Download - 8920 SQM IPTV Datasheet
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Alcatel-Lucent 8920 SQM
Service Quality Manager For IPTV
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2 | A L C A T E L . L U C E N T
Alcatel-Lucent 8920 SQM
Service Quality Manager For IPTVYour Challenge…
The cost of poor quality of experience (QoE) can be
enormous. QoE is critical because it is the primary driver
of customer loyalty — which is directly proportionate to
customer retention/churn.
Failing to deliver QoE that subscribers expect from the
IPTV service can lead to increased OPEX and lost
revenue. Lack of quality causes customer dissatisfaction,
which translates into increased customer complaints and
more truck rolls. If the IPTV quality is not good, there is
a higher chance that customers will churn. Not only will
the service provider lose IPTV revenue from the
customer, it may also lose voice and data revenue
altogether.
Because the only way to understand what makes a
customer unhappy about the services being delivered is
by actually measuring QoE, it is paramount that
operators have a continuous monitoring solution in place
from the moment they launch their IPTV services.
Investing in a service quality management solution means
having the all-important ability to understand and
manage the customer experience and win the customer’s
loyalty.
Our Answer…
Alcatel-Lucent 8920 Service Quality Manager (SQM)
provides powerful service quality management
capabilities based on best practices. It allows operators
to monitor video from the head end to the set top box
(STB) for the most accurate assessment of what
customers are really experiencing down to specific
regions, channels and other such dimensions.
Alcatel-Lucent 8920 SQM is a complete service quality
management solution, with the capability needed to:
> Manage real user quality of experience
> Detect problems before customers do
> Locate problems and perform root-cause analysis
> Gauge customer/value impact and prioritize trouble
resolution
> Support customer problem troubleshooting with user-
centric diagnostics
> Protect and optimise investments through proactive
capacity planning and trend analysis
> Gather audience measurement data for business and
operational intelligence/analysis
Key Benefits
> Optimize business outcomes by improving end users’ quality of experience
> Minimize revenue risk associated with customer churn due to unacceptable quality or performance problems
> Lower costs by reducing the number of level-1 calls from customers due to service quality degradation
> Greater cost-savings and efficiency through reduction in call-handling times, higher first-call resolution rates, and
elimination of truck rolls
> Reduce CAPEX through increased network and service platform utilization while leveraging existing infrastructure
investments
> Leverage current and future investments through easy integration into existing and evolving network environments
> Retain customer base and increase ARPU by delivering quality and quantity of video content based on accurate
identification of consumer preferences
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End-to-End Service Quality Management
QoS performance monitoring information collected from the
network often does not accurately correlate with the
perceived QoE by users owing to error correction and
recovery mechanisms at the application layer. Also, aspects
such as application control plane latency (e.g., channel
change delay) and actual picture distortion may go
unnoticed in the network.
Therefore, to measure QoE requires the collection of
measurements from various sources to determine actual
service state and quality, as well as root causes of quality
degradation. Alcatel-Lucent 8920 SQM leverages active and
passive measurement techniques to provide a complete end-
to-end view of the quality and conditions throughout the
service delivery path:
a
> Subscriber activity and quality measured using a
combination of IPTV middleware, STB diagnostics and
probe-based measurements
> Video source and encoding analysis via MPEG2/4 analyzers
and video probes
> Diagnostics through integration of network performance
statistics from respective managers, test robot systems
and probes
> IT and network infrastructure availability from respective
managers (e.g., acquisition, distribution and VoD servers)
Available data may be sent to a wide range of Operations
Support Systems for seamless integration into existing
service assurance management systems, such as fault,
service fulfilment and customer problem troubleshooting.
A L C A T E L . L U C E N T | 3
SERVICE QUALITY MANAGEMENT FOR EVERY CUSTOMER, EVERY SERVICE, END-TO-END:
> From a single management location throughout the service delivery path
> Easily deployed and integrated into existing OSS environments
> Scalable and carrier-grade
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4 | A L C A T E L . L U C E N T
Alcatel-Lucent 8920 SQM
Service Quality Manager For IPTVMaximizing IPTV Quality
Detect Problems before Customers Do
The application comes supplied, as standard, with
predefined thresholds or rules that encapsulate expert
operational knowledge and provide detection of typical
service degradation scenarios. These rules function by
comparing data to expected quality levels in order to
reveal degradation quickly and easily.
These predefined rules may be modified to suit differing
operational needs.
By pinpointing service degradation problems in real time,
our solution eliminates time-consuming manual analysis
ensuring corrective actions are taken well before
customers are affected.
Manage the True Customer Experience
Alcatel-Lucent 8920 SQM measures the viewing experience
for all subscribers via non-intrusive monitoring of the video
session quality. Measuring quality goes beyond simple
packet-based network metrics, such as packet loss and
jitter. In the 8920 it embraces the calculation of key quality
indicators such as channel change delays, audible and visible
quality degradations. It is these indicators that reflect more
concisely the perceived customer experience.
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The unique Quality of Experience approach provides a true
understanding of the customer experience and the only way
to measure service levels from the customer’s perspective.
Powerful Diagnostics
Customers will have problems despite the best monitoring
efforts. In order to reduce truck rolls, diminish the number
of calls to customer service and minimize the duration of
service and support calls, it is necessary to deal with
diagnosis. Technical staff and customer service
representatives (CSRs) need to have access to detailed
service troubleshooting information and analysis needed to
assure quick problem resolution in the least time possible.
Alcatel-Lucent 8920 SQM provides a complete service quality
management solution with diagnostic functionality to
pinpoint the exact cause and location and offer tactics for
problem resolution. Impact analysis is done using real-time
correlation of resources, topologies and affected customers.
Such capability enables service providers to create trouble
tickets based on type of affected customers, rather than on
the type of degraded network resource. Additionally, the
predefined thresholds or rules can trigger the automatic
gathering of information that is needed to diagnose and
correct problems ranging from
Alcatel-Lucent 8920 SQM employs an advanced perceptual videoquality assessment model developed as a result of extensive Alcatelresearch and contributions to various standardization bodies.
Our assessment model* provides non-intrusive real-time ‘MTBF-like’ratings for user sessions by leveraging the capabilities of the IPTVinfrastructure. It uses session-based measurements taking intoaccount transport impairments all the way down to the STB.
This lightweight approach means cost-effective end-to-end and lastmile monitoring capabilities without investment in additionalhardware probes.
* Patent Pending
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A L C A T E L . L U C E N T | 5
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picture degradation to delivery of video-on-demand – all
without the need of a truck roll.
Customer service troubleshooting is fully integrated to
Alcatel-Lucent 8920 SQM enabling customer CSRs to uncover
and resolve customer issues without having to escalate the
trouble ticket. This integration with customer service
systems provides queries on accurate and up-to-date
customer troubleshooting information with personalized
diagnosis based on STB, network and session quality
conditions.
And as the network environment changes, Alcatel-Lucent
8920 SQM automatically updates the diagnostic information
through intelligent discovery. This information is
automatically retrieved from the service platforms, element
and inventory management systems and during the service
fulfilment process.
Proactive Capacity Planning
Alcatel-Lucent 8920 SQM provides comprehensive service
usage measurements and accurate trend analysis to help in
understanding the network and the traffic that it carries.
With this insight, the network may be optimized and
expanded to meet the needs of subscribers, redistribute
traffic load, downgrade link sizes or determine if network
segments will support new service deployments. If new
capacity is introduced in time, customers are more likely to
get the quality of service that was promised and end-
customers can be retained more easily.
Building a Better Customer Experience with Audience
Measurements
Quality and quantity of video content itself are also
important issues that drive consumer preferences, retain
customer base and increase ARPU. As telecom operators
become “entertainment providers”, they face the increasing
need to understand what the customer interests are and
offer value-added services that build on that interest to
generate more revenue.
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To help meet this growing requirement, Alcatel-Lucent 8920
SQM gathers, stores and provides both detailed and
summarized viewing data that quantify the size and
composition of the IPTV market.
With deep insight on viewing habits, channel/program
audience and asset popularity, the marketing and product
management staff can measure service take-up, refine
service bundles, monitor promotions, drive better carriage
negotiations with content providers and charge favourable
ad fees for spot advertising on the local avails.
All audience data is extracted from the IPTV middleware in
an unobtrusive, light-touch manner. This means audience
measurements can be collected from a live network without
impacting other applications and without having to install
“people meter”-like probes in subscriber STB.
Business Intelligence for Integrated Reporting and Analysis
Alcatel-Lucent 8920 SQM employs the MicroStrategy Business
Intelligence solution to provide web-client drag-and-drop
simplicity and powerful analysis capabilities suitable for
both novice and advanced users.
A Multi-vendor and Multi-technology Solution
Alcatel-Lucent 8920 SQM is designed to easily accommodate
new services and multiple technologies from different
vendors. It supports wireless, fixed, full triple-play and
convergent fixed/wireless networks, including
GSM/GPRS/EDGE, DSL, TDM and VoIP/IMS networks.
Carrier-Class Scalability
Alcatel-Lucent 8920 SQM delivers service quality
management with the carrier-class scalability and flexibility
required for IPTV services and initiatives like OSS
consolidation and network convergence.
The application may collect and store virtually unlimited
amounts of service and customer data from any network
technology, service platform and OSS.
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