Post on 01-Feb-2016
description
© 2006 IBM Corporation
Service Quality Management
2007.4
All statements of direction or intent are provided for planning purposes only and are subject to change or withdrawal without notice
IT Service Management
© 2006 IBM Corporation2 Tivoli Software
Metaphor
England FansWatching Their 1:0 Victory over Paraguay
IT Service Management
© 2006 IBM Corporation3 Tivoli Software
Metaphor
네트워크 가용성QoS (Quality of Service)장애 관리네트워크 성능 관리Signaling ProbeDriving Test
서비스 가용성QoE (Quality of Experience)서비스 품질 관리가입자당 매출 (ARPU)고객 이탈율 (Churn Rate)
IT Service Management
© 2006 IBM Corporation4 Tivoli Software
SQM (Service Quality Management) ?
고객 사업자
QoSAchieved
QoSOffered
QoSPerceived
QoSNeeds 목표목표
현실현실
NetworkCentric
CustomerCentric
실제 고객이 서비스를 어떻게 경험하고 있는지 , 모든 서비스 관리 지표를 비즈니스 목표 , 고객과 연관 시킴으로써 , 서비스 관리 조직과 프로세스가 더 중요한 문제에 집중할 수 있도록 합니다 .
IT Service Management
© 2006 IBM Corporation5 Tivoli Software
話頭1. 어떻게 하면 , 서비스 관리
프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까 ?
2. 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까 ?
IT Service Management
© 2006 IBM Corporation6 Tivoli Software
Service Quality Management 정의
Service Quality Management 는 다음의 질문에 해답을 가지고 있습니다 . – 고객이 경험하는 서비스는 어떠한까 ?
SQM 은 위의 질문에 어떻게 대답을 하는가 ?Service Quality Management (SQM) 란 현존하는 관리시스템 - 성능관리 , Probe 시스템 , 장애관리시스템 - 을 이용하여 네트웤 /장비 관점의 관리 metric 를 취하고 이를 상호연관관계분석과 modeling 을 하여 고객 관점의 관리 metrics 로 구현하는 것입니다 .
SQM 은 어떻게 진화되어 왔는가 ?SQM 은 성능관리 영역으로 부터 우선적으로 진화해온 하나의 OSS 시스템 입니다 .
SQM 이란 고객 경험치를 보다 더 잘 이해하기 위한 특정서비스 – End to End – 를 모니터링하고 Modeling 하는 하나의 방법입니다 .
IT Service Management
© 2006 IBM Corporation7 Tivoli Software
SQM (Service Quality Management) ?
Customer-centric Organizations
Cu
sto
mer
Ser
vice
sR
eso
urc
es
CQI
SQI
KPI
CQI = f (SQIi=1..n)
SQI = f (KPIk=1..m, PPIl=1..o)
MethodologyOrganization
Net
Co
Ser
vCo
Operational Organization
Functional Departments
Ser
vice
Man
ager E2E
responsibility Matrix with
defined decision
rights
Service Organization
• Marketing• Sales• Customer Care
• Network Operations• RAN Planning &
Deployment• Management IT
operations
Examples
Examples
Infrastructure
Integrated WSQM view
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
Customer KQIs
SQIs
Onl
ine
/ Offi
ne M
onito
ring
Integrated WSQM view
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
Customer KQIs
SQIs
Onl
ine
/ Offi
ne M
onito
ring
Service Modelling
Service Monitoring
Service Definition
• Structure & content• Service Characteristics• Quality characteristics• Delivery mechanism• Tariffs & contractual terms
Integrated (cross- departmental) approach for SQM
IT Service Management
© 2006 IBM Corporation8 Tivoli Software
SQM (Service Quality Management) ?
Operations
Customer
Operations Support& Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations
Supplier/Partner Relationship Management
CRM Support &Readiness
SM &O Support &Readiness
RM &OSupport &Readiness
S/P RMSupport &Readiness
MarketingFulfillmentResponse
OrderHandling
ProblemHandling
CustomerQoS/SLA
Management
Billing &Collections
Management
Retention & Loyalty
Customer Interface Management
ServiceProblem
Management
ServiceQuality
Management
ResourceTrouble
Management
ResourcePerformanceManagement
S/P ProblemReporting &Management
S/PPerformanceManagement
Resource Data Collection & Processing
Supplier/Partner Interface Management
S/P PurchaseOrder
Management
S/P Buying
ServiceProvisioning& Activation
ResourceProvisioning
S/P Settlements&Billing
Management
Service &Specific Instance
Rating
Selling
Focus of
SQM
Traditional Fault and
Performance Mgt
IT Service Management
© 2006 IBM Corporation9 Tivoli Software
왜 SQM 이 중요할까요 ?
IT Service Management
© 2006 IBM Corporation10 Tivoli Software
Converged Value Chain
새로운 경쟁 !
Content Service Network Device
Service Quality that matters !
In DomainInter Domain
IT Service Management
© 2006 IBM Corporation11 Tivoli Software
Converged Service
유선전화 모바일 전화 ?
Source : MIC, Earnings Release
성장 동력 !Service Quality that matters !
IT Service Management
© 2006 IBM Corporation12 Tivoli Software
Converged Network
융합 !Service Quality that matters !
User plane
Access plane
Transport planeMobile Backbone
2G/ 2.5G/3G
Switched Network
IP backbone
Mobile Fixed voice Data
ISP
DSL Leased
lines ATM/FR
DSL Leased
lines ATM/FR
Service plane
Control plane
Any Client – Any Time - Anywhere
Applications
Switch
Mobile Services
Management (HLR)
IT Service Management
© 2006 IBM Corporation13 Tivoli Software
Focus
80 : 20 !Service Quality that matters !
120 DroppedCalls/Hour 100 Dropped
Calls/Hour
80 Out of 100Dropped
CorporateCalls
20 Out of 120Dropped
CorporateCalls
Network Centric Business Centric
IT Service Management
© 2006 IBM Corporation14 Tivoli Software
어떻게 SQM 을 할까요 ?
IT Service Management
© 2006 IBM Corporation15 Tivoli Software
Closed Loop Service Management
Define the Service
Plan and Provision
Set Service LevelsMonitor,
Report and Refine
Automate Processes
Ensure Service Quality
Customer-Centric
Customizable
Cost-Effective
서비스 별로 모듈화된 구현 가능
측정 가능한 결과
“Proof Point” 를 통해 적용 서비스 확장
Lifecycle widens to drive larger returns
IT Service Management
© 2006 IBM Corporation16 Tivoli Software
Service Modeling Process
서비스 시나리오 분석(Analyze Service Scenario)
서비스 아키텍처 분석(Analyze Service Delivery Architecture)
KPIs & KQIs 도출(Identify KPIs & KQIs)
서비스 관리 아키텍처 정의(Define Service Management Architecture)
서비스 관리 모델 정의(Define Service Management Model)
(candidate) KPIs(candidate) KQIs
필요한 QoS 데이터 소스OSS/BSS 인터페이스 요구사항
아키텍처 다이어그램트랜잭션 Flow
서비스 구성요소사용자 Task인지된 QoS 요소운용 요구사항
서비스 Delivery Chain ModelSLA ModelKPI FormulaKQI Formula
output
사업자 서비스 설명서SLA 요구사항SLO 요구사항
텔레콤 서비스 표준사업자 서비스 아키텍처
텔레콤 QoS 표준
가능한 QoS 데이터 소스OSS/BSS 통합 요구사항
운영 제약서비스 레벨 목표SLA
input
IT Service Management
© 2006 IBM Corporation17 Tivoli Software
Raw Measure, KPI, KQIRaw Measures KPI KQI
# Call Attempts per cell
# Call Failures per cell
% Call Attempts Successful per cell
Aggregated measure of mobile reliability for a region
# Handover requests per BSC
# Successful Handovers% Successful Handovers
# Calls connected
# Calls cleared by user termination
% Successful call termination
Alarms from NE’s
Connectivity tests
Process queries
Availability status of NE or process
Aggregated availability status of service or sub-service
Attach times to SGSN (from active testers)# Attach Requests to SGSN
# Successful Attach Requests
Mean attach timeAggregated measure of performance of wireless data connections
PDP context negotiation times (from active testers and/or passive probes
# PDP context activations
# Successful PDP context activations
Mean PDP context negotiation time
IT Service Management
© 2006 IBM Corporation18 Tivoli Software
High Level KQI’s - applicable to all service types
High Level KQI Describing Derived From Source Data
Availability The proportion of time a service is up, running and available for use
Up/Down alarmsActive probingHierarchical model
AlarmsActive Probe results
Reliability A measure of probability that a user will succeed in carrying out their transaction
Up/Down alarmsActive probingPassive probingError countsDrop counts
Alarms (outages of less than 1 minute treated as reliability rather than availability issue)Probe dataPM data
Responsiveness(ETR003 – Speed)
A measure of the users experience in terms of response times
RTT measures from E2E tests and passive probesRetry counts
Active probe resultsProtocol analysisPM data
Quality(Extending the Accuracy category of ETR003)
A measure of the users experience in terms of quality of delivery
Direct measures of perceived quality (eg Netcool WUQ agents)Jitter measuresPacket drops
Netcool WUQ agentsProtocol analysisPM data
Viability A measure of the returns as perceived by the operator (usage or revenue)
Usage measuresBilling Data
PM dataQueries of billing systems
IT Service Management
© 2006 IBM Corporation19 Tivoli Software
Specific Service KPI’s – IPTV
IPTV SDP
Switch
Network
Access
FTTx
Cable
xDSL
CPE
VOD Server
Distribution Server
Encoder
Local Feed
National
Distribution
National
Feed
BTV
Server
CPE
EPG
Encoder
BTV Server
VOD Server
Data
Storage
IPMPLS
PE Router
Local OfficeMetro Office
Content Assurance IP Bearer passive monitoring.
“Passively sample service quality at key points in the supply chain ”
Robot User
Light Video SW Agent embedded in the STB
Service Availability IPTV Platform Load Service Usage (bit rate)
per Channel per ISAM
Per Channel error distrib (Max BW, Access right, Max Stream) Viewers per Channel Total Play Time Number of Selections Channel Surfing Time Channel Surfing Errors
MOS Video Stream Utilization Video Data Rate Jitter Latency Packet Lost Frozen Frames Skipped Frames
Delivery Network Performance Assessment MOS Channel Surfing Time Channel Surfing Quality Audio/Video Synch Quality
User Traffic simulation
Source material is Quality Assured during the Encoding Process Synchronization Errors during encoding MPEG (or other codec) files errors detection Reference Sequence PSNR Mean Squared Error Blockiness Blurriness Jerkiness
MOS Video Stream Utilization Video Data Rate Jitter Latency Packet Lost Frozen Frames Skipped Frames Buffer Overflow Rate of Disturbance PSNR Mean Squared Error
IT Service Management
© 2006 IBM Corporation20 Tivoli Software
Information Flow in Service Model
AlarmsAvailability
Test Results
Passive Probe
Metrics
Resource Metrics
PM Counters
Log File records
Active Probe
Results
User Experience
Metrics
Normalisation in the FM and PM systemsNormalisation in the FM and PM systems
Resource Availability Indicators
Resource KPIsE2E Speed Indicators
Reliability Thresholds
Aggregated Customer
Experience
Mapping to Service Components Mapping to Service Components (Service and/or Sub-Services)(Service and/or Sub-Services)
Service Availability Indicators
Service KQIs
Mapping to Customers Mapping to Customers and/or SLAsand/or SLAs
Prioritised Operational Service Views
Service Performance Reporting
Customer Service Delivery and SLA Reports
Service Configuration and Activation
OSS
Inventory and other databases
IT Service Management
© 2006 IBM Corporation21 Tivoli Software
How to aggregate KPI’s, KQI’s ?
AlarmsAvailability
Test Results
Passive Probe
Metrics
Resource Metrics
PM Counters
Log File records
Active Probe
Results
User Experience
Metrics
Normalisation in the FM and PM systemsNormalisation in the FM and PM systems
Resource Availability Indicators
Resource KPIsE2E Speed Indicators
Reliability Thresholds
Aggregated Customer
Experience
Mapping to Service Components Mapping to Service Components (Service and/or Sub-Services)(Service and/or Sub-Services)
Service Availability Indicators
Service KQIs
Mapping to Customers Mapping to Customers and/or SLAsand/or SLAs
Prioritised Operational Service Views
Service Performance Reporting
Customer Service Delivery and SLA Reports
Service Configuration and Activation
OSS
Inventory and other databases
CombinedKQIs KQIs KQIs
KQIs KQIs KQIs KQIs KQIs KQIs
Busi
ness
Focu
s
‘Raw data’ from Service Resources (Data Sources)
KPIs
Tech
nic
al Fo
cus
Persisted in ServiceAssureservice quality data database
KPIKPIKPIKPIKPI
KQIsService Index Summarized views,
with access to detailthrough drill-down
IT Service Management
© 2006 IBM Corporation22 Tivoli Software
How to aggregate KPI’s, KQI’s ?
Network LevelFM
Network LevelPM
OMCs
PassiveProbes ESM
CDR(Medi-ation)
E2EService
test
IP &Applic-ationtest
TT &Workflow
Mon
Network Business Processes
BSS AlarmsMSC AlarmsxGSN Alarms
Channel blockingAttach failures
Context failures
Call setup failureAbnormal term.IMSI Attaches
Avg. round trip delayAccess failure rates
Avg. access time
Processor occup.App. Status
Port utilisation
CC Call wait timeProvisioning Overrun
TT lifetime
Abnormal term.Service usage
QoS downgrades
Service availability Data throughput Service retainability Data accuracy Speech quality Provider responsiveness
AggregationCorrelation
Combination
Service qualityconcerns:
KQIs
KPIs
User-defined rulesets:
ITU-T E.800:• Supportability• Accessibility• Retainability• Integrity…etcTMF SLA Handbook
IT Service Management
© 2006 IBM Corporation23 Tivoli Software
Service Model Sample
Service Layout defined on paperService Layout defined on paper
Service Model shown as Service Model shown as hierarchyhierarchy
Score card of service Score card of service delivery metricsdelivery metrics
IT Service Management
© 2006 IBM Corporation24 Tivoli Software
Service Model Sample - IPTV
Throughput
Queue
Packet Dropped
IPTV
Broadband
Access
Active Testing QoE
Service Usage
SDP
National
Distribution
Super Head-end
Video Hub Office
PE Routers CoS VPN
VOD BTV
AcquisitionStorage Web Portal
Availability
Packet Lost
Latency, Jitter
Frozen Frames
SNR
MOS
Buffer Overflow
Jitter, Latency
Mean Squared Error
Network Infrastructure
VPLS
Aggregation
Network
VLAN
DSLAM RG
Encoder
VOD BTV Distribution
Encoder
Play Time
Video Stream Utilization
Channel Selections
Channel Surfing Time,
Channel Surfing Errors
Content Assurance
Service
Quality
IT Service Management
© 2006 IBM Corporation25 Tivoli Software
Service Model Case – Vodafone (2G/3G Mobile)
IT Service Management
© 2006 IBM Corporation26 Tivoli Software
IP Convergence OSS Architecture
FulfillmentService Assurance
Ordering &
Billing
Network & Service Activation
Network Inventory
Provisioning
Customer
Support
Service Management
Customer Environment
Access Network
Metro Network
Core Network
System &
Application
BroadbandInternet VoIP IPTV
Infrastructure Traffic
Discovery Fault SQM/QoEPerformance
OSS / BSS
Service
Delivery
Platform
Converged
Infrastructure
NetCool
Wireless Data
IT Service Management
© 2006 IBM Corporation27 Tivoli Software
IP Convergence SQM
Service Level Management
Service Impact Service
Quality
Monitoring
Service View
Service Modeling
Data Collection
IPTV
Model
Proviso
DataLoad
MTTrapd
Probe
Syslog
Probe
ISMLog
Probe
WS
Probe
Corba
Probe
Data Consolidation
Data
Enrichment
Data
CorrelationData
Correlation
> Defines Dependencies between service components
> Process infrastructure events to understand impact on end-users & service delivery
> Service Delivery
> IPTV Signalling
> Video Quality
> Service Usage
> Monitors Service Quality Commitment
> Track Service Quality Violations
> Real Time, Historical Dashboard
> Service Navigation
VoIP
Model
Mobile
Model
IT Service Management
© 2006 IBM Corporation28 Tivoli Software
“ 사용자의 체감 품질” 이라뇨 ?
IT Service Management
© 2006 IBM Corporation29 Tivoli Software
Why QoE is Important?
3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values…3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values…
Modeling human perceptual evaluation of services is the only way to truly understand the consumer experience
– Customer quote
Modeling human perceptual evaluation of services is the only way to truly understand the consumer experience
– Customer quote
IT Service Management
© 2006 IBM Corporation30 Tivoli Software
Measure Customer Experience
UQM(User Quality Monitor) Agent
Noise Level
SNR
Speech Activity
Speech Level
• Data Rate
• Download time
• Page parsing
• Jitter
• Protocol
• Out of sequence
• Packet loss
• HTTP return status
Voice
Data
• E-Model Score
• Packet Loss
• Bit Rate
• Jitter
• Codec type
• Burst Model
• Packet Delay
• Frame Rate
(windows / symbian)
Video
IT Service Management
© 2006 IBM Corporation31 Tivoli Software
SQM Consideration
Information Technology
TechnologyCustomer
ServiceMarketing Sales
BSS
OSS
Business Intelligence
……
NetworkOperations
ServiceMgmt
Planning & Eng.
……
Backoffice
CCConsumer
CCBusiness
……
ProductMgmt
Te2rminalMgmt
C&BMarketing
……
Business
Consumer
Channel Mgmt
……
SM 의 End2End 확장SM 의 조직적 한계
Relationship of SQM within the Mobile Operator Organization
True End 2 End Service Quality Management
IT Service Management
© 2006 IBM Corporation32 Tivoli Software
SQM Consideration
Service Assure Delivery• Network Ops• Engineering
• Network Exec Mgmt• Other Exec Mgmt• Customer Care• Marketing Government • Marketing Enterprise
• Supply Chain• Marketing• Sales (B2B)• MVNO• Others
Service Assure Delivery• Network Ops• Engineering
Service Assure Delivery• Network Ops• Engineering
Current Near Term Future
Value
Time
• Network Exec Mgmt• Other Exec Mgmt• Customer Care• Marketing Government • Marketing Enterprise
SQM Evolution Path- 향후 SQM 을 필요로하는 고객
IT Service Management
© 2006 IBM Corporation33 Tivoli Software
Back to the start..
1. 어떻게 하면 , 서비스 관리 프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까 ?
2. 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까 ?
SMM (Service Management Model)
QoE (Quality of Experience)
IT Service Management
© 2006 IBM Corporation34 Tivoli Software
Summary Service Quality Management 는 복잡하고 계속 발전하는
요구사항입니다 .
성공적인 SQM 구현은 대부분 , 실제 운용하기 전에 1 개 혹은 2 개의 서비스를 모델링 하는데 초점을 맞추었습니다 .
실패한 시도들은 모두 “ 모든 것을 한번에” 라는 전략을 사용했습니다 .
IBM SQM 의 구현은 고객과 파트너와 함께 이뤄낸 결과를 기반으로 이뤄집니다 .- 협력관계
IBM 의 SQM Capability 는 계속해서 진화하고 있습니다 .
IT Service Management
© 2006 IBM Corporation35 Tivoli Software
감사합니다 !IBM Tivoli NetCool
Sales : 김영선 차장 (ysunkim@kr.ibm.com)Technical : 임정빈 차장 (limjb@kr.ibm.com)