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Introducing Actix 2013

Introducing Actix

2013

Our business

Actix is a leading provider of mobile analytics software that delivers

actionable intelligence to improve

customer experience and optimize the Radio Access Network

customer experience and optimize the Radio Access Network 350 Operator customers of the 25 top 30
350 Operator customers of the 25 top 30 Mobile operators
350
Operator customers
of the
25
top 30
Mobile operators
customer experience and optimize the Radio Access Network 350 Operator customers of the 25 top 30

Our Vision

We believe that analysis of the “customer’s experience in the

RAN” will become the key driver for:

Optimization and SON

Het Net investment planning

Customer Experience Management

Solutions to monetize mobile data

C-level insights and decision making

About us

Founded in 1991, originally focused on RAN Analytics for assessment of pre-launch quality

More than 350 Operator’s are Actix customers

25 of the top 30 operators worldwide

Key Offices in UK, Germany, Kuala Lumpur and China

250 people globally

Primary revenue generator is ActixOne, a RAN Analytics and Optimization platform installed at 50 sites globally

Our global footprint

Our global footprint Over 50 ActixOne deployments

Over 50 ActixOne deployments

Our global footprint Over 50 ActixOne deployments

Our focus on the Radio Access Network

Most costly part of the network infrastructure

$50bn in RAN CAPEX 2013 (50% of all CAPEX)

The RAN has the biggest impact on customer experience

Causes 80% of customer experience problems

Data throughputs can be 50% lower indoors

Provides business critical insights

5% of locations carry over 50% of all traffic

15% of locations cause 85% of problems

iPhones consume 3x more data than Blackberries

over 50% of all traffic • 15% of locations cause 85% of problems • iPhones consume

Our capabilities

Customer Experience Acceptance & Benchmarking Optimization SON Analytics Advanced visualization: dashboards,
Customer
Experience
Acceptance &
Benchmarking
Optimization
SON
Analytics
Advanced visualization: dashboards, maps & reports
Data
RAN
Optimization
SON
Sources
Analytics
2G, 3G & LTE
2G,3G & LTE
Geo-location
RAN configuration
Customer Experience
ANR
Customer experience
RNC traces
ActixOne
Network Quality
CCO
Radio network
Drive & walk test
Logical parameters
MLB
Network element
Performance
Social, customer
complaints, ad-hoc…
Competitive
Physical parameters
ESM
Rules based
Small cells

Proven operator impact: Customer experience

Actix enables operators to

….by

Improve customer retention

Geo-locating subscribes to build accurate pictures of customer experience and competitive threats

 

Enabling operators to demonstrate superior

Satisfy key corporate customers

mobile performance at corporate HQs

Streamline customer care

Cutting by 80% the time needed to diagnose customer experience issues in the RAN

 

Identifying where new devices and key

Target new service rollouts

customer segments are active

Proven operator impact: Network

rollouts

Actix enables operators to

….by

Ensure LTE quality at launch

Delivering industry best practice measurement of LTE performance captured from 100 customer deployments

 

Providing a scalable LTE rollout acceptance

Manage network equipment providers

process that allows operators to hold vendors to account

Target new network capacity

Geo-locating subscribers to accurately quantify service demand to target LTE and

small cells.

RAN Customer Experience Analytics

RAN Customer Experience Analytics

Customer Experience

Manage your customer’s experience,

not just your mobile

network

Places The Network Phones People
Places
The
Network
Phones
People

Mobile operators face a challenging environment

Saturated Markets
Saturated Markets
operators face a challenging environment Saturated Markets Reduced customer loyalty and increased acquisition costs

Reduced customer loyalty and

increased acquisition costs

Reduced customer loyalty and increased acquisition costs Customer retention is as important as acquisition Customer

Customer retention is as important as acquisition

costs Customer retention is as important as acquisition Customer experience is a key operator battleground

Customer experience is a key operator battleground

Smartphone Explosion
Smartphone Explosion
is a key operator battleground Smartphone Explosion Huge growth in network traffic, changes in usage patterns

Huge growth in network traffic, changes in usage patterns

Huge growth in network traffic, changes in usage patterns Increased network cost and complexity Assuring customer

Increased network cost and complexity

changes in usage patterns Increased network cost and complexity Assuring customer experience is getting more difficult

Assuring customer experience is getting more difficult

Network performance isn’t customer experience

D A B C
D
A
B
C

Network KPIs aren’t segmented by people, places and phones

Customer experience for high

value subscribers is lost “in the noise”

for high value subscribers is lost “in the noise” Cell DCR A 1.5% B 1.8% C

Cell

DCR

A 1.5%

B 1.8%

C 1.6%

D 1.4%

Corporate HQ 8% DCR
Corporate HQ
8% DCR
iPhone 4s 4% DCR
iPhone 4s
4% DCR

Performance at indoor locations

like corporate HQs is hidden

As a result operator can’t:

Focus on improving QOE for top 20% of customers

Target limited network capacity

at the right people

Network demand isn’t evenly distributed

Train station Single user Tourist spot Corporate HQ
Train station
Single user
Tourist spot
Corporate HQ

Network capacity KPIs focus on

network elements

Data demand is driven by people, places and phones

As a result operators can’t select

the right capacity solution

Macro capacity

Wi-Fi Offload

Femto

DAS

The network should answer business questions

What is the signal strength for

roamers using data cards at airports?

What is the iPhone dropped call rate

inside key corporate

HQs?

Places The Network Phones People
Places
The
Network
Phones
People

Where does poor data performance

result in VIP

customer churn?

RAN customer experience insight means

Real customer Business experience correlation Use real subscriber measurements to capture the actual customer
Real customer
Business
experience
correlation
Use real subscriber
measurements to
capture the actual
customer experience
Combine with business
data to understand the
true impact of RAN
performance
Actionable Analysis Use powerful analytics to drive decisions on how to improve customer experience
Actionable
Analysis
Use powerful analytics
to drive decisions on
how to improve
customer experience

Architecture for customer experience analytics

Call Measurement Data Call Trace Call Trace Call Trace LTE Call Trace
Call
Measurement
Data
Call Trace
Call Trace
Call Trace
LTE
Call Trace
Business Data Customer Accounts Customer Complaints Churn Records
Business
Data
Customer
Accounts
Customer
Complaints
Churn
Records
ActixOne Segment Calls Handset, customer, … Generate KPIs Failures, quality, … Geo-locate Raw, mesh, area,
ActixOne
Segment Calls
Handset, customer, …
Generate KPIs
Failures, quality, …
Geo-locate
Raw, mesh, area, …
Customer Experience Visualization
Customer Experience Visualization
… Geo-locate Raw, mesh, area, … Customer Experience Visualization Remain in same GUI Action Customer Experience

Remain in same GUI

Action Customer Experience
Action Customer Experience

Customer experience analytics engine

Where I need to focus to reduce high value subscriber churn? Where do I have
Where I need to focus to
reduce high value
subscriber churn?
Where do I have high
numbers of deactivations?
Where are my high value
subscribers?
Where do I have poor
network quality as
measured by call trace?

ActixOne Customer Experience Analytics Engine enables customer experience data to

be quickly combined and

filtered

Call trace data can be analyzed to identify problem

areas and hotspots

Call trace data can be combined with business data for geographic correlation

POC Scope

Huawei PCHR data

Majority from 23 rd May From 6pm to 10pm

1.6 Million Connection Attempts on 23 rd May

data • Majority from 23 r d May • From 6pm to 10pm • 1.6 Million

Peak Demand: Colombo Main Street

Peak Demand: Colombo Main Street Highest demand in Colombo is around Main Street. Here we see
Peak Demand: Colombo Main Street Highest demand in Colombo is around Main Street. Here we see
Highest demand in Colombo is around Main Street. Here we see overall excellent customer experience
Highest demand in Colombo is
around Main Street.
Here we see overall excellent
customer experience with very low
drop rates.

IPHONE4 CUSTOMER

EXPERIENCE

Regional iPhone4 Usage

Thimbirigasyaya is the hotspot for iPhone4 use, constituting 10% of overall connections in the network.
Thimbirigasyaya is the hotspot for
iPhone4 use, constituting 10% of
overall connections in the network.
We can also see 2/3 of the usage is
indoors, which will lead us to indoor
planning analysis later.
We can also trend the usage over
time using both hourly and daily
Customer Experience stats.

iPhone4: Customer Experience Use Case

iPhone4 Connections iPhone4 Drops The high iPhone use in Main Street has few corresponding drops.
iPhone4 Connections
iPhone4 Drops
The high iPhone use in Main Street has
few corresponding drops.
We do see hotspots of poor iPhone4
experience – near Wellawatta and
Jawatta

Indoor iPhone Quality Issues

EcNo distribution plot at indoor locations shows areas in Wellawatta where the quality of service
EcNo distribution plot at indoor
locations shows areas in Wellawatta
where the quality of service could be
improved further.

Pilot Pollution Contributes to Poor Quality

Pilot Pollution Analysis showed that many of the locations where EcNo were previously seen as
Pilot Pollution Analysis showed that
many of the locations where EcNo were
previously seen as weak also had pilot
polluted bins.

Investigate Down-tilt to Resolve Pollution

Dehiwala North A is listed as the most polluter, and appears to be overshooting. The
Dehiwala North A is listed as the most polluter,
and appears to be overshooting.
The site configuration should be validated to check
the downtilt.

IN BUILDING/HET-NET

PLANNING

iPhone4: In Building/Het-Net Planning Use Case

Indoor connection attempts for iPhone4 Outdoor connection attempts for iPhone4 Not surprisingly, it was observed
Indoor connection attempts for iPhone4
Outdoor connection attempts for iPhone4
Not surprisingly, it was observed that there was more usage in indoor locations
than outdoor for iPhone4s.

Poor Indoor Coverage Leading to High Drops

To understand the impact of this observation, the numbers of dropped connections due to poor
To understand the impact of this observation, the numbers of dropped
connections due to poor RF conditions were plotted. It was found that the
same area was affected by this.

Unity Plaza: Hotspot of Indoor Poor RF Drops

Zooming into the specific area, the Unity Plaza was the area with high number of
Zooming into the specific area, the Unity Plaza was the area with high number
of indoor dropped connections due to poor RF conditions.
This issue needs to be addressed,
especially since the demand
is quite
strong, shown by the high number of
indoor High Speed (HS) connection
attempts

Identify Responsible Network Elements

Customer Experience Data aggregated to the Sector Level quickly identify the worst offenders. This sector
Customer Experience Data aggregated to
the Sector Level quickly identify the
worst offenders.
This sector has a high proportion of drops
due to Poor RF Coverage

Event Diagnostics &

Drilldown Event filtering, automated diagnostics and Layer3 drilldown allow engineers to validate conclusions
Drilldown
Event filtering, automated diagnostics
and Layer3 drilldown allow engineers to
validate conclusions

Conclusions

It is observed that the Unity Plaza only has an outdoor site but not an
It is observed that the Unity Plaza only has an outdoor site but not an Inbuilding
system (the next door Majestic City has an Inbuilding system). Therefore this
building is a strong candidate for a new Inbuilding site.

INTERNATIONAL ROAMER

EXPERIENCE

International Roamer Hotspots

Hotspot of roamers was found along Galle Road
Hotspot of roamers was found along Galle Road
Correlates with 5-Star Hotels
Correlates with
5-Star Hotels

International Roamer Drops

The same hotspot was also recording a number of connection drops for roamers.
The same hotspot was also recording a number of connection drops for roamers.

Correlation with Drop Hotspot

The dropped calls locations are identified, mostly around site 53085 (the Holiday Inn sectors) Note:
The dropped calls locations are identified,
mostly around site 53085 (the Holiday Inn
sectors)
Note: These are drops not just for
international roamers, but for all users
The coverage by the best SC confirms that
the best servers in this area are the Holiday
Inn sectors
(SC 70, 71 and 72).

Identify Contributing Sector

Colouring the sectors by the Customer Experience statistics aggregated to sector level reveals those contributing
Colouring the sectors by the
Customer Experience statistics
aggregated to sector level reveals
those contributing the most drops
One customer had 4 drops
in the time period.

Diagnosis

Breakdown of Drops for Area Holiday Inn B has a much higher proportion of IRAT
Breakdown of Drops for
Area
Holiday Inn B has a much
higher proportion of IRAT
Failure events

VIRTUAL DRIVE SURVEY

USE CASE

Filter Customer Experience Data by Highways

High concentration of dropped calls were seen in the highway stretch near Rajagiriya. As this
High concentration of dropped calls were
seen in the highway stretch near
Rajagiriya.
As this is a highway we investigated RF
related Handover issues, but far less were
reported.

Investigating Mesh Statistics

Focusing on the worst affected mesh areas, it was observed that the main reason for
Focusing on the worst affected mesh areas, it was observed that the main
reason for dropped call was system released. This indicates a higher level issue
(where inter-RNC handover is a possible cause) rather than RF-related issues.

Investigating Network Configuration

Coloring the sectors by RNC quickly showed the drop hotspot at an RNC boarder. (No
Coloring the sectors by RNC quickly showed
the drop hotspot at an RNC boarder. (No LAC
data was available in the POC data)

Possible Inter RNC Issue

Looking at individual dropped calls, the possible inter-RNC handover issue can again be observed –
Looking at individual dropped calls, the possible inter-RNC handover issue can
again be observed – the most common dropped calls scenario occurred when the
Active Set contains two cells from different RNCs. In most cases,
Sri_Japura_Naita_C was the best server, the other server being the
Koswatta_North cells.

Possible Missing Neighbour

Viewing the configuration suggests Sri_Japura_NAITA_C was also having missing neighbours with the Rajagiriya_East cells.
Viewing the configuration suggests Sri_Japura_NAITA_C was also having
missing neighbours with the Rajagiriya_East cells. However the ActixOne
Neighbour Planning capability shows no shared measurements.
In fact the site is off-air.

THANK YOU