Procera's Cam Cullen, VP of Global Marketing @ STCE 2015

1. Fight Back Against ISP
Scorecards
Procera
VP of Global Marketing
Cam Cullen

2. Anyone Seen This Before?
Interesting…
But not Actionable

3. What about this one?

4. OTT Providers are Winning the
PR WAR on Performance

5. However
Speed Quality

6. FCC Network Neutrality
“With respect to network performance, we adopt the following
enhancements:
- The existing transparency rule requires disclosure of actual network
performance. In adopting that requirement, the Commission mentioned
speed and latency as two key measures. Today we include packet loss as a
necessary part of the network performance disclosure.
- We expect that disclosures to consumers of actual network performance
data should be reasonably related to the performance the consumer would
likely experience in the geographic area in which the consumer is
purchasing service.
- We also expect that network performance will be measured in terms of
average performance over a reasonable period of time and during times
of peak usage.
Source: page 73-74 of FCC-15-24A1, Emphasis Added

7. Exploring Subscriber
Experience Metrics

8. Take The Subscriber’s Perspective

9. Throughput/Bandwidth/Speed
Application Type Throughput Needs
Web Needs short bursts of download performance
Video Sustained throughput delivers good quality
Social Media Needs short bursts of download/upload performance
Gaming Most games do not require high bandwidth
Upload Sustained bursts of upload performance
Download Sustained bursts of download performance
Voice Low throughput requirements

10. Latency
Application Type Throughput Needs
Web High latency leads to slow page load times
Video Not usually a concern except for initial loading of video
Social Media High latency can slow interactive sharing experience
Gaming High latency leads to lag in real-time games
Upload N/A
Download N/A
Voice High latency leads to poor voice experience

11. Packet Loss
Application Type Throughput Needs
Web Packet Loss can lead to slow page load times.
Video Less sensitive to loss unless it affects throughput
Social Media Packet Loss can slow interactive sharing experience
Gaming Packet Loss leads to lag in real-time games
Upload N/A
Download N/A
Voice Some loss can be tolerated, high loss leads to perceived
latency

12. Collecting SX Metrics
• Sampling
– Does not provide consistent data for entire footprint
• Active Probes
– Can affect the actual performance of network, especially
during peak hours
• All subscriber traffic, all the time
– Meets FCC guidance:
• Actual customer experience
• Over reasonable period of time
• During Peak Usage

13. Measuring All Traffic, All the
Time Enables an MSO to create
their own ScoreCard

14. Putting it All Together
Application Type Throughput Latency Loss
Web Needs short bursts of
download performance
High latency leads to slow
page load times
Packet Loss can lead to
slow page load times.
Video Sustained throughput
delivers good quality
Not usually a concern
except for initial loading
of video
Less sensitive to loss
unless it affects
throughput
Social Media Needs short bursts of
download/upload
performance
High latency can slow
interactive sharing
experience
Packet Loss can slow
interactive sharing
experience
Gaming Most games do not
require high bandwidth
High latency leads to lag
in real-time games
Packet Loss leads to lag in
real-time games
Upload Sustained bursts of upload
performance
N/A N/A
Download Sustained bursts of
download performance
N/A N/A
Voice Low throughput
requirements
High latency leads to poor
voice experience
Some loss can be
tolerated, high loss leads
to perceived latency

15. “Grading” Performance
Score Throughput
A Awesome experience
B Almost perfect, but some slight impairments noticed
C Good experience but noticeable impairments
D Usable with frustrating impairments
E Really poor
F Unusable

16. Network Experience Scoring

17. ScoreCard Uses
• Reporting to regulators on network performance
with actual subscriber metrics
• Marketing to subscribers
– Targeted service offerings “Good for Gaming!”
– High Value SLA-based offerings
– Scoring Service Plans by performance “An A for Video”
– Touting network capabilities
• Improving the network where deficiencies occur

18. cam.cullen@proceranetworks.com
Cam Cullen