ETSI Future Network Technologies Workshop · PDF fileETSI Future Network Technologies Workshop...

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Managing Quality of ExperienceManaging Quality of Experience Across Future Networks

ETSI Future Network Technologies

www.huawei.com

gWorkshop26-27 September 2011, Sophia Antipolis, France

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

OutlineOutline

• The end of profit and strategies for the future• Customer Experience Management: value added

and differentiation• User-Centric Customer Service Assurance• Impact on Standardization bodies• Huawei’s effortsHuawei s efforts

Trends in the Telecom MarketTrends in the Telecom Market• Service revenue growth globally decreases as services commoditize

• Increased Smartphone adoptionIncreased Smartphone adoption• Flatrate business models

• Value shifts from operator’s managed services to content and terminals with Smartphone OS ecosystemswith Smartphone OS ecosystems

• End of Profit is near with current models (Tellabs Study 2011)


Source: TMF – Exploiting Analytics

From end-of-profit to new profit strategies

I b d idthLTE adoption

Increase bandwidth

Reduce cost

it

Improve user experience

nd o

f Pro

f

Customer Experience Management Increase service adoption

Pro

fit

En

Reduce churn

Network Centered Ecosystem

Increase content availability

Increase customer retention


Ecosystem Increase customer retention

Customer is ready to $ for qualityMost of the customers would like to seeadapted plans: pay for quality

y $ q y

QoE is a key driver for changing SP


Source: Vanson Bourne/Comptel, 2011

The Future Network EcosystemThe Future Network Ecosystem- Offers mutualised platform (storage, distribution, billing, marketing customer care

Application/Content

Providers

marketing, customer care, troubleshooting...)-Offers mutualised mediation and composition tools with QoE/SLA composition capabilities- Recovers customer ownershipCloud & Cloud &

Mediation & Mediation & Composition Composition

ToolsTools

SLASLASLASLA

S i &

p

- Benefit from marketplace to reduce costs in publishing the

SLASLASLASLA

SaaSSaaSSLASLASLASLA

Network Operators

Service & Content Enablers

reduce costs in publishing the app or content- Benefit from CEM functions with marginal cost- Benefit from QoE and SLA composition tools

Virtual / CSP /

- Helps network operator through bundling and content management

B fi f i d

p

MarketplaceMarketplace

CSP / Lifestyle Providers

- Benefits from marketplace: improved segmentation from larger number of customer and variety of interest- Benefits from QoE marketplace

- Benefits from improved customer knowledge- Often enablers are internal to operators but third-party integration is a tendency


CustomersCustomersp

capabilities with marginal cost- Benefits from larger availability of content and applications

Customer ExperienceCustomer Experience Managementg

The four pillars of Customer Experience Management

Customer Service Assurance deals with the service-related management of the customercustomer experience.


Source TM Forum

The user perspective needs to be end-to endto-end

B i O tiBusiness Opportunities

Operations Efficiency

User Perspective

ectiv

e k

Per

spe

Net

wor


How to assess user’s perception?How to assess user s perception?Estimated Estimated

V lid tiQoE QoEValidation

Subjective l ti

Co Service

M d lievaluation

Data collection (KPIs)

orrelations Data collection (KPIs)

Modeling

(KPIs) (KPIs)

• Narrow scope of application and validity: expensive and hardly reusable

• Wider scope of application and high reusability• Enough room for customization


User-Centric Service ModellingUser-Centric Service Modelling

UserUser--Centric Service Modeling Centric Service Modeling ((QoEQoE))

Integrity KQIIntegrity KQI RetainabilityRetainabilityKQIKQI

Accessibility Accessibility KQIKQI

Open questions:• How does accessibility, retainability and integrity impact

user experience?

Business KQIBusiness KQI Business KQIBusiness KQI Business KQIBusiness KQI Business KQIBusiness KQI

• What is the interdependency of the three KQIs on user impact?

• Which KQI should be improved if the user is not satisfied?• Why the user is not satisfied if all the three KQIs are OK?

Composition rules

New functionsComputation

modelsApplicationApplication

KQIKQIApplication Application

KQIKQIApplications Applications



KQIKQI

N t k KPIN t k KPI N t k KPIN t k KPI N t k KPIN t k KPI N t k KPIN t k KPI N t k KPIN t k KPIN t k KPIN t k KPI

• How to evaluate the QoE(t) within a session• How to evaluate the QoE from session to session• How to evaluate the QoE from sessions of different services

models

Network KPINetwork KPI Network KPINetwork KPI Network KPINetwork KPI Network KPINetwork KPI Network KPINetwork KPINetwork KPINetwork KPI

MeasuredMeasuredParameterParameter








ParameterParameter ParameterParameter ParameterParameter ParameterParameter ParameterParameter ParameterParameter ParameterParameter

The User Centric service modelUser

The User-Centric service model

TerminalTerminal

Actions

ServerServer

Perception Interactions

Results

Service

UserAction

Networkevent

UserAction

Networkevent

UserAction

Networkevent

BeginSession

ServiceState

Result ServiceState

Result End Session

Result

Impact on user Impact on user Impact on user

Service sessionQoE(t)Session

QoE


Service sessionQo ( ) QoE

Sessions and Segment viewsSessions and Segment views


User perspective requires end-to-end observationobservation

TCPTCP

HTTPHTTP

TCP

HTTP

TCPTCP

HTTPHTTP

TCP

HTTP

Probe/DPIProbe/DPI

GTP-UGTP-U

IPIP

UDPUDP

GTP-U

IP

UDPUDPUDPUDPUDP

GTP-UGTP-UGTP-UGTP-URelayRelay

UDPUDP

GTP-UGTP-URelay

IPIP

RLCRLC

PDCPPDCP

IP

RLC

PDCP

IPIPIP

UDPUDPRLCRLC

GTP-UGTP-UPDCPPDCPRelayRelay

UDPRLC

GTP-UPDCPRelay

L1/L2L1/L2

IPIP

L1/L2

IP

L1/L2L1/L2

IPIP

L1/L2L1/L2

IPIP

L1/L2

IP

L1/L2

IP

L1/L2L1/L2

IPIP

L1/L2

IPMACMAC

L1L1

MAC

L1 L1/L2L1/L2L1/L2L1/L2L1/L2

IPIPMACMAC

L1L1 L1/L2

IPMAC

L1

UEUE E-UTRANE-UTRAN Serving GWServing GW PDN GWPDN GW SPSPRouterRouter

ConsiderationsConsiderationsConsiderations

•The probe must capture e2e traffic between the UE and the SP• it can be placed on any interface on the user plane path•DPI on the user plane data is enough to monitor video QoE

Considerations

•The probe must capture e2e traffic between the UE and the SP• it can be placed on any interface on the user plane path•DPI on the user plane data is enough to monitor video QoEp g

• For troubleshooting, the probe must be correlated with lower level probes•Network KPIs must be collected/aggregated and correlated in the final architecture

• For segmentation/analysis the probe must be correlated with other information• for user segmentation, needs correlation with HSS records• for device segmentation needs correlation with device capability information (MME records)

p g• For troubleshooting, the probe must be correlated with lower level probes

•Network KPIs must be collected/aggregated and correlated in the final architecture• For segmentation/analysis the probe must be correlated with other information

• for user segmentation, needs correlation with HSS records• for device segmentation needs correlation with device capability information (MME records)


• for device segmentation, needs correlation with device capability information (MME records)• for device segmentation, needs correlation with device capability information (MME records)

Network + User perception enables tro bleshooting and optimi ationtroubleshooting and optimization

User perceptionp p

KQIsSegment x

Statistical

SDR

SDR

SDR

SDRmeasurement

of QoEper

segment of users

SDR

SDR

SDR

SDR users

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR TDR TDR TDR TDR TDR TDR

KPIs KPIs KPIs KPIs KPIs KPIs KPIsKPIsInterface 1Protocol 1

KPIsInterface 1Protocol 2






KQIs to KPIs mapping


uCSA: USM value added to CSAuCSA: USM value added to CSA

V l Add dKQI Q E

Acceptability: satisfied?KPI_1

KPI_2KQI_accessibility

Service Model

U

Value AddedKQI QoE

Service

User

KPI_3

KPI_n

KQI_retainability

KQI_integrity

User-CentricService

Modeling

Service ProviderUser

Value Added

Usage Analysis &

ForecastingQoE

Assessment

QoEMonitoring &Assurance

Business Intelligence

Intelligent Trouble-shooting

QoEIntelligence


End user view is network and technology agnostic

M i S iM i S iMessaging ServicesMessaging Services

Voice (telephony) ServicesVoice (telephony) Servicessu

ranc

esu

ranc

eQoSQoS//QoEQoEAssessmentAssessment

Streaming ServicesStreaming ServicesFixed NetworksFixed Networks

Ser

vice

As

Ser

vice

As

QoSQoS//QoEQoEAssuranceAssurance

Storage ServicesStorage Services

Web Browsing ServicesWeb Browsing Servicesusto

mer

Sus

tom

er S

TroubleTroubleshootingshooting

UserUser--centric centric Service Service

ModellingModelling

Web Browsing ServicesWeb Browsing Services

Cloud Services (Cloud Services (SaaSSaaS IaaSIaaS ))

MBBMBB

--Aw

are

Cu

Awar

e C

u

ForecastingForecasting

P i i iP i i i

(near) future(near) future

Cloud Services (Cloud Services (SaaSSaaS, , IaaSIaaS...)...)

M2M ServicesM2M Services

Use

rU

ser-- Provisioning Provisioning

OptimizationOptimizationControlControl

SLMSLMBPMBPMCEMCEM

M2M & CloudM2M & CloudInfrastructureInfrastructure


SLMSLMBPMBPMCEMCEM

Impact on StandardizationStandardization Opportunities

Know How/Differentiation for actors

Impact on Standardization

Opportunities actors• Common KQIs across platforms• Session data record formats• Service modeling framework

• QoE estimation calculations• Technology-agnostic service models• Context instances and

User Viewg

•Context definition framework • Validation methodologies• Human Factors

recommended parameters• Value-added data mining applications

Network View

• Common KPIs across platforms• Transactional data record formats• Service to network mapping models

• KQI to KPI mappings• Problem detection methods• Technology–aware service models• Optimization methodsView

• Open interfaces

models • Optimization methods• storage and retrieval strategies

• storage and retrieval strategies

Data Collection

• Data formats and protocols• Common measurable parameters across platforms

• performance requirements• embedded vs. external probing• probing placement strategies


Huawei supporting activitiesHuawei supporting activities• Standardization is key to attain economies of scale• Huawei is activelly working on the Customer Experience

Management domainUser-Centric Customer Service Assurance Platform

- Capture the subjective experience- Enable troubleshooting- Enable network resources optimizationEnable network resources optimization- Enable service adaptation in alignment with operator marketing

portfolio

• Huawei supports standardization around CustomerHuawei supports standardization around Customer Experience through

Partnering with service providers around innovation projects to proof and validate USM and UCSA conceptsproof and validate USM and UCSA conceptsParticipating in standardization bodies interest groups

Standardizing data model and data records (TDR and SDRs) th h d t li


through product lines

Thank youwww.huawei.com

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