leading cem into 5g - rohde & schwarz · pdf file leading cem into 5g ken poh, principal...
TRANSCRIPT
Security Level:
www.huawei.com
Leading CEM into 5G
Ken Poh,
Principal Business Architect
CEM Solutions, South Pacific Marketing Dept
Huawei Confidential
Differentiation
Re-architecting
Netw
ork
-based
E
xperien
ce
Operations and Infrastructure Re-architecting
Network Evolution & Operations Improvement
RO
AD
S E
xperien
ce
• New user• New market
Cloud
APPs
5G – What could happen?
• Increase in demand for speed – 10Gbits/s
• 5G - 6 sec to DL 8G HD Movie
• Increase in users – 1 million per SqKm
• Reduce in Latency – 1ms
• Platform for new applications, industries, IoT
DEMAND will Drive us into 5G !!
Huawei Confidential
• Research cited
network
performance is a key
contributor to Network
NPS, Service
experience & directly
implicate Operator’s
Revenue &
Profitability
• Understanding the
customer behaviour
• Improve Subscriber
retention rate
• Require capabilities to
identify high value data
• Deep End User profile
required to support Planning,
Operations, Customer Care
Marketing, Important Events,
etc
• Do we understand our
customer?
• Customer experience is
difficult to evaluate
• Require proactive customer
care
B. Service
Quality
A. Customer
Insights
C. RetentionD. Customer
Experience
Huawei Confidential
TM Forum Customer Life Cycle Model
First-pass of what can be made zero-stop, use Level 0M
an
ag
e p
rofile
/se
rvic
e
Se
lect
Pro
du
ct/se
rvic
e
Ob
se
rve
Le
arn
Re
act
Re
qu
est
de
tail
Re
se
rve
Pla
ce
ord
er
Re
ce
ive
Use
Re
vie
w u
sa
ge
Eva
lua
te u
sa
ge
Re
ce
ive
he
lp
Re
ce
ive
re
so
lutio
n
Re
ce
ive
no
tifica
tio
n
Veri
fy o
r dis
pute
To
p-u
p/P
ay
En
ha
nce
se
lecto
ion
Re
ne
w c
on
tra
ct
Re
fer
pro
du
ct/se
rvic
e
Ga
in lo
ya
lty
Fe
ed
ba
ck
Dis
co
ntin
ue
1. Buying 2. Using 3. Sharing
Be Aware Interact Choose Consume Manage Pay RenewRecomm
endLeave
Advantages • Comprehensive
• Industry standard terminology
• Several levels of progressive detail
Level 1
Level 2
TM Forum provides useful map of operator/customer interactions
Level 0
Huawei Confidential
Heavy Users 33%
•Want• Better Coverage
• 62% would pay more
•Higher Data Rates
• 58% would pay a premium
•Attribute•Multiple Devices
• 83% own or plan to buy a tablet
Value Chaser 18%• Want• Cheap Price
• 68% would churn due to price
• 35% would tolerate advertising
• Free Wi-Fi
• 63% Use when available
• Attribute• Lowest CLV
• Lowest ARPU
• 19% Annual Churn
Entertainer 16%
•Want•High Data Speeds
• 72% Rate as Top Priority
•More Content
• 51% seek and pay for more HD Video
•Attribute• Low Loyalty
• 22% Annual Churn
• 33% Regularly post negative experiences to Social Media
Socializer13%
•Want• Reliable Data
Coverage
• 70% would prefer not to seek out wi-fi.
• Reliable App performance
• 61% Access Social Network Apps Daily
•Attribute•Highest CLV
•Highest ARPU
• Lowest churn rate
• 62% not churned in last 3 years
• 50% regularly share positive experiences
Business Elite 11%
•Want•Good Network
Quality
• 67% rate as Top Priority
• 33% of churn due to poor voice quality
• Better Care
• 36% would pay a premium
• 21% Very dissatisfied with Call Center
• Connected Car
•Wanted by 38%
•Attribute•Worst Network NPS
Family Focused
9%•Want• Better Coverage
(Particularly at home)
• 58% would pay premium
• Better Loyalty Programs
•Only 22% are satisfied
•Attribute•Hard to Please
•Only 34% consider expectations met
Source: Huawei CETC 2014, Sample = 3100
Huawei Confidential
CEM VALUE PROPOSITION ARCHITECTURE
LOYALTYBRAND PROFIT
EXPERIENCE ENHANCEMENT
EFFICIENCY IMPROVEMENT
$ECONOMIC
VALUE ADDED!
RISK MITIGATION
VISION
VALUE
USE CASE
Use Case For OperationsUse Case For OperationsUse Cases For Operations Dept.
Use Case For OperationsUse Case For OperationsUse Cases For Marketing Dept.
Use Case For OperationsUse Case For OperationsUse Cases For Planning Dept.
Use Case For OperationsUse Case For OperationsUse Cases For Customer Care Dept.
Use Case For OperationsUse Case For OperationsUse Cases For CE Dept.
Use Case For OperationsUse Case For OperationsUse Cases For Other Dept.
Huawei Confidential
APPLYING CEM TO SMART CITIES with the operator as the “Experience Integrator”
Benefits CSP: Gains new revenue streams as part of the smart city eco-system
Citizen: Harmonious digital experience encourages smart city expansion
Smart Building
Smart Government
Smart Transport
Smart Connectivity
Smart HealthCare
Huawei Confidential
Driven by Targets, Marketing & Network Insight
Key Business Objective
Accurate
Investment &
Actions
Reliable Data
Experience
Good Service
Quality
User Migration
to 3G/LTE
Improve Indoor
coverage
penetration
Increase revenue
Growth by 1x%
High Value with Good
CE: Drive Sales
Low Value with Good
CE: Drive user awareness and
marketing
High Value with Poor
CE:Improve Experience with
investment
Low Value with Poor
CE: Strategize actions
Poor GoodPotential & ValueL
ow
Hig
hQ
ua
lity &
CE
Drive Sales
Drive Experience & Quality
Defining high value user and potential development area
Focus and Segmentized Approach
Huawei Confidential
VALUE
4G User Migration Promotion Support
DELIVERABLE
C
4G Device but 2/3G Traffic
Only
4G Devices only have
traffic in 2/3G network
Heavy 3G Device Users3G Device with high
traffic in 2/3G network
Heavy 2G Device Users2G Devices with high
traffic in 2G network
• Precise promotion with higher success convert rate, save campaign cost and improve revenue
• User insight, segmentation result (list)
• Precise promotion suggestion (user behavior, location & time)
Dependencies
• User package information to support more accuracy promotion suggestion
Huawei Confidential
6D Modeling to identify accurate
investment locations
User
Complaint
Coverage
Terminal
Traffic
Revenue
Value
Cost
Accuracy
"Can the web page be opened?"
"How long does it take for the web
page to respond?"
"Is the web page completely
opened?"
"How long does it take for me to
watch my wanted content?
Key user experience points Accessibility Integrity
Where high value
users frequent?
Understanding high
value user
10% of users generating
69% of traffic
What services are
they using?
How is their
experience?
Targeting the high Value user
High value user hotspot
Migrating users to LTE
Right POI with Right Investment
Decision Making Excellence
Huawei Confidential
Business Driver
Business Metric
Objective
Customer
Lifecycle
Data Source
1. Prioritize network investment by correlating customer experience & revenue generated by subscribers.
1. Prioritize of site optimization
2. CAPEX investment
1. Increase ROI – Site Expenditure
2. Decrease customer lost
1. Consume
1. Network Probe2. CRM
CUSTOMER EXPERIENCE
High
Low
VALUE
High
Low
CEI > 60
Zone 1
Zone 4
Zone 2
Zone 3
* K Subs.(29%)
* MUSD(60%)
* K Subs.(63%)
* MUSD(31%)
* K Subs.(3%)
* MUSD(6%)
* K Subs.(5%)
* MUSD(3%)
Value/ Experience Classified
Model
Sites Ranking Model
Network
Performanc
e
Customer
Experience
Value
Network
Centric
Critical Inputs Modeling Dimensions
Site
Rankingf(x)
Modeling
Service KQI
ARPU
Zone 4 Target SitesTraditional investment
focused on network KPI
23.7%Matched with Traditional KPI Focused List
Huawei Confidential
Business Driver
Business Metric
Objective
Customer
Lifecycle
Data Source
1. Proactively identifying areas within network which causeinbound roamers failing to connect to Celcom network
1. Prioritize of site optimization
1. Increase Revenue – Roaming traffic
2. Decrease customer lost
1. Consume
1. Network Probe
Huawei Confidential