Managing the Subscriber Experience

Transcription

1 Managing the Subscriber Experience Steven Shalita TelcoVision 2013 October 24, 2013 Las Vegas 1 1

2 Service Delivery Orchestration More Important Than Ever Exponential Growth in Data & Video Traffic Personalized Service Expectations Service Delivery = Experience Delivery Intensified Competition Coming from all Directions 2 2

3 Traffic Growth is Staggering It would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2017 Global Internet Traffic, Wired and Wireless 3 3

4 Traffic Types Point to More OTT Video Internet video to TV doubled in 2012 VoD traffic will nearly triple by 2017 Content Delivery Network (CDN) traffic will deliver almost two-thirds of all Internet video traffic by

5 Consumed by Diverse Devices Nearly One-Half of IP Traffic Will Come from TVs, Handsets, and Other Non- PC Devices by

6 Internet Traffic Will Quadruple Between 2010 and 2015 Global network connections will grow to nearly 15 billion by 2015 two connected devices for every person on earth Internet video will be 61% of total traffic in 2015 up from 26% in 2010 In 2010, PCs generated 96% of consumer Internet traffic, but will fall to 84% by

7 Access Speed Alone Does Not Determine Performance or the User s Experience 7 The Speed a Customer Experiences is determined by the poorest performing part of YOUR network 7

8 Everybody s Expectations Are High Retain Customers Reduce Churn Service Velocity Revenue Growth Reduce Opex Improve Quality Improve Productivity Customer Experience User Perspective Always on connections Higher speeds High quality experience Same services everywhere No boundaries Operator Perspective Data tsunami and capacity Multiple technologies Predict & prevent issues Simplify triage and workflows Customer Experience Management 8 8

9 Leverage the Network to Differentiate Service Velocity Differentiated User Experience Monetization Develop new revenue streams Deliver new and differentiated services Offer more content Deliver a personalized user experience Optimize existing infrastructure investments Rapidly scale new and existing services Reduce operational costs Improve scalability 9 9

10 The Evolution of Service Delivery Services Accessibility Voice Video High Speed Data IP Service Delivery Network WiFi TV Everywhere Voice To Go 10 10

11 Orchestrating The IP Service Delivery Value Chain 11 11

12 Customers Have Become More Sophisticated The Cost of Poor Customer Satisfaction It costs times more to attract a new customer than to retain an existing one Gartner Causes of Churn Lack of speed/performance Service availability and quality Technology-based failures Access reliability Poor diagnosis and repair 12 12

13 What Can Go Wrong Service Performance Application Performance Network Performance STB Performance Slow channel change Missing content Inconsistent video quality Slow HSI performance Slow VoD command response Can t access web sites Scrambled video (missing GOPs) It worked fine before Slow gaming response Poor voice quality Poor audio/voice quality 13 13

14 And What Can Cause It? Unhealthy ICC bursts Multicast performance DNS congestion AAA servers Route errors Content providers Content Seeding STB initialization Server congestion Server performance Content distribution TCP events Network capacity OTT services Link congestion Firewall problem 14 14

15 IP Network Challenges Different users Different traffic profiles Need subscriber, device or STB context with service performance Over the top apps compete with branded apps Need understanding of traffic types, traffic volume, impact of traffic Lack of predetermined path Need understanding of response time Conversations bursty in nature compete for shared access Need link traffic volumes Need service area context Service enablers play critical role in delivering services DNS, RADIUS, Diameter, DHCP, LDAP touch all services Multiple protocols = complex services Need performance of both data and control plane, multi-hop visibility 15 15

16 Service Management Challenges Performance metrics between data centers CDNs and markets Internet traffic in/out of data centers Problems between content providers Service performance and quality of experience by groups /classes of users Identify network performance versus application performance Traffic volume and endto-end performance across interfaces 16 16

17 Leveraging Traffic Intelligence From The Network Optimization Assurance Intelligence Extensible and Rich Intelligence From Traffic/Service Flows Information related to each user, session, service, network and end device Security Awareness and CyberThreat Detection Policy Definition/Validation Capacity Planning Revenue Assurance Billing Defense Partner Service Performance Service Offering and Product Management Drive Service Innovation Business/Operational Intelligence Mobility and Extended UC services 17 17

18 Multi-Service Video Delivery Focus on Quality of Experience not just Video Quality Video Quality Data Plane Video Quality (incl. Adaptive Bitrate) End Point Adaptation Video Quality Control Plane Application RTSP Video Control Protocols Catalog, Rights, User Store, Edge Controller Portals (HTTP, RTP Transport, MPEG-TS) App Backend (HTTP) Quality of Experience Service Enablers Authentication (LDAP, Radius) Authorization (LDAP, Radius) EPG (HTTP) Network Content Delivery Network (CDN) Network Links 18 18

19 Use Case - Instant Channel Change (ICC) at Large IPTV provider Microsoft Mediaroom-based Broadcast TV STB Blank Screen CC Request I/F IF1:SW1 Radius I/F:SW2 User Experience Metrics AAA Link Congestion at D-Server (Burst) Si Home DSLAM Aggregation Node BRAS Internet Leverages Packet-Flow Data End-to-End IP Service Traffic 19 19

20 Intelligent Early Warning Averts Meltdowns Identify Cause Analyze + Prioritize Which customers? How many customers? What services? Complaints Start Early Warning Early warning would enable problem to be addressed before large numbers of users are impacted 20 20

21 From Reactive To Proactive & Predictive Problem Avoidance Operational Efficiency Solve Problems Quickly Rapid isolation of root cause after problem known Reacting to customer trouble reports Quickly troubleshoot Early Problem Detection Detect and resolve problems before volume complaints Out of service alarms Link failure alarms Minimize impact Automatic identification of anomalies and performance degradation Anomalous service behavior Threat Detection Performance deviations Subtle changes identify emerging conditions High User Impact Reactive Moderate User Impact Preemptive Low User Impact Predict & Prevent 21 21

22 Network Intelligence Enables Business & Operational Intelligence Proactive view of relevant performance Levels Capture and track customer activities Identify emerging usage trends Services used Devices used Usage patterns by device Business Analytics User Experience issues that affect Churn Signaling storms Chatty OTT and Internal Apps Device Issues New service revenues Understand what user communities are doing and using Service Dashboards Troubleshooting User Session Analysis Business Reports 3 rd Party Feeds 22 22

23 Uses for Real-time Network-Based Intelligence Business Intelligence Which devices are used the most? What services are consuming bandwidth Operations & Planning Performance, failures throughput, capacity trends, partner content, CDN performance Marketing - Product Management When are customers using which devices, and accessing what services What services are most popular 23 23

24 10/30/2013 It s Time for a New Approach Focus on Strategic Investments That Improve Customer Experience and Address Quality and Reliability Issues Quickly resolve performance problems and minimize impact Assure exceptional user experience Optimize delivery of services Better plan for service and network capacity Quickly roll out new services and devices Simplify workflows and processes Predict and prevent performance impact before subscribers effected Revenue Acceleration 24 Unified IP tools across organization Capex Savings Opex Reduction 24

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