1. © 2011 IBM Corporation Enabling ‘End-to-End’ Customer Assurance Beyond network and service assurance

2. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Broadband is still growing – even during the crisis Source: 12η Εξαμηνιαία Αναφοπά για την Ευρυζωνικότητα

3. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Price reduction trend continues Source: 12η Εξαμηνιαία Αναφοπά για την Ευρυζωνικότητα

4. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Where are we ?

5. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Assurance Service Problem Management Problem Handling Customer QoS / SLA Management Service Quality Management Resource Trouble Mgt. Resource Perform. Mgt. Resource Data Collection & Processing Assurance of Network, Service & Customer Processes 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 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 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 Majority of telecommunication service providers derive measures of customer assurance from only network and service assurance mechanisms

6. Enabling End-to-End Customer Assurance © 2011 IBM Corporation IBM’s Approach to End-to-End Network, Service & Customer Assurance 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 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 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 Customer Contract Mgr Process Management Tools Performance Tools Element Mgr Event Mediation Mgr Event Mediation & Alarm Filtration Meta Mgr Infrastructure Correlation Service Mgr Service Correlation Network Problem Management 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 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 Customer Problem Management

7. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Off-the Shelf Service Models Historical, Real-time and Predictive Service Analytics Prioritization and Root Cause Analysis Network Assurance – Real-time Network/Service Status Monitoring Customer Assurance - Customer Experience Management Service Assurance - SLA and Service Performance Management Broad Network, Service, IT, Transactional and Operational Data Source Support Value-added, productised integration with broad Tivoli Service Management Portfolio Open, flexible interfaces for integration with 3 rd party OSS IBM Solution to End-to-End Network, Service & Customer Assurance

8. Enabling End-to-End Customer Assurance © 2011 IBM Corporation IBM End-to-End Customer Assurance - Measuring the Entire Customer Experience INFORMATION MANAGEMENT TIVOLI WEBSPHERE RATIONAL LOTUS RETENTION PROVISIONING ASSURANCE BILLING ACQUISITION Customer Facing Metrics Network Facing Metrics

9. Enabling End-to-End Customer Assurance © 2011 IBM Corporation 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

10. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Poor correlation of network-facing & customer- facing metrics & measurement Mobile PSTN IP 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

11. Enabling End-to-End Customer Assurance © 2011 IBM Corporation 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 Define Service Management Models Inputs Process Outputs Implementation Service Model Analysis - A Rigorous Methodology & Process for Service Model Analysis

12. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Defining the right KQIs Product Management & Marketing Senior Management KQI Service Uptake Service Revenue Cost of Delivery KQI Customer Retention Organizational Performance Finance & Billing KQI Bills correct and issued on time KQI Time from order to provisioning Service Provisioning Customer Care Enterprise Account Team KQI Availability SLA Performance SLA’s Customer Care SLA’s KQI Time to answer Length of calls Resolution of problems Network Operations KQI Service Availability and Performance

13. Enabling End-to-End Customer Assurance © 2011 IBM Corporation IBM Customer Assurance Solution Customer 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 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 Includes predefined Customer Experience metrics for the different Service Provider market offerings

14. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Customer View example Only services accessed by this user will be presented A history of failures is presented by time and location Select individual user A Breakdown of the failures per cause code A number of pre- defined views are available

15. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Service View example A history of failures is presented by time and location and device. Current IMSI Groups impacted by Service failures A Breakdown of the failures per cause code Select one of the available services

16. Enabling End-to-End Customer Assurance © 2011 IBM Corporation IBM’s interpretation of TAM for Service Management Fulfillment Service Assurance BillingOSS/BSS Integration Infrastructure Data Probes Session Data Probes Fault Management Performance Management Signaling Analysis Transaction Analysis Service Modeling  Defines Dependencies between service components  Define mapping with resources  Discovers dependencies dynamically Service Level Management  Monitors Service Quality Commitment  Track Service Quality Violations Service Impact  Process infrastructure events to understand impact on end- users & service delivery Service Quality Monitoring  Service Availability and Usability  Voice & Video signalling  Voice & Video Stream Quality  Service Usage Service Dashboards  Real-time Dashboards  Service Navigation Problem Management Incident Trouble Ticket Root Cause Service Desk Customer Service Portal Ordering Provisioning Activation Billing Usage Promos/Credits Rebates Change Management Security Management Discovery ITNM, TADDM ITNM, TADDM ITNM, ITM w/TDW, Omnibus, Impact Proviso, Network Assure, ITM w/TDW, ITCAM, Omnibus, Impact ISS, TIM, TFIM,TAM, TSOM ITCAM + IBM partners TNSQMS TNSQMS, Proviso TNSQMS, Proviso Service Assure Proviso Service Assure TNSQMS, TEP, WBM Tivoli Service Desk, CCMDB + IBM partners TPM, WESB, WBS Fabric & WebSphere Process Server + IBM partners Fulfillment ITUAM, TPM, WESB, WBS Fabric and WebSphere Process Server + IBM partners Physical Logical Inventory CMDB, Maximo Asset + IBM Partners TNSQMS,CMDB, Provisio TNSQMS,CMDB, Provisio IBM Partners Service Assurance Solution Reference Architecture - Product Overlays WebSphere Portal Server based -> Launch into TEP,TBSM

17. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Magic Quadrant for Operations Support Systems 2011

18. Enabling End-to-End Customer Assurance © 2011 IBM Corporation 18 THANK YOU!

19. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Backup

20. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Customer View (1) Only services accessed by this user will be presented A history of failures is presented by time and location Select individual user A Breakdown of the failures per cause code A number of pre- defined views are available

21. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Customer View (2) Double click on a location of interest to analyse the location specific metrics

22. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Customer View (3) Double click on a historical value to view the cause code breakdown

23. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Customer Group View Only services accessed by this group will be presented A history of failures is presented by time and location and device. Select customer group A Breakdown of the failures per cause code A number of pre- defined views are available

24. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Service View (1) A history of failures is presented by time and location and device. Current IMSI Groups impacted by Service failures A Breakdown of the failures per cause code Select one of the available services

25. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Service View (2) View IMSI Groups CEM metrics

26. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Service View (3) Double click on a location of interest to analyze the location specific metrics

27. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Service View (4) Double click to get a breakdown by handset type Nokia 3310 is the worst performer for this period

28. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Device View Search for Handset Types to monitor and analyze

29. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Device Summary View

30. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Network View Search for locations to monitor and analyze

31. Enabling End-to-End Customer Assurance © 2011 IBM Corporation Services Summary