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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
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The end of profit and strategies for the future
Customer Experience Management: value addedand differentiation
User-Centric Customer Service Assurance
Impact on Standardization bodies
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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
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 5
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 6
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.
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 8
Source TM Forum
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The user perspective needs to be end-
-
us nessOpportunities
pera onsEfficiency
User Perspective
ctive
kPersp
Networ
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 10
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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
ApplicationApplicationKQIKQI
ApplicationsApplicationsKQIKQI
ApplicationApplicationKQIKQI
ApplicationApplicationKQIKQI
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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
o
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HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14
,,
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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
Interface 1Protocol 2
Interface 1Protocol 3
Interface 2Protocol 1
Interface 2Protocol 2
Interface 3Protocol 1
Interface 3Protocol 2
KQIs to KPIs mapping
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17
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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
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 18
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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)
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
roug pro uc nes
Page 19
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Thank you
www.huawei.com
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