Ascom workshop qoe qos-newparadigm_4g

Erik Tarnvik, CTO Innovation Africa Digital 2015 1

QUALITY OF EXPERIENCE ENHANCEMENT IN A

DATA CENTRIC WORLD

AGENDA

WHO ARE WE?

HOW ARE THE 4G NETWORKS’ TRENDS

IMPACTING THE QoE/QoS PARADIGM

WHAT DOES IT TAKE TO COST EFFICENTLY

SATISFY 4G CUSTOMERS

CONCLUSIONS


More than

30 patents

worldwide

1

Independent Auditor

Wireless

network

performance

Innovative

Leader

2

+30patents

worldwide

3

Next-generation

technology

ITU-T

ETSI

VQEG


Who we are

4

eNB

MME / S-GW MME / S-GW

eNB

eNB

S1

S1

S1

S1

X2

X2X

2

E-UTRAN

Customer Experience (QoE)

Network Performance

QoE expresses the degree

of a subscriber’s satisfaction in relation

to a specific service (network, service

content, device)

Quality of Service (QoS)

Erik Tarnvik, CTO Innovation Africa Digital 2015

QUALITY OF EXPERIENCE (QoE) & QUALITY OF

SERVICE (QoS)


HOW ARE THE 4G NETWORKS’ TRENDS IMPACTING THE

QOE/QOS PARADIGM

TODAY’S MOBILE NETWORKS’ TRENDS

Data Hungry Application Distribution

Variety of Data Hungry Devices:

Global Mobile Data Traffic Forecast by Region

Global Mobile Devices and Connections by 2G, 3G, and 4G 6

WHY DOES ANY OF THIS MATTER!?


8

UNDERSTAND THE QoE PARADIGM


Applications* context

QoE metrics, voice/video

specific parameters (on demand

vs. real time), bit rate, resolution

* Video, web browsing, gaming, cloud-based apps

Device context

CPU load, battery state, device

characteristics

Anywhere,

Anytime, Everything

with Any Device

Network context

Load/congestion, air

link/backhaul quality, timely

available bandwidth, alternative

network/spectrum availability

MOBILE DATA

MOBILE VOICE

MOBILE VIDEO/AUDIO

User context

John’s perception and

preferences (quality,

location, activity)

http://www.google.ch/url?sa=i&rct=j&q=mobile+file+sharing+app&source=images&cd=&cad=rja&docid=AhOfJnV9I-XKrM&tbnid=qvHDayfwohPteM:&ved=0CAUQjRw&url=https://www.sugarsync.com/&ei=Hx0UUZCyE4PYswbJ0oGoAg&psig=AFQjCNGHpP9ycP23Z-sZeOuX2yBuJcqHpg&ust=1360359013988350

http://www.google.ch/url?sa=i&rct=j&q=mobile+file+sharing+app&source=images&cd=&cad=rja&docid=AhOfJnV9I-XKrM&tbnid=qvHDayfwohPteM:&ved=0CAUQjRw&url=https://www.sugarsync.com/&ei=Hx0UUZCyE4PYswbJ0oGoAg&psig=AFQjCNGHpP9ycP23Z-sZeOuX2yBuJcqHpg&ust=1360359013988350

THE TODAY’S NETWORK QUALITY


Customers Profile

QoS indicators that matter to

customers

Intelligent capacity expansion

Managed demand

Real time response

New QoS paradigm: towards optimal and

consistent rather than better QoE

Covergae, Interference,

Capacity management with

limited spectrum and high QoE

demands ,

WHAT DOES IT TAKE TO COST EFFICIENTLY SATISFY 4G

CUSTOMERS?


Network

Under Test

MEDIA INPUT

(voice, video, audio)

MEDIA OUTPUT

(voice, video, audio)

11

THE MEAN OPION SCORE (MOS) AND QOE METRICS

MOS

QoE

Video, audio

ITU STANDARDIZED QoE MODELS

Decoding

Encoding

IP header/payload

Parameters (bitstream)Conversational

Video,

Voice

Voice, Video,

Audio,

Multimedia

&

Data

Conversational

Video,Voice


Video

stream

Audio,

Video

stream

LTE Broadcast/

Streaming server/

High Definition TV

Audio,Video stream

(Netflix, YouTube,

Broadcast)

ITU QoE MODELS FOR SPECIFIC SERVICES

- Media based

- Network parameter based

- Hybrid: media and parametric based

COST EFFICIENTLY TRACK THE NETWORK PROBLEM

13Erik Tarnvik, CTO Innovation Africa Digital 2015

QoE

QoS / SLAs

Network performance (KPIs)

Top-down

customer

experience

centric

approach

Increased

operational

efficiency Voice Service: ‘‘03 PESQ,

‘12 POLQA

Video-Audio Services:

’12 PEVQ/S, ‘12 VQmon

0

1

2

3

4

0 50 100

Qo

S/K

PI

Time (sec)

Video Streaming QoE Behavior

MOS - QoE

packet Loss

Re-buffering

Customer experience based solution: fully automated and intelligent data analytics centric

BETTER UNDERSTAND TRADE-OFFS & COMPETITION

The 4G ecosystem creates an abundance of

choices for customers

While evaluating Customer Experience:

Understand your KPI targets vs. churn/

revenue ratio

Offer smart tier pricing

Competitiveness awareness: Benchmark!

Understand your QoE in terms of customer

retention


BENCHMARKING RULES OF THUMB FOR

OPERATORS AND REGULATORS


Benchmarking rules:- QoE centric view

- Use QoE-QoS-KPIs service mapping

- Use pre-defined quality thresholds

- Understand the impact of space and

time

- How long and how frequent?

- Meet benchmarking consistency

requirements

- Use statistical significance when

performing comparisons

DL Throughput Operator A

DL Throughput Operator B

GET CLOSER TO YOUR REAL CUSTOMER WITH

CROWD SOURCING

Holistic, true QoE and passive QoS/KPI monitoring of the services as well as their

usage in combination with geolocation

Automatically identify device and network problems (KPIs to QoE maps)


Wi-Fi usage /

traffic offload

Apps usageWhile

Respecting and

securing customers’

privacy

LEARN HOW TO ADD CAPACITY BEFORE CUSTOMERS

GET UNSATISFIED


Additional benefits for every cell in the carrier’s network:

-Overall resource utilization (headroom);

-What network resources are most limiting;

-How traffic is forecast to grow at a site;

-How long until the engineering KPIs begin to be

breached.

How:

Resource utilization based on customer experience centric “Headroom” metric

“Headroom < 0 a cell (or Node B) not meeting one or more of its user

experience KPIs (e.g. throughput, blocking)

CAPEX optimization approach

-Install “just in time” (what is needed and when it’s needed) instead of “just in

case” or “too late “

-Secure a fast 4G deployment with a capacity optimized 3G

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

2013 2014 2015 2016

in $

US

D

Years

CapMan

Net Revenue

Total Costs(COGS+Functional)

17

TEST LIKE A REAL CUSTOMER IS USING IT:

ON DEVICE SOLUTIONS

On-Device

Server

Se

rvic

e B

Call

Co

ntr

ol

Se

rvic

e A

Vo

LT

E

Se

rvic

e M

IP L

og

gin

g

TCP/IP (SIP, RTP, etc)

QoS setting per service


Large, sustained capacity required

TEST LIKE A REAL CUSTOMER IS USING IT:

QoE CENTRIC THROUGHPUT MEASUREMENT BLIXT

Done off-peak or impacts users

90% less capacity required for LTECan be done 24/7 on network Little-to-no user impact

Dramatically reduced the time and cost of testing capacity

Increase throughput drive efficiency by 200%

Test using Smartphone:

reduces transmission, allows for more test per charge

Test maximum throughput in several networks simultaneously

with single PC

+

-

NEW QoS/QoE PARADIGM READY ORGANIZATION


Integrated planning process: cost vs. QoE

Tools and technologies: real time

big data and data analytics

Cross – functional and customer backed QoS targets settings

Cross – functional organization and E2E

responsibility for network quality management

Network strategy and architecture

CONCLUSIONS


AN APPROACH COPING WITH THE NEW QoE/QoS PARADIGM

Automated data correlation

and presentation

Built-in solutions/ use

case dedicated

analytics to provide

automated fault,

performance and

patterns analysis

QoE/QoS and device

centric network’s and

services’ solutions testing

and analysis

Benchmark new

solutions, trade-

offs QoE-QoS,

devices impact

Real users and devices; “crowd sourcing”

ControlledQoE/QoS testing and device feedback

Automated “what,”where” and “why” in support for “how” optimal trade-off



Whitepaper on testing:

VoLTE, Mobile Video Streaming,

HetNets, Carrieir Aggregation

Ascom Blixt Technology, LTE

Broadcast

AND ...watch the space!

VoWiFi Testing (to come soon)

PLEASE VISIT OUR WEBSITE:

http://www.ascom.com/nt/en/index-nt/about-us-network-testing/nt-about-us-

resources.htm/

Webinars:

Advanced testing with Ascom

in LTE networks (in

collaboration with Infoma)

VoLTE Testing,

Mobile video streaming

delivery and testing

Ascom Blixt Technology

23

http://www.ascom.com/nt/en/index-nt/about-us-network-testing/nt-about-us-resources.htm/


CONTACT

Kindly contact Mr. Khalil Amiroune, Area VP Africa, during or after the

conference:

[email protected]

24

mailto:[email protected]

THANK YOU
