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IBM Next Generation Network Roadshow 2007
차세대 네트워크를 위한 서비스 품질 관리
Service Assurance /Service Quality Management for NGN
2007. 6. 21 | COEX Intercontinental Hotel, Seoul
2
IBM Next Generation Network Roadshow 2007
Metaphor
England FansWatching Their 1:0 Victory over Paraguay, 2006
3
IBM Next Generation Network Roadshow 2007
Metaphor
네트워크 가용성QoS (Quality of Service)장애 관리네트워크 성능 관리Driving Test
서비스 가용성QoE (Quality of Experience)서비스 품질 관리가입자당 매출 (ARPU)고객 이탈율 (Churn Rate)
4
IBM Next Generation Network Roadshow 2007
Service Quality Management in Brief
고객 사업자
QoSAchieved
QoSOffered
QoSPerceived
QoSNeeds
목표목표
현실현실
NetworkCentric
CustomerCentric
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.
5
IBM Next Generation Network Roadshow 2007
NGN환경에서 왜 Service Quality Management이 중요할까요?
6
IBM Next Generation Network Roadshow 2007
Trend
Content Service Network Device
OPEX 감소새로운 매출/수익 창출NGN으로 이동고객 경험 개선
새로운 경쟁자들Eco-System
Convergence
+
+
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IBM Next Generation Network Roadshow 2007
Telco 2.0 : 결국은비즈니스모델의변화
How to target “Long Tail” ?
고객세그먼트 /서비스세그먼트
수요
유틸리티 모델
미디어 or 플랫폼 모델
8
IBM Next Generation Network Roadshow 2007
Telco 2.0 in Real
유선전화
32,342 33,59236,586
38,34240,197
모바일 전화
1,086
1,736
2,424
3,284
3,685
?
소스 : 정통부 자료, 실적 보고서
Next Generation ServicesMicro-Segmentation매출 증가고객의 경험 (Customer Experience)다른 비지니스 모델과의 새로운 경쟁시스템 통합
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IBM Next Generation Network Roadshow 2007
NGN = the Platform
빠르게새로운서비스를출시파트너 Eco-System 구축Opex, Capex절감
User plane
Access plane
Transport plane
Traditional Vertical Structure
Mobile Backbone
2G/ 2.5G/3G
Switched Network
IP backbone
Next Generation Network
Mobile Fixed voice Data
ISP
DSLLeased linesATM/FR
Service plane
Control plane
Any Client – Any Time - Anywhere
Applications
Switch
Mobile Services
Management (HLR)
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IBM Next Generation Network Roadshow 2007
새로운비즈니스모델은 “고객지향관리”를필요로합니다.
네트워크 품질 != 서비스 품질 != 고객 체감 품질고객의 서비스 경험은 이제 새로운 경쟁력의 원천입니다.
User plane
Access plane
Transport plane
Traditional Vertical Structure
Mobile Backbone
2G/ 2.5G/3G
Switched Network
IP backbone
Next Generation Network
Mobile Fixed voice Data
ISP
DSLLeased linesATM/FR
Service plane
Control plane
Any Client – Any Time - Anywhere
Applications
Switch
Mobile Services
Management (HLR)
네트워크품질
서비스품질
서비스품질
서비스품질
네트워크품질
네트워크품질
서비스품질
서비스품질
서비스품질
네트워크품질
네트워크품질
네트워크품질
네트워크품질
Process
QoEMonitor
고객 체감 품질
11
IBM Next Generation Network Roadshow 2007
SQM means Customer/Service Centric Management
서비스품질
서비스품질
서비스품질
네트워크품질
네트워크품질
네트워크품질
QoE모니터
비즈니스프로세스
고객 체감 품질
SLA
NetworkCentric
CustomerCentric
Service Quality Management
고객 사업자
QoSAchieved
QoSOffered
QoSPerceived
QoSNeeds
목표목표
현실현실
12
IBM Next Generation Network Roadshow 2007
SQM in eTOM
Operations
Customer
Operations Support& Readiness
Fulfillment Assurance Billing
Customer Relationship Management
Service Management & Operations
Resource Management & Operations
Supplier/Partner Relationship Management
CRM Support &Readiness
SM &O Support &Readiness
RM &OSupport &Readiness
S/P RMSupport &Readiness
MarketingFulfillmentResponse
OrderHandling
ProblemHandling
CustomerQoS/SLA
Management
Billing &Collections
Management
Retention & Loyalty
Customer Interface Management
ServiceProblem
Management
ServiceQuality
Management
ResourceTrouble
Management
ResourcePerformanceManagement
S/P ProblemReporting &
Management
S/PPerformanceManagement
Resource Data Collection & Processing
Supplier/Partner Interface Management
S/P PurchaseOrder
Management
S/P Buying
ServiceProvisioning& Activation
ResourceProvisioning
S/P Settlements&Billing
Management
Service &Specific Instance
Rating
Selling
Focus of SQM
Traditional Fault and
Performance Mgt
소스 : TMForum
13
IBM Next Generation Network Roadshow 2007
어떻게 SQM을 합니까?
14
IBM Next Generation Network Roadshow 2007
SQM In Action
Service performance
Service Quality Management (SQM)Analyse network, service and operations process quality
data, and map to delivered services
SLA Management (SLM) Manage delivered service quality to
committed specifications
Business Management
Network, Service and Operations Process Monitoring
NETWORK SERVICE OPERATIONSPROCESS
INVESTMENT PRIORITY
Customer Problem handling
events, alarms, reports
resolutions adjustments
billing performance
Billing management
Contract performance
Service Problem
Management
events, alarms, reports
15
IBM Next Generation Network Roadshow 2007
SQM Domain
Customer-centric Organizations
Cus
tom
erSe
rvic
esIn
fras
truc
ture
CQI(Customer Quality Indicator)
SQI(Service Quality Indicator)
KPI(Key Performance Indicator)
CQI = f (SQIi=1..n)
SQI = f (KPIk=1..m, KPIl=1..o)
MethodologyOrganization
Operational OrganizationFunctional Departments
Serv
ice
Man
ager E2E responsibility
Matrix with defined decision rights
Service Organization
• Marketing• Sales• Customer Care
• Network Operations• RAN Planning & Deployment• Management IT operations
Service Management
Integrated WSQM view
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
Customer KQIs
SQIs
Onl
ine
/ Offi
ne M
onito
ring
Integrated WSQM view
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
Application Layer
ControlLayer
TransportLayer
AccessLayer
DevicesLayer
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
KPIs/PPIs
Customer KQIs
SQIs
Onl
ine
/ Offi
ne M
onito
ring
Service Model
Service Monitoring
Service Definition• Structure & content• Service Characteristics• Quality characteristics• Delivery mechanism• Tariffs & contractual terms
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IBM Next Generation Network Roadshow 2007
서비스모델
Normalisation in the FM and PM systemsNormalisation 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
Resource Availability Indicators
Resource KPIs E2E Speed Indicators
Reliability Thresholds
Aggregated Customer
Experience
NetCool Collection EngineNetCool Collection Engine
Service Availability Indicators
Service KQIs
Prioritised Operational Service Views
Service Performance Reporting
Customer Service Delivery and SLA Reports
FulfillmentBilling / Customer
CareImpact Analysis
Service Model
Service Quality Mgmt
KPIKPIKPIKPIKPI
‘Raw data’ from Service Resources (Data Sources)
KQIs KQIs KQIs KQIs KQIs KQIs
CombinedKQIs KQIs KQIs
KQIsService Index
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IBM Next Generation Network Roadshow 2007
서비스모델분석 (Service Model Analysis)
서비스 시나리오 분석(Analyze Service Scenario)
서비스 아키텍처 분석(Analyze Service Delivery Architecture)
KPIs & KQIs 도출(Identify KPIs & KQIs)
서비스 관리 아키텍처 정의(Define Service Management Architecture)
서비스 관리 모델 정의(Define Service Management Model)
(candidate) KPIs(candidate) KQIs
필요한 QoS 데이터 소스OSS/BSS 인터페이스 요구사항
아키텍처 다이어그램트랜잭션 플로우
서비스 구성요소사용자 Task인지된 QoS 요소운용 요구사항
서비스 Delivery Chain ModelSLA ModelKPI FormulaKQI Formula
output
사업자 서비스 설명서SLA 요구사항SLO 요구사항
텔레콤 서비스 표준사업자 서비스 아키텍처
텔레콤 QoS 표준
가능한 QoS 데이터 소스OSS/BSS 통합 요구사항
운영 제약서비스 레벨 목표SLA
input
*Wireless Data Bearer, VoIP, iMode, MMS/SMS, BlackBerry, IPTV, etc
18
IBM Next Generation Network Roadshow 2007
서비스모델분석 (Service Model Analysis)
User Task Transport Plane Control Plane Service Plane
Select friends
Select game
Select Talk or not
Invitation to friends
Game start with conferencing
Service end
request buddy listreceive buddy listselect buddies & keep
request game listreceive game listselect game & keep
grouplist server
game server
send selected gamerequest game start
play game with conferencing
choreography
CSCF
MGW
send selected buddiesinvite friendsattend the game room
choreography
Availability_of_service
Availability_of_gruiplist
Availability_of_transport_p Availability_of_control_p Availability_of_service_p
response_time_buddy_listsuccess_ratio_buddy_list
response_time_game_listsuccess_ratio_game_listgame_image_download_time
success_ratio_send_buddy
success_ratio_sip_requestsignaling_sip
success_ratio_game_startaudio_quality (latency, jitter, MOS)game_sync_delay
success_ratio_invite_buddysuccess_ratio_attend_game
transaction_time
session_complete_ratio
Availability_of_gamesvr
Availability_of_choreography
Availability_of_CSCF
서비스 모델 분석을 통해서 사용자의 관점에서 서비스를 경험하는모든 과정에서 품질에 영향을 미치는 요소(Quality Factors)를
식별하고, 이들간의 상관 관계를 밝혀 냅니다.
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IBM Next Generation Network Roadshow 2007
Raw Metrics KPI KQI
Aggregated measure of performance of wireless data connections
Mean attach timeAttach times to SGSN (from active testers)# Attach Requests to SGSN# Successful Attach Requests
Mean PDP context negotiation timePDP context negotiation times (from active testers and/or passive probes# PDP context activations# Successful PDP context activations
Aggregated availability status of service or sub-serviceAvailability status of NE or process
Alarms from NE’sConnectivity testsProcess queries
% Successful call termination# Calls connected# Calls cleared by user termination
% Successful Handovers# Handover requests per BSC# Successful Handovers Aggregated measure of GSM reliability for a region
% Call Attempts Successful per cell# Call Attempts per cell# Call Failures per cell
KQIKPIRaw Measures
20
IBM Next Generation Network Roadshow 2007
서비스모델 Sample
Service Layout defined on paperService Layout defined on paper
Hierarchical KQI / KPI ModelHierarchical KQI / KPI Model
Score card of service Score card of service delivery metricsdelivery metrics
C-KQI Value Constituent KQI Values Resource Identifier- Unique name- User-friendly alias
21
IBM Next Generation Network Roadshow 2007
서비스모델 Sample - IPTV
ThroughputQueuePacket Dropped
IPTV
Broadband Access
Active Testing QoE
Service Usage
SDP
National Distribution
Super Head-end
Video Hub Office
PE Routers CoS VPN
VOD BTV Acquisition
Storage Web PortalAvailabilityPacket LostLatency, Jitter
Frozen FramesSNRMOS
Buffer OverflowJitter, LatencyMean Squared Error
Network Infrastructure
VPLS
AggregationNetwork
VLAN
DSLAM RG
Encoder
VOD BTV Distribution
Encoder
Play TimeVideo Stream UtilizationChannel SelectionsChannel Surfing Time, Channel Surfing Errors
Content Assurance
Service Quality
22
IBM Next Generation Network Roadshow 2007
IPTV KPI’s & Data Sources
IPTV SDP
Switch
Network Access
FTTxCable
xDSL
CPE
VOD Server
Distribution Server
Encoder
Local Feed
National Distribution
National Feed
BTVServer
CPE
EPG
Encoder
BTV Server
VOD Server
Data Storage
IPMPLS
PE Router
Local OfficeMetro Office
Content Assurance IP Bearer passive monitoring.
“Passively sample service quality at key points in the supply chain ”
Robot User
Light Video SW Agent embedded in the STB
Service AvailabilityIPTV Platform LoadService Usage (bit rate)
per Channelper ISAM
Per Channel error distrib (Max BW, Access right, Max Stream)
Viewers per ChannelTotal Play TimeNumber of SelectionsChannel Surfing TimeChannel Surfing Errors
MOSVideo Stream UtilizationVideo Data RateJitterLatencyPacket LostFrozen FramesSkipped Frames
Delivery Network Performance Assessment
MOSChannel Surfing TimeChannel Surfing QualityAudio/Video Synch
Quality
User Traffic simulation
Source material is Quality Assured during the Encoding Process
Synchronization Errors during encoding
MPEG (or other codec) files errors detection
Reference SequencePSNRMean Squared ErrorBlockinessBlurrinessJerkiness
MOSVideo Stream UtilizationVideo Data RateJitterLatencyPacket LostFrozen FramesSkipped FramesBuffer OverflowRate of DisturbancePSNRMean Squared Error
23
IBM Next Generation Network Roadshow 2007
Next Gen OSS Architecture
FulfillmentService Assurance
Ordering &Billing
Network & Service Activation
Network InventoryProvisioning
CustomerSupport
Service Management
Customer Environment
Access Network
Metro Network
Core Network
System &
Application
BroadbandInternet VoIP IPTV
Infrastructure Traffic
Discovery Fault SQM/QoEPerformance
OSS / BSS
ServiceDeliveryPlatform
ConvergedInfrastructure
NetCool
Wireless Data
24
IBM Next Generation Network Roadshow 2007
NetCool SQM Architecture
Service Level Management
Service Impact Service
QualityMonitoring
Service View
Service Modeling
Data Collection
IPTVModel
Proviso DataLoad
MTTrapdProbe
SyslogProbe
ISMLog Probe
WS Probe
CorbaProbe
Data Consolidation
DataEnrichment
Data Correlation
Data Correlation
> Defines Dependencies between service components
> Process infrastructure events to understand impact on end-users & service delivery
> Service Delivery> IPTV Signalling> Video Quality> Service Usage
> Monitors Service Quality Commitment> Track Service Quality Violations
> Real Time, Historical Dashboard> Service Navigation
VoIPModel
MobileModel
AvailabilityManagement
PerformanceData Mart
25
IBM Next Generation Network Roadshow 2007
NetCool SQM for NGN
NetCool SQM = Network Facing AutomationWebSphere BPA = People Facing Automation
Ser
vice
Cre
atio
n E
nviro
nmen
t
ModelAssemble
Deploy, Execute
Manage
Service Life Cycle
Service Plane
Nortel HSS(Sun 1280)Nortel HSS(Sun 1280)
GroupList Server
GroupList ServerSIP ServerSIP ServerPresence
ServerPresence
ServerJ2EE App.
ServerJ2EE App.
Server(WAS v6.1)
PMI-SNMP PMI-SNMP PMI-SNMP PMI-SNMP
Linux - OS
SNMPSyslog
IBM Blade
TerraplayGaming Server DB2 ServerDB2 Server
ITMOSA/Parlay
Gateway
SNMP,Logs
Empirix Probe
SNMP
Control Plane
Nortel CSCF
(ACTA)
BGCF
MGCF
Policy Controller
JMX Syslog
Transport Plane
CantataBrooktrout-MRF
(IBM Blade)
Audiocode Media Gateway
(IBM Blade)
SGSN
GGSN
Access Plane
User Plane
UQM?
SS7SS7PSTNPSTN
BTS
MSCGMSC
Motorola IMS Client Notebook Client
SNMP
SNMP
IP / MPLSIP / MPLS
Service Management
WebSphere Enterprise Service Bus
Websphere Process Server
BusinessRule
NetCool SQM
Service Analysis
NetCool Collection Engine
NetCool Service Model
WS SOA Adaptor
Command& Control Center
Business Process KPI/KQI
Dashboards
Enterprise Portal
WS
SCA Adaptor
26
IBM Next Generation Network Roadshow 2007
사용자 체감 품질 (QoE)가 왜 중요하죠?
27
IBM Next Generation Network Roadshow 2007
동일한네트워크품질에서도사용자는전혀다른경험을합니다.
3 examples with same content, bit rate, frame rate, codec and level packet loss but different MOS values…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
28
IBM Next Generation Network Roadshow 2007
NetCool UQM 솔루션
Netcool/UQM(User Quality Monitor) Agent
Noise LevelSNRSpeech ActivitySpeech Level
• Data Rate• Download time• Page parsing• Jitter
• Protocol• Out of sequence• Packet loss• HTTP return status
Voice
Data
• E-Model Score• Packet Loss• Bit Rate• Jitter
• Codec type• Burst Model• Packet Delay• Frame Rate
VideoH.261, H.263, H.263+, H264 and MPEG 1, 2 & 4
WAP 2.x, IMode, HTTP 1.0 & 1.1 (HTML)
CPE
29
IBM Next Generation Network Roadshow 2007
SQM은네트워크운용팀만의미션은아닙니다.
Information Technology Technology Customer
Service Marketing Sales
BSS
OSS
Business Intelligence
……
NetworkOperations
ServiceMgmt
Planning & Eng.
……
Backoffice
CCConsumer
CCBusiness
……
ProductMgmt
Te2rminalMgmt
C&BMarketing
……
Business
Consumer
ChannelMgmt
……
SQM의 End2End 확장SQM의조직적한계
Relationship of SQM within the Mobile Operator Organization
True End 2 End Service Quality Management
30
IBM Next Generation Network Roadshow 2007
해외사업자동향
보다폰(Vodafone)은 상위 20%의 기업 고객에 대해서 각 고객이 느끼는 서비스 품질을
개별적으로 관리하려고 합니다.
싱귤러(Cingular)는 충성도 높은 고객 대상으로 정확하게 고객이 체감하는 서비스 품질을
측정하고자 합니다.
– 운영 측면에서 보면, Cell 사이트 성능을 서비스 품질과 연계할 수 있습니다.
호주 Telstra는 운영 프로세스를 합리화 하기 원합니다.
– 2006년 현재 1,300개의 시스템을 2011년 300개로 줄이려는 목표를 가지고 있습니다.
소스 : OSSObserver
31
IBM Next Generation Network Roadshow 2007
Case Study : Triple Play Mgmt, 유럽
비즈니스목표 Netcool™ Solution ROI
TeleManagement World Operational Excellence
Award
Focus on Triple-Play – VoIP, VOD, Interactive TV, Gaming, Fast & “Always-on” InternetConsolidate market
– Focusing on existing customers to reduce churn
– Growing in customer offer and satisfaction
Maintain leadership in a competitive market
– Time to market
– Time to Customer
– SLA
– One Call Solution to Customers complains
Improve Operational Efficiency
Netcool is integrated with other OSS/BSS to deliver the complete NGOSS solution End to end monitoring of TI’s domestic wireline Broadband network
– 1 X Central NOC
– 10 X Regional NOCsEnd to end Service Views for OperationsSupports Siemens, Marconi, Alcatel, …, etc
– Over 27M lines
– Over 6.1M ISDN
– Over 5.2M DSL subscribersSolution defines problem resolution processes & automated corrective actions.
20% overall increased operations efficiency for network inventory processes10% overall increased operations efficiency for assurance processesProvisioning time reduced by 4 mins per order.E2E ADSL Delivery from 21 days to 7 daysRoot cause analysis reduced by 30 mins per instanceTrouble Ticket creation time reduced by 15 mins per TT
32
IBM Next Generation Network Roadshow 2007
NetCool Service Assurance/SQM
감사합니다.
Contacts세일즈 : 김영선 차장 ([email protected])테크니컬 : 임정빈 차장 ([email protected])