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2 COPYRIGHT © 2015 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

Tools for Effective Customer Experience Management Rolando Oliver July 30, 2015

COPYRIGHT © 2015 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

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Agenda

1.  Role of Data in Customer Experience Management

2.  The Wireless Network Guardian (WNG)

3.  M.IQ6: The Six Dimensions of Network Data Analytics

4.  Elevating Mobile Network Analytics

5.  WNG Architecture

6.  BNA: Big Network Analytics


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Telecom is a Top User of Data Analytics BIG DATA TOP 5 : TELCO / TRANSPORT / TOURISM / BANK / ELECTRONICS

BIG DATA SPENDINGS PER INDUSTRY

*Source Mainly TCS, ABI Research for Media

Big data use cases:

Telecom

-Wholesale of business services leveraging network analytics

Transport / Tourism

-Customer experience

Bank

- Fraud detection, - Financial services

Electronics, Utilities

- Internet of Things - Automation security

Media

- Social influence

19% 19%

15% 13%

8% 8%

5% 4%

4% 4%

2%

0% 5% 10% 15% 20% 25%

Telecom Travel/Hospitality/airlines

Banking/Finance High Tech

Utilities Media & Entertainment

Insurance Manufacturing

Retail Life sciences

Energy & Resources


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HOW NETWORK ANALYTICS HELPED SERVICE PROVIDERS

PLANNING

KNOW EXACT BANDWIDTH FOR NEW MARKET

KNOW WHERE TO INVEST IN EXISTING MARKET

ACURRATELY PREDICT DECLINE OF 3G INVESTMENT

RESULTS

14% bandwidth savings

50% correction rate

10 months investment saved

TRAFFIC OPTIMIZATION

SELECTIVE OPTIMIZATION TO LOWER UTILIZATION DURING PEAK HOUR

RESULTS

20% bandwidth savings

4 months CAPEX deferral

OTT OPTIMIZATION

FACEBOOK SIGNALING DECREASE AFTER ENGAGEMENT

RESULTS

7% Overall signaling savings

13% Peak hour signaling savings SIGNALING DECREASE AFTER

TIMER CHANGED ON DEVICE GATEWAY 5%

Overall airtime savings

FINDING THE ROOT CAUSE

OBSERVED RAPID RISE IN SIGNALING. TWO WEEK INVESTIGATION DID NOT POINT TO THE CAUSE

RESULTS

2 weeks troubleshooting time without WNG

2 hours Troubleshooting time with WNG

AVOID RESOURCE WASTE UNDER-PERFORMING DEVICE

RESULTS

8-20X signaling waste

4% server waste

DNS FAILURES

FIREWALL MIS-CONFIGURATION 83%

signaling waste

WNG IS A PROVEN APPROACH – NETWORK-BASED ANALYTICS HAS PROVEN TO BE A GOLD MINE

MONITOR PROACTIVELY

PIN POINT CELL SECTOR IMPROVEMENTS

RESULTS

WEEKLY Tracking of each cell’s performance

SERVICE PERFORMANCE DASHBOARD

HOURLY Tracking RTT, DNS success/failure…


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WHAT NETWORK OPERATORS NEED TO DO

Network … … the subscriber MONITOR

… quality of experience MEASURE Network quality …

… device/usage/apps Network problem … TROUBLESHOOT

… device/apps USAGE Network …

OFFERS At sales or retention … … targeted and spontaneous

TOUCH POINT … multi-channel Sales and agent-care …

Reactive/defensive/costly … … proactive/transparent/asset CARE

MOVE FROM BEING NETWORK-CENTRIC … … TO BEING CUSTOMER CENTRIC

ATTRACT AND RETAIN CONSUMERS BY VISIBLY PROVIDING VALUE… WHILE CONTROLLING COSTS


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Manage Customer Experience: balance the Subscriber Revenue equation

ARPU

Churn SAC

•  ARPU: Average Revenue per User

•  SAC: Subscriber Acquisition Cost

Cash flow to innovate and remain competitive!


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EXPANDING THE CUSTOMER EXPERIENCE

IMPROVE YOUR INFRASTRUCTURE AND OPERATIONS

FIND NEW BUSINESS OPPORTUNITIES

Create and maintain a more efficient network

Attract more customers with a better experience

Gain real-time insights for first mover advantage

Increase efficiency and profitability by optimizing your network, devices, traffic and operations more effectively to reduce costs and increase ROI. Detect potential problems early so they can be resolved pro-actively before they impact your network and customer satisfaction.

Deliver an unmatched quality of experience (QoE) and reduce churn by leveraging network and subscriber intelligence to proactively enhance your services. Communicate with your customers. Make your services more reliable and provide world-class agent- and self-service customer care.

Be smarter about targeting new offers that customers will pay for by leveraging network and subscriber intelligence to understand what customers want and how to engage them. Find out which offers are the most profitable and discover new revenue-generating opportunities.

KEEP YOUR CUSTOMERS HAPPY

OFFER AN ANALYTICS-DRIVEN CUSTOMER EXPERIENCE


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EXPANDING THE CUSTOMER EXPERIENCE

OFFER AN ANALYTICS-DRIVEN CUSTOMER EXPERIENCE

OPERATE PLAN OPTIMIZE

CARE ANALYTICS

BIG NETWORK ANALYTICS

DEVICE ANALYTICS

NETWORK ANALYTICS

Faulty devices or configuration trends

Network performance, subscriber QoE, trend analysis

Expand analytics to multiple functions with big data platform

Optimize workflows & evaluate churn prediction

Accuracy saves CAPEX

Find root cause faster

Reduce resource

waste

Find issues before impact

is felt

Pre-built services

Targeted and

valuable

Discover and act on

trends

Leverage same care workflows

Leverage analytics

IMPROVE YOUR INFRASTRUCTURE AND OPERATIONS

FIND NEW BUSINESS OPPORTUNITIES

KEEP YOUR CUSTOMERS HAPPY

AGENT-CARE

PROACTIVE CARE SELF-CARE

VALUE-ADDED

SERVICES

AGILE MARKETING OFFERS


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PRODUCTS

OFF-THE-SHELF ANALYTICS

INPUT

CONSOLIDATED

MODULES

SPECIALIZED

ANALYTICS-DRIVEN

SOLUTIONS

TURNKEY

SMART PLAN BUILDER

(Agile Marketing) INTELLIGENT

TRAFFIC MANAGEMENT

(Selective Traffic Optimization)

ANALYTICS-DRIVEN SOLUTIONS

ANALYTICS-DRIVEN SOLUTIONS

NETWORK ANALYTICS SECURITY ANALYTICS

m.IQ6

BIG NETWORK ANALYTICS

API API API

KINDSIGHT MOBILE SECURITY SERVICE

(Value-add security App) MOTIVE SERVICE VIEW FOR MOBILE

(Analytics-driven Customer Care)


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THE SOLUTION – 9900 WIRELESS NETWORK GUARDIAN MOBILE NETWORK ANALYTICS

9900 Wireless Network Guardian (WNG)

Device/ Subscribers RAN

Servers (NAT/DNS…) Apps Core

IP Flows (IPv4/v6, multi-vendor)

Signaling (2G, 3G, LTE, multi-vendor)

Using massive real-time collection, processing and correlation of network-wide data

TREND ANALYSIS NETWORK PERFORMANCE USER QoE ● ●


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9900 WIRELESS NETWORK GUARDIAN M.IQ6 OFFERS A UNIQUE UNDERSTANDING OF INTER-RELATIONSHIPS BETWEEN ALL 6-DIMENSIONS

IP FLOWS 5-tuple analysis

NE transversal graph

IP Flow KPIs

IMSI

IP address

QoE

SUBSCRIBER

Application list

Application volume

Application KPIs

APPLICATION

SIGNALING Signaling volume

RF utilization (airtime)

Signaling KPIs

Network topology

Subscriber path

Bandwidth utilization

NETWORK

Device type

Device OS version

Device KPI

DEVICE

m.IQ6


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WHY IS THE POWER OF 6 DIMENSIONS CRUCIAL?

• No NE or path visibility • No signaling, airtime visibility

• No device visibility

• No device visibility • No subscriber QoE visibility

• No application visibility Visibility across all 6 dimensions

User Plane Only Signaling Plane Only Signaling & User Plane

Meant for protocol layer troubleshooting

Meant for interception: parental control, re-direct to portal, security

quarantine, etc…

Meant for any –to-any troubleshooting, capacity planning, optimization, trend

analysis, subscriber QoE

m.IQ6

9900 WNG

DPI SOLUTIONS

PROTOCOL ANALYZER PROBES

9900 WNG MOBILE NETWORK ANALYTICS


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9900 WNG 6-DIMENSIONAL REPORTING EXAMPLES

Signaling and volume load that various

devices put on RNCs, SGSNs and GGSNs

User QoE with device info, network path

used, signaling quality and IP flow quality

Understand how applications and devices combinations will impact

signaling and network load

SIGNALING

NETWORK

DEVICE

IP FLOW

m.IQ6

SUBSCRIBER

APPLICATION

IP FLOW

SIGNALING

NETWORK

DEVICE

m.IQ6

APPLICATION

NETWORK

SIGNALING

IP FLOW

m.IQ6

REPORTING OF IMPACT OF ANY DIMENSIONS ONTO OTHERS

DEVICE


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9900 WIRELESS NETWORK GUARDIAN M.IQ6 OFFERS STATEFUL CORRELATION BETWEEN THE 6 DIMENSIONS

9900 WNG KPIs = Volume load, signaling load, throughout, RTT, loss,…

Signaling

IP flows

CORRELATION IS NOT ENOUGH; NEED TO TRACK USER THROUGH ALL CHANGES

CORRELATION

For each user: track these & their states changes

User

RNC KPIs Cell KPI

DNS KPIs

Sig. KPIs

Apps KPIs

User score

Device

Network Path

IP address

Apps

Tech. KPIs

Roamer KPIs

IMSI

GGSN KPIs

SGSN KPIs

Tech

CORRELATION

m.IQ6

Interpret and extract

information from the entire

packet

PROCESS

Builds state machine like all the elements in

the network would

STATEFUL

Tracks state change of

dimension & correlates back to

user

ALGORITHM


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STATEFUL CORRELATION COMPARISON EXAMPLE

IP flow over LTE

State change: signaling handover to 3G cell

Signaling over LTE

State change: new IP address, IP flow over 3G

NOT TRACKING STATES MEANS THE FULL STORY CAN NOT BE ASSEMBLED

DPI SOLUTIONS

Two separate IP addresses = Two uncorrelated flow records

Does not see network change

PROTOCOL ANALYZER PROBES

Two separate IP addresses = Two uncorrelated flow records

Two probes for two interfaces Uncorrelated signaling records

9900 WNG MOBILE NETWORK ANALYTICS

Two IP addresses & flows correlated in the same user record

3G /LTE signaling in same user record


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CORRELATION

FORENSICS

ALGORITHMS

9900 WNG

m.IQ6

9900 WIRELESS NETWORK GUARDIAN DIFFERENTIATORS ELEVATING MOBILE NETWORK ANALYTICS TO MOBILE INTELLIGENCE6 (m.IQ6)

Stateful session tracking Device profiling

Network topology deduction Traffic matrix deduction

KPI computation Network tomography

STATEFUL CORRELATION

Multi-stage congestion analysis Multi-stage QoE score computation Multi-stage detection of anomalies

MULTI-STAGE ALGORITHMS

IP, wireless, device and applications expertise Working daily on mobile networks globally

Operator-requested specialized reports Performance comparison

DEDICATED FORENSICS SERVICE

Multi-vendor support Multi-technology support

Per IP-flow granularity

REAL-TIME 6D-SOURCES


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9900 WIRELESS NETWORK GUARDIAN M.IQ6 OFFERS DEDICATED FORENSICS SERVICES

CORRELATION

FORENSICS

ALGORITHMS

m.IQ6

Daily monitoring

Emergency forensics

Peer performance comparison

Pre-launch assessment

Event preparation

Custom report preparation

GLOBAL EXPERTISE

MILLIONS OF SUBSCRIBERS ● THOUSANDS OF REPORTS ● TRACKING SINCE 2008


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9900 WNG VOLTE MODULE ADDED VALUE FOR VOLTE NETWORKS

PLANNING AND OPTIMIZATION

• Capacity planning of: •  IMS signaling nodes

(CSCF and AS) •  IMS media streams

nodes (MRFP,SBC and MGW)

•  Packet core and RAN NEs according to the signaling volume, RF channel setup, airtime , call rate.etc

• Pre-launch testing: to test the impact of new IMS service, SW client or device on the network

• Network optimization

OPERATIONs

• IMS and packet core NEs performance monitoring

• Device performance and user experience monitoring by using intelligent KPI algorithms

• Signalling KPI • E2E root cause analysis

EXECUTIVE AND MARKETING

• Trend insight & market penetration analysis

• Geo-analysis • Peer network performance comparison

• OTT VOIP applications users trend, impact on the network.

• Help to indentify the best bundles with respect to the different users trend.

CUSTOMER CARE

• Subscriber and device QoE scoring

• Subscriber anomaly detection and alerts (R9)

• Subscriber and device troubleshooting

• XDR per call that includes call quality KPI (MOS R9)


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Device Performance


ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

9900 WIRELESS NETWORK GUARDIAN ARCHITECTURE

Storage of flow and session records locally

9900 WNG Detector

A11, Radius, Pi Gn and/or IuPS

S1-MME, S12, S4, S6a S11 and S1-U

or S5/S8

9900 WNG Central

For small networks with a limited number of locations or central offices.

TWO-TIER ARCHITECTURE For medium and larger networks with

multiple locations needing a 9900 WNG

Detector in different offices

THREE-TIER ARCHITECTURE

9900 WNG Flow Processors

9900 WNG Detectors

A11, Radius. Pi Gn and/or

IuPS A11, Radius, Pi Gn and/or

IuPS

9900 WNG Central

Backhaul only alerts, summaries and updates


or S5/S8


or S5/S8


ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

TAPPING - LTE

S11, S1-u S11, S1-u, S1-MME


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MOTIVE Big NETWORK ANALYTICS PRODUCT VALUES

Fast computational environment to process data across multiple dimensions

Large scale storage capability to maintain data for long periods

Open environment conducive to support integration of third party data sources

Highly scalable API open to external systems

Flexibility to provide insight and reports tailored to the requirement

Customer Centric Analytics to Optimize Subscriber QoE & Enable New Businesses


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BNA UI •  Used for per-subscriber, per application,

per-cell, dashboards and scorecards •  Supports ad-hoc/exploratory reports

BNA – FLEXIBLE ANALYTICS •  Customer Experience Analytics

•  Scalable raw data storage •  Pre-built template for high

performance , multi-dimensional per subscriber metrics calculation

•  Data normalization and abstraction from multiple data sources

•  Use Case Specific Modules: •  SLA/QoE, Care Enablement, CS

Voice & Agile Marketing

WNG & External INPUTS •  Expert Systems – Domain Specific •  Mobile view records pre-correlated

in mobile intelligence format (m.iQ6)

•  Optional 3rd party & OSS data

BNA Components & architecture

HADOOP (HDFS, Hive, Oozie)

RELATIONAL DB (Maria DB)

SOUTHBOUND INTERFACES

BNA UI

CARE ENABLEMENT MODULE QoE/SLA MODULE FLEXIBLE

REPORTING MODULE

BNA PRE-BUILT ANALYTICS

IT/OSS/BSS DATA DATA

WNG FLOW ANALYSIS

m.IQ6

DATA FROM THIRD PARTY PROBES

API


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Summary

• Operators need better ways to manage customer experience and remain competitive

• Must balance ARPU, SAC, CHURN

•  Silos leave holes in Customer Experience Monitoring

•  Need Correlated view of six dimensions

•  Need the right tools: multi-vendor, multi-technology, real-time

WNG with m.IQ6

Motive Big NETWORK ANALYTICS Expert Forensics Service

m.IQ6

Application

Signaling


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