CASE STUDY

How Vodafone Ireland Manages its Network and Customer Experience with Tellabs Insight AnalyticsSM Services
Vodafone Ireland is about to give its customers something that all mobile subscribers around the world would love to have a near-perfect experience on the mobile Internet, each and every time they log on. The Dublin-based operator is deploying Tellabs Insight AnalyticsSM Services to help manage not just its network, but its customers experiences as well. With the information gathered by Tellabs Insight Analytics Services, Vodafone Ireland can measure the service performance and use those measurements to do a lot more than simply add capacity or apply a band-aid x. Engineers can perform precise capacitymanagement tasks and root-cause analyses and solve underlying network problems. Kevin ONeill, head of transmission planning and network engineering at Vodafone Ireland, said, By analyzing the data generated by our own network, we will have the ability to view the bigger picture and take action on correlated information that has the highest impact on service performance, which drives customer quality of experience. With Tellabs Insight Analytics Services, Vodafone Ireland will be able to troubleshoot network issues faster. This will help us prevent network outages and provide adequate bandwidth capacity to our customers when and where they need it. If current growth rates are any indication, Vodafone Ireland customers will want more network capacity. As of mid-year 2012, Vodafone Ireland had 2.2 million mobile customers, and the number of customers using smart phones had grown by 56% from the year before. More than half of its customers use the mobile Internet, logging on through tablets, smartphones and notebooks. Jonathan Abon, Tellabs Insight Analytics Services product line manager, said that if analyzed appropriately, all this information contains a tremendous amount of actionable intelligence, which operators can apply in areas such as capacity management and planning, fault analysis, root-cause analysis and trend/predictive analysis. The problem is, these data sets are so large, can come from different sources, change so quickly and move so fast that the processing architecture and capacity of existing database systems or vendor-specic analytics solutions just cant handle them, Abon said. So we designed Tellabs Insight Analytics Services to overcome these limitations and help operators obtain the operational and competitive advantages contained in all that information.

A software-as-a-service approach to analytics

Using a software-as-a-service approach to analytics, Tellabs Insight Analytics Services unlock the value of network data via a combination of domain expertise, knowledge of advanced enterprise analytics, software development and management of technical infrastructure. Abon explained that legacy network-analytics tools collect data from only one sourcea small portion of the network or a specic vendors equipment type. This bottom-up approach was never designed to accommodate the enormous trafc volumes traversing todays mobile network or customers high expectations for their devices, applications and data services, he said. He contrasted that with Tellabs Insight Analytics Services, which collect data from multiple network elementsregardless of element vendorand backofce systems across the network. Combining datawarehousing and data-mining capabilities with an analytics or logic layer and a front-end presentation layer, Tellabs Insight Analytics Services deliver comprehensive views of the network.

Extracting Value from Network Data

As ONeill noted, networks of operators such as Vodafone Ireland, along with those of enterprises in other industry sectors, generate an enormous amount of data. Such data include, but are not limited to:
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dynamically changing topology of the network end-to-end performance of each logical path across backhaul networks and technology domains multi-vendor node-level performance service performance from each enterprise customer.
Today, it takes most mobile operators 5 to 48 hours to determine the root cause of a network problem

Now, operators can use Tellabs Insight AnalyticsSM Services to diagnose root causes in a few clicks

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Tellabs enables operators to: n Gain a big-picture view of network performance n Speed troubleshooting n Find root causes in a few clicks, instead of hours or days n Correlate network performance and user experience n Strengthen network planning

See tellabs.com for more information about Tellabs Solutions

2 HOW VODAFONE IRELAND MANAGES ITS NETWORK AND CUSTOMER EXPERIENCE WITH TELLABS INSIGHT ANALYTICSSM SERVICE

A holistic view of network statistics

A comprehensive view of the network enables operators to look at the overall service performance and how it affects the customers quality of experience. Service performance involves a holistic view of network statistics as they relate to a specic customerfor example, capacity or dropped packets in the specic data path from the base station through the backhaul to the radio network controller. Armed with such an analytics solution and the end-to-end view of service performance, operators can see how the networks behavior actually affects their customers, Abon said.

CORE CAPABILITIES OF INSIGHT ANALYTICS SERVICES Responding to operators needs for this type of advanced analytics solution, Tellabs Insight Analytics Services features numerous capabilities and corresponding benets, including: transport core competency: provides a deep understanding of circuit- and packet-switch networks secure network and customer data: protects and uses collected data for the benet of the operator timely and current network status: representation of up-to-date performance, correlated with network topology scalability and extensibility: solution grows with network and extends to different parts of network automated data collection: for faster, more accurate extraction of specic network data vendor- and system-agnostic: correlation of data across multiple vendors/systems for deeper insight into network performance historical behavioral trends: deeper understanding of network for well-informed planning and expenditure decisions managed operational services: eliminates need to manage and operate yet another tool minimal network impact: software-based technology minimizes impact of CPU and memory processing on network deep packet inspection/probe not necessary: minimizes or avoids altogether need for additional hardware to collect data end-to-end correlation: for a holistic understanding of network performance from radio to core consultative services: single point of contact helps extract more value from the solution

Analytics drive top-notch customer experience

To help them manage the customer experience, operators need an analytics solution that can deliver 3 critical capabilities: Network differentiation through high performance: Because the customer experience is directly linked to network performance, operators need tools that can develop and report transport key performance indicators (KPIs) related to customer experience. Service-oriented view of packet transport network: Managing end-toend performance across access-backhaul networks and technology domains (microwave Ethernet and MPLS) demands a strong correlation between transport logical layers and mobile services. Network characterization and optimization: Comprehending network behavior as new services originate enables operators to not only optimize the transport network resources but also develop the IP transport infrastructure in a cost-effective and timely manner.

Great customer experience means customer loyalty

In a ercely competitive marketplace, operators must look rst at overall service performance and then manage their networks to deliver a near-perfect customer experience, Abon said. With Tellabs Insight Analytics Services, operators can position themselves to achieve that goal and several additional benets as well, including more efcient network planning, reduced operating costs and the ability to create services tailored to the individual customer. The ability to provide a near-perfect mobile Internet experience, Abon said, helps operators further strengthen their relationships with their customers.
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CPU: Central Processing Unit IP: Internet Protocol MPLS: Multi-Protocol Label Switching

This article rst appeared in Insight magazine Q1 2013 subscribe to Insight magazine at www.tellabs.com/insight
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