Truly Managing Customer Experience

has Begun
Huawei SmartCare strategy & roadmap

• 2nd May 2012

• Abu Dhabi www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD. HUAWEI Confidential

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
Contents
• Industry Trends
• Huawei view on Etisalat’s Challenges
• Huawei SmartCare Overview
• Huawei Roadmap

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

 Industry Trends

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3

We are growing with complexity, KPI can not evaluate end-
user experience any more….
End-User Consistent Satisfied Experience

Device Smartphone, Tablet, Computer, etc..

Service & Applications SMS, MMS, IM, Http, Email, Video Streaming, VoIP, M2M,
LBS , Apps… across Networks

Network Fixed, Mobile and WiFi

Network Centric User Experience Centric

‘…2011, there is ~350,000 apps & in 2020 Apps may exceed billions…PS peak throughput will
increase from 1.1Gbps to 2Gbps per year…mobile data capacity prediction, 2010 to 2020 500X times’
--Sourced by A Tier-1 Operator

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 Huawei view on Etisalat’s Challenges

www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD. HUAWEI Confidential

HUAWEI TECHNOLOGIES CO., LTD.
Operators’ Challenges in Managing Customer Experience
1 2
How to realize effective trouble-
How to Care for VIP
shooting

 Real-time monitoring of VIP user  Efficient troubleshooting;

/ groups experience;  Accurately demarcate faults
Target
 Real-time monitoring of Service among different network layers
Quality Solution
 Roaming & international service
 Real-time alarm for each VIP quality assurance
service impact
4 3
How to achieve a
How to deliver maturely
comprehensive solution

 Powerful Delivery Platform to support  End to End approach

field maintenance, spare parts, probe  Support mobile & fix, CS & PS,
systems for MS? signaling & user planes
 Mature delivery experience to support  Support Multi-Vendor NEs;
troubleshooting. Optimization of user
 Support LTE and IMS;
experience

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VIP Customer Complaints

There was no
It was too slow to response when I tried
open a website by my to visit a website and
BlackBerry my handset was stuck

VIP complained about slowness of website visit via BB, and the troubleshooting took weeks.

Etisalat’s Concerns Cause Analysis

• When did issue occur?  Lack of per-service quality monitoring
• Where did it happen?  Lack of fast trouble-shooting, fault location &
• Which type of handset? handset type identification
• Which website the users tried to connect?  Lack of visibility to website information
• How about other services? e.g. voice call,  Lack of Per-user service quality evaluation for a
MMS? wide scope of services

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 7

iPhone-related Issues
What are the
How am I able to performance
know that it is a differences among
network issue or an variant types of
iPhone issue? handsets?

Etisalat’s Concerns Cause Analysis

• What is the performance history for every
type of handsets?
• What are the handset types on the network?
• What is performance the different types of
iPhones on the Network?
 Lack of statistics of each type of handset
performance
 Lack of handset data & network penetration
 No visibility and statistics of terminal in the
network

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 8

Very Annoyed Person (VAP) Complaints

What is performance Network KPIs are good,

difference among why there are always
variant types of complaining?’
handsets?

Etisalat’s Concerns Cause Analysis

• How to manage user churn?

 Lack of per-user per-service visibility
• How to satisfy the most demanding users?
 Few network KPIs support true user experience
• How to improve overall satisfaction for all
 Lack of tools to manage demanding users
users, applying optimization via individual KPI?

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9

 Huawei SmartCare Overview

www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD. HUAWEI Confidential

HUAWEI TECHNOLOGIES CO., LTD.
Huawei SmartCare Truly Manage Customer Experience

User-centric End to end PSPU

Inter-locking Multi-vendor

Business
NPM SQM CEM
Excellence

Time
Money
Efficiency
Satisfaction

Networks Services End-Users

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 11

The Differentiation between KQI and KPI (WEB For example)

KQI: To end Page Response Page Response …

user Success Rate Delay

KPI: from
network 1) MS DNS Query Success Rate 4) MS DNS Query Delay

2) TCP Setup Success Rate 5) TCP Setup Delay

3) First GET Success Rate 6) Initial GET Response Delay

Call Flow

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 12

Huawei SmartCare Offerings

Discovery Improvement Assurance E.O.T.

Experience VIP Care

CEM Discovery
QoE VAP Rescue
Service
Quality Service Quality Service Quality Assurance/ Professional
SQM Device Improvement
Service Quality Service

Platforms
Management E.O.(T.)

NPM Network Performance Network Performance

Network Evaluation
Improvement Assurance

SEQ Analyst + NetProbe

Platforms
CN Nastar, MBB Nastar
VisualIP

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13

Relationships between Service and Platform

End-User & VVIP, VIP ① ② Subjective /

Group, VAP, Monitoring M2 Objective Survey
Device & Analysis
Device

SEQ
Service & Analyst Monitoring
Application Voice, SMS + Web, WAP, MMS, Streaming, FTP,
& Analysis
NetProbe Email, IM, Blackberry…

Demarcation & ③ ④ ⑤
DPI Analysis
Network CN MBB Visual
E2E Network Nastar Nastar IP

Deep Troubleshooting &

Optimization
Core Network Wireless Network Bearer Network

SmartCare Solution is a real E2E service solution based on powerful platforms.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14

Success Stories

Multi-Vendor Optimization
for Operator G in
Philippine

Service Quality
Service Quality
Assurance for 2011
Improvement for Operator
World Universiade
C in China
Games

Other
References Norway Canada Indonesia
Austria
Turkey

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15

Insert video

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16

SQM: Increase Visibility of Service
Website
Browser …
Region

Service Centric Flexible

APN Report
(Web browsing, Voice, watching
video, Email, Instant messages…)

Device/Client
Drill down to
relative KPI
Users
(VVIP/VIP Group)
Service Quality
Problem Monitoring/Evaluation
Demarcation (KQI)

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17

Real-Time Service Quality Monitoring- Clearly & Directly
shown on GIS Map
SQM CEM NPM

KQI
Main
5 Dashboard
services
minutes for each
KQIquality
alarm service
monitoring
Country->City->MSC/SGSN->BSC

SGSN

City
BSC

Directly and Clearly to monitor the service quality base on GIS map.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 18

Service Quality Drill Down & Demarcation
SQM CEM NPM

KQI HTTP request

time-out

Server
KPI release

KQI drill down to KPI Failure demarcation/Root Cause Analysis

Detail Records
1) Detail Records

Region Device 2) Multi Dimension Analysis:

Region, Device, APN, Website,

Browser, Impacted Users…
Browser User

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 19

CEM: Increase of Manageability of User/Device

Website
FTP …
Location

Flexible
History User/Device Centric Report
(VVIP, VIP Group, Device…)

Device/Client
Instant
Message

Email
Watching Video
Web browsing Streaming

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 20

Actively Care for VVIP Customers- Quick Analysis of User
Experience in a Minute (1 of 2 )
SQM CEM NPM

Real time (1 minute) MONITORING VVIP experience with real time alarm
 Which services (Web, WAP, MMS, Voice, Streaming…)
 Which KQI for each services
 When the bad experience happened
 Where the bad experience happened
 What happened (detail records)
All VVIP Monitoring

Alarms for each VVIP

Cell Information for Detail record for each

each alarm alarm

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 21

Actively Care for VVIP Customers- Quick Analysis of User
Experience in a Minute (2 of 2)
SQM CEM NPM

Multi dimensions ANALYZE VVIP experience problem

 Select user, service and time information
 Multi dimensions analysis including device, location, failure cause, history…
Select user, service
and time to query

Failure analysis Trend analysis

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 22

Actively Care for VIP Group 1/2
SQM CEM NPM

5 minute MONITORING VIP Group consistent experience

 Which services (Web, WAP, MMS, Voice, Streaming…)
 Which KQI for each services
 When the bad experience happened
 Where the bad experience happened
All VIP Group
Monitoring

Consistent experience
for each service KQI

Detail record for each

alarm

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 23

Actively Care for VIP Group 2/2
SQM CEM NPM

Multi dimensions ANALYZE VIP Group experience problem

Select user, service and time information
 Multi dimensions analysis including device, location, failure cause, history…

Select user group, service

and time to query

Failure cause analysis Location analysis

Device analysis History trend analysis

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 24

VAP Analysis- Churn Management & Customer Retention (1 of 2)
SQM CEM NPM

Actively find the annoyed users before they complain

Multi-dimensional analysis of VAP problems
Set KQI threshold for each service
 Select the time period, region, service then query

 Analyze and find the VAC (cells)

Find VAP lists

VAC selection VAC in GIS map

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 25

VAP Analysis- Churn Management & Customer Retention (2 of 2)
SQM CEM NPM

Actively find the annoyed users before they complain

VAP problems analysis
 Multi dimensions analysis including device, location, failure cause, history…

Select user, service and

time to query

Failure cause analysis History trend analysis

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 26

Device (Smartphone) Analysis

Impact of
various
devices
on
network?

Solution:
• Identify device brand by IMEI.
• Device report with VIP and GIS.
• Analyze the traffic, service, KPIs by phone type,
brand & OS.
Benefits:
• Identify device effects on the network
• Proposal to eliminate risks or raise device
performance
• Reference for tariff package design

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 27

 Huawei Roadmap

HUAWEI TECHNOLOGIES CO., LTD.

SmartCare Engagement with Etisalat
Finished ( Q1 2012)
Ongoing trial (by Q2 2012)
Next steps

VVIP/VIP Overall Optimization Service

Perception Satisfaction & MKT Quality
Assurance Management reference Management

VAP Device Roaming Analysis,

VIP Care SQM
Rescue Analysis Complaint Handling More…

Service
quality
SEQ Analyst + NetProbe
Monitoring, SEQ Analyst SEQ Analyst +
Demarcation + NetProbe NetProbe CN/MBB Nastar
& Analysis
SEQ Analyst + SEQ Analyst + M2
NetProbe NetProbe

Trouble
Visual IP
shooting & …
CN Nastar CN Nastar
Optimization
/MBB Nastar /MBB Nastar
(signaling,
call flow)

Area to be further discussed

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 29

SmartCare Roadmaps – SEQ Analyst Ready for Trial
Planned
Planning

SEQ Analyst 2.0 SEQ Analyst 2.1 SEQ Analyst 3.0

SQM/CEM SQM/CEM
CS/PS service quality analysis CEM enhancement SQM/CEM
VAP/VAC filtering SLA management (Internal, SQM for VoLTE
VVIP/VIP service quality analysis External, 3rd Party) SQM for IMS / RCS-e
Support KQI customization SQM/CEM for roaming
Complaint handling assistant NPM
NPM Voice quality analysis(bearer M2M service analysis
PS Signaling analysis layer)
Smartphone analysis Platform
NPM Probe: 40 Gbps
Platform Support IMS, LTE
Probe: 10 Gbps MBB probe for OTT VoIP/IM trend and usage
GU (Iu-PS, Gn/Gi) analysis
Adoption -3rd party probe Platform
Adoption to PM:M2000 (RAN) Probe: LTE/EPC, IMS

Roadmap items to be further

discussed

2012Q1 2012Q3 2013Q1

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 Thank you
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