traffic data warehouse for oss user group

1 © Nokia Siemens Networks OSS User Group / 20-Nov-2007

OSS User Group

Traffic Data WarehouseMassimiliano Mannelli

2 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007

Content

• The challenge for operators

• Business opportunities

• Our value proposition

• Our solution proposal


The challenge for operators

Value Added Service and

Product Manag.

• Monitor usage take up of newly launched services

• Differentiate it by device

• Overall quality perception for different customer segments

Marketing and Sales

• High value customers require QoE guarantee (SLA) and dedicated services

• Measure effect of Marketing campaigns on service usage

• Prioritisation of interventions based on customer group impact• Historical view of service quality to focus optimisation• Long term performance analysis based on device type• Forecast problem evolution to prevent escalation

Operations and Engineering

• Historical analysis is needed to understand and solve complaints

Customer Care


Content

• Operator’s challenges





Data services adoption accelerates¹ • More than half of consumers say they are able to access multimedia

services via their mobile device

• People with newer handsets are willing to pay more for multimedia services

Launching successful services is essential!

¹A.T. Kearney Mobinet study

Operator Opportunity: Increase revenues by capturing Data growth

Mobile Services Market Worldwide : Data Revenue Share(source Gartner, July 2006)

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

2004 2005 2006 2007 2008 2009 2010


Mobile operators typically have less than 20% of their customers generating 70% to 80% of their revenues. Managing these high-value customers is crucial in high churn markets.

High Value ARPU is 4 to 5 times larger than that of the low value customers.

Most of heavy VAS users (MMS, WAP, downloads, etc.) are corporate.

Customer Base Service Revenues

High Value Customers

Lower Value Customers

20%

>70%

Operator Opportunity: Reduce costsby focusing on high-value customers


Operator Opportunity: Capture revenues by creating real customer value

“In order for mobile messaging and data to become a point of differentiation, carriers must break down application silos and focus on creating an easy-to-find, easy-to-use and integrated experience for the consumer.”

- Yankee Group, 2005

“Operators must discover the key technologies that enable a customer focused mobile user experience. A wide range of software and hardware platforms are emerging to support the industry's path towards cost effectiveness and greater differentiation. “

- Informa, 2006

Are you launching the right services?Are you pricing services right?

How successful are your marketing campaigns?

“My Services, My Device, Always best connected”

Customers want personalized services that add real value and have the potential to enhance their lives...


“Both consumers and businesses say that they are more likely to stick with a telecom operator based on the quality of the customer experience than on the

cost of its service.”1

1Amdocs Global Customer Experience Survey, 2006

Operator Opportunity: Protect revenues by reducing Churn

0%

10%

20%

30%

40%

50%

Sw

itch

ing

bar

riers

Bra

nd

ima

ge

Ca

llin

g p

lan

suita

bili

ty

Ne

twor

k q

ualit

y

Co

st

Bill

ing

form

at /

acc

ura

cy

Op

era

tor

cont

act

Oth

er

voic

ese

rvic

es

Mo

bile

da

ta

Ha

nds

et

asp

ect

s

Fix

ed/

Mo

bile

inte

gra

tion

Loy

alty

sch

eme

Overall

% contribution to Probability of Retention (WE)Based on recent studies the key customer loyalty drivers are:1| Network quality (11%)

2| Operator contact/customer care (7%)

3| Mobile data (7%)

4| Handset aspects (6%)


Content






Traffic Data Warehouse

• Traffica provides real-time visibility to subscribers and used services

• Traffic Data Warehouse complements it by providing:• long-term storage of traffic and ancillary data• versatile reports and trend analysis

focusing on subscriber activity and service usage

• Historical investigation of how much subscribers are using which services, at what time, from where in the network

• Service usage trend for Marketing and Sales

• User profile of customer groups, corporate customers, VIPs

• Analysis based on specificlocations and hotspots,mobile capability


NetworkSubscribers Devices

Service data

Network data

Subscriber dataDevice data

Bridging the gap between data and the users

Troubleshooting prioritisation

Problem escalation preventionService usage

analysis

Campaign success reports

Customer Care

Operations

EngineeringMarketing and Sales

Value Added Services

Device capability analysis

New service verification

Quality measurements

Optimisation

Customer complaints historical analysis


Extract, Transform, Load

Data storagedatabase database

Content A Content B Content C


Network domains& terminals

Service management

Network management

Element management

GlobalMonitor

GlobalReporter

NPM

TrafficaSQM

NetM

SC

@C

RC

NetAct for Nokia

RadioACI

TNMS

NetViewer

NTMS

OptimizerMV Optimizer

Spots WiredSpots Mobile

TracingMV

Planner

NetAct forNokia Core

CondisGNMS

SIMXpress tinOSS UM

siTOM

O3

Multi-vendor NetAct for Radio, Core and Transport

NetAct forNokia

Transport

BroadbandElementManager

Suite

NMS/10

Q1 Agent

OTS(CM, PM,

FM logging,Trace, RNA,

NOP)

MQA

RAC

iSuite:- iNMC

SCRIMS

Inventory FulfillmentPlanning optimizationElement mgmtFM, PM, Service

Monitoring, reporting Others

Service Core and ApplicationsRadio Access IP/Transport BB Access

HE Mngt.

Node Manager

Node Manager

IPM

Configurator

OSS


Service management

Network management

Element management

GlobalMonitor

GlobalReporter

NPM

TrafficaSQM

NetM

SC

@C

RC

NetAct for Nokia

RadioACI

TNMS

NetViewer

NTMS



TracingMV

Planner


CondisGNMS

SIMXpress tinOSS UM

siTOM

O3


NetAct forNokia

Transport


Suite

NMS/10

Q1 Agent

OTS(CM, PM,


NOP)

MQA

RAC

iSuite:- iNMC

SCRIMS




HE Mngt.

Node Manager

Node Manager

IPM

Configurator

OSS

Terminals

Fault Management

Performance Management

Planning,Optimisation &

Analysis

Service Quality Operations Engineering

SQM TrafficaMQA

Service Management

Marketing & Sales

Alarms, Graphs, Map displays, Reports, Dashboards, e-Mail notifications, …

Network

Probes(3rd Party)

Usage & Traffic data Traffic data Network

data

Customer Care

Traffic Data Warehouse is part of Service Management offering


Additional data sources


The value of the aggregating dimensions

• By subscriber group• By APNTime

• Corporate customers• Pre-paid and post-paid customers• Subscriber groups

Subscribers

• APN• ISPService providers

• Web-browsing, FTP• SMS, MMS, e-mail• Voice, video calls, etc.

Service type

• Cells and groups of cells, office locations• LACs and RACs

Location

• Vendor• Terminal type• Capabilities

Terminal

• SGSN, PAPU, MSC, etc.Network elements


Benefits for Value Added Services

Traffic Data Warehouse enables:

• Analysis of ramp up of services, with volume analysis per mobile device,

customer segment and location (e.g. office areas)

• Failure causes breakdown by service and device, with historical analysis

• Trending to find correlation between different factors

contributing to service success

• Forecasting to be proactive with market evolution


Benefits for Marketing and Sales


• Customer profiling

• Correlation of service success to performance and device used

• Be able to show SLA reports to corporate customers

• Comparing service uptake to charging plans

• Trending analysis to see success of marketing campaigns

• Forecast possible churn and take pre-emptive actions


Benefits for Operation and Engineering teams


• See historical performance in order to classify severity and relevance of faulty

situations and plan interventions

• Prioritise interventions depending on service and customer groups affected

• Possibility to drilldown into failure causes to take corrective actions

• Possibility to forecast problems and take pre-emptive measures


Benefits for Customer Care teams


• Store service usage information to answer

customer complaints in case of complex

charging plans

• Create performance reports to be used for

corporate customers

• Be more informed and maintain a better

communication with the final customers


Content






The solution offers content packages fully

tailored to operator’s use cases

Traffic Data Warehouse use cases

Example of packages delivered as customisation services:

Corporate and VIP SLA monitoring and alerting

Corporate and VIP QoS analysis (voice, SMS and data)

Terminal Analysis

PoC investigation

Additional use cases:

Corporate Customer Profiling

Marketing

Roaming Profiling

Service Churn

Additional use cases can be built and delivered via customisation services,

including integration of new data sources.


Solution for Corporate and VIP SLA monitoring and alerting

SLA agreed with corporate customers can be monitored in a dashboard and a traffic-light system can be used to identify critical areas.

For more in-depth analysis, single corporate customers, specific areas and KPIs can be drilled down with failure cause analysis and historical evolution.


Solution for Corporate and VIP Quality of Service analysis

KPIs for different services are available with historical view to see trends and evaluate severity:

Overview of service quality

Solution for Corporate and VIP demo


Traffic Data Warehouse solutions enable quick and informed decisions

Solutions enable embedding the process of the specific team using TDW:

• Integrating additional valuable data

• Showing information at the resolution (hourly, daily, weekly, monthly) needed by the actual user (Engineer, Manager, Sales Director, Product Manager)

• Present data in a directly usable format, predefined according to proven best practices:

– Interactive charts

– Dashboards with predefined drilldown procedures

– Querying capabilities

– Trend graphs

– Web reports

Mentoring

Solution DevelopmentD

efi

nit

ion

Men

tori

ng

Imp

lem

en

tati

on

Technical Support

Car

e

Customisation

Data Integration and Interworking

Understand the need


Understand the need

Solution and use case definition

Data Integration

Use case implement.

Content customization

Implementation

Best practices & mentoring Care

Solution delivery steps


Thank you!


Traffic Data WarehouseMassimiliano Mannelli


The challenge for operators

Value Added Service and

Product Manag.

• Monitor usage take up of newly launched services

• Differentiate it by device

• Overall quality perception for different customer segments

Marketing and Sales

• High value customers require QoE guarantee (SLA) and dedicated services

• Measure effect of Marketing campaigns on service usage

• Prioritisation of interventions based on customer group impact• Historical view of service quality to focus optimisation• Long term performance analysis based on device type• Forecast problem evolution to prevent escalation

Operations and Engineering

• Historical analysis is needed to understand and solve complaints

Customer Care


NetworkSubscribers Devices

Service data Network dataSubscriber dataDevice data

Bridging the gap between data and the users

Troubleshooting prioritisation

Problem escalation preventionService usage

analysis

Campaign success reports

Customer Care

Operations

EngineeringMarketing and Sales

Value Added Services

Device capability analysis

New service verification

Quality measurements

Optimisation

Customer complaints historical analysis


Extract, Transform, Load

Data storagedatabase database

Content A

Content B

Content C



Service management

Network management

Element management

GlobalMonitor

GlobalReporter

NPM

TrafficaSQM

NetM

SC

@C

RC

NetAct for Nokia

RadioACI

TNMS

NetViewer

NTMS



TracingMV

Planner


CondisGNMS

SIMXpress tinOSS UM

siTOM

O3


NetAct forNokia

Transport


Suite

NMS/10

Q1 Agent

OTS(CM, PM,


NOP)

MQA

RAC

iSuite:- iNMC

SCRIMS




HE Mngt.

Node Manager

Node Manager

IPM

Configurator

OSS


Service management

Network management

Element management

GlobalMonitor

GlobalReporter

NPM

TrafficaSQM

NetM

SC

@C

RC

NetAct for Nokia

RadioACI

TNMS

NetViewer

NTMS



TracingMV

Planner


CondisGNMS

SIMXpress tinOSS UM

siTOM

O3


NetAct forNokia

Transport


Suite

NMS/10

Q1 Agent

OTS(CM, PM,


NOP)

MQA

RAC

iSuite:- iNMC

SCRIMS




HE Mngt.

Node Manager

Node Manager

IPM

Configurator

OSS

Terminals

Fault Management

Performance Management

Planning,Optimisation &

Analysis

Service Quality Operations Engineering

SQM TrafficaMQA

Service Monitoring

Marketing & Sales

Alarms, Graphs, Map displays, Reports, Dashboards, e-Mail notifications, …

Network

Probes(3rd Party)

Usage & Traffic data Traffic data Network

data

Customer Care

Traffic Data Warehouse is part of NSN Service Management offering


Additional data sources


Traffic Data Warehouse makes the most out of customer centric data

Solutions powered by Traffica Data Warehouse can:• show near real-time traffic• make historical and trend analysis

focusing on subscriber activity and service usage.

It is all around subscribers and services:• Statistical and historical investigation of how much subscribers are using which services, at what time, from where in the network

• Analysis tailored to different user needs: from problem drilldown for Operations to high level service trend for Marketing and Sales

• Statistically relevant service usage

and problems per mobile device type

• User profile of groups, corporate

customers, VIPs

• Analysis based on specific locations

and hotspots


The value of the aggregating dimensions

• By subscriber group• By APNTime

• Corporate customers• Pre-paid and post-paid customers• Subscriber groups

Subscribers

• APN• ISPService providers

• Web-browsing, FTP• SMS, MMS, e-mail• Voice, video calls, etc.

Service type

• Cells and groups of cells, office locations• LACs and RACs

Location

• Vendor• Terminal type• Capabilities

Terminal

• SGSN, PAPU, MSC, etc.Network elements


The solution offers content packages fully

tailored to operator’s use cases

Traffic Data Warehouse use cases

Example of packages delivered as customisation services:

Corporate and VIP SLA monitoring and alerting

Corporate and VIP QoS analysis (voice, SMS and data)

Terminal Analysis

PoC investigation

Additional use cases:

Corporate Customer Profiling

Marketing

Roaming Profiling

Service Churn

Additional use cases can be built and delivered via customisation services,

including integration of new data sources.


Solution for VIP and Corporate SLA Management

SLA agreed with corporate customers can be monitored in a dashboard and a traffic-light system can be used to identify critical areas.

For more in-depth analysis, single corporate customers, specific areas and KPIs can be drilled down with failure cause analysis and historical evolution.

Solution for VIP and Corporate demo


Traffic Data Warehouse solutions enable quick and informed decisions

Solutions enable embedding the process of the specific team using TDW:

• Integrating additional valuable data

• Showing information at the resolution (hourly, daily, weekly, monthly) needed by the actual user (Engineer, Manager, Sales Director, Product Manager)

• Present data in a directly usable format, predefined according to proven best practices:

– Interactive charts

– Dashboards with predefined drilldown procedures

– Querying capabilities

– Trend graphs

– Web reports

Mentoring

Solution DevelopmentD

efi

nit

ion

Men

tori

ng

Imp

lem

en

tati

on

Technical Support

Car

e

Customisation

Data Integration and Interworking

Understand the need


Understand the need

Solution and use case definition

Data Integration

Use case implement.

Content customization

Implementation

Best practices & mentoring Care

Solution delivery steps


Thank you!

traffic data warehouse for oss user group

Mobile

yankee group

data tobecome

right services

services right

high value arpu

launched services

operator opportunity

low value customers