Smartphones – A game changer in expectations of customer experience
Turki Alqarefah Zain Group (Kuwait) Stephen Bowker AIRCOM International
Wednesday, 15 May 2013 12:00 - 12:30 pm
Presenters
Turki Alqarefah RAN Manager at Zain Zain Group - Kuwait https://www.kw.zain.com/
Steve Bowker Chief Technology Officer AIRCOM International https://www.aircominternational.com/ Email: [email protected] Twitter: @AIRCOM_CTO @STEPHENBOWKER
Zain has the largest share of the Kuwait market, offering 2G/3G and LTE services. It has high Smartphone penetration with customers actively using native Value Added Services and OTT apps
Changing
Landscape
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Smartphone
Customer Experience
English Premier League TV on Zain Smartphones
Zain Pass for Worldwide Wi-Fi
iPhone app: advanced missed call alerting, automatic answering and travel features for roaming internationally
Zain support advanced services and applications for their Smartphone Community Mobile TV providing local channels and English
Premier League Soccer
Advanced value added services
Smartphone applications to address the changing landscape of a Communications Service Provider
Engaged AIRCOM International in mid-2012 to optimise experience received by their users Completed project in 8 weeks
Smartphone end-user experience improved
Network resources used more efficiently
CASE STUDY FOLLOWS….
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Case Study: Optimising the Smartphone Experience
Optimising experience for Zain’s Smartphones users in Kuwait was a 3-step process
Operator benchmark
3G RAN audit Smartphone Experience
Optimisation
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Case Study: Optimising the Smartphone Experience
Experience monitoring points used during Zain
Operator Benchmarking/Smartphone optimisation
Extract from TMForum Technical Report: Managing the Quality of Customer Experience (TR148)
Operator Benchmarking End Device Probes Smartphone optimisation Passive Probes mostly focussed on Radio Access
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Case Study: Operator benchmarking
Countrywide benchmark of 3 Kuwait operators, including within maritime waters
Coverage Voice quality
Call drop rate
Accessibility
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Case Study: Smartphone Experience Optimisation
Smartphone’s dominate the demand on network resources specifically for Data Sessions (PS)
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Case Study: Smartphone Experience Optimisation
Subscriber’s Smartphone distribution by phone model. Large % of network users were included
Note: Trace data was from mid-2012 reflecting Smartphones available at that time
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Case Study: Smartphone Experience Optimisation
Smartphone user experience was enhanced significantly following optimisation
Paging success
+92%
Signalling load
-36%
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Challenges in a Smartphone World to provide the “optimal user experience”
Providing the “right” balance between Network Resource Utilisation and the User Experience Signalling/Processing vs. Battery Life Quality of Experience based on policy control
Optimising “multi-RAB” sessions - simultaneous voice and data Drive home with Tom Tom “Live” Traffic and talk
on the phone at the same time (vs. 2G voice only) Address the higher dropped call rates of Multi-RAB
(typically ~5-7%) vs. Data (typically ~2%) and voice (typically ~0.3-0.5%)
Handle massive peaks in data volumes Large groups of users on commuter trains Viral effect of social media on demand
Note: Challenges and metrics presented here are examples from AIRCOM‟s global experiences not the Zain case study
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Smartphone Receiver Sensitivity Smartphones can have lower sensitivity compared with traditional
feature phones, typically anything from 3-10dB worse Quality of Experience varies depending on handset type (e.g. voice
quality can be impacted significantly in areas of marginal coverage)
Technology Factors In the UK and other markets early iPhone 5 software “camped-on” to
LTE networks being tested showing “No Service” in areas where they had a valid subscription in good coverage 2G/3G
Multi-tasking sometimes keeps smartphones too busy so they miss paging for mobile terminated calls or sessions
LTE voice initially supported by Circuit Switched fall-back (CSFB) Dual Carrier HSPA performance when moving to cells with single carriers Phones that don‟t support new 3GPP features (e.g. Release 8 introduced
Network Controlled Fast Dormancy)
Challenges in a Smartphone World Different Devices = Different Experience
Note: Challenges and metrics presented here are examples from AIRCOM‟s global experiences not the Zain case study
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How to Monitor Customer Experience accurately with KQIs
When is a “Dropped” Call not a “Dropped Call”?
When can the experience improve, yet KPIs and their associated KQIs look worse?
Mobile Operators need to add Engineering Intelligence to their Business Intelligence Extract from TMForum
Guidebook: Wireless Service Measurement Handbook (GB923)
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Provide a “Voice to the Customer” Capture your customer’s experiences on a web portal and/or device agent
Capture and resolve
customer frustration
Differentiate with network
coverage
Enhance customer quality of
experience
Reduce call centre load
Provides Direct
Engineering Feedback of Resolution
Log issue Cloud database
Monitor, visualise, analyse
Feedback via customer preferred channel
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Focus your network improvement Optimise customer experience with Self-Organising Network capabilities
Understand the
experiences of your
customers
Correlate network and
customer data
Analyse multiple data sources not
just OSS stats
Utilise algorithms to
do the „number
crunching‟
Prioritise network
optimisation that affects
VIP customers
Customer info (ARPU, VIP?)
Handset data (Usage, performance)
Network data (stats, KPI‟s)
Collect & store
Correlate & analyse
Prioritise & decide
Validate & Implement
Database Decision engine
Configuration Analytics engine
Understanding and managing a
customer’s experience in a world of
Smartphones is like Formula 1 Racing
A team builds solutions, and needs to analyse & correlate data from everywhere to succeed!
INDEPENDENT SOFTWARE AND SOLUTIONS FOR IMPROVED NETWORK PERFORMANCE
Thank You