Page 24 - Mobile World Daily - Day 2

ADVERTORIAL

Boosting QoE up
to maximize ROI

NEC’s Traffic Management Solution is the Answer. Masanobu Yamaguchi,
Senior Vice President,
NEC

As mobile users’ cravings for anything As for ROI maximization by cost
mobile increase, communication reduction, TMS can reduce traffic volume

service providers need a considerably by activating technologies
comprehensive traffic optimization such as video optimization and web

solution that can maximize their return optimization. In fact, one of the Tier 1
on investment, by boosting QoE to CSPs reported a 30% reduction in traffic

increase revenue and by using network after utilizing TMS. Furthermore, TMS
resources efficiently to reduce costs. can eliminate spike of traffic by its

congestion-aware optimization

CSPs are facing fierce competition, but technology. It enables CSPs to differ

are also under pressure to invest more network investment required to handle

heavily in network infrastructure to peak traffic.

accommodate ever- increasing demand for In summary, reducing traffic through

mobile data traffic. CSPs are having to TMS can help CSPs utilize existing network

invest in their existing networks to improve facilities more efficiently, and reduce the

coverage and throughput, and spend amount of CAPEX required to expand

significant amounts to migrate to LTE networks. In addition, network efficiency

networks. But, in reality, CSP revenue is achieved by network functions

not expected to increase sufficiently to virtualization combined with TMS will be

recoup that level of investment. additional CAPEX/OPEX savings for CSPs.

Furthermore, broader coverage and higher CONCEPT OF TRAFFIC MANAGEMENT SOLUTION

throughput are just not enough to beat the TMS helps CSPs improve their network performance with three elements in traffic WHY CAN NEC PROVIDE THE MOST

competition. Recent trends show that video management cycle; 1) Traffic Optimization, 2) Network Performance Visualization, COMPREHENSIVE SOLUTION?

traffic constitutes more than half of total mobile and 3) Network Analysis. With its unique TMS composed of three

data traffic. So, one of the most important key elements, NEC can provide solution for CSPs

performance indicators is to enable smooth • Traffic Optimization: There are two types of technologies for maximization of ROI; to dominate tough competition by boosting

video playback that satisfies end users. one is to boost QoE and the other is to reduce traffic cost. Technologies to boost QoE up and maximizing ROI through revenue

QoE are TCP optimization, policy-based optimization and congestion-aware increase and cost reduction.

WHY IS QoE SO CRITICAL TO optimization. Technologies for cost reduction are video and web optimization. As an ICT solution provider with a wide

NETWORK PERFORMANCE? range of products for CSPs, NEC has

Today’s end users are very sensitive and • Network Performance Visualization: In addition to network performance gained long and deep experience in the

finicky about QoE. They demand fast-starting measurement results with KPIs, traffic and network status with their fluctuation telecom operator business and it enables

and claim smooth video playback without from time to time and from place to place can be visualized in real-time. It shows NEC to provide enhanced and

stalling. End users often do not have the not only information for network as a whole but also those classified by comprehensive solutions for CSPs.

patience to wait a few seconds for video OTT/application or by individual end user. For instance, traffic volume flowing from Beside TMS, NEC is focusing on NFV.

playback to begin, and frustrated users will particular OTT, OTT access ranking, network usage tendency of particular devices NEC considers that it is important for NFV

tend to shift to other CSPs in search of better to allocate necessary network resources

QoE. In order to retain existing end users and • Network Analysis: By analyzing the amassed real-time visualized data, CSPs can flexibly and dynamically depending on

acquire new ones, CSPs need to continuously shorten time for their planning considerably; identifying suitable improvements to traffic and network status. NFV can be

monitor and improve QoE. In a nutshell, networks such as control of traffic optimization and network designing of RAN. further enhanced by integrating with TMS

improving QoE in network performance is the Information about user behavior and statistical traffic data can be also used by and real-time OSS. TMS analyzes real-

key to win the competition. marketing personnel when discussing new business models. time traffic and network information, and

real-time OSS utilizes such information to

WHAT ARE THE KPIS TO IMPROVE automatically control network resources,

NETWORK PERFORMANCE? including virtualized TMS. NEC is

CSPs have been using network coverage and throughput to measure network integrating NFV with TMS and real-time OSS provided by NetCracker and will

performance. However, QoE must be considered as the most important KPI to grasp commercialize it in 2015.

network performance. NEC defines network performance as a combination of three KPIs;

1) network coverage, 2) throughput, and 3) QoE. With its unique technology, NEC

successfully realized measurement, quantification and visualization of QoE in addition to Another significant advantage is

network coverage and throughput through its Traffic Management Solution. NEC's ability to construct integrated

solutions with NetCracker

HOW TO MAXIMIZE ROI? Technology, the provider of end-to-

ROI can be maximized by increasing revenue and/or reducing costs. CSPs using TMS to end Orchestration, systems

improve QoE can lower churn rates and attract new users and, consequentially, end up integration and delivery services. Together, NEC and NetCracker can offer added value

increasing their revenue. In addition, boosting QoE is proven to boost ARPU from traffic usage at by incorporating traffic management, BSS/OSS and telecom-carrier SDN/NFV solutions

the same time. As a matter of fact, one of the Tier 1 CSPs commented that their traffic volume into the specific unified traffic optimization systems that mobile operators require to

increased by over 10% after QoE improvement by TMS. Users of the QoE-improved network can improve the quality of experience across networks and impress end users.

view video stream smoothly without stress. Users then view more videos, resulting in increase in

traffic volume and ARPU. www.nec.com/sdn

PAGE 24 Tuesday 3rd March MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com