actixone next generation ran management oct 2012 fv
TRANSCRIPT
The journey from a network-centric to a holistic network optimization putting your customer at the heart of your network
Next Generation RAN
Management
Agenda
• Welcome & Introduction • Actix at a glance and vision for the mobile telecommunication industry • ActixOne – platform for the “traditional” optimization
– Optimization solutions based on Drive Test, Benchmarking and OSS and the power of correlating these data
– Understanding how to leverage your network data to roll-out Small- and Macro-cells to satisfy customer demand
• Live Demo
• Customer Experience Analytics – Establishing customer experience as integral part of your RAN Management
– Discovering what the network tells you about your customers: people, behaviours, locations and handsets
– Examining the customer experience improvements • bridging the gap between the core network and business
• Live Demo • Questions & Answers
Rüdiger Henn
Director Sales Europe
T +49 172 2623672
Ricardo Fuentes
Sales Engineer Europe
T +49 172 7655456
China Sales & Support Japan
Sales & Support
UK HQ, Sales,
Services, R&D
USA Sales, Services,
R&D, Support
Malaysia Sales, Services
Support
Germany Sales, Services
R&D, Support
Australia Sales & Support
Brazil Sales & Support
About Actix
25 of the top 30
We are proud to serve 25 of the top
30 mobile operators worldwide.
Actix has been developing Telecommunication Technology for more than 20 years
More than 400 Operator’s are Actix customers, 25 of the top 30 operators globally
FY12 ended Jan 31st 2012, Revenue: €43m (up 29%), Profit: 8% (up 30%)
270 employees, including dedicated research team
75% Revenue from MNO’s, 25% from NEPS (E///, Huawei, NSN, NEC)
Key partnership evolving rapidly @ Huawei
Research
• EASY-C: LTE Advanced & cooperative MIMO • Cool Cellular: Energy-efficiency in RAN • SON Coordination
Actix know-how
Publications
• scientific papers: 20+ • patents: 15+ • white papers: 10+
Standardization
• Member of NGMN • Trusted partner for operator alliances
• accelerating technology rollouts by optimizing cell plans & pre-launch deployed networks
• increasing operational efficiency by automating optimization processes with a single platform
• improving customer experience by rapidly optimizing the network based on customer data
everything we do is about optimizing mobile network performance
our focus
7
Actix Product Suite
ActixOne is a scalable platform providing a unified workspace for all network optimization activity
Analyzer Expert drive test post-processing for Network Optimization & Acceptance
Actix Desktop products deliver offline analytics to optimization experts
RadioPlan Expert automated cell planning using Network OSS, Drive Survey and Planning data
ActixOne
Web Web Web Web
CellOpt Expert automated frequency planning using Network OSS, Drive Survey and Planning data
increasing automation
Visualize
Analyze
Optimize
enabling operators along the path to self-optimizing networks
analytics to improve visibility & drive decision-making
analytics to automate problem detection & root-cause diagnosis
analytics to recommend solutions & what-if tools
SON
our vision
Pre-Launch Live Network
Actix Solutions for Mobile Network Life Cycle
Planning New technology
rollout Manage network
performance Technology
upgrades and swaps
Customer Experience Analytics
Improve the customer experience
The
Network
Places
People Phones
Network Acceptance
Reduce risk in network rollouts
On Time
On Quality
On Budget
Network Optimization
Optimize multi-vendor, multi technology networks
Self Organizing / Optimizing Networks
ActixOne Platform
• Supports multi-vendor, multi-source network data
• Highly scalable platform
• Web based interface
• Automates tasks using rules engines & optimization algorithms
• Integrated workflow to streamline activities
A unified workspace for optimizing the mobile network
Maps Drive Survey
Planning
ActixOne Repository
ActixOne Web Interface
Rules Engine
Optimization Engine
Visualize Analyze Optimize
Dashboards & Reports
Subscriber Trace
Workflow Engine
Network OSS
Instead of a lot of product slides how to move from a fragmented tools and data environment with no
processes in the engineering departments I will tell you a real customer story
Next Generation RAN
Management
The “CTO Challenge“ to Actix
• April 2010:
– “My objective of this meeting is to find out if Actix can realize the opportunity of Unassisted Optimization “
“unassisted Optimization means SON for 2G, 3G and 4G”
The Mission Preparing the organization for a new technology, consolidation of tools, data and processes and the transition to manage a unified network automatically: • Increase Efficiency
– A multi-user platform that supports a Unified RAN Engineering Workspace – Supporting process automation resulting in reduced spending – Provide additional bandwidth for the engineering departments to handle new
technologies (LTE, small Cells, HetNet) by maintaining the same quality in 2G & 3G
• Increase the quality of the network & Manage customer experience in a smarter network
– Adding customer-centricity to manage the network on demand – Re-use of Best Practices across the organization
• Supporting multiple integrated solutions to solve critical issues at lower cost – Network Rollout and Management – Assisted-/ Unassisted Optimization
Actix‘s approach
ActixOne Automated
Optimization _______
Open-loop
ActixOne SON
ActixOne Optimization
Solution
Semi-Automated
Optimization
ActixOne Rules based
Network Optimization
ActixOne , Drive Test,
PM, Call Trace, and Automatic
Optimization
Step-by-step instead bing-bang
Next Steps
• Embedding customer experience into the core of the network departments:
– Corporate Customers:
• Sales Process
• SLA Management
• Complaint Management
• Tailored Optimization
– Further Automation:
• Capacity Management
• Semi-Automated Optimization
ActixOne in “traditional” optimization
Next Generation RAN
Management
17
ActixOne Enterprise
A unified workspace for optimizing the mobile network
• Supports multi-vendor, multi-technology and multi-source network data
• Highly scalable platform
• Web based interface
• Automates work tasks using rules engines & optimization algorithms
• Integrated workflow to streamline activities Maps Drive
Survey Planning
ActixOne Repository
ActixOne Web Interface
Rules Engine
Optimization Engine
Visualize Analyze Optimize
Dashboards & Reports
Subscriber Trace
Workflow Engine
Network OSS
New data
source
18
ActixOne Survey Data Analysis
Receive
Drive Data
Investigate
Further
Manual input required
Automated in ActixOne
Activity
Diagnosis &
Classification
Coverage
Interference
Neighbour
Blocks
Quality
Drops
Identify
Problems
Pollution
Build Reports
Drive Survey
Loading &
Analysis
Drive Test measurements
• Drive Test data processing in ActixOne:
• Show binned data in the map
• Call Event Explorer: drilldown to L3
• Radio Network Analysis:
• Coverage: overshooting, crossfeeders
• Pollution
• Missing neighbors
• Network comparison:
• Different networks
• Same network, different technologies
• Same network, different time periods
• Reports
• Benefits:
• Centralization
• Correlation with PM, Call Trace, alerts...
• Drilldown to L3
• Survey Management and File Status modules allow access to individual files and their processing status
• New KPIs can be created using Actix Analyzer queries
20
Network KPIs, Benchmark Analysis
Benchmark dashboard focuses competitive quality
Network KPIs can be visualized, trended and reports on
Additional Information from Data Correlations
• Using Drive Test, PM-, CM and Call Trace data
• Handset analysis reporting and device dimension in Customer Experience
• Real-time capabilities:
• Call Trace data is loaded and aggregated with 1-min resolution
• Also PM KPIs can be used
• How fast we can load the data depends on the hardware:
• Typical delay for Call Trace is 1-hour
• It is possible to link information to sectors, e.g. Street View direct access
22
Engineering Workspace for LTE Diagnosis/Root Cause Analysis
Antenna pattern/tilt visualization & terrain profiling
LTE drill-down for root cause analysis (with playback)
Google Earth 3-D visualization of drive survey measurements & events
23
Using Drive Tests for accepting new technologies at high quality e.g. LTE G/NG
Reporting
Including Hard/Soft KPI’s evaluation, CSFB, Scanner, and Ericsson/ALU Parameter Audit
ActixOne in “traditional” optimization - Use cases -
Next Generation RAN
Management
25
Coverage and Over-shooter Analysis Launch radio coverage analysis for an area (e.g. RF Zone) with one click
One-click selection of coverage, over-shooter, crossed feeder analyses Antenna Visualization and
Down-tilt Analysis
26
Network/Technology Comparison & Historical Analysis
e.g. Smith Field area demonstrating significant decrease in Throughput
Comparisons: • Multiple networks • Same network over time • Different measurements on the
same network at the same time
27
3: Cell Overshooter Detection
Why
What
Churn zone
Detection of cells that have overshooting coverage (which allow calls to be initiated outside the planned coverage).
Reduce interference and number of dropped calls in the network (due to non-availability of neighbours), thus improving revenue.
After running several analyses the engineer will be able to recommend changes to sector parameters, i.e. downtilt the antenna, reduce antenna height, adjust the bore angle.
Outcome Visualise changes for
- Azimuth bore angle
- Mech/Elec Tilt
- Height adjustment
Exemplary Assisted
Optimization Use Cases
28
34: Drive Test Virtualization What
CEA can be configured to provide a virtual drive test, giving a statistically valid assessment of key routes and areas at a fraction of the cost of traditional drive testing.
Drive Testing is time consuming, costly and inherently inaccurate method of measuring a network.
Key routes and areas can be configured and up to date and accurate virtual drive tests can be made available for analysis by engineers. In addition summary reports can be made available to senior managers.
Why
Outcome
Conventional drive test routes.
Live Demo
Customer Experience Solution
Next Generation RAN Management
Where does poor data performance
result in VIP customer churn?
What is the iPhone dropped call rate inside key corporate HQs?
The network should answer business questions?
Network
Places
People Phones
What is the signal strength for roamer’s using data cards at
airports?
A Strong Belief from Actix
The Customer-centric approach changes many facts of planning and optimization, as well expanding to marketing & customer care
Network performance isn’t customer experience Cell DCR
A 1.5% B 1.8% C 1.6% D 1.4%
Corporate HQ
iPhone 4s
A
B C
D
Real customer experience
What modern networks can tell you
Unique customers using data
Call by call Customers & handsets
Geo-location
What a modern network can tell you …
about your customer’s service experience
Customer experience visualization Data hotspot identification
Trend performance and identify busy
hours on a per location basis
View hotspots based on
connections and data volumes
View where capacity issues are causing blocks and
drops
Establish the number of unique subscribers
and handsets generating network
load
Track VIP & advocates
• Track important customers, measure their experience and get notification when they drop
• Diagnose the underlying causes of dissatisfaction
Overview
• Ensure vocal brand advocates get the quality of experience to keep them onside
Benefits
Are my VIPs happy
Corporate Customers and VIP analytics
Detailed layer 3 analysis of calls on a message by
message basis
View call attribute and radio technology
specific charts
Investigate individual dropped
/ blocked calls
See where VIPs are experiencing call failures and their
cause
View how the network supports
VIP customers
Get proactive notification when VIPs experience problems
13: Handset/User Report
Why
What
Churn zone
Analyze handset performance and locations.
Detect poor performing handsets, areas where smartphones have bad coverage or low throughput or create a handset inventory. May also help negotiations with the handset vendors.
Areas to optimize based on handsets type and a complete report of different handset’s KPIs.
Analysis (for the handset
type) performed against a
polygon of interest Outcome
What a modern network can tell you …
for Next Generation RAN Optimization/ Management
Exemplary Assisted
Optimization Use Cases
18: Advanced Call Diagnostics
Why
What
Churn zone
Using the ActixOne diagnosis engine, detailed diagnostics can be performed for drops, blocks and other call failure events.
ActixOne provides information for identification and diagnosis of faults. This will reduce the time the engineers need to find out the root-cause of problems.
Engineers will get a more friendly diagnosis message with also a short description of the drop also when possible with a suggestion to fix the issue.
Outcome
Root cause
analysis
Exemplary Assisted
Optimization Use Cases
6: Traffic Balancing/Shifting
Why
What
Churn zone
Identify areas and sectors with high number of congestion issues.
Optimize the traffic balance between the sectors serving the congested area or to suggest deploying a new site. This will help carry more traffic and so generate more revenue.
Congested areas identified, possible changes on parameters or new site needed.
Congested area
Outcome Traffic difference between
highlighted sectors Congested areas
Device Impact Analysis
Establish how new handsets are performing
Build handset reports that break out performance
by handset
Filter call failures by handset type (TAC)
Understand when and where handsets are being used and the
network quality they experience
Find handsets that generate excessive
network load
44: Handset Capabilities What
Outcome
Churn zone
Provide description of handset capabilities by region.
New features may require certain handset capabilities be supported. Often a certain subscriber density is required to support trial or roll out of such features.
A density map showing subscriber density by handset and feature capability.
Why
Regions shown are postcodes
Can also segment with dimensions
RF Analytics
Combine with network performance, drive test and other data sources
for detailed network optimization
Capacity, coverage, interference,
accessibility, mobility and retainability
analysis
Use customer experience data in network
optimization
What a modern network can tell you …
using network-centric and customer-centric data
Combined Customer and Business Analytics Churn / Customer complaint troubleshooting
Load nationwide geo-located churn /
complaint information
Filter by reason: Poor coverage
Dropped connections By termination
Identify and tackle areas of high churn /
complaints
Correlate with customer experience
measurements to identify problematic RF
Last mile customer experience
• Measure the network coverage and experience delivered across all customers at each location
• Dashboards and reports deliver segmented KPIs
Overview
Benefits
Where are high value customers dropping calls – by postcode?
• Listen to the 99.9% of customers that down contact the help desk
• Reduce guess work
Corporate performance
• Track the coverage and performance both indoors and outdoors at corporate campuses
• Build reports for offline consumption by sales
Overview
• Sales can improve customer retention and capture
• Create service improvement plans for dissatisfied
Benefits
Coverage a corporate campus
Churn zone targeting
• Combine customer experience and business data to see where the network impacts customers who in term impact the business
Overview
• Focus campaigns and resources to minimize business impact
• Target small cell deployments to customers at risk of churn
Value
Where is coverage causing churn?
Churn zone
Customer complaints
• Focus on the Top 10 areas generating customer complaints
• Establish cause of complaints and networks impact
Overview
• Target network experience
• Plan individual marketing campaigns to improve satisfaction
Benefits
Where are my customers complaining?
Revenue leakage
• Understand where the network is unable to meet customer demand
• Identify capacity bottlenecks and coverage issue reducing usage
Overview
• Identify opportunities to boost service uptake with minimal network investment
Benefits
Unmet data demand
Real customer experience
Business correlation
Actionable Analysis
Customer experience analytics
Churn Customer complaints
Population
Sales & Marketing Customer care
Engineering
Call by call Customers & handsets
Geo-location
Customer Experience Analytics
Live Demo
Customer Experience Analytics for Quality Assurance & Marketing
Bridging the Gap
Customer Experience Analytics Impact
Deploy Solution on
Network
Design Capacity / Coverage Solution
Establish Nature of Demand
Understand Hotspots & Coverage
HeNet Planning
Deploy Solution on
Network
Design Optimization
Solution
Diagnose Underlying
Cause
Detect & Prioritize
RAN Problems
RAN Optimization
Policy management / Monetization
Establish Patterns, Trends &
Opportunities
Measure core & RAN usage and experience
Subscriber Identify
New Revenue Services
Target churn zones
Plan marketing campaigns
Establish customer
usage patterns
Measure real customer
experience
Sales& Marketing
Customer Experience Analytics
Location intelligence RAN customer experience: Drops, blocks, throughput, capacity, coverage Segmented by customer and handset
Mobile organization: Feed the organization
Customer Advocacy
Engineering Optimization
Operations
CTO
Product Managers
CMO
Sales
Customer Care
Quality
COO
CEO
Technical customer care
Triage teams
Business Analytics
Customer Reports
Customer Analytics
Customer Experience Analytics
Quality processes
Key points
• More so than engineering Marketing and Sales teams struggle to get analytics systems deployed
• Have ActixOne deployed within the RAN department – combined with Actix’s web based interface provides a pre-installed system that external groups can hook into
• All departments use the same data – have the same view, just from a different perspective
ACTIXONE FOR QUALITY ASSURANCE
Quality Assurance with ActixOne
Define
Measure
Analyse Improve
Control
Measure live and historical performance in ActixOne.
Generate reports, notifications and interactive views
Investigate problem areas to understand issues and
underlying cause
Create reports and tasks lists to action the changes to the
network
Define KPIs and geographic and customer segments for
focus
Use before after reports to see impact
of changes
ActixOne
Define flexible KPIs
Cu
stom
Dro
ps &
Blo
cks
Cap
acity
Co
verage
Thro
ugh
pu
t
RA
B b
reakd
ow
n
IRA
T …
RF M
easu
rem
en
t
VIP Customers
Handsets
Regions / Postcodes
Geographic areas
Transport
Retail stores
Corporate offices
Points of Interest
• ActixOne flexible KPI engine allows operators the quality KPIs they want to measure
• KPIs can reflect hourly, daily, weekly and longer term goals
• KPIs can be segmented by customer, handset and location
Segments
KP
Is
Segment KPIs: Use fixed or free form geographic areas
Defined Regions: Markets, clusters, postcodes, ….
Geographic Mesh Key locations: Train stations,
corporate offices, retail stores
Segment KPIs: Customer, handset and roamers
• Spilt KPIs by:
– Connection type
– Device
– Indoor vs Outdoor
– Roaming status
– VIP
Measure: Get notification of quality of experience problems
• Notification mechanism allows KPI breaches to be flagged inside ActixOne
• Breaches listed as tasks for further investigation
• Investigating a task brings up all relevant supporting data
Measure User static Reports to communicate KPIs
Case Study: Maxis Top 10 Areas Generating Churn
• Focused on the Top 10 with historically high churn rates
• Churn data was filtered to only include Churn caused by Network Issues
Case Study: Maxis Top 10 VIP Issues
• Focused on ensuring VIP quality of experience
• Each VIP was proactively tracked
• Each VIP drop block call was automatically diagnosed and resolution recommended
Case Study: Maxis Impact of process
• Process has been up and running for 6 months
• Successful resolutions are being added to a catalogue of Customer Experience success stories – to raise the profile of the in-house quality and optimization teams
• Point of impact reports are being built to target advertising locations, to bid on an M2M (machine to machine) contract for public transport, and to assist in targeting university students
ACTIXONE FOR MARKETING
IBM CMO Survey – Actix comments • 80% of CMOs rely on market research and competitive benchmarking
– Operators need to focus on the use phase – with “live” analysis of existing customers
– They need to watch what users do – not just say.
– Actix provides live customer insight from the real use of the network
• Operators are swamped in user data and need to invest in new tools to improve their analytics
– Operators taking money from advertising to invest in data gathering & CRM
– However marketing organizations aren’t technology savvy
– Actix allows technology savvy engineering and IT departments provide customer intelligence directly to marketing
• Operators want to focus on enhancing customer loyalty and advocacy
– Advocates on social media are critical to operators success
– Actix allows operators to target advocates and other VIPs to understand their experience
IBM Survey Recommendations
Actix provides “use” time data
Actix provides RAN customer
analytics
Actix solutions are already deployed
in engineering
Actix allows focus on individuals
Actix provides RAN customer analytics
Impact on marketing
Customer Experience Last mile quality of experience
Track VIP & advocates Corporate performance
Customer service Churn zone targeting Customer complaints
Lost revenues Revenue leakage
Campaign Planning Service & device hotspots
Roaming locations Retail store coverage
Actix
Service & device hotspots
• Actix captures exactly where demand is occurring down to 100m
• Split out demand by device and customer
Overview
• Market and sell services and devices where demand exists and the network can support it – “where do iPad users congregate at lunch time”?
Value
Data demand Amsterdam
Roaming locations
Hotel
• Establish exactly where high value roamer customers congregating
• See roaming patterns change due to events
Overview
• Target roaming campaigns based actual demand
• Improve roamer capture at expected and unexpected locations
Value
Where are roamers user now?
Retail store coverage
• See the network coverage and performance delivered to high value locations such as retail stores
Overview
• Ensure “hour one” service experience meets customer expectations
• Ensure new retail stores are supported by the network
Value
Where are roamers now?
Track VIP & advocates
• Track important customers, measure their experience and get notification when they drop
• Diagnose the underlying causes of dissatisfaction
Overview
• Ensure vocal brand advocates get the quality of experience to keep them onside
Benefits
Are my VIPs happy
Your questions
Thank You!