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Service Quality Assurance of Converging Networks

Walter KenrichDirector, Product Management

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Innovation and Change

• Shift from company driven to customer driven is taking place

• Mobility is changing the communication landscape

• Customers want it their way and always connected

• Social media engages customers and promotes loyalty and longevity

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Mobility Transforming How People Connect

Mobile

Internet

Fixed line

Mobile Broadband

Source: ITU Statistics: Fixed telephone line per 100 inhabitants, 2000-2010Mobile cellular subscriptions per 100 inhabitants, 2000-2010

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Next-generation user experience

Seamless and Consistent access to enterprise and personal communications

Desktop Phones Mobile Clients

Integration Integration

Integrated Communication Leads to a Great User Experience

Video and soft clients

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TODAY

New Patterns for Interaction and Expression are Emerging

B2B

B2C

B2B E2E

c2c E2e

E2C e2e

"E"=Enterprise"e"=employee

"C"=Customer engaged by "E""c"=customers in the wild

Expression Communication Era (E-Comm Era)

The Period of Communicating and Expressing Thoughts

Instantly

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Assuring Quality of User Experiencein the New World

QUALITYPut in place a communication validation

methodology that realistically represents the use of voice, video, data, and mobile to assure a

seamless communication regardless of terminal device or application

DataVoice Video Mobile

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Assuring Today‟s Networks Can Be Difficult

Hyper-convergence …complexity

Hyper-interoperability …complexity

Virtualization … complexity

New technology … complexity

• Social networking amplifies minimal tolerance for customer service communications snafus

• Outsourcing makes it hard to hold the right feet-to-the-fire on quality issues

• Traditional methods of service validation don‟t work anymore

How do I get it right?

How do I keep it right?

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Hope and pray I don’t lose

my job!

Why Current Assurance Methods Fall Short?Good Enough, is Not Good Enough• Insufficient Application Testing

Rely on primitive traffic generation or packet blasting tools

• No Customer Experience Testing

Validate and test in „silos‟, e.g. low-level test of a single data protocol, voice signaling protocol, video signaling protocols, security attack

• No Customer Experience Monitoring

Monitor one level, e.g. poll network elements

Hope and Pray That It Works

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• Service quality is a competitive differentiator for customer satisfaction

• Address regulatory concerns (more equality of competition does NOT come at a reduced service quality level)

• More effective troubleshooting means lower costs• Better information for capital investment• Avoid the “blame game” with

equipment suppliers and interconnect partners– Independent, element agnostic

assessment– QoS metrics within network elements

do not provide an end-to-end network view

Why do Operators Deploy Service Assurance Solutions?

Empirix Confidential 9

1010

• Provide both proactive and predictive analysis– Both data and analytical solutions– Decision support for Operations and Management– Trace diagnostics plus KPIs and metrics

Increasing Information Value

Informational Value

Res

pons

ibilit

y/In

fluen

ce

Data Solutions

Engineers/Technicians

Eng/Ops/Sup Mgnt

C-Level

CEO

Protocol

Decode Diagnostics

End-to-End

Enrich &Transform

Analytics &Presentation

CDRs & Reference Data

Correlate

Measure/collect

Reports/KPIs

Customer &Network Data

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Costs of Not Getting it Right and Keeping it Right

* Source: Customer Experience Foundation 2010

The Cost of Poor Testing and Lack of Effective Live Monitoring*

• Fine Tuning A result of not getting it right the first time: becomes expensive with a series of fine tuning exercises

• Additional InfrastructureWhen all else fails because of not getting it right: add more hardware

• Fundamental Rebuild Failed projects result in very high cost overruns

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Company Overview• Global headquarters in Bedford, MA USA• Regional offices in Europe (UK, Italy),

South America (Argentina), and Asia (Japan)• Regional channel partners across the globe• Industry pioneer, originally as Hammer Technologies,

founded 1992

Empirix leads the market in service quality assurance solutions for new IP communications

EnterprisesAssure the quality of your multi-channel,

unified communications environmentFull end-to-end view to assure the

quality of your multi-protocol networks

Service Quality Assurance for IP Communications Service Providers

Ensure a high quality customer experience