human factors engineering&

QoE driven network design

jose.de.francisco@alcatel-lucent.com

this study provides references to a variety of sources and third parties for illustration and discussion purposes only, which does not imply any kind of endorsement

http://www.flickr.com/photos/albany_tim/3536902765/

The illuminated crowd

As an important measure of the end-to-end performance at the services level from the user's perspective, QoE is an important metric for the design of systems and engineering processes.

This is particularly relevant for video services because bad network performance may highly affect the user's experience, mainly because these services are compressed and have low entropy.

So, when designing systems the expected output, i.e. the expected QoE, is often taken into account also as a system output metric.

http://en.wikipedia.org/wiki/Quality_of_experience

QoE is an emerging but very difficult concept and has baffled large corporations.

So, a number of companies are capitalizing on the possibilities of measuring QoE.

http://www.springerlink.com/content/l1446505n3834055/fulltext.pdf

The ultimate measure of a network and the services it offers is how subscribers perceive the performance. Quality of Experience (QoE) is the term used to describe this perception and how usable the subscribers think the services are.

http://www.nokia.com/NOKIA_COM_1/About_Nokia/Press/White_Papers/pdf_files/whitepaper_qoe_net.pdf

What happens when QoE is poor?

A survey by Accenture suggests that around 82% of customer defections are due to frustration over the product or service and the inability of the provider/ operator to deal with this effectively.

Moreover, this leads to a chain reaction as, on average, one frustrated customer will tell 13 other people about their bad experiences.

About 90% of customers will not complain before defecting – they will simply leave once they become unsatisfied.

QoS is the ability of the network to provide a service with an assured service level.

QoE is how a user perceives the usability of a service when in use.

carsonified.com/blog/business/fred-wilsons-10-golden-principles-of-successful-web-apps/

1. Speed

First and foremost, we believe that speed is more than a feature.

Speed is the most important feature.

400 ms slower = 5-9% drop in full-page traffic

strong negative impactroughly linear changes with increasing delaytime to click changed by roughly the delay

increase in abandonment heuristic = less satisfactionactive users are more sensitive

shaved 2.2 seconds off the average page load time and increased download conversions by 15.4%!

http://www.slideshare.net/souders/souders-wpo-web-20-expo

Steve Souders

http://www.youtube.com/watch?v=zI8at1EmJjA

“we are not going to launch something unless it is fast enough”

“we will talk about latency issues when loading the APIs”

“it takes 13 seconds more on the iPhone and Android platforms, we think that’s pretty unacceptable”

Pamela FoxMarcelo Camelo

Eric Klinker

http://www.chetansharma.com/Managing_Growth_and_Profits_in_the_Yottabyte_Era.pdf

Chetan Sharma

X15= ?

Moray Rumney

policy management &

The difficulties at measuring something as "irrational" as happiness, forced economists to reconsider utility as a behavioral measure. So a behavior became rational when it maximizes utility - what ever that might be.

In contrast to the utility function, quality of service is very clearly defined, including in several international standards.

Given a network that combines several technologies,including IP-routed networks, QoS will give us a measure of the network's capability to provide the best possible service given a selected network traffic.

The QoS function must take into account factors such as bandwidth, latency and loss characteristics.

http://www.springerlink.com/content/l1446505n3834055/fulltext.pdf

QoS, particularly when measured by the Mean Opinion Score (MOS) has been used as a proxy for QoE, but it is limited because it requires a highly controlled environment.

http://www.qoesystems.com/docs/QMaster2Datasheet.doc

Although it is tied to the concept of Quality of Service, which attempts to objectively measure the service delivered, QoE also takes in account the needs and the desires of the subscribers when using mobile services.

For example an operator may provide reliable data services, and have a high QoS, but the users may still be very unhappy with the content causing a low QoE.

• The operator's radio network - coverage of the operator's network, handovers that affect network performance, radio capacity, etc.

• The devices or terminals - speed of the device, the radio accessibility• The user interface - more accessible, easy to navigate, and aesthetically pleasing.• The content - relevancy and quality of the content• The operator's application servers - long delays times during peak usage times• Customer service• Provisioning for WAP, MMS - streaming settings and set up errors• Network security - virus proliferation with MMS as well as hacking attempts• Price & billing - for the operator's service• The core network - IP equipment, SGSN, firewall

http://www.thetanetworks.com/resources/quality_of_experience.html

http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf

http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf

http://www.hpl.hp.com/techreports/2001/HPL-2001-179.pdf

http://www.flickr.com/photos/albany_tim/3536902765/

The illuminated crowd

http://www.flickr.com/photos/albany_tim/3536902765/

The illuminated crowd

“A crowd has gathered, facing a light, an illumination brought about by a fire, an event, an ideology - or an ideal.”

The strong light casts shadows, and as the light moves toward the back and diminishes, the mood degenerates; rowdiness, disorder and

violence occur, showing the fragile nature of man.”

“Illumination, hope, involvement, hilarity, irritation, fear, illness, violence, murder and death - the flow of man's emotion through space.”

Sculpture and words by Raymond Mason, 1985

a XXI century approach to quality management:

http://consultaglobal.wordpress.com/2011/01/28/user-centric-engineering-the-3q-model/

leading indicators lagging indicators

Usually change before the economy as a whole changes.

They are therefore useful as short-term predictors of the economy.

Usually change after the economy as a whole does.

Improved customer satisfaction is the result of initiatives taken in the past

http://en.wikipedia.org/wiki/Economic_indicator

leading indicators lagging indicator

QoS

Engagementmetrics

QoExp

coverageconnectivity

bandwidthraw peak/edge

speedJitter

bit ratepacket loss

session durationnumber of sessionsperiodicityimpressionsdepth (immersion)personalization / creationsocial graph / conversationsabandonment rate

opinion scorerecommendationsreputationloyaltypredictabilitynetwork effects

revenue per user• direct• indirect

Engagementmetrics

http://radywire.files.wordpress.com/2007/08/organizational-behavior.jpg

QoLWhile Quality of Life (QOL) has long been an explicit or implicit policy goal, adequate definition and measurement have been elusive.

Diverse "objective" and "subjective" indicators across a range of disciplines and scales, and recent work on subjective well-being (SWB) surveys and the psychology of happiness have spurred renewed interest.

http://en.wikipedia.org/wiki/Quality_of_life

Robert Costanza University of Vermon

participatory democracy?

transgenerational design?

public safety?

QoL – quality of life – how is your solution contributing to individuals’ well-being, our communities and culture, and… what about growth and wealth generation?

QoE – quality of experience(s) – how are users leveraging this solution? what’s their engagement level? what are the network effects?

QoS – quality of service – what are the specific service levels? and the supporting technologies and solutions that enable the above two?