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Traffic Data Warehouse for OSS User Group

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Traffic Data Warehouse for OSS User Group

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Traffic Data Warehouse for OSS User Group

  1. 1. OSS User Group Traffic Data Warehouse Massimiliano Mannelli 1 © Nokia Siemens Networks OSS User Group / 20-Nov-2007
  2. 2. Content • The challenge for operators • Business opportunities • Our value proposition • Our solution proposal 2 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  3. 3. 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 3 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  4. 4. Content • Operator’s challenges • Business opportunities • Our value proposition • Our solution proposal 4 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  5. 5. Operator Opportunity: Increase revenues by capturing Data growth 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 Mobile Services Market Worldwide : Data Revenue Share (source Gartner, July 2006) 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 2004 2005 2006 2007 2008 2009 2010 5 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  6. 6. Operator Opportunity: Reduce costs by focusing on high-value customers 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 Customers 6 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 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 Lower Value Customers 20% >70%
  7. 7. 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 “My Services, My Device, Always best connected” 7 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Customers want personalized services that add real value and have the potential to enhance their lives... “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?
  8. 8. Operator Opportunity: Protect revenues by reducing Churn 50% 40% 30% 20% 10% “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 8 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 0% Switching barriers Brand image Calling plan suitability Network quality Cost Billing format / accuracy Operator contact Other voice services Mobile data Handset aspects Fixed/Mobile integration Loyalty scheme 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%)
  9. 9. Content • Operator’s challenges • Business opportunities • Our value proposition • Our solution proposal 9 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  10. 10. 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 specific locations and hotspots, mobile capability 10 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  11. 11. Bridging the gap between data and the users Campaign success reports Content A Content B Content C database Data storage database Subscribers Devices Network 11 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Service data Network data Subscriber data Device data Troubleshooting prioritisation Problem escalation Service usage prevention analysis Customer Care Operations Engineering Marketing and Sales Value Added Services Device capability analysis New service verification Quality measurements Optimisation Customer complaints historical analysis Traffic Data Warehouse Extract, Transform, Load
  12. 12. Traffic Data Warehouse is part of Service Management offering OSS Service management Network management Element management Network domains & terminals GNMS Condis tinOSS UM Global Monitor MQA Traffica Global Reporter NPM SQM Spots Wired Spots Mobile Multi-vendor NetAct for Radio, Core and Transport HE Mngt. NetM @C IPM SC Configurator OTS (CM, PM, FM logging, Trace, RNA, NOP) RC SIMXpress RAC NetAct for Nokia Radio siTOM Optimizer MV Optimizer ACI TNMS NetViewer NTMS Tracing MV Planner SCRIMS NetAct for Nokia Core O3 NetAct for Nokia Transport Broadband Element Manager Suite NMS/10 Q1 Agent iSuite: - iNMC Node Manager Node Manager Radio Access IP/Transport BB Access Planning optimization FM, PM, Service Monitoring, reporting Service Core and Applications Inventory Element mgmt Fulfillment Others Service Management Terminals 12 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Fault Management Performance Management Planning, Optimisation & Analysis Service Quality Operations Engineering MQA SQM Traffica 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 Additional data sources
  13. 13. The value of the aggregating dimensions • By subscriber group Time • By APN • Corporate customers • Pre-paid and post-paid customers • Subscriber groups Subscribers • APN Service providers • ISP • 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 Network elements • SGSN, PAPU, MSC, etc. 13 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  14. 14. 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 14 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  15. 15. Benefits for Marketing and Sales Traffic Data Warehouse enables: • 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 15 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  16. 16. Benefits for Operation and Engineering teams Traffic Data Warehouse enables: • 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 16 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  17. 17. Benefits for Customer Care teams Traffic Data Warehouse enables: • 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 17 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  18. 18. Content • Operator’s challenges • Business opportunities • Our value proposition • Our solution proposal 18 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  19. 19. Traffic Data Warehouse use cases The solution offers content packages fully tailored to operator’s 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. 19 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  20. 20. 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. 20 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 For more in-depth analysis, single corporate customers, specific areas and KPIs can be drilled down with failure cause analysis and historical evolution.
  21. 21. Solution for Corporate and VIP Quality of Service analysis KPIs for different services are available with historical view to see trends and evaluate severity: 21 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Overview of service quality Solution for Corporate and VIP demo
  22. 22. 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 22 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Understand the need Solution Development Data Integration and Interworking Mentoring Mentoring Implementation Definition Technical Support Care Customisation
  23. 23. Understand the need Solution and use case definition Data Integration 23 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Use case implement. Content customization Implementation Best practices & mentoring Care Solution delivery steps
  24. 24. 24 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Thank you!
  25. 25. Traffic Data Warehouse Massimiliano Mannelli 25 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  26. 26. 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 26 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  27. 27. Bridging the gap between data and the users Campaign success reports Content A Content B Content C database Data storage database Device data Subscriber data Service data Network data Subscribers Devices Network 27 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Troubleshooting prioritisation Problem escalation Service usage prevention analysis Customer Care Operations Engineering Marketing and Sales Value Added Services Device capability analysis New service verification Quality measurements Optimisation Customer complaints historical analysis Traffic Data Warehouse Extract, Transform, Load
  28. 28. Traffic Data Warehouse is part of NSN Service Management offering OSS Service management Network management Element management Network domains & terminals GNMS Condis tinOSS UM Global Monitor MQA Traffica Global Reporter NPM SQM Spots Wired Spots Mobile Multi-vendor NetAct for Radio, Core and Transport HE Mngt. NetM @C IPM SC Configurator OTS (CM, PM, FM logging, Trace, RNA, NOP) RC SIMXpress RAC NetAct for Nokia Radio siTOM Optimizer MV Optimizer ACI TNMS NetViewer NTMS Tracing MV Planner SCRIMS NetAct for Nokia Core O3 NetAct for Nokia Transport Broadband Element Manager Suite NMS/10 Q1 Agent iSuite: - iNMC Node Manager Node Manager Radio Access IP/Transport BB Access Planning optimization FM, PM, Service Monitoring, reporting Service Core and Applications Inventory Element mgmt Fulfillment Others Service Monitoring Terminals 28 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Fault Management Performance Management Planning, Optimisation & Analysis Service Quality Operations Engineering MQA SQM Traffica 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 Additional data sources
  29. 29. 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 29 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  30. 30. The value of the aggregating dimensions • By subscriber group Time • By APN • Corporate customers • Pre-paid and post-paid customers • Subscriber groups Subscribers • APN Service providers • ISP • 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 Network elements • SGSN, PAPU, MSC, etc. 30 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  31. 31. Traffic Data Warehouse use cases The solution offers content packages fully tailored to operator’s 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. 31 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007
  32. 32. 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. 32 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 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
  33. 33. 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 33 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Understand the need Solution Development Data Integration and Interworking Mentoring Mentoring Implementation Definition Technical Support Care Customisation
  34. 34. Understand the need Solution and use case definition Data Integration 34 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Use case implement. Content customization Implementation Best practices & mentoring Care Solution delivery steps
  35. 35. 35 © Nokia Siemens Networks Traffica User Group / 30-Oct-2007 Thank you!

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