Beyond Network Faults
and Performance
Management
Kirtivardhan A Jaiswar
Tivoli Software
IBM India/ SA
Smarter Telecom addresses three key issues
• IBM Telecom Frameworks: Bridging the
gap between business & IT
• Data Management for Telecom
ENABLING NEW
• Networks: Fault and Performance
BUSINESS
Management
MODELS
DIFFERENTIATE • Effective Software Delivery for Telecom
THE CUSTOMER
• Access the information you need -
EXPERIENCE
anytime, anywhere
• Optimizing Business Processes using
Filenet BPM
IMPROVE OPERATIONAL
EFFICIENCIES • Customer Churn & Insight for
Telecommunications
• Dynamic Business Process
Management for CSPs
Key Challenges facing the Telecom service providers today
1. The Growing Usage of Internet
o 2 bn people by 2011
o Wireless growing @ 17%
o 5 billion+ mobile phone subscribers
worldwide
o Daily text messages exceeds the world’s
population
2. Customers Demand More Flexibility,
Choice and Control Both in Content and
Delivery
o Connecting devices: computer, mobile
phone, television, PDA….
3. Digital Convergence Is Blurring
Boundaries
o Birth of the “Telemedia” Industry expanding
the addressable market
Converged Service Challenge Example
Mobile Song/Application Download Service With voice revenues in decline,
A consumer has purchased a new mobile phone services such as mobile song
and wants to download a song or app downloads provide a new source
of revenue
MSC
Core Application
Access Network Servers
Network Router
switch
Content Provider
Billing Servers
Service Provider
This Service unlike a traditional voice service
includes applications, third party content and Two key management
transverses both wireline and wireless networks challenges exist….
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Services are Much More Complex
1) What needs to be managed has grown and become more complex
Managing networks is more Many Next Gen services are content and
Customers have choices; CSPs complex than ever application based, placing a need on CSPs
must manage the customer before…consolidation & to manage IT resources & the explosion of
experience from the convergence 3rd party content
beginning and provide consist
personalized service
MSC
Core
Access Network Application
Router
switch Servers
Network
Billing Servers
Content Provider
Service Provider
CSPs are heavily dependant upon physical
CSPs are exposing their networks to 3rd parties, new
assets such as cell towers and IT assets such
customers, technologies, etc. Risk mitigation is
servers and applications that require lifecycle
important not only to help ensure trust, but to also
management
ensure quality, i.e. denial of service attacks
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Services are Much More Complex
2) Who needs to be involved in the success & management of a service
has evolved
Senior Management
Enterprise
Account Team
Finance & Billing
IT
MSC
Core
Access Application
Network
Network Router Servers
switch
Content Provider
Billing
Service Provider Servers
Network
Operations
Product
Management & Security
Marketing Customer Care
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What’s happening in the market:
Why Customer Experience is so important!
Poor
experience
with data
services
Customer
Experience
imperative
Smarter
devices
The expectations of users around customer
experience is increasing across all telecoms sectors.
Rich data
Managing the customer experience will increase
services
customer satisfaction, reduce costs and provides a
powerful differentiator in an ever increasing
competitive market place.
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IBM Solution: Holistic Service Management
Objective: Fast, efficient, cost-effective delivery of quality services
Service
Innovation
Customer/Partner
Management
Reliable Service
Management Service
Profitable Creation
Available
Service
Service Execution
Integration
Consumable Responsive Operations directly increasing Profits!!!
Profit per subscriber using Tivoli Netcool
IDC Report Jan. 2009
Increased revenue by an average of $1.7M or $.54 per
Affordable Valuable subscriber
Trusted
Saving per subscriber $.36
8 7-Nov-11
Initiative 1: Customer Experience Management
Customer Experience is the experience of customers as they interact with all
aspects of a service providers business, over the duration of their relationship.
Each interaction with a customer creates an experience (e.g. using a
service, calling customer care, topping up credit) with that customer.
– A positive experience is created when customer feels their needs were met or
exceeded.
– Thereby increasing customer satisfaction, brand loyalty and reducing churn.
9 7-Nov-11
Leading Asia Pacific Carrier:
Potential to Reduce Customer Care Costs by $1.2 million USD
Customer Care (cost of operations)
• Approx 20k mobile data device configuration
service calls per month.
CEM automatically detects:
• New Combination of SIM and Handset
• Mis-configured APN
Supporting automated triggering to Mobile
Device Management platform for auto correction
of configuration issues.
Each one costs approx 10 USD to resolve.
• 20k * 10 USD = 200k USD per month
• Annualized=> 1.2 million
Auto correcting mis-configured APN’s brings
significant cost savings, along with unblocking
service usage revenue for the target services.
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Customer Experience Management
The Holistic way to manage your customers…
Customer Group view
Providing visibility to customer groups
experience (e.g., prepaid, promotional)
Customer view
Device view
Providing visibility to an
individual customer’s experience Providing visibility to specific device types
being used by the managed customers
Pre-packaged Web Views
providing navigation of
customer experience on
multiple dimensions
Business Rules
Flexible definition of
Integrated Reporting on evaluation criteria
customer experience through dedicated SLO
Management
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Managing the actual experience of mobile end customers
Traditional monitoring tools do
Many issues leading to poor But specific customers are not provide visibility down to the
customer experience are not experiencing problems individual customer experience.
network related
For example:
PM provides an aggregate view of network
Network is ok resources.
SQM provides an aggregate view of service
performance
CEM provides aggregate views but also
slices down to the individual customer
Billing Problem
Config Problem
Gb Gn Gi Content
BTS BSC SGSN GGSN
Server
Device Problem
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Increasing customer satisfaction – with CEM analytics
Retrieve customer info
1 Transactional Analysis of the failing
CRM From existing CRM repository
transactions identify the causes of
the failures.
2
Visual plot of the failures
occurring for the specific user.
3 Historical Analysis of the
customer experience by drilling
into the periods where
degradations are detected.
4
Location Analysis to investigate if
customer problems are specific to
geographical areas.
5
Users can quickly identify/validate which Device Type Analysis to
services a customer is having issues with. investigate if customer problems
are handset
type-related.
For any selected service(s), the user can
analyze the customer experience on
multiple different dimensions.
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Value of Customer Experience Management
Reduce churn
Ensure successful launch of
Improve customer
new services and user
satisfaction
devices
Provide marketing
Empower visibility into
customer- customer
facing groups behavior and
service usage
IBM CEM Solution
Control Discover un-tapped
operational and revenue among
investment costs existing customer
base
Provide operations insight Protect and increase
into customer impact roaming revenue
Our World-Class Package
Global scale & reach Comprehensive global Innovation driven
business services
14 7-Nov-11
Initiative 2: Smart Mobile Towers
Problem:
• Cell towers growing organically WW 3.5M in 2008 to 5M+ by
2012
o 80-90% of energy consumption is in the network Towers, BTSs,
BSCs, MSC’s
o 10-20% of energy consumption is used by data centers
o 50% of energy consumption in cell towers is attributed to HVAC
(cooling)
• Passive mobile network infrastructure operational silos
• Service providers use ~60-90% of their energy in mobile
network (BTSs, MSCs)
• Data and systems lack integration to allow end-to-end
optimization
Opportunity:
• CSP’s can reduce costs 20-30% from operational and energy
usage improvements with an IBM Smarter Tower Operations
offering
• CSP’s can integrate operations to provide a competitive Smart Tower Operation: Save 20-30% on
revenue opportunity from their mobile passive energy and operational costs of their
infrastructure passive mobile infrastructure
• CSP’s can utilize smarter operations to enable new business
opportunities of revenue beyond the passive infrastructure.
15 7-Nov-11
How does IBM solution for Green Tower Operations
Optimization improve operations?
Customer Challenge IBM GTO2 Solution Benefits
Network Energy Tower Energy Cost Reduction in Energy
Consumption Optimization and Operations
• Drive cost reductions greater
• Energy use in network operations • Optimize tower operations to than 20-30% from telco energy
can be 70-90% of energy use in a drive higher performance consumption using smarter
service provider • Monitor energy planet offerings from IBM of
• Mobile Telcos are continuing to consumption, correlate to end-end monitoring, command &
operations, and finding control systems, energy solution
scale number of towers worldwide opportunities for energy components and IBM managed
• Energy Management solutions reductions
services combined with business
need to be targeted based on • “Right Size” energy intelligence for energy
location, climate, usage and equipment, operations and
utilize alternative energy consumption.
solution type to maximize ROI
solutions. • Utilize Financial Analytics to
target energy solutions
Initiative 3: The Cloud
CSP Service Structure Cloud Delivery Models
Content
Service Offerings Collaboration CRM/ERP/HR
Offerings Business Industry
Web 2.0
Collaboration Processes Applications
CSP Services & Applications Software-as-a-Service (SaaS)
Web 2.0 Application Java Web 2.0 Application Java
Service Exposure Middleware
Runtime Runtime Runtime Runtime
Development Development
Middleware Database
Tooling Tooling
Service Delivery Platform Platform-as-a-Service (PaaS)
Data Center
Mobile Broadband Fixed Servers Networking Storage
Fabric
Switching, Transport, Control Shared, virtualized, dynamic provisioning
CSP Network Infrastructure Infrastructure-as-a-Service (IaaS)
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