Managing Quality of Experience Across Future Networks

7/29/2019 Managing Quality of Experience Across Future Networks

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Security Level:

Across Future Networks

ETSI Future Network Technolo ies

www.huawei.com

Workshop26-27 September 2011, Sophia Antipolis, France

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential


2/20

The end of profit and strategies for the future

Customer Experience Management: value addedand differentiation

User-Centric Customer Service Assurance

Impact on Standardization bodies


3/20

Service revenue growth globally decreases as services commoditize Increased Smart hone ado tion

Flatrate business models

Value shifts from operators managed services to content and terminals

End of Profit is near with current models (Tellabs Study 2011)

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3

Source: TMF Exploiting Analytics


4/20

From end-of-profit to new profit

strategies

LTE adoptionncrease an w t

Reduce cost

itImprove user experience

dofProf

Customer ExperienceManagement Increase service adoption P

rofit

EReduce churn

Network Centered

Increase content availability



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Customer is read to for ualitMost of the customers would like to seeadapted plans: pay for quality

QoE is a key driver for changing SP


Source: Vanson Bourne/Comptel, 2011


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- Offers mutualised platform(storage, distribution, billing,

Application/Content

Providers

, ,troubleshooting...)-Offers mutualised mediation andcomposition tools with QoE/SLA

composition capabilities- Recovers customer ownershiCloud &Cloud &

Mediation &Mediation &CompositionComposition

ToolsTools

- Benefit from marketplace to SLASLASLASLA

SaaSSaaS

NetworkOperators

erv ce

ContentEnablers

app or content- Benefit from CEM functionswith marginal cost- Benefit from QoE and SLAcom osition tools

Virtual /

- Helps network operatorthrough bundling and contentmanagement

MarketplaceMarketplace

LifestyleProviders

- Benefits from marketplace:improved segmentation fromlarger number of customer andvariety of interest- Benefits from QoE marketplace

- ene ts rom mprovecustomer knowledge- Often enablers are internalto operators but third-partyintegration is a tendency


CustomersCustomerscapabilities with marginal cost

- Benefits from larger availabilityof content and applications


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Mana ement

Page 7


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The four pillars of Customer Experience

Management

Customer ServiceAssurance deals withthe service-related

management of the

experience.


Source TM Forum


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The user perspective needs to be end-

-

us nessOpportunities

pera onsEfficiency

User Perspective

ctive

kPersp

Networ



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Estimated Estimated

QoE QoEa a on

SubjectiveC Service

eva ua on

Data collection

r

relations Data collection

o e ng

Narrow scope of application

and validity: expensive andhardly reusable

Wider scope of applicationand high reusability Enough room for

customization



11/20

UserUser--Centric Service ModelingCentric Service Modeling ((QoEQoE))

Integrity KQIIntegrity KQIRetainabilityRetainability

KQIKQIAccessibilityAccessibility

KQIKQI

Open questions:

How does accessibility, retainability and integrity impactuser experience?

Business KQIBusiness KQI Business KQIBusiness KQI Business KQIBusiness KQI Business KQIBusiness KQI

What is the interdependency of the three KQIs on user

impact?

Which KQI should be improved if the user is not satisfied?

Why the user is not satisfied if all the three KQIs are OK?

Composition

rulesNew functions

Computationmodels

ApplicationApplicationKQIKQI


ApplicationsApplicationsKQIKQI



How to evaluate the QoE(t) within a session

How to evaluate the QoE from session to session

How to evaluate the QoE from sessions of different services

e wore wor e wore wor e wore wor e wore wor e wore wore wore wor

MeasuredMeasured MeasuredMeasured MeasuredMeasured MeasuredMeasured MeasuredMeasured MeasuredMeasured MeasuredMeasured



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User

-

TerminalTerminal

Actions

ServerServer

Perception Interactions

Results

Service

UserAction

Networkevent

UserAction

Networkevent

UserAction

Networkevent

Begin

Session

Service

State

Result Service

State

ResultEnd

Session

Result

Impact on user Impact on user Impact on user

QoE tSession


o


13/20



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User perspective requires end-to-end

TCPTCP

HTTPHTTP

TCP

HTTP

TCPTCP

HTTPHTTP

TCP

HTTP

Probe/DPIProbe/DPI

GTP-UGTP-U

IPIP

UDPUDP

GTP-U

IP

UDPUDPUDPUDPUDP

GTP-UGTP-UGTP-UGTP-U

RelayRelay

UDPUDP

GTP-UGTP-U

Relay

IPIP

RLCRLC

PDCPPDCP

IP

RLC

PDCP

IPIPIP

UDPUDPRLCRLC

GTP-UGTP-UPDCPPDCP

RelayRelay

UDPRLC

GTP-UPDCP

Relay

L1/L2L1/L2

IPIP

L1/L2

IP

L1/L2L1/L2

IPIP

L1/L2L1/L2

IPIP

L1/L2

IP

L1/L2

IP

L1/L2L1/L2

IPIP

L1/L2

IPMACMAC

L1L1

MAC

L1 L1/L2L1/L2L1/L2L1/L2L1/L2

IPIPMACMAC

L1L1 L1/L2

IPMAC

L1

UEUE E-UTRANE-UTRAN Serving GWServing GW PDN GWPDN GW SPSPRouterRouter

The probe must capture e2e traffic between the UE and the SP it can be placed on any interface on the user plane pathDPI on the user lane data is enou h to monitor video Qo

The probe must capture e2e traffic between the UE and the SP it can be placed on any interface on the user plane pathDPI on the user lane data is enou h to monitor video Qo

For troubleshooting, the probe must be correlated with lower level probesNetwork KPIs must be collected/aggregated and correlated in the final architecture

For segmentation/analysis the probe must be correlated with other information for user segmentation, needs correlation with HSS records

For troubleshooting, the probe must be correlated with lower level probesNetwork KPIs must be collected/aggregated and correlated in the final architecture

For segmentation/analysis the probe must be correlated with other information for user segmentation, needs correlation with HSS records


,,


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Network + User perception enables

rou es oo ng an op m za onUser perception

KQIsSegment x

Statistical

SDR

SDR

SDRSDR

measurementof QoE

persegment of

SDR

SDR

SDR

SDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR

TDR TDR TDR TDR TDR TDR TDR

Interface 1Protocol 1







KQIs to KPIs mapping



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Acceptability: satisfied?KPI_1

KPI_2KQI_accessibility

Service Model

a ue e o

ServiceKPI_3

KPI_n

KQI_retainability

KQI_integrity

ser-CentricService

Modeling

Service Provider

Value Added

UsageAnalysis &Forecasting

QoEAssessment

QoEMonitoring &Assurance

BusinessIntelligence

IntelligentTrouble-shooting

QoEIntelligence



17/20

End user view is network and

technology agnosticMessaging ervicesMessaging ervices

Voice (telephony) ServicesVoice (telephony) Servicessur

ance

sur

ance

QoSQoS//QoEQoEAssessmentAssessment

Streaming ServicesStreaming ServicesFixed NetworksFixed Networks

erviceAs

erviceAs

QoSQoS//QoEQoEAssuranceAssurance

Storage ServicesStorage Services

Web Browsin ServicesWeb Browsin Servicesstomer

stomer

TroubleTroubleshootingshooting

UserUser--centriccentric

ServiceServiceModellingModelling

MBBMBB

A

wareC

A

wareC

ForecastingForecasting

(near) future(near) future

,, ......

M2M ServicesM2M Services

User

User rov s on ngrov s on ng

OptimizationOptimizationControlControl M2M & CloudM2M & Cloud

InfrastructureInfrastructure



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Standardization Know How/Differentiation for

Common KQIs across platforms

Session data record formats Service modelin framework

QoE estimation calculations

Technology-agnostic service models Context instances and

User View Context definition framework Validation methodologies Human Factors

recommended parameters

Value-added data miningapplications

Network

Common KPIs across platforms Transactional data record formats

Service to network mapping

KQI to KPI mappings Problem detection methods

Technologyaware service models

Open interfaces

storage and retrieval strategies

storage and retrieval strategies

DataCollection

Data formats and protocols Common measurable parameters

across platforms

performance requirements embedded vs. external probing

probing placement strategies



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Standardization is key to attain economies of scale

Huawei is activelly working on the Customer ExperienceManagement domain

User-Centric Customer Service Assurance Platform

- Capture the subjective experience

- Enable troubleshooting

-

- Enable service adaptation in alignment with operator marketingportfolio

Experience through

Partnering with service providers around innovation projects to

Participating in standardization bodies interest groups

Standardizing data model and data records (TDR and SDRs)


roug pro uc nes

Page 19


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Thank you

www.huawei.com

Managing Quality of Experience Across Future Networks

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