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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Network Analytics to improve Customer Experience

Domenico Convertino

HP Communication & Media Solutions

Cape Town

November 2013

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

Competitive advantage of OTTs

• Superior Customer Intelligence (Experience & Friendliness)

What do they have

in common

“In a big data world, a competitor that fails to sufficiently develop its capabilities will be left behind.” McKinsey, 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3

Understand Quality of Service as perceived by end user : What data to collect and how to utilize this efficiently? How to extract the key data – in real time – and act on it Make key decision making information available to : Operations Customer care Marketing

?

Target: Complement network centric view with customer QoE view

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4

HP Customer Experience Assurance

Network Elements

EMS

Probes

Network Intelligence

Customer Experience

Customer Intelligence

Per

form

ance

M

gt

Co

un

ters

Rea

l Tim

e T

ran

sact

ion

s

Log

s

SN

MP

xDR

s

Map

pin

g

file

Application Value Packs

Real Time Aggregation &

Rules Engine

Real-time Dashboards & Reports

Ready to use KPIs/KQis Packs

Out-of-the-box applications

Continuous data analysis & correlation

Alerting and Actuation

Open platform

Multi-dimensional subscriber profile

Massively Parallel Processing platform and distributed atastore

− Complex Event Processing

− In-data store streaming analytics

− Self-learning analytics

− Distributed off-the-shelf HW no SAN

Network & IT collectors

Collect

Analyze

Actuate

OSS

BSS

Integrate

Functional Architecture

Other enrichment

sources

Alert

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5

Ops CRM Planning Marketing CxO

Across all organizational layers and functions

HP CEA for Increased CEM Maturity

CRM integration & related business

processes

Marketing related business

processes

Network planning integration &

business process

NOC integration & related business

processes

Executive related business

processes

CEM KBIs for CRM CEM KBIs for

Marketing

CEM KBIs for network planning & Policy Control

CEM KBIs for operations

Executive CEM KBIs

CRM Reports

Marketing reports

Reports for network planning & Policy Control

Reports for operations

Reports for executives

Executive Dashboard

Report Suite

Integration, Processes

Unlock the value of your data, understand your end users’ actual experience, and gain insight into service performance and network health to optimize your processes and improve your customers’ experience

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6

HP has next-generation capabilities to synthesize data in systems and the network

Actual customer experience can be modeled & measured

Customer Experience

Data Bearer 1. Attach Failure Rate 2. APN DNS Resolution Time & Failure Ratio 3. Internet DNS Resolution Time & Failure Ratio 4. PDP Context activation time 5. Round-trip times 6. Effective down/uplink throughput

File Sharing 1. Attach Failure Rate 2. Non-accessibility Ratio 3. Session Failure Ratio 4. Upload/Download Rate 5. Cut-off Ratio

Email 1. Non-accessibility

Ratio 2. Session Failure ratio 3. Upload/Download

Rate 4. Cut-off Ratio

Browsing 1. Session failure

Ratio 2. Time to load page 3. Mean Data Rate 4. Cut-off Ratio

Voice & SMS 1. Call set-up (Mo/MT) 2. ABR / ASR 3. Dropped calls (MO, MT) 4. Call duration 5. Roaming (in/out) 6. Speech Quality

Streaming 1. Non-accessibility

Ratio 2. Session Failure ratio 3. Upload/Download

Rate 4. Cut-off Ratio

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8

Visibility and insight to customer experience benefits different business units

Powering marketing, care and network

Customer Experience

Experience Quantified 3 Major Application Dimensions

Marketing

Network Engineering

Customer Care, Network Operations

Customer Intelligence Profiling: Who, What, When and Where?

Network Intelligence Customer use and spend vs. network

Customer Experience Granular view of transactions

One single tool for voice and data providing a coherent customer picture

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9

Use Case Categories

Improved Customer

Experience

CEA for operations How CEM can improve operational capability

CEA for customer care Providing granular visibility into customer transactions

CEA for network planning and policy Optimizing decisions based on customer experience

CEA for marketing Customer insight maximizes revenue potential

CEA for executive decision making Enabling visibility and control for CxOs and other executives

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10

HP unique key differentiators

Better TCO •No need for third party database software • Commodity HW & storage • Non linear pricing to Network traffic

Innovative Solution, in production at several customers for more that a year • Complex Event Processing , In-memory streaming analytics,

distributed data store •Open platform • Truly multi-vendor, end-to-end umbrella

HP as global company • IT/Telco product and skills •OSS/BSS competence •Global presence

Business Outcomes*

• SmartPhone ARPU +10%

• High ARPU Subs churn - 25%

• CSR Mean Hold Time -50%

• Cost to fix OTT/Partner Svcs -80%

* Related to Network Issues

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Thank you !