Linking QoE and QoS on data services

Transcription

1 ITU Workshop on Monitoring and Benchmarking of QoS and QoE of Multimedia Services in Mobile Networks (Dubai, UAE 2-3 November 2014) Linking QoE and QoS on data services Esa Vesterinen Vice President Omnitele

2 Content QoS QoE framework for data services Case studies: WWW browsing Network performance vs YouTube experience Optimisation Omnitele Ltd

3 our company PIONEERING INDEPENDENT CONSULTING founded in 1988 to design and rollout world s first GSM network, projects in 80+ countries since then owned by Finnish telecom investors, independent of all operator groups and equipment vendors consulting and professional services for telecom service providers and regulators consulting for mobile industry since 1988

4 our services Technology Strategy Design and Optimisation Audit and Benchmark Performance Management maximised customer experience minimised network cost Omnitele Ltd

5 what are QoS and QoE? price QOE DEPENDS ON expectations branding socio-economic background price customer care provisioning end-user QoS session focus network service device QoS expectations QoE brand Omnitele Ltd

6 QoE, QoS and network performance quantified QUALITY OF EXPERIENCE how well service quality meets expectations? QUALITY OF SERVICE measured application/service KPIs call setup time call completion rate sms send time sms completion rate file transfer time www page waiting time www page success rate video buffering time video setup success rate NETWORK PERFORMANCE capacity, coverage, functionality, efficiency RSCP Ec/N0 latency jitter packet loss RSRP RLC throughput RSRQ RAB setup success rate modulation coding TX power G-factor Channel C/I Timing Advance Mobile TX Power Voice Codec Usage Handover Success Rate MCS Usage Distribution Time Slot Utilization Block Error Ratio Active Set Size SHO Success Rate ISHO Success Rate CQI E-DPDCH Throughput PDSCH modulation MAC DL BLER MAC UL BLER MAC UL Retransmission Rate Omnitele Ltd

7 Common challenge: How is the quality???? network is excellent customers not satisfied need to find right targets for acceptable QoE! Omnitele Ltd

8 OPERATOR CASE: CEM FOR WWW BROWSING Let s take a dive into WWW browsing Quality of Experience Omnitele Ltd

9 OBJECTIVE sufficient web browsing experience for high value customers 1. QoE targets: define the desired WWW QoE level 2. QoS targets: measure QoE & QoS and crosscorrelate to define the relation 3. CTO Targets: Link QoS with NW performance to find right network performance KPI targets Omnitele Ltd

10 1. QOE TARGET define the desired WWW QoE QoE defined in MOS scale Captured with end-user queries: On 1-5 scale, what is your WWW browsing experience? MOS QoE Impairment 5 Excellent Imperceptible 4 Good Perceptible but not annoying SUFFICIENT QoE TARGET 90% of high value customers MOS 4 3 Fair Slightly Annoying 2 Poor Annoying 1 Bad Very Annoying Omnitele Ltd

11 QoE [MOS] 2. QOS TARGET correlate QoS with QoE Web Browsing QoS and QoE 9.99 unsatisfactory region (MOS < 4) QoS: WWW page waiting time [s] MOS Average(s) QoS target: WWW download time < 3s Omnitele Ltd

12 QoS: WWW page waiting time [s] 3. CTO TARGETS find required NW performance 1000KB WWW Page Waiting Time vs. Bitrate HSPA LTE unsatisfactory region (www download time > 3s) CTO TARGET 4 2 accepted region (www download time < 3s) 90% of subs get >3.5 Mbit/s in 4G >4.5 Mbit/s in 3G NW Performance: Bitrate [Mbit/s] Omnitele Ltd

13 Case summary 1. QoE targets: define the desired WWW QoE level MOS 4 all completion rate sms send time sms transfer time www page waiting 2. QoS time targets: www measure QoE & QoS and crosscorrelate to define the relation ideo buffering time video setup success rate WWW DL time < 3 s jitter packet loss RSRP RLC throughput RSRQ odulation coding TX power G-factor Channel C/I TX Power Voice Codec Usage Handover Success Rate Time Slot Utilization Block Error Ratio Active Set ISHO Success Rate CQI E-DPDCH Throughput PDSCH BLER MAC UL BLER MAC UL Retransmission Rate 3. CTO Targets: Link QoS with NW performance to find right network performance KPI targets NW performance >3.5 Mbit/s in 4G >4.5 Mbit/s in 3G Omnitele Ltd

14 OPERATOR CASE: CUSTOMER EXPERIENCE BENCHMARK competitive positioning of YouTube experience Omnitele Ltd

15 4G smartphone benchmark in Netherlands big difference in NW performance thin margins in customer experience bitrate [Mbit/s] buffering time [s] T-Mobile Vodafone KPN 0 T-Mobile Vodafone KPN Vodafone higher bitrate, but KPN faster YouTube Omnitele Ltd

16 OPERATOR CASE: CUSTOMER EXPERIENCE OPTIMISATION improving QoE for Kuwaiti operator Omnitele Ltd

17 objective: customer experience improvement 1. Measure end-user QoS of smartphone voice and data 2. Measure network performance 3. End-to-end troubleshooting & improvement recommendations Omnitele Ltd

18 customer centric optimisation area prioritisation number porters tickets coverage plots landmarks churn population planned sites complaints Omnitele Ltd

19 improved customer experience with zero CapEx 15%-25% faster browsing in optimised areas 10% of sites optimised, zero capital expenditures end-user QoS and network performance connected Omnitele Ltd

20 recap & takeaway messages 1 common challenge: CTO team & CMO team targets often not fully aligned 2 linking network performance to customer experience challenging but not impossible 3 proper CEM framework results in maximised customer experience & minimised network cost Omnitele Ltd

21 Omnitele Ltd w w w. o m n i t e l e. c o m