2006 Telcordia Technologies, Inc.
What Is IPTV Quality?
• Picture Quality •Transport Level (MPEG-2 )•Perceived Picture Quality (End to End VQM)
• Frozen & Skipped Video Frames• Zap Time (Channel Change Delay)• Control Command Response Time (Play, FFWD etc)• Massive STB Start up• Audio-to-Video Sync Delay• Authentication Errors
IP/MPLSNetwork
N-PENxGigE
VOD VLAN(Per Subscriber 2)
802.1Q/P
Broadcast TV
1 VLAN
RG STB
STB
Video Headend
VHE)
GigENetworkSiSi SiSi
VOD Server Farm
Video Hub Office
(VHO)
NxGigEADSL2+
VLAN Path
Service Path
VPLS ATMPVC
VOD + B-cast Customer
VOD + B-cast Customer
Broadcast Customer
Original Image Blurring
Tiling Edge Noise
Ed Pinnes – APNOMS 2006 Quality Service - 9Copyright© 2006 Telcordia Technologies, Inc.
Reality of Service Quality
Multiple variables affect end-to-end quality– Network performance– Server and application performance– Device performance
Impacts– OpEx and CapEx– Customer satisfaction– Market share, revenue & profitability
Service Quality
= + +
Ed Pinnes – APNOMS 2006 Quality Service - 10Copyright© 2006 Telcordia Technologies, Inc.
Measure Service Quality
Probes
Service Node
RG/STB
Triple Play Services
Probeor
Embedded
Core IP Network
Content Server
Broadcast Feed
MetroNode
Content Assurance
Content
CableFiberxDSL
Metadata
Service Quality Management
OSS
Courtesy Dr. Mike Hollier
Voice Monitor
Video Monitor
Ed Pinnes – APNOMS 2006 Quality Service - 11Copyright© 2006 Telcordia Technologies, Inc.
Service Quality ProcessWhat do I measure? What does it mean?
Data Sources
Components and sub-components are sources of data
Examples:
Softswitch
Trunking Gateway
Signaling Gateway
VoIP “sniffer”
Probe
Ethernet demarc
Management system
KPIs
Key Performance Indicators are collectable measurements
Examples:
Packet ingress / egress counts
Packets received / lost
CPU utilization
Server reachability
Buffer occupancy
Post-dial delay
Ineffective attempts
KQIs
Key Quality Indicators are service-centric; derived from KPIs via a Service Model
Examples:
Packet loss ratio
Average MOS
Call completion rate
% Ineffective attempts
Average Gateway availability
Ed Pinnes – APNOMS 2006 Quality Service - 12Copyright© 2006 Telcordia Technologies, Inc.
Service Quality Management OSS
Transformation Layer
Analysis Engine (Service Models)
Status Views of Service Quality
Service Reporting &Impact Analysis
Multiple AccessClients
Telcordia® Service Director
SdSERVICE
DIRECTOR
Other OSS
Probes and elements and
measure what is going on
Collect and transform data from diverse
sources
Powerful analysis relates
measurements to customer
experience
Real-time status, immediate alerts, and
longer term reports for
management
Ed Pinnes – APNOMS 2006 Quality Service - 13Copyright© 2006 Telcordia Technologies, Inc.
Proactive Customer Notification
Customer Service
Service Operations/Quality Group
Network Operations Center Alarm storm! Access network problems
in Boston!
Degradation of incoming VoIP service at call centers!
VoIP service is degraded, internet is fine.
Corporate Customer Complaint!
Yes, I see you might be experiencing a service
problem. It is with incoming calls to your CSRs and will
be resolved within 15 minutes.
Ed Pinnes – APNOMS 2006 Quality Service - 14Copyright© 2006 Telcordia Technologies, Inc.
Extend SQM Strategy Out to the Devices
What if you could… Understand if device configuration issues impact service usage? Push latest OS versions to handsets over the air? Sample groups of subscribers to better understand their usage
habits? Evaluate high ARPU services (e.g. SMS) for your top selling
handsets? Compare your five best selling handsets to see which services
are most used? Obtain near-real-time performance information regarding new
service launches?
Ed Pinnes – APNOMS 2006 Quality Service - 15Copyright© 2006 Telcordia Technologies, Inc.
SQM – The Time Is Right
The need is here– Competitive environment requires proactive
management of Quality of Experience The affordability is here
– Probes and other key sources of measurements are powerful and affordable
The processing power is here– The ability to crunch diverse available data,
and refine it into focused service-centric and customer-centric management information, is available in OSS today
Ed Pinnes – APNOMS 2006 Quality Service - 16Copyright© 2006 Telcordia Technologies, Inc.
Understand the end customer’s Quality of Experience
Measure and manage the quality you provide to your end users
Know the overall health of your network Proactively solve impending problems Find and fix problem spots Relate measurable quantities to service-
centric criteria via service models Gain an edge in the competitive marketplace
What Can SQM Do For Your Business?
Copyright© 2006 Telcordia Technologies, Inc.
Thank You!
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