Security Level:
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)
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 5
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 6
CustomersCustomersp
capabilities with marginal cost- Benefits from larger availability of content and applications
Customer ExperienceCustomer Experience Managementg
Page 7
The four pillars of Customer Experience Management
Customer Service Assurance deals with the service-related management of the customercustomer experience.
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 8
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 10
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
KQIKQIApplication Application
KQIKQIApplication Application
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
MeasuredMeasuredParameterParameter
MeasuredMeasuredParameterParameter
MeasuredMeasuredParameterParameter
MeasuredMeasuredParameterParameter
MeasuredMeasuredParameterParameter
MeasuredMeasuredParameterParameter
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
Service sessionQo ( ) QoE
Sessions and Segment viewsSessions and Segment views
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13
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)
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14
• 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
KPIsInterface 1Protocol 3
KPIsInterface 2Protocol 1
KPIsInterface 2Protocol 2
KPIsInterface 3Protocol 1
KPIsInterface 3Protocol 2
KQIs to KPIs mapping
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17
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 TECHNOLOGIES CO., LTD. Huawei Confidential Page 18
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
through product lines
Page 19
Thank youwww.huawei.com
Top Related