[7]NGN Roadshow2007 NetCool SQM - · PDF fileKPI Formula KQI Formula output ... # Successful...

IBM Next Generation Network Roadshow 2007

차세대 네트워크를 위한 서비스 품질 관리

Service Assurance /Service Quality Management for NGN

2007. 6. 21 | COEX Intercontinental Hotel, Seoul

2


Metaphor

England FansWatching Their 1:0 Victory over Paraguay, 2006

3


Metaphor

네트워크 가용성QoS (Quality of Service)장애 관리네트워크 성능 관리Driving Test

서비스 가용성QoE (Quality of Experience)서비스 품질 관리가입자당 매출 (ARPU)고객 이탈율 (Churn Rate)

4


Service Quality Management in Brief

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.

5


NGN환경에서 왜 Service Quality Management이 중요할까요?

6


Trend

Content Service Network Device

OPEX 감소새로운 매출/수익 창출NGN으로 이동고객 경험 개선

새로운 경쟁자들Eco-System

Convergence

+

+

7


Telco 2.0 : 결국은비즈니스모델의변화

How to target “Long Tail” ?

고객세그먼트 /서비스세그먼트

수요

유틸리티 모델

미디어 or 플랫폼 모델

8


Telco 2.0 in Real

유선전화

32,342 33,59236,586

38,34240,197

모바일 전화

1,086

1,736

2,424

3,284

3,685

?

소스 : 정통부 자료, 실적 보고서

Next Generation ServicesMicro-Segmentation매출 증가고객의 경험 (Customer Experience)다른 비지니스 모델과의 새로운 경쟁시스템 통합

9


NGN = the Platform

빠르게새로운서비스를출시파트너 Eco-System 구축Opex, Capex절감

User plane

Access plane

Transport plane

Traditional Vertical Structure

Mobile Backbone

2G/ 2.5G/3G

Switched Network

IP backbone

Next Generation Network

Mobile Fixed voice Data

ISP

DSLLeased linesATM/FR

Service plane

Control plane

Any Client – Any Time - Anywhere

Applications

Switch

Mobile Services

Management (HLR)

10


새로운비즈니스모델은 “고객지향관리”를필요로합니다.

네트워크 품질 != 서비스 품질 != 고객 체감 품질고객의 서비스 경험은 이제 새로운 경쟁력의 원천입니다.

User plane

Access plane

Transport plane

Traditional Vertical Structure

Mobile Backbone

2G/ 2.5G/3G

Switched Network

IP backbone

Next Generation Network

Mobile Fixed voice Data

ISP

DSLLeased linesATM/FR

Service plane

Control plane

Any Client – Any Time - Anywhere

Applications

Switch

Mobile Services

Management (HLR)

네트워크품질

서비스품질

서비스품질

서비스품질

네트워크품질

네트워크품질

서비스품질

서비스품질

서비스품질

네트워크품질

네트워크품질

네트워크품질

네트워크품질

Process

QoEMonitor

고객 체감 품질

11


SQM means Customer/Service Centric Management

서비스품질

서비스품질

서비스품질

네트워크품질

네트워크품질

네트워크품질

QoE모니터

비즈니스프로세스

고객 체감 품질

SLA

NetworkCentric

CustomerCentric

Service Quality Management

고객 사업자

QoSAchieved

QoSOffered

QoSPerceived

QoSNeeds

목표목표

현실현실

12


SQM in eTOM

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

소스 : TMForum

13


어떻게 SQM을 합니까?

14


SQM In Action

Service performance

Service Quality Management (SQM)Analyse network, service and operations process quality

data, and map to delivered services

SLA Management (SLM) Manage delivered service quality to

committed specifications

Business Management

Network, Service and Operations Process Monitoring

NETWORK SERVICE OPERATIONSPROCESS

INVESTMENT PRIORITY

Customer Problem handling

events, alarms, reports

resolutions adjustments

billing performance

Billing management

Contract performance

Service Problem

Management

events, alarms, reports

15


SQM Domain

Customer-centric Organizations

Cus

tom

erSe

rvic

esIn

fras

truc

ture

CQI(Customer Quality Indicator)

SQI(Service Quality Indicator)

KPI(Key Performance Indicator)

CQI = f (SQIi=1..n)

SQI = f (KPIk=1..m, KPIl=1..o)

MethodologyOrganization

Operational OrganizationFunctional Departments

Serv

ice

Man

ager E2E responsibility

Matrix with defined decision rights

Service Organization

• Marketing• Sales• Customer Care

• Network Operations• RAN Planning & Deployment• Management IT operations

Service Management

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 Model

Service Monitoring

Service Definition• Structure & content• Service Characteristics• Quality characteristics• Delivery mechanism• Tariffs & contractual terms

16


서비스모델

Normalisation in the FM and PM systemsNormalisation in the FM and PM systems

Alarms Availability Test Results

Passive Probe

Metrics

Resource Metrics

PM Counters

Log File records

Active Probe

Results

User Experience

Metrics

Resource Availability Indicators

Resource KPIs E2E Speed Indicators

Reliability Thresholds

Aggregated Customer

Experience

NetCool Collection EngineNetCool Collection Engine

Service Availability Indicators

Service KQIs

Prioritised Operational Service Views

Service Performance Reporting

Customer Service Delivery and SLA Reports

FulfillmentBilling / Customer

CareImpact Analysis

Service Model

Service Quality Mgmt

KPIKPIKPIKPIKPI

‘Raw data’ from Service Resources (Data Sources)

KQIs KQIs KQIs KQIs KQIs KQIs

CombinedKQIs KQIs KQIs

KQIsService Index

17


서비스모델분석 (Service Model Analysis)

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 플로우

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

*Wireless Data Bearer, VoIP, iMode, MMS/SMS, BlackBerry, IPTV, etc

18


서비스모델분석 (Service Model Analysis)

User Task Transport Plane Control Plane Service Plane

Select friends

Select game

Select Talk or not

Invitation to friends

Game start with conferencing

Service end

request buddy listreceive buddy listselect buddies & keep

request game listreceive game listselect game & keep

grouplist server

game server

send selected gamerequest game start

play game with conferencing

choreography

CSCF

MGW

send selected buddiesinvite friendsattend the game room

choreography

Availability_of_service

Availability_of_gruiplist

Availability_of_transport_p Availability_of_control_p Availability_of_service_p

response_time_buddy_listsuccess_ratio_buddy_list

response_time_game_listsuccess_ratio_game_listgame_image_download_time

success_ratio_send_buddy

success_ratio_sip_requestsignaling_sip

success_ratio_game_startaudio_quality (latency, jitter, MOS)game_sync_delay

success_ratio_invite_buddysuccess_ratio_attend_game

transaction_time

session_complete_ratio

Availability_of_gamesvr

Availability_of_choreography

Availability_of_CSCF

서비스 모델 분석을 통해서 사용자의 관점에서 서비스를 경험하는모든 과정에서 품질에 영향을 미치는 요소(Quality Factors)를

식별하고, 이들간의 상관 관계를 밝혀 냅니다.

19


Raw Metrics KPI KQI

Aggregated measure of performance of wireless data connections

Mean attach timeAttach times to SGSN (from active testers)# Attach Requests to SGSN# Successful Attach Requests

Mean PDP context negotiation timePDP context negotiation times (from active testers and/or passive probes# PDP context activations# Successful PDP context activations

Aggregated availability status of service or sub-serviceAvailability status of NE or process

Alarms from NE’sConnectivity testsProcess queries

% Successful call termination# Calls connected# Calls cleared by user termination

% Successful Handovers# Handover requests per BSC# Successful Handovers Aggregated measure of GSM reliability for a region

% Call Attempts Successful per cell# Call Attempts per cell# Call Failures per cell

KQIKPIRaw Measures

20


서비스모델 Sample

Service Layout defined on paperService Layout defined on paper

Hierarchical KQI / KPI ModelHierarchical KQI / KPI Model

Score card of service Score card of service delivery metricsdelivery metrics

C-KQI Value Constituent KQI Values Resource Identifier- Unique name- User-friendly alias

21


서비스모델 Sample - IPTV

ThroughputQueuePacket Dropped

IPTV

Broadband Access

Active Testing QoE

Service Usage

SDP

National Distribution

Super Head-end

Video Hub Office

PE Routers CoS VPN

VOD BTV Acquisition

Storage Web PortalAvailabilityPacket LostLatency, Jitter

Frozen FramesSNRMOS

Buffer OverflowJitter, LatencyMean Squared Error

Network Infrastructure

VPLS

AggregationNetwork

VLAN

DSLAM RG

Encoder

VOD BTV Distribution

Encoder

Play TimeVideo Stream UtilizationChannel SelectionsChannel Surfing Time, Channel Surfing Errors

Content Assurance

Service Quality

22


IPTV KPI’s & Data Sources

IPTV SDP

Switch

Network Access

FTTxCable

xDSL

CPE

VOD Server

Distribution Server

Encoder

Local Feed

National Distribution

National Feed

BTVServer

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 AvailabilityIPTV Platform LoadService Usage (bit rate)

per Channelper ISAM

Per Channel error distrib (Max BW, Access right, Max Stream)

Viewers per ChannelTotal Play TimeNumber of SelectionsChannel Surfing TimeChannel Surfing Errors

MOSVideo Stream UtilizationVideo Data RateJitterLatencyPacket LostFrozen FramesSkipped Frames

Delivery Network Performance Assessment

MOSChannel Surfing TimeChannel Surfing QualityAudio/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 SequencePSNRMean Squared ErrorBlockinessBlurrinessJerkiness

MOSVideo Stream UtilizationVideo Data RateJitterLatencyPacket LostFrozen FramesSkipped FramesBuffer OverflowRate of DisturbancePSNRMean Squared Error

23


Next Gen OSS Architecture

FulfillmentService Assurance

Ordering &Billing

Network & Service Activation

Network InventoryProvisioning

CustomerSupport

Service Management

Customer Environment

Access Network

Metro Network

Core Network

System &

Application

BroadbandInternet VoIP IPTV

Infrastructure Traffic

Discovery Fault SQM/QoEPerformance

OSS / BSS

ServiceDeliveryPlatform

ConvergedInfrastructure

NetCool

Wireless Data

24


NetCool SQM Architecture

Service Level Management

Service Impact Service

QualityMonitoring

Service View

Service Modeling

Data Collection

IPTVModel

Proviso DataLoad

MTTrapdProbe

SyslogProbe

ISMLog Probe

WS Probe

CorbaProbe

Data Consolidation

DataEnrichment

Data Correlation

Data 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

VoIPModel

MobileModel

AvailabilityManagement

PerformanceData Mart

25


NetCool SQM for NGN

NetCool SQM = Network Facing AutomationWebSphere BPA = People Facing Automation

Ser

vice

Cre

atio

n E

nviro

nmen

t

ModelAssemble

Deploy, Execute

Manage

Service Life Cycle

Service Plane

Nortel HSS(Sun 1280)Nortel HSS(Sun 1280)

GroupList Server

GroupList ServerSIP ServerSIP ServerPresence

ServerPresence

ServerJ2EE App.

ServerJ2EE App.

Server(WAS v6.1)

PMI-SNMP PMI-SNMP PMI-SNMP PMI-SNMP

Linux - OS

SNMPSyslog

IBM Blade

TerraplayGaming Server DB2 ServerDB2 Server

ITMOSA/Parlay

Gateway

SNMP,Logs

Empirix Probe

SNMP

Control Plane

Nortel CSCF

(ACTA)

BGCF

MGCF

Policy Controller

JMX Syslog

Transport Plane

CantataBrooktrout-MRF

(IBM Blade)

Audiocode Media Gateway

(IBM Blade)

SGSN

GGSN

Access Plane

User Plane

UQM?

SS7SS7PSTNPSTN

BTS

MSCGMSC

Motorola IMS Client Notebook Client

SNMP

SNMP

IP / MPLSIP / MPLS

Service Management

WebSphere Enterprise Service Bus

Websphere Process Server

BusinessRule

NetCool SQM

Service Analysis

NetCool Collection Engine

NetCool Service Model

WS SOA Adaptor

Command& Control Center

Business Process KPI/KQI

Dashboards

Enterprise Portal

WS

SCA Adaptor

26


사용자 체감 품질 (QoE)가 왜 중요하죠?

27


동일한네트워크품질에서도사용자는전혀다른경험을합니다.

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

28


NetCool UQM 솔루션

Netcool/UQM(User Quality Monitor) Agent

Noise LevelSNRSpeech ActivitySpeech 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

VideoH.261, H.263, H.263+, H264 and MPEG 1, 2 & 4

WAP 2.x, IMode, HTTP 1.0 & 1.1 (HTML)

CPE

29


SQM은네트워크운용팀만의미션은아닙니다.

Information Technology Technology Customer

Service Marketing Sales

BSS

OSS

Business Intelligence

……

NetworkOperations

ServiceMgmt

Planning & Eng.

……

Backoffice

CCConsumer

CCBusiness

……

ProductMgmt

Te2rminalMgmt

C&BMarketing

……

Business

Consumer

ChannelMgmt

……

SQM의 End2End 확장SQM의조직적한계

Relationship of SQM within the Mobile Operator Organization

True End 2 End Service Quality Management

30


해외사업자동향

보다폰(Vodafone)은 상위 20%의 기업 고객에 대해서 각 고객이 느끼는 서비스 품질을

개별적으로 관리하려고 합니다.

싱귤러(Cingular)는 충성도 높은 고객 대상으로 정확하게 고객이 체감하는 서비스 품질을

측정하고자 합니다.

– 운영 측면에서 보면, Cell 사이트 성능을 서비스 품질과 연계할 수 있습니다.

호주 Telstra는 운영 프로세스를 합리화 하기 원합니다.

– 2006년 현재 1,300개의 시스템을 2011년 300개로 줄이려는 목표를 가지고 있습니다.

소스 : OSSObserver

31


Case Study : Triple Play Mgmt, 유럽

비즈니스목표 Netcool™ Solution ROI

TeleManagement World Operational Excellence

Award

Focus on Triple-Play – VoIP, VOD, Interactive TV, Gaming, Fast & “Always-on” InternetConsolidate market

– Focusing on existing customers to reduce churn

– Growing in customer offer and satisfaction

Maintain leadership in a competitive market

– Time to market

– Time to Customer

– SLA

– One Call Solution to Customers complains

Improve Operational Efficiency

Netcool is integrated with other OSS/BSS to deliver the complete NGOSS solution End to end monitoring of TI’s domestic wireline Broadband network

– 1 X Central NOC

– 10 X Regional NOCsEnd to end Service Views for OperationsSupports Siemens, Marconi, Alcatel, …, etc

– Over 27M lines

– Over 6.1M ISDN

– Over 5.2M DSL subscribersSolution defines problem resolution processes & automated corrective actions.

20% overall increased operations efficiency for network inventory processes10% overall increased operations efficiency for assurance processesProvisioning time reduced by 4 mins per order.E2E ADSL Delivery from 21 days to 7 daysRoot cause analysis reduced by 30 mins per instanceTrouble Ticket creation time reduced by 15 mins per TT

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NetCool Service Assurance/SQM

감사합니다.

Contacts세일즈 : 김영선 차장 ([email protected])테크니컬 : 임정빈 차장 ([email protected])

[7]NGN Roadshow2007 NetCool SQM - · PDF fileKPI Formula KQI Formula output ... # Successful...

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