1 / 35

Service Quality Management

Service Quality Management. 2007.4. All statements of direction or intent are provided for planning purposes only and are subject to change or withdrawal without notice. England Fans. Watching Their 1:0 Victory over Paraguay. Metaphor. Metaphor. 네트워크 가용성 QoS (Quality of Service) 장애 관리

lorene
Télécharger la présentation

Service Quality Management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Service Quality Management 2007.4 All statements of direction or intent are provided for planning purposes only and are subject to change or withdrawal without notice

  2. England Fans Watching Their 1:0 Victory over Paraguay Metaphor Tivoli Software

  3. Metaphor 네트워크 가용성 QoS (Quality of Service) 장애 관리 네트워크 성능 관리 Signaling Probe Driving Test 서비스 가용성 QoE (Quality of Experience) 서비스 품질 관리 가입자당 매출 (ARPU) 고객 이탈율 (Churn Rate) Tivoli Software

  4. SQM (Service Quality Management) ? 고객 사업자 Network Centric QoS Needs QoS Offered Customer Centric 목표 현실 QoS Perceived QoS Achieved 실제 고객이 서비스를 어떻게 경험하고 있는지, 모든 서비스 관리 지표를 비즈니스 목표, 고객과 연관 시킴으로써, 서비스 관리 조직과 프로세스가 더 중요한 문제에 집중할 수 있도록 합니다. Tivoli Software

  5. 話頭 • 어떻게 하면, 서비스 관리 프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까? • 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까? Tivoli Software

  6. Service Quality Management 정의 Service Quality Management 는 다음의 질문에 해답을 가지고 있습니다.–고객이 경험하는 서비스는 어떠한까? SQM은 위의 질문에 어떻게 대답을 하는가? Service Quality Management (SQM)란 현존하는 관리시스템 - 성능관리, Probe시스템,장애관리시스템 - 을 이용하여 네트웤/장비 관점의 관리 metric를 취하고 이를 상호연관관계분석과 modeling을 하여 고객 관점 의 관리 metrics로 구현하는 것입니다. SQM은 어떻게 진화되어 왔는가? SQM은 성능관리 영역으로 부터 우선적으로 진화해온 하나의 OSS 시스템 입니다. SQM 이란 고객 경험치를 보다 더 잘 이해하기 위한 특정서비스 – End to End – 를 모니터링하고 Modeling하는 하나의 방법입니다. Tivoli Software

  7. SQM (Service Quality Management) ? Integrated (cross- departmental) approach for SQM Organization Methodology Infrastructure Customer-centric Organizations Service Definition • Structure & content • Service Characteristics • Quality characteristics • Delivery mechanism • Tariffs & contractual terms CQI • Marketing • Sales • Customer Care Customer Examples CQI = f (SQIi=1..n) Service Organization Service Modelling E2E responsibility Matrix with defined decision rights SQI ServCo Services Service Manager Functional Departments SQI = f (KPIk=1..m, PPIl=1..o) Service Monitoring Operational Organization • Network Operations • RAN Planning & Deployment • Management IT operations KPI NetCo Resources Examples Tivoli Software

  8. Customer Relationship Management Service Management & Operations Resource Management & Operations Supplier/Partner Relationship Management SQM (Service Quality Management) ? Customer Operations Operations Support & Readiness Assurance Billing Fulfillment Focus of SQM Customer Interface Management Selling Billing & Collections Management CRM Support & Readiness Marketing Fulfillment Response Order Handling Problem Handling Customer QoS/SLA Management Retention & Loyalty Service & Specific Instance Rating Service Problem Management Service Quality Management SM &O Support & Readiness Service Provisioning & Activation Traditional Fault and Performance Mgt Resource Trouble Management Resource Performance Management RM &O Support & Readiness Resource Provisioning Resource Data Collection & Processing S/P Settlements &Billing Management S/P Problem Reporting & Management S/P Performance Management S/P Buying S/P Purchase Order Management S/P RM Support & Readiness Supplier/Partner Interface Management Tivoli Software

  9. 왜 SQM이 중요할까요? Tivoli Software

  10. Content Service Network Device Converged Value Chain 새로운 경쟁 ! In Domain Inter Domain Service Quality that matters ! Tivoli Software

  11. Converged Service ? 모바일 전화 유선전화 성장 동력 ! Service Quality that matters ! Source : MIC, Earnings Release Tivoli Software

  12. Converged Network 융합 ! Service Quality that matters ! Tivoli Software

  13. Focus 20 Out of 120 Dropped Corporate Calls 80 Out of 100 Dropped Corporate Calls 120 Dropped Calls/Hour 100 Dropped Calls/Hour Network Centric Business Centric 80 : 20 ! Service Quality that matters ! Tivoli Software

  14. 어떻게 SQM을 할까요? Tivoli Software

  15. Closed Loop Service Management • 서비스 별로 모듈화된 구현 가능 • 측정 가능한 결과 • “Proof Point”를 통해 적용 서비스 확장 • Lifecycle widens to drive larger returns Define the Service Set Service Levels Monitor, Report and Refine • Customer-Centric • Customizable • Cost-Effective Plan and Provision Ensure Service Quality Automate Processes Tivoli Software

  16. Service Modeling Process input output 서비스 구성요소 사용자 Task 인지된 QoS 요소 운용 요구사항 사업자 서비스 설명서 SLA 요구사항 SLO 요구사항 서비스 시나리오 분석 (Analyze Service Scenario) 서비스 아키텍처 분석 (Analyze Service Delivery Architecture) 텔레콤 서비스 표준 사업자 서비스 아키텍처 아키텍처 다이어그램 트랜잭션 Flow (candidate) KPIs (candidate) KQIs KPIs & KQIs 도출 (Identify KPIs & KQIs) 텔레콤 QoS 표준 서비스 관리 아키텍처 정의 (Define Service Management Architecture) 필요한 QoS 데이터 소스 OSS/BSS 인터페이스 요구사항 가능한 QoS 데이터 소스 OSS/BSS 통합 요구사항 서비스 Delivery Chain Model SLA Model KPI Formula KQI Formula 운영 제약 서비스 레벨 목표 SLA 서비스 관리 모델 정의 (Define Service Management Model) Tivoli Software

  17. Raw Measure, KPI, KQI Tivoli Software

  18. High Level KQI’s - applicable to all service types Tivoli Software

  19. PE Router CPE Specific Service KPI’s – IPTV • Source material is Quality Assured during the Encoding Process • Synchronization Errors during encoding • MPEG (or other codec) files errors detection • Reference Sequence • PSNR • Mean Squared Error • Blockiness • Blurriness • Jerkiness • MOS • Video Stream Utilization • Video Data Rate • Jitter • Latency • Packet Lost • Frozen Frames • Skipped Frames • Buffer Overflow • Rate of Disturbance • PSNR • Mean Squared Error • MOS • Video Stream Utilization • Video Data Rate • Jitter • Latency • Packet Lost • Frozen Frames • Skipped Frames • Delivery Network Performance Assessment • MOS • Channel Surfing Time • Channel Surfing Quality • Audio/Video Synch Quality • Service Availability • IPTV Platform Load • Service Usage (bit rate) • per Channel • per ISAM • Per Channel error distrib (Max BW, Access right, Max Stream) • Viewers per Channel • Total Play Time • Number of Selections • Channel Surfing Time • Channel Surfing Errors Content Assurance IP Bearer passive monitoring. Light Video SW Agent embedded in the STB User Traffic simulation Distribution Server Local Feed IP MPLS Encoder National Feed FTTx Cable Robot User Encoder Data Storage Switch VOD Server BTV Server EPG xDSL VOD Server National Distribution Network Access BTV Server Metro Office Local Office CPE IPTV SDP “Passively sample service quality at key points in the supply chain ” Tivoli Software

  20. Information Flow in Service Model Prioritised Operational Service Views Service Performance Reporting Customer Service Delivery and SLA Reports Mapping to Customers and/or SLAs Inventory and other databases Service Configuration and Activation OSS Service Availability Indicators Service KQIs Mapping to Service Components (Service and/or Sub-Services) Resource Availability Indicators Resource KPIs E2E Speed Indicators Reliability Thresholds Aggregated Customer Experience Normalisation in the FM and PM systems Alarms Availability Test Results Passive Probe Metrics Resource Metrics PM Counters Log File records Active Probe Results User Experience Metrics Tivoli Software

  21. Prioritised Operational Service Views Service Performance Reporting Customer Service Delivery and SLA Reports Service Index Summarized views, with access to detail through drill-down KQIs Persisted in ServiceAssure service quality data database Mapping to Customers and/or SLAs Inventory and other databases Combined KQIs Service Configuration and Activation OSS Business Focus KQIs KQIs Service Availability Indicators Service KQIs KQIs KQIs KQIs KQIs KQIs KQIs Mapping to Service Components (Service and/or Sub-Services) Resource Availability Indicators Resource KPIs E2E Speed Indicators Reliability Thresholds Aggregated Customer Experience KPI KPI KPI KPI KPI Normalisation in the FM and PM systems Alarms Availability Test Results Passive Probe Metrics Resource Metrics PM Counters Log File records Active Probe Results User Experience Metrics How to aggregate KPI’s, KQI’s ? KPIs Technical Focus ‘Raw data’ from Service Resources (Data Sources) Tivoli Software

  22. KQIs ITU-T E.800: • Supportability • Accessibility • Retainability • Integrity…etc TMF SLA Handbook xGSN Alarms KPIs QoS downgrades Avg. access time IMSI Attaches Context failures Port utilisation TT lifetime MSC Alarms Service usage Access failure rates Attach failures Abnormal term. Provisioning Overrun App. Status BSS Alarms Avg. round trip delay Call setup failure Abnormal term. Channel blocking Processor occup. CC Call wait time How to aggregate KPI’s, KQI’s ?  Service availability  Data throughput  Service retainability  Data accuracy  Speech quality  Provider responsiveness Service quality concerns: Aggregation Correlation Combination User-defined rulesets: Network Level FM Network Level PM Passive Probes E2E Service test IP & Applic- ation test CDR (Medi- ation) TT & Workflow Mon ESM OMCs Network Business Processes Tivoli Software

  23. Service Model shown as hierarchy Score card of service delivery metrics Service Model Sample Service Layout defined on paper Tivoli Software

  24. Service Model Sample - IPTV IPTV Frozen Frames SNR MOS SDP Network Infrastructure Active Testing QoE Content Assurance Play Time Video Stream Utilization Channel Selections Channel Surfing Time, Channel Surfing Errors Aggregation Network Service Usage Broadband Access Buffer Overflow Jitter, Latency Mean Squared Error Service Quality National Distribution Video Hub Office VPLS VLAN Super Head-end VOD BTV Distribution RG DSLAM Encoder CoS PE Routers VPN BTV Acquisition Encoder Throughput Queue Packet Dropped Availability Packet Lost Latency, Jitter VOD Storage Web Portal Tivoli Software

  25. Service Model Case – Vodafone (2G/3G Mobile) Tivoli Software

  26. IP Convergence OSS Architecture Service Management Service Assurance Fulfillment Customer Support Ordering & Billing NetCool OSS / BSS Network Inventory Provisioning Discovery Fault Performance SQM/QoE Infrastructure Traffic Network & Service Activation Service Delivery Platform Broadband Internet Wireless Data VoIP IPTV System & Application Converged Infrastructure Customer Environment Access Network Metro Network Core Network Tivoli Software

  27. IP Convergence SQM Service View • Real Time, Historical Dashboard • Service Navigation Service Level Management • Monitors Service Quality Commitment • Track Service Quality Violations Service Impact Service Quality Monitoring Service Modeling • Process infrastructure events to understand impact on end-users & service delivery • Defines Dependencies between service components Data Enrichment • Service Delivery • IPTV Signalling • Video Quality • Service Usage VoIP Model IPTV Model Mobile Model Data Correlation Data Correlation Data Consolidation Data Collection MTTrapd Probe Syslog Probe Corba Probe WS Probe Log Probe ISM Proviso DataLoad Tivoli Software

  28. “사용자의 체감 품질”이라뇨? Tivoli Software

  29. Why QoE is Important? 3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values… Modeling human perceptual evaluation of services is the only way to truly understand the consumer experience – Customer quote Tivoli Software

  30. Measure Customer Experience Voice Noise Level SNR Speech Activity Speech Level Data • Data Rate • Download time • Page parsing • Jitter • Protocol • Out of sequence • Packet loss • HTTP return status UQM(User Quality Monitor) Agent (windows / symbian) Video • E-Model Score • Packet Loss • Bit Rate • Jitter • Codec type • Burst Model • Packet Delay • Frame Rate Tivoli Software

  31. SQM Consideration True End 2 End Service Quality Management Relationship of SQM within the Mobile Operator Organization Information Technology Technology Customer Service Marketing Sales BSS NetworkOperations CCConsumer ProductMgmt Consumer OSS ServiceMgmt CCBusiness Te2rminalMgmt Business Business Intelligence Planning & Eng. Backoffice C&BMarketing Channel Mgmt …… …… …… …… …… SM의 조직적 한계 SM의 End2End 확장 Tivoli Software

  32. SQM Consideration SQM Evolution Path- 향후 SQM을 필요로하는 고객 Current Future Near Term • Supply Chain • Marketing • Sales (B2B) • MVNO • Others Value • Network Exec Mgmt • Other Exec Mgmt • Customer Care • Marketing Government • Marketing Enterprise • Network Exec Mgmt • Other Exec Mgmt • Customer Care • Marketing Government • Marketing Enterprise Service Assure Delivery • Network Ops • Engineering Service Assure Delivery • Network Ops • Engineering Service Assure Delivery • Network Ops • Engineering Time Tivoli Software

  33. Back to the start.. • 어떻게 하면, 서비스 관리 프로세스와 조직을 비즈니스와 고객 관점에서 중요한 우선순위에 따라 운영할 수 있습니까? • 서비스 인프라의 품질과 실제 고객이 경험하는 서비스 품질은 같습니까? SMM (Service Management Model) QoE (Quality of Experience) Tivoli Software

  34. Summary • Service Quality Management는 복잡하고 계속 발전하는 요구사항입니다. • 성공적인 SQM 구현은 대부분, 실제 운용하기 전에 1개 혹은 2개의 서비스를 모델링 하는데 초점을 맞추었습니다. • 실패한 시도들은 모두 “모든 것을 한번에” 라는 전략을 사용했습니다. • IBMSQM의 구현은 고객과 파트너와 함께 이뤄낸 결과를 기반으로 이뤄집니다.- 협력관계 • IBM의 SQM Capability는 계속해서 진화하고 있습니다. Tivoli Software

  35. 감사합니다 ! IBM Tivoli NetCool Sales : 김영선 차장 (ysunkim@kr.ibm.com) Technical : 임정빈 차장 (limjb@kr.ibm.com) Tivoli Software

More Related