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Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners.
The information presented is subject to change without notice. Alcatel-Lucent assumes no responsibility for inaccuracies contained herein.
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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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
S1-MME, S12, S4, S6a S11 and S1-U
or S5/S8
S1-MME, S12, S4, S6a S11 and S1-U
or S5/S8
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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