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QoE-driven network & business optimization

per subscriber.QoE-Driven Network & Business Optimization CONTENTS 03 IN TROD U C TI ON 04 L E VERAGI N G QoE I N D I C ATO R S 04 QoE I M PA C TI N G FA C T O R S 04 Global Satisfaction Index (GSI) per service or per application 05 Differentiated QoE per customer segment. everyone’s business 11 MEETIN G THE N EE D F O R M EAN I N G F U L M ETRI C S 12 Voice 13 V ideo 13 Inter net browsing 13 Gaming 14 CON C L U S I ON 15 GL OS S ARY 2 . per service 07 Correlation TCPDR and radio measurements 08 Moving from NPS-only to predictive satisfaction indicators 10 QoE.

A SOC provides the means to monitor services in an end-to-end context and to leverage actionable data in order to deliver the best possible QoE. The implementation of a Service Operation Center (SOC) puts QoE at the center of the organization and breaks the silo-based organization. we shall see how QoE-oriented network optimization contributes to an intensified consumption of mobile data services. Quality of Experience (QoE) measures the quality perception from an end user’s point of view of the delivered services and is therefore a good indicator of a subscriber’s satisfaction level. We shall introduce meaningful QoS metrics to monitor. proposes different methods for measuring QoE and leveraging this information intelligently to different teams. flattening ARPU and the need to address an increasing demand for data. with 37% of consumers citing slow connection speeds as the main reason for churning. So. This paper explores the different factors that impact QoE. through customer case studies. 1 3 O v um 2014 Te le c oms Cust ome r Ins i ghts .It works ! I have network coverage at last ! How are you ? Introduction Communication Service Providers (CSPs) are faced with rising operating costs. enhanced customer loyalty and increased revenues. The survey shows that the quality of mobile broadband experience is the leading driver for mobile operator churn. On top of that. Delivering superior customer experience has therefore become a central concern and a constant battle for CSPs. in order to prevent churn and differentiate themselves from competitors. 50% of subscribers are at risk of churning in the next 12 months. according to research1. CSPs recognize these figures and know that churn corrodes their business. understanding and assuring the quality of subscriber’s experience is paramount.

time etc. In order to decide how to optimize their networks CSPs require a holistic view of the subscriber. This allows the CSP to create a partnership with the right application provider and to optimize the QoE of these most used applications. Alarms can be triggered when a metric is out of range and hence impacting the subscriber experience. If the quality regression comes from the application provider. #1 #1 4 1 2 3 . device and application usage. congestion levels. Through alarms the CSP is informed of any quality degradation and is then able to locate the issue (RAN / Core / content server). Astellia monitors the QoE of the top 10 most used applications and evaluates its evolution over time. application type.QoE-Driven Network & Business Optimization QoE IMPACTING FACTORS QoE is all about how satisfied a subscriber is with a service in terms of accessibility. the CSP can send them a trouble ticket. network topology. This GSI takes into account QoE of voice. responsiveness. Astellia has developed a real-time global satisfaction index which gives detailed information on QoE per service for a group of subscribers or an individual. #1 Case study : QoE of Top10 apps At a Middle East CSP. quality and retainability. Subscriber QoE is based on factors such as: • The ability to make a phone call when on the move • The time required to download a webpage • The responsiveness of a mobile application • The amount of stalling in the video being viewed • The performance of a particular mobile device A multitude of elements have an impact on QoE: device and OS type. location. as well as access & mobility. Leveraging QoE indicators Global Satisfaction Index (GSI) per service or per application Based on its thorough experience with more than 200 CSPs world-wide. latency. messaging and selected data services. network.

Case study : Differentiated QoE per customer segment 12% 39 USD Subscribers belonging to the Media Lovers customer segment at a Middle East CSP are consuming on average 8. Astellia therefore puts more weight on selected KPIs like throughput. optimization activities are being prioritized on high revenue generating customers prone to churn. They have to define and weigh application and services KPIs differently for each customer segment and adapt network optimization campaigns accordingly. while a subscriber watching a video on YouTube requires a seamless data service. By taking into account the ARPU of the impacted subscribers. per service Data explosion and the increased number of applications create usage diversity that should be better leveraged to service the end user and is creating the need for adapted customer experiences. per subscriber. packet retransmission.8 GB M edia lovers Other 14% OS Apple 27% Android 57% 5 . Differentiated QoE per customer segment. Video delays and frozen video are having a higher impact on these subscribers than on those surfing only social media sites like Facebook and WhatsApp. buffering delay to evaluate the customer experience of this segment. The issue is all the more important if it concerns high value subscribers rather than occasional service users. Astellia and the CSP created together a GSI based on the correlation of 3 main KPIs: • Call set-up efficiency • Call drop • Throughput data for data sessions to identify the worst performing areas Optimization campaigns were prioritized on these areas. jitter. The vendor independent indicator was also used to assess operations’ efficiency and allowed to follow-up SLAs with Managed Services Providers. 8. followed-up by regional marketing campaigns to reduce churn.8GB per month by watching videos and streaming music.Case study : Customer-centric network performance indicators A European CSP wanted to use a customer-centric indicator to measure network performance and customer experience while benchmarking service perception across the different regions in the country. CSPs therefore need to monitor a differentiated QoE based on subscribers’ main centers of interest. Astellia provides per segment a list of subscribers with bad QoE and hence with a potential to churn. It is of no use to provide high throughputs to subscribers using only Twitter. This GSI was used afterwards to assess customer experience of different MVNOs and inbound roamers.

with Astellia. objectives is preventing any quality degradation in the customer experience during traveling on a high speed train.QoE-Driven Network & Business Optimization Case study : Optimizing CX on high speed trains A high speed train is a very complex environment due to the high speed at which customers are travelling. analyzing root causes. Now. So special challenges require special solutions. they adopt a new and very innovative approach which manages to filter out those people that are actually on the train. central and regional teams are focused on monitoring KPIs. For this. detecting gaps and proposing improvement plans. Quality Manager at Orange Spain. One of Juan Serrano Sanchez. This allowed Orange Spain to become the best service provider on high speed trains in Spain and created a real competitive differentiator. 6 . Orange Spain mainly used drive tests to optimize network conditions along the railway. Before. The optimization of high speed train routes is particularly important for business travelers who need to stay connected at any time.

So with exactly the same radio conditions. Methodology: Correlating probe-based data and call traces Different data services and applications require adapted levels of throughput and latency. Therefore. etc. congestion. leading to immediate loss of revenue for the operator. the cause can be manifold: device. radio. However. these customers stopped their web browsing session. After that. PROBE + CALL TRACES Because of bad radio conditions. customer experience might be completely different. etc) it will result in poor QoE. Correlating application usage and radio measurements allows root cause problem elimination: having good radio measurements doesn’t necessarily mean providing good QoE.Correlation TCPDR and radio measurements When a subscriber experiences bad throughput. content server. RNC and eNodeB call traces. 7 The poor radio conditions didn’t have an immediate impact on youtube usage since part of the videos had been buffered. it is very important to be able to correlate user plane information (including application usage info) provided by probes with radio measurements coming from BSC. core. if radio measurements are bad (coverage. . customers stopped using the service.

reciate BLER.IN you re comm How li URBA end O k e ly N COV PERA would TOR to ER you ra te OP a frien And th RURA E d. w E BRO hat is SING Wyour o SPEE Only if verall D you’re satisfa satisfa using ction w your m ction r ith OP egard o b il ERATO e ing the phone R’s to bro surfing wse th speed e net. better competitive offer. dropped operators to identify precisely calls. to measure customer satisfaction based on a simple question “Would you recommend our company to a friend?” Subscribers are then categorized as promoters. Surve y dy of th could e mobile ph answe o r the fo ne market in llowing S H o questi pain. In case of a bad customer experience radio optimization teams will know exactly which parameters to fine-tune to improve QoE. we w likely COVE ons : would R. throughput. The result is an advanced customer satisfaction index that not only provides objective customer perception indicators but also precise location information where radio optimization has to be reinforced. passives or detractors. a powerful customer-centric indicator. 3G vs time spent on 2G. a customer loyalty metric. that correlates radio network metrics and end-user perception information collected through customer surveys. ? what is your le vel of NPS if you E X A M P L E 8 survey . of their dissatisfaction r a app l stuas RSCP. CQI. how w S o a call on the uld you rate A nd the first att SPEE y capac CH empt ? our level of ity to k satisfa QUAL e e p a ca ITY ction r And th ll witho egard e quali ing ut losin ty of s g o conne OVER und du ction ? ALL ring th e phon NETW ORK e calls Regar ding a ? ll the p netwo reviou rk ? MOBIL s it e ms. voice and why the customer is not likely to data quality are correlated with recommend their brand nor does order technical radio measurements such it allow them to Inidentify the reason to ma a gene would(billke shock. bad QoE. etc. Astellia has developed Satix. coverage issues. Therefore it is impossible for operators to troubleshoot and solve issues and therefore retain these customers.). time spent on 4G. This customer-centric optimization allows prioritizing of network investments based on high value customers’ perception. a re R e ATOR covera L COV lative ’s cove ge in u ER or a coCustomer r a r g b e a lleagu n area And th indoor BLOC e? s e ? ? c o KING verage in rura l areas In are as ? the ca with a goo d p a c c o it v y to es e DROP tablish rage. The Net Promoter Score translates customer satisfaction at a given point in time for a sample of Customer experience feedback customers but it doesn’t allow such as blocked calls.QoE-Driven Network & Business Optimization Moving from NPS-only to predictive satisfaction indicators Marketing departments often use customer surveys including the Net Promoter Score (NPS). Ec/N0.

The survey scores detractors.00 1.79 1.83 2.39 3. Satix radio network metrics at this Tier 1 operator are based on traffic • of 12 million subscribers • covered by 40 000 2G/3G/4G cells CX Survey Correlation These metrics are then compared with user perception information based on weekly automatic customer surveys amongst a panel of 3000 subscribers.95 2.Case study : Correlating network performance and NPS A European Tier 1 operator that relentlessly pursues network performance excellence to provide the best customer experience called upon Astellia for customer-centric optimization.82 Attribute Data Quality 1.99 5.8 2.65 4.58 5.35 3.98 4. SatiX CX index Network performance indicators QoE scored by subscribers Technical metrics Coverage Blocked calls Dropped calls Voice quality Data quality RSCP Throughput CQI / BLER Ec/No.74 1.50 5. IMSI IMSI 1 IMSI 237 IMSI 3004 IMSI 412 IMSI 5492 IMSI 6057 IMSI 7054 IMSI 486 IMSI 9 IMSI 8956 SATIX ATTRIBUTES Attribute Voice Blocks 4.38 4.42 4.51 5. The Satix score however shows that these customers have not experienced any network quality degradation.99 4.98 4.00 4. i.26 1.61 Attribute Coverage 1.21 4.29 5.64 4.00 4. 9 . Calibration CX index & triggering optimization actions To improve QoE & network performance The survey score identifies detractors.e.66 SATIX score 3 3 2 3 1 9 10 7 9 7 Customer survey score 0 0 0 0 0 0 0 2 0 2 Promoter Neutral Detractor Detractor Detractor Detractor Detractor Detractor Detractor Detractor Detractor Detractor Detractor Reason for disatisfaction Network QoS related Network QoS related Network QoS related Network QoS related Network QoS related Non-technical reason Non-technical reason Non-technical reason Non-technical reason Non-technical reason Correlation between Satix and NPS Survey This information was then used by marketing teams to launch win-back campaigns and by network operations teams to better target network optimization campaigns based on customer location and value.07 3.84 5. commercial reasons (high Satix score).75 1.03 3.96 3.98 4.00 2. .97 4.33 1.00 3.95 4.97 3. The correlation between Satix and Survey scores enabled the operator to discern whether a customer was dissatisfied due to poor network quality (low Satix score) or due to nonnetwork related reasons i. customers on the verge of churning.86 3.27 2.04 3..63 1.e..00 2.96 Attribute Voice Attribute Speech Quality Drops 5.96 3. The Satix score is very low and indicates that the customer has experienced several network quality issues.23 1.00 2.16 2.94 1.

corporate subscribers and key areas. Moreover. It will also allow them to improve their ability to predict which subscribers are likely to churn. Marketers can improve campaign effectiveness by including QoE as a dimension for understanding their target audience. engineering. messaging. managing and ensuring a good QoE is everyone’s concern within a CSP. They need to know if the customer is the only one impacted by the issue or if it is the issue that impacts all subscribers in that area. Device managers need to understand device behavior to select the best performing ones for their new data plans and inform device manufacturers or network equipment vendors in case of a device issue. Service Operation Center’s (SOC) manages E2E service quality and is at the heart of a CSPs customer focused strategy. Customer Care needs information to ascertain in real-time the level of satisfaction for every subscriber and for each type of service (voice. Network performance and radio engineers can perform proactive QoE monitoring by diagnosing QoE & service degradation and drilling down to the root cause of the problem. marketing and customer care teams. A SOC breaks down organizational barriers and has the role of an intermediary between the operations.QoE-Driven Network & Business Optimization QoE. data). everyone’s business Understanding. For optimal ROI. 10 . they can prioritize their investigations on high value customers. they will need to adapt the timing of their upsell and cross-sell campaigns to send the right offer at the right time. performance.

As mentioned before. SRVCC Success SRVCC Speech CSFB Success CSFB Setup Time RTP Packet Loss RTP Jitter Voice Call Setup Time Call Setup Delay Call Setup Success Call Drop Call Block Connection Gap Video Jitter Latency Throughput Stalling Rate Stalling Duration Packet loss Transaction Delay Frame Rate Buffering Delay Session Drop Session Start Time Cut-off Rate Internet browsing Http Efficiency Uplink Efficiency Downlink Efficiency Response Time Packet Loss Throughput Transfer Transfer Duration Bitrate duration Page Refresh Delay Page Download Delay Packet Loss E-mail Session Setup Success Send/Receive Delay Abort Rate Gaming Jitter Latency Ping Packet Loss Delay 11 RTP Delay Bearer Establishment Success MOS Establishment Success Establishment time Used codecs . usage profile.Meeting the need for meaningful metrics There are numerous elements which can degrade QoS and might affect QoE. location. there must be consistency in the metrics used to determine that quality. capacity. throughput. and device. time-of-day. it is often a combination of network availability. To deliver consistent quality. CSPs therefore need QoS (KPIs) & QoE (KQIs) metrics that take into consideration all of the impairments that affect the quality of each service.

Our solution analyses a call every 5s.QoE-Driven Network & Business Optimization Voice Voice still remains a vital service CSPs run over their networks. end-to-end QoS is essential. 12 . Room for error round voice services is therefore slight to non-existent. Case study : Launching VoLTE service Astellia helped a European operator launch its VoLTE service focusing optimization activities on 3 areas: Fast Voice call establishment Voice call continuity with 3G & 2G Astellia analyzed the SRVCC efficiency and delay per handset and indicated the best performing devices for VoLTE Voice & data quality Astellia could show that voice call setup with VoLTE was clearly faster than with CSFB: 200-300ms vs 8 sec Astellia provides the MOS score of each VoLTE call. Delivering a quality voice service in an LTE environment is a major goal. This provides a much more reliable vision of customer experience than competitors’ who calculate the average MOS. CSPs will need to provide seamless fallback (SRVCC) to 2G/3G networks where LTE is unavailable. For VoLTE to succeed. to depict the real quality of experience of the voice service. The destabilizing impact of OTT providers is putting pressure on CSPs to deliver quality voice services. from start to end.

Having a low ping is desirable because lower latency provides smoother gameplay by allowing faster updates of game data. Browsing Watching KPI Server response time Throughput Internet browsing Subscriber waiting time is the key determinant of web browsing QoE: the longer users have to wait for the web page to arrive. the user experience of on-demand Internet streaming service Netflix. Ensuring a consistently great video experience by preventing video blackouts. will have an immediate impact on customer satisfaction and loyalty. Methodology: Analyzing video quality When measuring. there is no application that is more important to the consumer experience than mobile video. driven by VOD and P2P streaming and even mobile games containing video. silence. the more dissatisfied they tend to become with the service.Video Cisco’s report estimates that video will account for 70% of traffic by 2018. especially for video addicts. for instance. So. frozen video. 13 . Gaming QoE of so called First Person Shooter games poses strict requirements with respect to network quality. it is important to make the distinction between > Browsing Netflix navigation menu > Watching a movie The KPI server response time reflects the user experience for menu browsing but throughput is a better KPI for evaluating the movie watching experience. buffering delays etc.

reduce churn. Focus on QoE is worth the effort and holds a great opportunity to improve loyalty. QoE is the key to drive customer lifetime value and emerges as the new battleground for CSPs. Subscribers’ increasing reliance on mobile networks and the exponentially rising demand for mobile data services are putting pressure on the network. Optimizing QoE has therefore become a prime concern 14 . for everyone. competition from OTTs is fierce and revenues are flattening. raise ARPU and margins. especially in cases where bandwidth alone isn’t the cause of the customer’s poor experience.QoE-Driven Network & Business Optimization satisfy analyze improve Conclusion Operating mobile networks today is expensive for CSPs. However. CSPs cannot afford to continue simply adding more bandwidth. In other words. Measuring QoE is difficult and CSPs rely on different QoE indicators to do so.

Glossary ARPU Average Revenue Per User BLER Block Error Rate BSC Base Station Controller CQI Channel Quality Indicator CSFB Circuit Switched Fall Back CSP Communication Service Provider GSI Global Satisfaction Index KPI Key Performance Indicator KQI Key Quality Indicator MOS Mean Opinion Score NPS Net Promoter Score P2P Peer to Peer QoE Quality of Experience RAN Radio Access Network RNC Radio Network Controller ROI Return on Investment RSCP Received Signal Code Power RTP Real-time Transport Protocol SOC Service Operation Center SRVCC Single Radio Voice Call Continuity TCPDR Transmission Control Protocol Data Record VOD Video on Demand VoLTE Voice over LTE 15 .

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