QoE as a bridge between technologists and marketing people

Bjørn Hestnes

Peter Brooks

bjorn-olav.hestnes@telenor.com

peter.brooks@teolys.com

The context of QoE

The User Experience

Support

Buying

Browsing

The User Experience

Support

Buying

Browsing

Behaviour

QoE - Quality of Experience

Technology

Encoders

Wireless Network Access

Handsets

LTESGSN

Laptops

User��

Routers

Decoders

PANs Wireless Network Access

Tunnels, Firewalls, Encryption

WANs

ISPsTCP-IPUDP-IP

G.722

GGSN

MBMS

MSC

E.800

billing

The techno-psychology-axis

QoE data structure

IF Communication SituationUSING Service PrescriptionWITH Technical ParametersWITH Technical ParametersTHEN User experience

QoE – example

IF <Cummunication situation>

User group = Travelling sales people

Environment = In parked car

Task = News reading

USING <Service prescription>

Terminal = Laptop PC

Service = Internet ExplorerService = Internet Explorer

WITH <Technical Parameters>

1 Mbps, 200 ms latency, TCP-IP, HTTP

THEN <User Experience>

User satisfaction = good

Task efficiency = acceptable

Task effectiveness = very good

GraphVery good

Good

Fair

Just usable

Unusable

Who are the result users?users?

Who are the result users of QoE data?

• Strategic network planning• Sales• Marketing• System integration• Network testing• Development engineering• Technical research• HF research

Network operator• Sales• Marketing• Development engineering• Customer support• Technical research• HF research

Equipment manufacturer

• HF research

• Service creation• Service host• Service operator• Service support • Sales• System integration• Terminal testing

Service provider

Stakeholder consultation

Apr 05 – Telenor (User Experience)

Aug 05– TANDBERG (N)

Sep 05

IMTC SuperOp– Cisco (USA), Dilithium (USA), Emblaze (IS),

Ericsson (S), France Telecom (F), Nokia (FI), PacketVideo (USA), Polycom (USA), RadVision (IS), Real Networks (USA), Siemens (D), SonyEricsson (S), …

Apr 08– Telenor (Operations, Nordic)

May 08– Sonofon (DK)

Sep 08– ITS AG9 (S), STQ#29 (N), TANDBERG (N)

Oct 08– Ericsson (N)

Nov 08– France Telecom (F), Promonte (MNE)

STF 284 STF 354

Siemens (D), SonyEricsson (S), …

Nov 05– Dilithium (N), Paradial (N)

Jan 06– British Telecom (GB), France Telecom /

Orange (F), Telefonica (ES)

Feb 06– Nokia (N)

Mar 06– WayFinder (S)

Jun - Nov 06– Telenor (HSDPA, MobileTV)

– France Telecom (F), Promonte (MNE)

Dec 08– NTNU (N), Uni. of Oslo (N)

Feb 09– NTNU (N), Uni. of Oslo (N)

Mar 09– Capgemini (N), Telenor (MobileTV)

May 09– Vodafone (D)

Jul 09– France Telecom (F)

Main ways of dissimination

Lean forward

Lean backward

13

Etsi.org

QoE has a larger audience than QoS...

… ”I would be surprised if any Chief Marketing Officer or Sales Director would use it”…

A new standards’ target

Steeringboard

Shareholders

CEO

CTOCMO

TechnologyMarket, sales

The bridge between technologists and technologists and market people

Why?- 80% of senior business leaders think their organisation

deliver great experiences

- Only 8% of their customers agreeSource: Survey, Bain & Company, 2007

- 82% churn due to frustration over the product or service- 90% do not complain before churning

The 5: 4: 1 tendency

- 90% do not complain before churning

- 1 frustrated customer tells another 13- For each calling about a problem, 29 never callSource: Soldani et al. QoS and QoE Management in UMTS, John Wiley & Sons,, 2006

QoE data structure

IF Communication SituationUSING Service PrescriptionWITH Technical Parameters (QoS)WITH Technical Parameters (QoS)THEN User experience (QoE)

So…

So...

• The marketing people need measures to detect services that will be rejected or not used.

• The salespeople need arguments why their services create good user experience.

• Technologists need a relation between their QoS and how good this is for the users.users.

• The mindset of QoE should be reflected in all standards, including ETSI.

21

6 Not able to retain a session

4 Have coverage, network not working

5 Not able to start a session

7 Reach for good Quality of the user experience

network not working

2 User Interface problem

3 Outside coverage

1 Terminal not working

Telenor DK speedometer

Measured DL time: 17sek4,5 MB

User experienced bitrate:4,5MB *8= 36Mb

23

4,5MB *8= 36Mb36Mb/17sek= 2,2 Mbps 17sek

Surfing

Reading newsAftenposten (N)Telenor Mobile BroadbandMeasured download:1,4 MBMeasured DL time: 20 sek

User experienced DL speed:

24

User experienced DL speed:1,4*8=11,2/20 sek ~0,56 Mbps

0 5 10 15 20 25 30 35

Surfing newsreading

Speedometersec

Choose situation

Usage situation

In the future…

Siemens-videoUnconscious comm

strategies

28