QoE as a bridge between technologists and marketing people
Bjørn Hestnes
Peter Brooks
QoE - Quality of Experience
Technology
Encoders
Wireless Network Access
Handsets
LTESGSN
Laptops
User��
Routers
Decoders
PANs Wireless Network Access
Tunnels, Firewalls, Encryption
WANs
ISPsTCP-IPUDP-IP
G.722
GGSN
MBMS
MSC
E.800
billing
The techno-psychology-axis
QoE data structure
IF Communication SituationUSING Service PrescriptionWITH Technical ParametersWITH Technical ParametersTHEN User experience
QoE – example
IF <Cummunication situation>
User group = Travelling sales people
Environment = In parked car
Task = News reading
USING <Service prescription>
Terminal = Laptop PC
Service = Internet ExplorerService = Internet Explorer
WITH <Technical Parameters>
1 Mbps, 200 ms latency, TCP-IP, HTTP
THEN <User Experience>
User satisfaction = good
Task efficiency = acceptable
Task effectiveness = very good
Who are the result users of QoE data?
• Strategic network planning• Sales• Marketing• System integration• Network testing• Development engineering• Technical research• HF research
Network operator• Sales• Marketing• Development engineering• Customer support• Technical research• HF research
Equipment manufacturer
• HF research
• Service creation• Service host• Service operator• Service support • Sales• System integration• Terminal testing
Service provider
Stakeholder consultation
Apr 05 – Telenor (User Experience)
Aug 05– TANDBERG (N)
Sep 05
IMTC SuperOp– Cisco (USA), Dilithium (USA), Emblaze (IS),
Ericsson (S), France Telecom (F), Nokia (FI), PacketVideo (USA), Polycom (USA), RadVision (IS), Real Networks (USA), Siemens (D), SonyEricsson (S), …
Apr 08– Telenor (Operations, Nordic)
May 08– Sonofon (DK)
Sep 08– ITS AG9 (S), STQ#29 (N), TANDBERG (N)
Oct 08– Ericsson (N)
Nov 08– France Telecom (F), Promonte (MNE)
STF 284 STF 354
Siemens (D), SonyEricsson (S), …
Nov 05– Dilithium (N), Paradial (N)
Jan 06– British Telecom (GB), France Telecom /
Orange (F), Telefonica (ES)
Feb 06– Nokia (N)
Mar 06– WayFinder (S)
Jun - Nov 06– Telenor (HSDPA, MobileTV)
– France Telecom (F), Promonte (MNE)
Dec 08– NTNU (N), Uni. of Oslo (N)
Feb 09– NTNU (N), Uni. of Oslo (N)
Mar 09– Capgemini (N), Telenor (MobileTV)
May 09– Vodafone (D)
Jul 09– France Telecom (F)
QoE has a larger audience than QoS...
… ”I would be surprised if any Chief Marketing Officer or Sales Director would use it”…
Why?- 80% of senior business leaders think their organisation
deliver great experiences
- Only 8% of their customers agreeSource: Survey, Bain & Company, 2007
- 82% churn due to frustration over the product or service- 90% do not complain before churning
The 5: 4: 1 tendency
- 90% do not complain before churning
- 1 frustrated customer tells another 13- For each calling about a problem, 29 never callSource: Soldani et al. QoS and QoE Management in UMTS, John Wiley & Sons,, 2006
QoE data structure
IF Communication SituationUSING Service PrescriptionWITH Technical Parameters (QoS)WITH Technical Parameters (QoS)THEN User experience (QoE)
So...
• The marketing people need measures to detect services that will be rejected or not used.
• The salespeople need arguments why their services create good user experience.
• Technologists need a relation between their QoS and how good this is for the users.users.
• The mindset of QoE should be reflected in all standards, including ETSI.
6 Not able to retain a session
4 Have coverage, network not working
5 Not able to start a session
7 Reach for good Quality of the user experience
network not working
2 User Interface problem
3 Outside coverage
1 Terminal not working
Telenor DK speedometer
Measured DL time: 17sek4,5 MB
User experienced bitrate:4,5MB *8= 36Mb
23
4,5MB *8= 36Mb36Mb/17sek= 2,2 Mbps 17sek
Surfing
Reading newsAftenposten (N)Telenor Mobile BroadbandMeasured download:1,4 MBMeasured DL time: 20 sek
User experienced DL speed:
24
User experienced DL speed:1,4*8=11,2/20 sek ~0,56 Mbps
0 5 10 15 20 25 30 35
Surfing newsreading
Speedometersec