1. Calidad de Red en Latinoamerica
Cambiamos nosotros y cambiamos a nuestros clientes
Rafael Andrade
Business Development Manager – Latin America
SSO Mobility Manager - Latin America

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Latin America has Changed…
2012 GDP Growth in Key
LATAM Markets (% YoY)
Argentina 1.9
Brazil 0.9
Chile 5.5
Colombia 4.0
Ecuador 5.0
Mexico 3.9
Panama 10.7
Peru 6.3
Venezuela 5.5
2012 GDP Growth in Key
Emerging Markets (% YoY)
China 7.8
India 6.5
Russia 3.4
South Africa 2.5
Turkey 2.6
2012 GDP Growth in Key
Mature Markets (% YoY)
France 0
Germany 0.7
United Kingdom 0.2
United States 2.2

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Not your Dad’s Latin America… It Evolved…
From here… to here…
Thanks to:
 Austerity
 Predictable
monetary policy
 A stable
political
environments
Brazil Case:
Cardoso’s “Plano
Real” a Blue Print
for Stability
■ Hawkish and
uncompromising
on inflation
■ Floating
exchange rates to
absorb
imbalances
■ Demonstrated
fiscal discipline
0
5
10
15
20
25
30
35
40
45
50
Brazil
Mexico
Peru
Source: Frontier Strategy Group MarketView Platform
Robust Recovery is the Reward for 15+
Years of Policy Reform

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7 Billion
1.6 Billion+
60 Billion
Total app downloads Mobile-connected devices by 2015
Downloads of “Gangnam Style” video
70 Million
Apps downloaded daily

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Traffic Patterns Have Changed…
Who knows who this creature is?

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Traffic Patterns Have Changed…
 Generated more than 25 PetaByte of data downloads in
less than 100 days
– Uploaded to YouTube on July-15th 2012
– By Oct 22nd 2012 had been viewed 520Million times. To date,
more than 1.6 Billion downloads.
– 4min video generate 50MB on average (20-175MB pending
resolution)
 More than 25PetaByte of data downloads since July 15th
 Average of 24Gbps since July-15th
– How much of this has been over Mobile Networks?
– How much can be optimized with content caching in the RAN?
 Which operators are prepared for the next 25 PetaByte?

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Traffic Has Changed & it is Your Problem...
80% of Top 10 Global Internet Properties are Made in USA…
Yet 81% of the Users are Outside of USA

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 More users demand more from data networks than ever before
 They need more than operators plan for
 We must monitor, follow and understand our users
– Predict their next steps with proper testing & planning
– Uncovering spare capacity and identify revenue potential
Consumers Have Changed…
• The Average Android
has 35 apps
• The Chattiest apps can
generate up to 2400
messages / Hour
• One app request can
generate 20+ messages
in your network

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Increase Revenue & Reduce
Churn
Operators Have Changed… But How?
Lower CapEx &
OpEx
Enable New
Services

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Soft HO
Voice
QualityI-RAT
HO
Packet Errors
VoIP
QoS
Session
QoS
Content QoS
Inter System HO
Inter Network QoS
Value Add
Pre-Paid
Profile
Issues
Access
Failures
Processes Have NOT Evolved Enough...

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1. Test Vendors, NEMs and Third Party Providers must
answer and deliver adequate solutions… not just tools.
2. Operator Processes must evolve to be proactive instead of
reactive
3. Must focus on Quality:
1. Quality of Service
2. Quality of Experience
3. Customer Service Experience Management
4. Must stop collecting data and instead seek correlated
INFORMATION and KNOWLEDGE
Quality must be at the CENTER of all
activities in the network operator
How is This Problem Solved? Four Steps
There is no QoE without QoS!

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As a minimum, Test Vendors must provide the following:
1. Where is the impact?
2. Who is impacted when?
3. How much money is the operator losing?
4. How are services being impacted?
5. Which area should the operator focus on first?
6. How to Proactively perform customer retention?
7. How do we proactively help manage VIPs and SLAs?
8. How do we deliver a healthy network that is driven by
customer focus?
Challenge your vendors to focus on and
minimize Customer & Service Impacting Issues
All Vendors Must Answer...

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Making it Work
Lets begin with the RAN

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FIBER BACKHAUL
SM
OTDR,
Inspect,
Power,
Loss,
VFL
Monitor
Tower FIBER
MM
OTDR
,
Inspect,
Power,
Loss,
VFL
SM
OTDR
Inspect,
Power,
Loss,
VFL
Intra-Equipment
FIBER
(Between demarcs) Serving
Office
Inspect
Tower FIBER
Making it Work – Backhaul Certification

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Value Points
• Tests the customer experience
not just the lower layers of the
transport
• Uncover QoE issues related to
TCP Window sizes, buffer
overruns, and policing effects of
bursty data
Provider Network
Three (3) traditional
streams
TrueSpeed: up to
64 TCP sessions
Making it Work –Backhaul Certification

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BACKHAUL
E1,
T1,
Ethernet
Analysis
TRANSMISSION
SYSTEM
Cable
&
Antenna
Analysis
AIR INTERFACE
Signal
Analysis
Spectrum
Analysis
Interference
Analysis
MulFpath
Analysis
RADIO
PERFORMANCE
Power
Measurements
Signal
Analysis
Spectrum
Analysis
Making it Work – RBS Certification

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(b) Indoor Use Model (In Building)!
Laptop PC and Phone / Receiver equipment
in backpack or Test Phone"
(a) Outdoor Use Model!
Attended Drive Test with laptop PC and
Phone / Receiver equipment in moving
vehicle
Corrective!
Actions!
Optimization!
Process!
Drive Testing!
(Outdoor / Indoor!
Post Processing!
Data Analysis!
Customer/Network!
Trouble ticket,!
Initial Planning,!
Optimisation!
1
3
24
Making it Work – Service Certification

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Making it Work – 3 Steps & NB/eNB is Ready
BackhaulCert
Fiber Cleaning
Backhaul
characterization
RFC 2544, RFC
1564, and True
Speed
One button pass
fail test
One page report
RBSCert
Radio
performance
direct connect
Air interface tests
Signal analysis
Transmission
tests
One button pass/
fail test
One page report
ServiceCert
Site
commissioning
tests
Handover tests
Service
sequences
Voice Quality
Go-no-Go
One page report

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Making it Work – Quality is Key!
COST
QUALITY
QUALITY
COST

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Conclusions

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An Example of what Quality can do...
Toyota Motor Company

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An Example of what Quality can do...
• Quality Control is a key part of ALL activities
• Their goal was to become a standard in their market
• They always intend to exceed all customer needs
• All employees have two roles:
• Their Job
• Quality Assurance
• At Toyota, total quality control is carried out using two basic
principles:
• Quality is built in at every stage
• Quality is continually improved

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An Example of what Quality can do...
• At Toyota, the quality of the completed vehicle is greatly
dependent upon a reliable supply of high quality parts,
processes and materials.
• Toyota’s philosophy is to establish a long term working
relationship with its suppliers, through early selection and
continuous joint development
• The company always seeks to reduce costs by increasing
quality and efficiency
Toyota’s culture places humans at the center of the company. As such, the
company will be imperfect, and there will always be room for improvement.
Thus, Toyota’s model mirrors human creativity. Can you say the same about
your company?

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 Operators… Challenge your Test Vendors to deliver
solutions that truly add value to the business & end users
 Operators… Challenge the NEMs to deliver infrastructure
that is ready to meet the market and user expectations
 Operators… Undo some of the outsourcing… take
ownership of key technical areas of your business
 Regulators… make demands to operators that are relevant
to the time we live in…
Conclusions – We Must Challenge Ourselves
Challenge yourselves to evolve… to deliver high
value to end users… to focus on quality… to be the
Toyota of Telecom…

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THANK YOU FOR YOUR
TIME AND ATTENTION