ITU Workshop on “Monitoring and Benchmarking of QoS and QoE of Multimedia Services in Mobile Networks” (Dubai, UAE 2-3 November 2014) Linking QoE and QoS on data services Esa Vesterinen Vice President Omnitele [email protected] Content • QoS – QoE framework for data services • Case studies: • • • WWW browsing Network performance vs YouTube experience Optimisation ©Omnitele Ltd. 2014 2 our company PIONEERING INDEPENDENT CONSULTING founded in 1988 to design and rollout world’s first GSM network, 1000+ projects in 80+ countries since then owned by Finnish telecom investors, independent of all operator groups and equipment vendors consulting and professional services for telecom service providers and regulators consulting for mobile industry since 1988 our services Technology Strategy Design and Optimisation Audit and Benchmark Performance Management maximised customer experience minimised network cost ©Omnitele Ltd. 2014 4 what are QoS and QoE? price QOE DEPENDS ON… expectations branding socio-economic background price customer care provisioning end-user QoS network QoS 5 brand service device ©Omnitele Ltd. 2014 QoE session focus expectations QoE, QoS and network performance quantified QUALITY OF EXPERIENCE how well service quality meets expectations? QUALITY OF SERVICE measured application/service KPIs NETWORK PERFORMANCE capacity, coverage, functionality, efficiency… ©Omnitele Ltd. 2014 6 call completion rate sms send time sms completion rate file transfer time www page waiting time www page success rate video buffering time video setup success rate call setup time RSCP Ec/N0 latency jitter packet loss RSRP RLC throughput RSRQ RAB setup success rate modulation coding TX power G-factor Channel C/I Timing Advance Mobile TX Power Voice Codec Usage Handover Success Rate MCS Usage Distribution Time Slot Utilization Block Error Ratio Active Set Size SHO Success Rate ISHO Success Rate CQI E-DPDCH Throughput PDSCH modulation MAC DL BLER MAC UL BLER MAC UL Retransmission Rate Common challenge: “How is the quality?” ??? “network is excellent…” “…customers not satisfied” need to find right targets for acceptable QoE! ©Omnitele Ltd. 2014 7 OPERATOR CASE: CEM FOR WWW BROWSING Let’s take a dive into WWW browsing Quality of Experience… ©Omnitele Ltd. 2014 8 sufficient web browsing experience for high value customers OBJECTIVE | 1. QoE targets: define the desired WWW QoE level 2. QoS targets: measure QoE & QoS and crosscorrelate to define the relation 3. CTO Targets: Link QoS with NW performance to find right network performance KPI targets ©Omnitele Ltd. 2014 9 1. QOE TARGET | define the desired WWW QoE QoE defined in MOS scale Captured with end-user queries: “On 1-5 scale, what is your WWW browsing experience?” MOS QoE Impairment 5 Excellent Imperceptible 4 Good 3 Fair Slightly Annoying 2 Poor Annoying 1 Bad Very Annoying ©Omnitele Ltd. 2014 10 Perceptible but not annoying SUFFICIENT QoE TARGET 90% of high value customers MOS ≥ 4 2. QOS TARGET | correlate QoS with QoE Web Browsing QoS and QoE 2.18 5 MOS QoE [MOS] 3.74 Average(s) 4 6.02 unsatisfactory region 3 9.99 (MOS < 4) 2 13.83 1 0 2 4 6 8 10 12 14 16 QoS: WWW page waiting time [s] QoS target: WWW download time < 3s ©Omnitele Ltd. 2014 11 18 20 3. CTO TARGETS | find required NW performance QoS: WWW page waiting time [s] 1000KB WWW Page Waiting Time vs. Bitrate HSPA 10 LTE unsatisfactory region (www download time > 3s) 8 6 accepted region 4 (www download time < 3s) 2 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NW Performance: Bitrate [Mbit/s] ©Omnitele Ltd. 2014 12 CTO TARGET 90% of subs get >3.5 Mbit/s in 4G >4.5 Mbit/s in 3G Case summary 1. QoE targets: define the desired WWW QoE level call completion rate sms send time sms 2. QoS measure QoE & QoS and crosse transfer time www page waiting time targets: www correlate to define the relation video buffering time video setup success rate jitter packet loss RSRP RLC throughput RSRQ modulation coding TX power G-factor Channel C/I TX Power Voice Codec Usage Handover Success Rate Time Slot Utilization Block Error Ratio Active Set ISHO Success Rate CQI E-DPDCH Throughput PDSCH L BLER MAC UL BLER MAC UL Retransmission Rate 3. CTO Targets: Link QoS with NW performance to find right network performance KPI targets ©Omnitele Ltd. 2014 13 MOS ≥ 4 WWW DL time <3s NW performance >3.5 Mbit/s in 4G >4.5 Mbit/s in 3G OPERATOR CASE: CUSTOMER EXPERIENCE BENCHMARK competitive positioning of YouTube experience ©Omnitele Ltd. 2014 14 4G smartphone benchmark in Netherlands big difference in NW performance… …thin margins in customer experience bitrate [Mbit/s] buffering time [s] 40 2 30 1.5 20 1 10 0.5 0 0 T-Mobile Vodafone KPN T-Mobile Vodafone higher bitrate, but KPN faster YouTube ©Omnitele Ltd. 2014 15 Vodafone KPN OPERATOR CASE: CUSTOMER EXPERIENCE OPTIMISATION improving QoE for Kuwaiti operator ©Omnitele Ltd. 2014 16 objective: customer experience improvement 1. Measure end-user QoS of smartphone voice and data 2. Measure network performance 3. End-to-end troubleshooting & improvement recommendations ©Omnitele Ltd. 2014 17 customer centric optimisation area prioritisation number porters tickets landmarks population ©Omnitele Ltd. 2014 18 coverage plots churn planned sites complaints improved customer experience with zero CapEx 15%-25% faster browsing in optimised areas 10% of sites optimised, zero capital expenditures end-user QoS and network performance connected ©Omnitele Ltd. 2014 19 recap & takeaway messages 1 common challenge: CTO team & CMO team targets often not fully aligned 2 linking network performance to customer experience challenging but not impossible 3 ©Omnitele Ltd. 2014 20 proper CEM framework results in maximised customer experience & minimised network cost www.omnitele.com ©Omnitele Ltd. 2014 21
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