Telecommunication systems are becoming increasingly complex, and maintaining or improving performance across diverse technologies in a multi vendor environment creates a major challenge for any operator. The increased popularization of smartphones and the rapid development of new services and applications require increased vigilance to anticipate the impact of current and planned network resources. In addition, operators are constantly challenged to improve the network service quality to meet their customersâ€™ expectations while controlling their operational costs. Huawei Global service understands these challenges and have developed a framework to establish a collaboration for business excellence.
1) Aligning the E2E customer experience management of networks, services, end users, and business objectives. This is accomplished by ensuring compliance with industry standards, accurately anticipating market trends, and improved operational practices.
2) Addressing the Transformation requirements of our customers. Through the outsourcing of service modules that deal with network maintenance, service provisioning, and process redesign, the evolution to the E2E next-generation managed services (MS) is centered on the increase of a total value of ownership (TVO) concept. This value can be achieved with a converged operations and maintenance (O&M) for the fixed and mobile networks, integrated IT and CT operations, improvement of service quality, and extended network maintenance of home devices.
3) Network stability and service quality should be continuously improved. This is necessary to cater to innovative trends in technical architecture, enhance customer perceptions and loyalty, with the ultimate goal to help operators achieve commercial success.
4) In order to remain competitive, operators must maximize their ROI. By deploying full-service networks, efficiently utilizing the entire spectrum of available resources, effectively capitalizing on the network coverage of multiple networks, promotion of all-optical and all-IP network evolution, and completing OSS transformation.
5) Conserving energy and reducing emissions to fulfill corporate social responsibilities. Assisting the operators to establish and maintain healthy eco- sustainable operations is a Huawei priority. Promoting innovation in energy management to achieve efficiency, integrated monitoring, conservation, and the identification of new energy resources are of prime importance. These efforts will bring new market opportunities and will receive our immediate attention.
6) As a result of ever increasing market competition, new business models (such as network sharing) emerge and promote closer collaboration between and among operators and their downstream suppliers. This requires complete openness and transparency throughout the entire industry chain.
Scope and Strategy
In the field of professional services, Huawei has always demonstrated a willingness to establish a strategic partnership with the operators. This collaboration ensures improved network and service quality which enhances customer experience. This also positions Huawei to promote our operational transformation concept while accelerating the adoption of the next generation network and service evolution. ROI is maximized through coordinated planning, and an efficient management of capacity and energy that is expanded to ICT services. Ultimately, operators will transform from network-oriented operations to operations centered on service quality and customer experience.
Drive Customer Experience Management
Customer Experience Management is a holistic approach with business objectives to lead system and process integration in a customer centric model.
However without a defined framework to properly interpret this insight the results are only meaningless numbers that simply add to the problem of Big Data.
Huawei believes that understanding the Customer Lifecycle is the key to implementing a true Customer Experience Management solution. All critical success factors required to evolve towards a CEM process starts from a thorough understanding of the customer. This customer insight enables the clear definition of the business objectives and metrics. A successful CEM transformation can only be accomplished through a true partnership with the operator with both parties working towards a mutually agreed upon goals for Service Quality improvement. This evolution must then include the transition to a service or customer centric process to accurately view the quality of service provided from the customerâ€™s perspective.
The customer journey links together all the interaction that take place between a customer and an operator over the life of their relationship. Each of these contacts represents an opportunity to delight the customers, as well as a potential problem for them. For this reason, Huawei has developed a comprehensive Use Cases reference library which contains definitive guide on how we would resolve a problem or capture an opportunity for each encounter.
By capturing the complete end to end view of the customer experience provided by the lifecycle data and then referencing it to the real life Use Cases Huawei can exploit the full potential of our CEM solution. This allows us to look across the entire life of the relationship between a customer and their operator, not only to identify pain points but also opportunities across the operator's organization enabling them to make informed decisions.
Excel at Operation Transformation
Huawei believes that a successful transformation requires operators to not only improve network quality and align service platforms, but to also re-evaluate their service operations and business models.
At the network level, operators should proactively prevent risks to improve network performance while lowering network operating expenses. At the service level, operators should align service provisioning through the Per Service Per User (PSPU) model to quickly locate network faults and guarantee service quality for VIP customers. At the business level, operators need new hosting business models and further development of their business intelligence (BI).
In response to these operator needs, Huawei has developed a comprehensive operation transformation plan to help to improve the efficiency of the network operations, align service platforms, redesign value-added services, build the industry value chain, and create innovative business models.
Enable Network and Service Evolution
The continuous advancement of technologies and new services drives network optimization and evolution. This covers a range of topics including service planning, maximized utilization of spectrum resources, coordinated network coverage of multiple frequencies and bands, all-IP network evolution, and OSS transformation.
The key to completing the transformation to an all-IP network lies in the smooth migration of all services and data. The integration and verification between equipment provided by multiple vendors is also paramount.
Huawei Global Technical Service (GTS) can equip operators with a simulated, all-scenario IP network evolution and professional integration tools. A team of experts help to realize efficient, secure delivery and facilitate future optimization and maintenance. This is achieved through customized consultation, plan design, and integrated simulation verification.
Spectrum resources play an essential role in the development of mobile broadband (MBB). However, operators often have insufficient spectrum resources that are also fragmented making them inefficient. Huawei considers GU/GL refarming an important approach to improve spectrum efficiency. TDD/FDD coordinated planning and co-carrier networking of macro and micro stations can help operators effectively expand network capacity with the same spectrum resources.
By leveraging Huawei's GU/GL refarming expertise, TDD/FDD coordinated planning capabilities, and Small Cell co-carrier design solutions, operators can realize maximum utilize of their spectrum resources and ensure optimized GSM network quality.
Huawei continuously strives to enhance their operational service competence to achieve global, centralized, and localized service delivery. Huawei has established the Global Service Center (GSC) in Romania, the Global Network Operation Center (GNOC) in India, Romania, and Mexico (under construction), the Service Operations Center (SOC) in Indonesia, and the MS Center of Expertise in Germany, India, and China. The first Global Network Evolution and Experience Center (GNEEC) has also been established in Beijing, China.
Looking ahead to 2013, the whole industry will continue to see profound changes. These changes will be driven by the introduction of new technologies, dramatic changes in network architectures, adoption of end user experience management, innovative business models and the need to re-evaluate current operational procedures. Huawei will closely collaborate with telecom operators and their industry customers to provide competitive, valuable service solutions and continuously bring business success to end users.