1. Enabling ‘End-to-End’ Customer Assurance
Beyond network and service assurance

2. Broadband is still growing – even during the crisis
Source: 12η Εξαμηνιαία Αναφοπά για την Ευρυζωνικότητα

3. Price reduction trend continues
Source: 12η Εξαμηνιαία Αναφοπά για την Ευρυζωνικότητα 3

4. Where are we ?

5. Assurance of Network, Service & Customer Processes
Service Problem Management
Problem Handling
Customer
QoS / SLA
Management
Service Quality Management
Resource Trouble Mgt.
Resource Perform. Mgt.
Resource Data Collection & Processing
Customer related processes
• Monitor reliability, performance, and quality of each user connection & device
• Verify quality of service delivered to the customer
• Respond to customer-reported problems
• Manage customer SLAs
Service related processes
• Monitor reliability, performance, and quality of each service application & delivery mechanism
• Verify quality of service over the network
• Restore service in the event of a failure
• Manage network-wide service levels
Network related processes
• Monitor reliability, performance, and quality of each network element
• Monitor reliability, performance, and quality of each network connection
• Verify availability, quantity, and quality of bandwidth delivered
• Restore network connectivity and recover bandwidth in the event of a failure
Majority of telecommunication service providers derive measures of customer assurance from only network and service assurance mechanisms

6. IBM’s Approach to End-to-End Network, Service & Customer Assurance
Contract & Term Management
All customer related service events compared against contract and identified gaps are handled per the contract term
Necessary Billing adjustments are initiated.
Proactive customer interaction synchronized
Service (QoS/SLA)
The service status is driven by the correlation of all underlying source events against the service model and against the SLAs/QoS defined for each customer and/or service.
Service Level Management aggregates services into Service Level and Line of Business Metrics
Customer Problem Management
Customer
Contract
Mgr
Process
Service Correlation
Relates incoming raw events or correlated data to defined, end to end services
Requires establishing a service model that defines interdependencies between the customer, its services and their underlying infrastructure
Topology Correlation
Correlate multiple and often redundant network/host/app events with the network topology to indicate the likely cause of an outage
Service
QoS/SLA
SLA
Mgr
Service
Mgr
Correlation
Network Problem Management
Event Reduction
Rules based correlation methods
Means to dramatically reduce event volumes. Reduce Identical events by associating and canceling out related “link down” and “link up” events.
Undertakes event correlation and analysis
EMS Level
Looks for deviators from expected behavior at the EMS Level
Requires collecting metrics and drawing conclusions across those metrics so that only the “true” service affecting event is returned to the operator console
Meta
Mgr
Infrastructure
Correlation
Event
Mediation
Mgr
Event Mediation
& Alarm Filtration
Management Tools
Performance Tools
Element
Mgr

7. IBM Solution to End-to-End Network, Service & Customer Assurance
Common Visualization
Service Assurance - SLA and Service
Performance Management
Network Assurance – Real-time
Network/Service Status Monitoring
Customer Assurance - Customer Experience
Management
Off-the Shelf
Service Models
Historical, Real-time
and Predictive Service Analytics
Prioritization
and Root Cause
Analysis
Value-added, productised integration with broad Tivoli Service Management
Portfolio
Open, flexible interfaces
for integration
with 3rd party OSS
Broad Network, Service, IT, Transactional and Operational Data Source Support 7

8. IBM End-to-End Customer Assurance - Measuring the Entire Customer Experience
Customer Facing Metrics
Network Facing Metrics
ACQUISITION
LOTUS
PROVISIONING
TIVOLI
INFORMATION MANAGEMENT
RETENTION
WEBSPHERE
ASSURANCE
BILLING
RATIONAL

9. Evolving complexity of using network-facing metrics to measure customer experience
PAST
Telecom network infrastructure
One connection
One service
One device
PRESENT
Telecom network infrastructure
Multiple connections
Multiple services
Multiple devices
TODAY, assuring network or service quality is only one step in assuring the customer is experiencing the overall level and quality of service they are paying for 9

10. Poor correlation of network-facing & customer-facing metrics & measurement
Unknown customer impact
Resolve by highest network priority
Prioritize based on network impact
Detect network related problem
Data source: FM & PM systems
Understand customer problem
Prioritize based on customer impact
Resolve by highest customer priority
Address other issues based on availability of time & budget
Data source: Transaction usage data
Mobile
PSTN IP 10

11. Analyse Service Delivery Management Architecture
Service Model Analysis - A Rigorous Methodology & Process for Service Model Analysis
Service Elements
User Tasks
Perceived QoS Factors
Operational Requirements
Architecture Diagram
Architecture Description
Transaction Flow Diagrams
Telecoms Service Standards
Operator Service Architecture
Operator Service Description
SLA Requirements
SLO Requirements
Telecoms QoS Standards
(Candidate) KPIs
(Candidate) KQIs
Potential QoS Data Sources
OSS/BSS Integration
Requirements
Required QoS Data Sources
Required OSS/BSS Interfaces
Operating Constraints
Service Level Objectives
Service Level Agreements
Service Delivery Chain Model
SLA Model
KPI Formulae
KQI Formulae
Analyse Service
Scenarios
Analyse Service Delivery
Architecture
Identify KPIs
And KQIs
Define Service
Management Architecture
Management Models
Inputs
Process
Outputs
Implementation 11

12. Defining the right KQIs
Finance & Billing
KQI
Bills correct and issued on time
Time from order to provisioning
Service Provisioning
Customer Care
Enterprise Account Team
KQI
Availability SLA
Performance SLA’s
Customer Care SLA’s
Time to answer
Length of calls
Resolution of problems
Product Management & Marketing
Senior Management
KQI
Service Uptake
Service Revenue
Cost of Delivery
Customer Retention
Organizational Performance
Network Operations
KQI
Service Availability and Performance

13. IBM Customer Assurance Solution
Provides “real-time” visibility to an Individual Customer’s Experience
Presents Customer Experience metrics in a web dashboard with pre-packaged views to suit the needs of the different users within a Service Provider
Enables analysis of data from a number of different dimensions, like customer(s) view, service view, network view
Customer
Includes predefined Customer Experience metrics for the different Service Provider market offerings
Allows prioritization of Customer Experience data to ensure all groups within an organization are focusing on the problems directly impacting the end user customer experience 13

14. Customer View example 14 A number of pre-defined views are available
A Breakdown of the failures per cause code
Only services accessed by this user will be presented
Select individual user
A history of failures is presented by time and location 14

15. Service View example 15 Select one of the available services
A Breakdown of the failures per cause code
A history of failures is presented by time and location and device.
Current IMSI Groups impacted by Service failures 15

16. Service Assurance Solution Reference Architecture - Product Overlays
WebSphere Portal Server based -> Launch into TEP,TBSM
IBM’s interpretation of TAM for Service Management
Customer Service Portal
TPM, WESB, WBS Fabric & WebSphere Process Server + IBM partners
Tivoli Service Desk, CCMDB + IBM partners
TNSQMS, TEP, WBM
Problem
Management
Real-time Dashboards
Service Navigation
Service Dashboards
Fulfillment
Proviso
Service Assure
TNSQMS,
Proviso
Ordering
Provisioning
Activation
Incident
Trouble Ticket
Root Cause
Service Impact
Service Quality
Monitoring
Service Level Management
Monitors Service Quality Commitment
Track Service Quality Violations
Inventory
Process infrastructure events to understand impact on end-users & service delivery
Service Availability and Usability
Voice & Video signalling
Voice & Video Stream Quality
Service Usage
Service
Desk
Physical
Logical
Service Modeling
Defines Dependencies between service components
Define mapping with resources
Discovers dependencies dynamically
Billing
Usage
Promos/Credits
Rebates
Change
Management
TNSQMS ,CMDB,
Provisio
TNSQMS
Discovery
Fault Management
Performance Management
Security Management
Signaling Analysis
Transaction Analysis
Infrastructure Data Probes
Session Data Probes
Proviso, Network Assure , ITM w/TDW , ITCAM, Omnibus, Impact
ITUAM , TPM, WESB, WBS Fabric and WebSphere Process Server + IBM partners
ITNM, ITM w/TDW, Omnibus , Impact
OSS/BSS Integration
Fulfillment
ISS, TIM, TFIM,TAM, TSOM
Service Assurance
CMDB, Maximo Asset + IBM Partners
IBM Partners
ITNM,
TADDM
Billing
ITCAM + IBM partners 16

17. Magic Quadrant for Operations Support Systems 2011

18. THANK YOU!

19. Backup

20. Customer View (1) 20 A number of pre-defined views are available
A Breakdown of the failures per cause code
Only services accessed by this user will be presented
Select individual user
A history of failures is presented by time and location 20

21. Customer View (2)
Double click on a location of interest to analyse the location specific metrics 21

22. Double click on a historical value to view the cause code breakdown
Customer View (3)
Double click on a historical value to view the cause code breakdown 22

23. Customer Group View 23 A number of pre-defined views are available
A Breakdown of the failures per cause code
Only services accessed by this group will be presented
Select customer group
A history of failures is presented by time and location and device. 23

24. Service View (1) 24 Select one of the available services
A Breakdown of the failures per cause code
A history of failures is presented by time and location and device.
Current IMSI Groups impacted by Service failures 24

25. View IMSI Groups CEM metrics
Service View (2)
View IMSI Groups CEM metrics 25

26. Service View (3)
Double click on a location of interest to analyze the location specific metrics 26

27. Nokia 3310 is the worst performer for this period
Service View (4)
Nokia 3310 is the worst performer for this period
Double click to get a breakdown by handset type 27

28. Search for Handset Types to monitor and analyze
Device View
Search for Handset Types to monitor and analyze 28

29. Device Summary View 29

30. Search for locations to monitor and analyze
Network View
Search for locations to monitor and analyze 30

31. Services Summary
Bad
Performance
Good
Performance 31