Transcript Hosted Communications Portal Demonstration

Are You Delivering
Quality Service?
APNOMS 2006
Busan, Korea
September 27-29, 2006
Now, real transformation is within your reach
Copyright© 2006 Telcordia Technologies, Inc.
Dr. Ed Pinnes
Telcordia Fellow & Executive Director
Service Assurance Architecture
Telcordia Technologies
[email protected]
+1-732.699.4274
Are You Delivering
Quality Service?
Agenda
• The Opportunity of
Convergence
• The Role of Service
Quality Management (SQM)
• Measuring and Managing
Quality for IP-Based
Services
• The Time is Right
Copyright© 2006 Telcordia Technologies, Inc.
Ed Pinnes – APNOMS 2006 Quality Service -
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Convergence is Creating
Intense Competition…
and Opportunities
Wireline
Cable
Wireless
New
Media
AOL, Microsoft, Google
Vonage
Traditional VOIP
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Peer to Peer
Peer to Peer Suites
Ed Pinnes – APNOMS 2006 Quality Service -
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Service Quality Management
Creates Value

New Sources of Revenue
– New services are key for success
– Service quality = high service uptake
– IP based services will drive ARPU

New services involve complex interactions
– Multiple network and application domains
– Service Guarantees – internal and external
– Service centric management

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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 -
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The Three-Dimensional View
From Network Mgmt to Service Quality Mgmt
Customer View
“It was previously assumed
that if a service provider had
good control over the network,
services were automatically
good…
Best effort was considered
sufficient…
SQM
Times have changed.”
Service View
Olga Yashkova, Frost and
Sullivan, Aug 2006
Network View
Transform Your Service Assurance to a three dimensional view:
Network, Service, and Customer
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Ed Pinnes – APNOMS 2006 Quality Service -
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Service Quality Management in eTOM
CUSTOMER
STRATEGY, INFRASTRUCTURE & PRODUCT OPERATIONS
Strategy &
Infrastructure Product
Operations
Fulfillment
Assurance
Commit
Lifecycle
Lifecycle
Support &
Management Managemen
Readiness
Marketing & Offer Managementt
Customer Relationship Management
S
Q
M
Service Development & Management
Service Management & Operations
Resource Development & Management
Resource Management & Operations
Supply Chain Development & Management
Supplier/Partner Relationship Management
ENTERPRISE MANAGEMENT
Strategic & Enterprise
Brand Management,
Planning
Market Research &
Advertising
Financial & Asset
Management
Stakeholder & External
Relations Management
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Billing
Enterprise Quality Mgmt, Research & Development
Process & IT Planning & & Technology Acquisition
Architecture
Human Resources
Management
Disaster Recovery,
Security & Fraud
Management
Ed Pinnes – APNOMS 2006 Quality Service -
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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. statisticalbased techniques such as ITU-T P.563
What Can Impact VoIP Quality?
What is Call Quality?
• Listening Quality
• Conversational Quality
• Service Quality
Copyright© 2006 Telcordia Technologies, Inc.

IP Network Problems: jitter, packet loss, delay
Configuration and Signaling Problems: routing
configuration, bandwidth allocation, capacity
engineering


Telephony Interface Problems: echo, signal level
Ed Pinnes – APNOMS 2006 Quality Service -
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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
Original Image
Blurring
Edge Noise
Tiling
VOD VLAN
(Per Subscriber 2)
802.1Q/P
VPLS
VOD + B-cast
Customer
ATM
PVC
Broadcast TV
1 VLAN
Video
Headend
VHE)
IP/MPLS
Network
N-PE
NxGigE
Si
Si
GigE
Network
Video
Hub Office
(VHO)
VOD + B-cast
Customer
NxGigE
Si
Si
ADSL2+
RG
STB
STB
Broadcast
Customer
VLAN Path
VODTelcordia
Server
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Technologies, Inc.
Farm
Service Path
Ed Pinnes – APNOMS 2006 Quality Service -
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Reality of Service Quality
 Multiple
variables affect end-to-end quality
Network performance
– Server and application performance
– Device performance
–
Service
Quality
=
+
+
 Impacts
OpEx and CapEx
– Customer satisfaction
– Market share, revenue & profitability
–
Copyright© 2006 Telcordia Technologies, Inc.
Ed Pinnes – APNOMS 2006 Quality Service -
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Measure Service Quality
Cable
Fiber
xDSL
Service
Node
Service Quality
Management
OSS
Metro
Node
Probes
RG/
STB
Probe
or
Embedded
Metadata
Triple Play Services
Voice Monitor
Video Monitor
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Content
Server
Broadcast Feed
Content
Assurance
Content
Courtesy Dr. Mike Hollier
Ed Pinnes – APNOMS 2006 Quality Service -
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Service Quality Process
What do I measure? What does it mean?
Data Sources
Components and subcomponents are
sources of data
Examples:
KPIs
Key Performance
Indicators are collectable
measurements
Examples:
Softswitch
Packet ingress / egress counts
Trunking Gateway
Packets received / lost
Signaling Gateway
CPU utilization
VoIP “sniffer”
Server reachability
Probe
Buffer occupancy
Ethernet demarc
Post-dial delay
Management system
Ineffective attempts
Copyright© 2006 Telcordia Technologies, Inc.
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 -
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Service Quality Management OSS
Real-time status,
immediate alerts,
and longer term
reports for
management
Telcordia®
Status Views of
Service Quality
Service Director
Service Reporting &
Impact Analysis
Multiple Access
Clients
Powerful analysis
relates
measurements to
customer
experience
SERVICE
Sd
Analysis Engine (Service Models)
Collect and
transform data from
diverse sources
DIRECTOR
Transformation Layer
Other
OSS
Copyright© 2006 Telcordia Technologies, Inc.
Probes and
elements and
measure what is
going on
Ed Pinnes – APNOMS 2006 Quality Service -
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Proactive Customer Notification
Customer Service
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.
Service Operations/Quality Group
Degradation of incoming
VoIP service at call centers!
VoIP service is degraded,
internet is fine.
Network Operations Center
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Alarm storm!
Access network problems
in Boston!
Ed Pinnes – APNOMS 2006 Quality Service -
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Extend SQM Strategy Out to
the Devices
What if you could…






Copyright© 2006 Telcordia Technologies, Inc.
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 -
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SQM – The Time Is Right
 The
–
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
–
need is here
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
Copyright© 2006 Telcordia Technologies, Inc.
Ed Pinnes – APNOMS 2006 Quality Service -
15
What Can SQM Do For Your
Business?
 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 servicecentric criteria via service models
 Gain an edge in the competitive marketplace
Copyright© 2006 Telcordia Technologies, Inc.
Ed Pinnes – APNOMS 2006 Quality Service -
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Thank You!
Copyright© 2006 Telcordia Technologies, Inc.