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
esa.vesterinen@omnitele.com
 Content
• QoS – QoE framework for data
services

• Case studies:
• WWW browsing
• Network performance vs YouTube experience
• Optimisation
©Omnitele Ltd. 2014 2
our company

founded in 1988 to design and rollout world’s first GSM

PIONEERING network, 1000+ projects in 80+ countries since then

owned by Finnish telecom investors, independent

INDEPENDENT of all operator groups and equipment vendors

consulting and professional services for telecom

CONSULTING service providers and regulators

consulting for mobile industry since 1988

 our services

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Strategy Optimisation Benchmark Management

maximised customer experience

minimised network cost
©Omnitele Ltd. 2014 4
 what are QoS and QoE?

price

QOE DEPENDS ON…

 expectations
 branding
 socio-economic
session focus
QoE
background
 price network
 customer care
QoS
 provisioning service
brand
 end-user QoS
device expectations

©Omnitele Ltd. 2014 5

 QoE, QoS and network performance quantified

QUALITY OF EXPERIENCE
how well service quality meets expectations?

call setup timecall completion rate sms send time sms

QUALITY OF SERVICE completion rate file transfer time www page waiting time www
measured application/service KPIs
page success rate video buffering time video setup success rate

RSCP Ec/N0 latency jitter packet loss RSRP RLC throughput RSRQ

NETWORK PERFORMANCE
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
capacity, coverage, functionality, efficiency… Size SHO Success Rate ISHO Success Rate CQI E-DPDCH Throughput PDSCH
modulation MAC DL BLER MAC UL BLER MAC UL Retransmission Rate

©Omnitele Ltd. 2014 6

 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
OBJECTIVE |
experience for high value customers

1. QoE targets: define the desired WWW QoE level

2. QoS targets: measure QoE & QoS and cross-

correlate 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 SUFFICIENT
WWW browsing experience?”
QoE TARGET
MOS QoE Impairment

5 Excellent Imperceptible
90% of high value
4 Good Perceptible but not annoying customers MOS ≥ 4
3 Fair Slightly Annoying

2 Poor Annoying

1 Bad Very Annoying

©Omnitele Ltd. 2014 10

 2. QOS TARGET | correlate QoS with QoE

2.18
Web Browsing QoS and QoE
5
3.74 MOS Average(s)
4
QoE [MOS]

6.02
3
9.99
unsatisfactory region
2
(MOS < 4)
13.83
1
0 2 4 6 8 10 12 14 16 18 20
QoS: WWW page waiting time [s]

QoS target: WWW download time < 3s

©Omnitele Ltd. 2014 11

 3. CTO TARGETS | find required NW performance

1000KB WWW Page Waiting Time vs. Bitrate

HSPA LTE
10
QoS: WWW page waiting time [s]

unsatisfactory region
(www download time > 3s)
8
CTO
6 TARGET
4 accepted region 90% of subs get
(www download time < 3s)
>3.5 Mbit/s in 4G
2 >4.5 Mbit/s in 3G

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
 Case summary

1. QoE targets: define the desired WWW QoE MOS ≥ 4

level

call completion rate sms send time sms WWW DL time

2. QoS
time targets: measure QoE & QoS and cross-
e transfer time www page waiting
correlate
www
to define the relation <3s
video buffering time video setup success rate

jitter packet loss RSRP RLC throughput RSRQ

NW performance
modulation coding TX power
3. CTO Targets: Link QoS with NW performance
G-factor Channel C/I
TX Power Voice Codec Usage
Time Slot Utilization
Handover Success Rate
to find right network performance KPI targets
Block Error Ratio Active Set >3.5 Mbit/s in 4G
>4.5 Mbit/s in 3G
ISHO Success Rate CQI E-DPDCH Throughput PDSCH
L BLER MAC UL BLER MAC UL Retransmission Rate

©Omnitele Ltd. 2014 13

 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 KPN

Vodafone higher bitrate,

but KPN faster YouTube
©Omnitele Ltd. 2014 15
 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

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 customer centric optimisation area prioritisation

number porters tickets coverage plots

landmarks churn

population planned sites complaints

©Omnitele Ltd. 2014 18

 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

linking network performance to customer

2 experience challenging but not impossible

3 proper CEM framework results in maximised

customer experience & minimised network cost

©Omnitele Ltd. 2014 20

 www.omnitele.com
©Omnitele Ltd. 2014 21