Qoe Measurement in The NGN - A Market Perspective

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International Telecommunication Union

ITU-T

QoE measurement in the NGN


- a market perspective

Dr Mike Hollier
CTO Psytechnics

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006
Contents

ITU-T
o Industry Landscape
o Quality as a critical economic success factor
o What is “quality” anyway?
o Why existing metrics are not enough
o A new generation of methods and standards
o Industry examples
o Next steps … key standards needed!
o Summary

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 2
Industry Landscape

ITU-T
o Traditional telcos – falling voice revenue and rising OPEX
o New wave SPs - delivering new economic models
o Technology discontinuity
• Analogue to Digital
• Circuit-switched to packet-switched
o Changing market place
• De-regulation
• Intense competition
o Industry’s new imperatives
• Reduce OPEX, increase ARPU
o Leading to:
• NGN – reduce opex, drive up ARPU
• Convergence, IMS
• NWM to CEM
• Wideband and multi-media services
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 3
Service design and deployment - IMS

ITU-T
100 Economic viability
90
thresholds
80

70

60

% user
PS threshold
50

applicability 40

30

20

10
IMS threshold
0
A B C D E F G H

Services

Viable Viable in Not viable in


in PS IMSS IMS

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 4
Quality as a critical economic success factor

ITU-T
o Quality driven economics
• SLA – thresholds and reports
• Directed maintenance
• Targeted investment
• Efficient operation, e.g. interconnect
selection
• Quality differentiated services
• Billing – billable quality
o Competitive quality essential
• Service re-use
• Customer retention
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 5
What is “quality” anyway?

ITU-T
o Baseline for quality is customer
opinion/satisfaction
o Customer satisfaction is a blend of;
availability, quality, price and utility
o I think I am safe in not explaining objective
and subjective testing to this group ;-)
o New subjective and objective methods are
required to inform QoE based network
operation.

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 6
Customer satisfaction

ITU-T
o Must detect onset of dissatisfaction without complaint*
• measurements must be real-time and per-session
• must address QoE, e.g. conversational quality rather than one-
way listening quality
• Wideband and multi-media
o This data informs a commercial decision which dictates
accuracy requirements
• don’t be fooled by “traffic lights” requirements

*Customer complaint is an outdated means to detect customer


dissatisfaction
• A single call to the help desk can cost 12 months margin
• Customer may not complain
— loss of service re-use
— Customer churn

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 7
Existing metrics are not enough

ITU-T

Business decisions are typically


based on technical measurements or
by sampling…

e.g.
-Mobile: Radio Signal (RxQual,
RxLev, BER), Customer Surveys
and/or complaints, Network KPI’s
Delay
Jitter -IP Telephony: packet loss, jitter &
Packet-loss delay used to estimate VoIP network
quality
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 8
Beyond Simple Networks statistics

ITU-T

o Simple network statistics such as packet loss level will not


mirror user’s perception

1% packet loss 1% packet loss 1% packet loss


(evenly distributed) (bursty) (jitter)

o 3 examples with same content, bit rate, frame rate, codec


and level packet loss but different MOS values

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 9
QoE measurement solutions Solutions

ITU-T

Active Passive
(Intrusive) (Non-Intrusive)
Agent IP Monitor Monitor
Voice PSA PSI PSM
Psytechnics Speech Agent Psytechnics Speech IP Monitor Psytechnics Speech Monitor
P.563 (SEAM)
P.862 (PESQ) P.VTQ P.562 (CCI)
P.561 (INMD)

Conversational, P.CQO

Video
PVA PVI PVM
Psytechnics Video Agent Psytechnics Video IP Monitor Psytechnics Video Monitor
J.144

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 10
Industry adoption examples

ITU-T

o Fixed voice -VoIP


• Removing the barrier to adoption for enterprise
• Directed maintenance
• MOS based SLAs
o Mobile voice
• Interconnect selection
• Quality differentiated services
• Assess actual usage patterns via handset agents
o Mobile video
• Investigation of QoE coverage
• Detection of billable quality – viral revenue leakage
o IPTV
• T&M to validate competitive quality
• Responding to RFI’s with QoE monitoring proposals
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 11
Next steps

ITU-T

o NGN, Convergence, IMS


• Multiple network technologies and vendors
— Inter-network measures at mid-points
— End-to-end performance measured at the edge
• Greater variety of services - IMS
— Real-time per-session metrics
— Multi-media QoE metrics – speech, music and video
o Quality differentiated service levels
• Accurate multi-modal QoE metrics
• QoE based SLAs
o New wave SPs (can’t differentiate on price)
• Multi-media
• Wideband audio
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 12
Summary

ITU-T

o Competitive quality is a commercial necessity due to


competition
o Performance measurement must correlate directly with end-
user experience
o Conventional network performance metrics inadequate
o New methods to measure Quality of Experience
• Portfolio of inter-working methods required
• Accuracy needs to support commercial decisions
o Convergence, IMS and IPTV driving requirement for mid-point
and customer-edge instrumentation
o Industry adoption examples – quality as a critical success factor
o Next steps … the workshop!

ITU-T Workshop on “End-to-End QoE/QoS“


Geneva, 14-16 June 2006 13
About Psytechnics

ITU-T

o Psytechnics is a BT spin-out (2000)


o Strong credentials
• 10+ years research in BT
• 5 ITU-T world standards
— P.862 PESQ
— P.862.2 Wideband PESQ
— P.562 Call Clarity Index
— P.563 [passive voice waveform]
— J.144 Broadcast video
• 35+ patents
• 300,000+ subjective test scores
o Software in use by 200 carriers
o Now supporting the industry’s
transition to
• Customer experience management
• MOS based SLA’s, and alarms
ITU-T Workshop on “End-to-End QoE/QoS“
Geneva, 14-16 June 2006 14

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