Empirix

Real-time analytics to understand

In collaboration
QoE and optimize end-to-end
with performance
A conversation with Robert Laliberte,
VP Marketing, Empirix
By Monica Paolini, Senza Fili

Profile
Empirix
Empirix has provided end-to-end network
monitoring and analytics since the company was
founded in 1992. It offers solutions to operators
and enterprises to reduce opex, strengthen
customer retention, and increase revenues.
Empirixs solutions cover multiple technologies
including VoIP, VoLTE, video, data, IMS, IM, and
unified communications using a single,
integrated architecture for data collection,
aggregation and mediation, analysis, and
visualization.
Empirix is committed to providing the following to
operators:
Visibility into voice and data network traffic,
for using a single data-collection device
Ability to combine, correlate, and enrich
network data with third-party sources to
provide intelligent data records to SON
systems
Access to information on customer analytics
(at the individual or group level), device,
location and services
Location-based services
Understanding of both QoS and QoE
Calculation of KPIs for:
Service access: can subscribers access
services?
2017 Senza Fili www.senzafiliconsulting.com
Service performance: what is the
experience for a specific service (e.g.,
voice, data, SMS, video)?
Service handovers: can subscribers
move within the network and keep the
connection active?
Ability to diagnose and address
performance issues
Dashboards, reports, and analytics that give
operators insights into customer and
network behavior
Multiple products address these goals:
E-XMS. A service assurance monitoring
solution for the end-to-end network that
mobile operators can use for
troubleshooting and diagnostics, and to
capture QoS and QoE. It enables operators
to access customer calls and data sessions
Empirix: Real-time analytics to understand QoE and optimize end-to-end performance
with high granularity, both in fixed and
mobile networks. E-XMS includes a
correlation engine, raw packet capture, and
filtering tools for root-cause analysis. It is
designed to reduce MTTR by reducing the
time required to analyze the data.
IntelliSight. A monitoring and analytics
platform that collects near-real-time data
and processes it to optimize QoE, network
performance and network operations. It is
designed to work in a multi-vendor
environment and to enable customization
of logic, KPIs, dashboards and work flow
designs.
Operators can use data analytics to better
understand and optimize network traffic,
and use subscriber analytics to uncover
individual or group KPIs and KQIs and to
correlate the data with CRM and
troubleshooting tools.
|2|

Empirix
Real-time analytics
to understand QoE
and optimize end-to-
end performance
A conversation with Robert
Laliberte, VP Marketing, Empirix
How can mobile operators deal with all the data
they have and optimize their networks, rather
than be overwhelmed? How can they get the
data they need, at the right temporal resolution
(milliseconds instead of days), and at the right
depth (from the end-to-end network, down to
the individual subscriber)?
Robert Laliberte, VP of Marketing at Empirix,
shared how Empirix correlates network data to
multiple use cases, both internal to the
operator and for third parties.
Monica Paolini: Robert, can you tell us what
you do in this area at Empirix?
Robert Laliberte: Empirix is a leading provider
of customer experience assurance solutions.
We provide all of the data collection probes
that go out throughout a service providers
network, collect all that voice and data traffic,
bring that in, correlate it, enrich it, and pass
that on for either real-time dashboarding or
2017 Senza Fili www.senzafiliconsulting.com
reporting, ad hoc reporting, or even sending
information to third parties.
The key behind what we do is the fact that we
have these multi-service probes that allow us to
collect every bit of information on them. Were
able to take that data and not just pass on all
the data because therere huge volumes of
data that come off a service provider network
but also do what were really focused on: being
able to provide the right data at the right time.
So were taking that data and correlating it to
the end-to-end call, for example, so customer
support will know this customers having a
problem at this point.
We are able to understand the traffic, so the
service provider can pass along location-based
services information, or can find a real-time
alert to a network problem thats causing a
problem with the quality of experience for an
individual subscriber.
Thats what were trying to do: take vast
amounts of data and roll that up into the
information, knowledge and wisdom that
service providers need to operate their
environments more effectively and efficiently.
Monica: Operators have always had access to
this data, but theyre only now learning to use
it. What has changed in the past few years?
Robert: In the past, there were separate voice
and data systems. You had data coming in, but
it got stuck in silos, and there was a lot of
swivel-chair management: How do we
correlate the information between the two
disparate systems?
Empirix: Real-time analytics to understand QoE and optimize end-to-end performance
One of the biggest advances has been to
intelligently collect and distribute the
appropriate information. As we know with
VoLTE, voice and data are on the same network.
What has evolved is the ability to rapidly
understand all that data and be able to
transform that into information and knowledge
that is meaningful to the service provider.
If we want, for example, to take all the data
thats traversing the network, and we want to
be able to correlate it to the actual end user, we
will also need to pull in information from CRM
and associate it with a user.
The key, for us, is working with the service
provider to understand what are the critical
KBOs and then building out the appropriate
KPIs, KQIs, so they get the information that they
want to see. Of course, they also need to be
able to drill down to an individual subscriber
level, not just macro level data like this cell
tower is out.
In this day and age, we really need to be able to
instantly pinpoint which subscribers are
impacted by a network challenge. Or if an
individual subscriber calls in to customer care,
we need to know whats going on with their
account immediately.
The biggest shift weve seen from the operators
is much more focus on the customer, many of
them refer to it as more customer centricity; its
whats driven a lot of this activity and the need
to be able to correlate all that data into a single,
easy-to-use interface.
Monica: Thats challenging, because you need
granularity of the data about the individual
|3|
subscriber, and at the
same time, about the
network.
You need to collect and
put together all this data
and relate it to the user.
How do you do that? In a
network, there are many
different sources of
information, different
vendors, different
systems. How can you pull
it together?
Robert: Its a really good question, because it is
a very complex environment. One of the keys is
to not be tied to any specific vendor when
youre deploying a probe solution. Everything
we do can work across any single vendor,
multiple vendors, heterogeneous environments,
because what were doing is polling the
network traffic. Were going directly and getting
all the information off the network traffic.
The key is sitting down with the service
providers, understanding their environment
completely, so that we can appropriately place
the data collection points to ensure that we are
collecting in all the right places, before the SBC,
after the SBC, things like that.
Or maybe out at the base station, at the RAN
tower, so we can collect that end-to-end
visibility. Thats one of the things weve also
seen evolving. Its not enough to have
information only from the core network. Service
providers also need to have end-to-end
visibility.
2017 Senza Fili www.senzafiliconsulting.com
The ability to collect data from the edge, back
through the core, and being able to correlate all
that call information end to end that is whats
becoming more critical.
It is complex. There is a lot that has to be done,
and you have to map it out correctly in order to
collect the right data. Again, our approach is to
start by understanding what the business
objectives are first, so we can go into the
network and understand that in order to get
this key indicator for this business objective, we
need to place collectors here, here, and here, in
order to provide that information to the
business.
Monica: The first step is to understand which
data to collect. But then you also need to
understand what data is relevant in that huge
amount that you collect. Most of it, its not refine that down, correlate it, and generate the
needed. Only a small fraction of it is.
Robert: Thats a great point. And to put an even
further refinement on that, its which team
wants access to what data. The troubleshooting
Empirix: Real-time analytics to understand QoE and optimize end-to-end performance
team wants to see detailed call ladder
diagrams, illustrating an end-to-end call, so they
know exactly where a problem is. The
marketing team wants to know what devices
customers are using, and maybe even where
theyre using them. The sales team is going out
to municipalities to say, Wouldnt you like to
understand the citys traffic patterns? We are
able to generate that information from the data
that is collected.
Thats where the power of our mediation and
correlation engine comes into play, as that is
where we transform data into valuable
knowledge. We help service providers to map
network data to useful information and
knowledge.
Of all the data that were collecting, we can
information that these organizations want to
have, by department. As I mentioned earlier,
customer care, for example, wants to be able to
look from an individual subscriber, or maybe
groups of subscribers, such as roamers.
|4|
Its about making sure that, once youve
ingested that information, youve got the
flexibility to appropriately segment it and to
provide the appropriate reports, dashboards,
etc., to the appropriate teams.

Monica: Basically, you get data from the front

sources, collect it, put it together, and then ship
it again. But its not just presenting the raw
data. Its presenting it in a way that is useful for
the operators. What do operators want in this
context?

Robert: What weve seen is organizations want

to be able to focus a lot more on the actual
individual customer. They want to be able to
take these vast volumes of data and drill down
to an individual-customer level, when they call
in for support, or they want the flexibility to be
able to analyze customers by group, whether
its their roamers or corporate, or their high-
value subscribers.

From the troubleshooting group, they want to
see more detailed analysis and to be alerted
more quickly when there is a problem. They
want to see that in real time, and they want to
be able to drill down and do the diagnostics.
They want the high-level alert, but then the
capability to drill down.
Its not about presenting all the information at
once. If they get the high-level alert that there
is a problem, they want to be able to drill down
and quickly find what theyre looking for.
Additionally, service providers want information
they can monetize. Theyve got this vast
amount of data, and they want to use it to
change or redefine their business model, and be
able to sell data for location-based services or
for real-time offer management.
Monica: In this context, how have the KPIs
changed? As you mentioned, voice is no longer
a separate service: VoLTE is both data and voice
at the same time. Does that change which KPIs
operators are paying attention to?
Robert: When you look at something like
VoLTE, it adds an additional layer of complexity.
If you have a solution thats just looking at the
data network, and one thats just looking at
voice, youre missing the complete picture on
VoLTE.
It comes in over the data network, but yet its
voice, so you need to do a lot of correlation to
make sure youve got the right KPIs and KQIs
that youre monitoring to ensure youre
delivering the greatest level of service.
It is also more than just QoS, which is about
network performance. Service providers want
to understand the quality of experience, or
rather the subjective experience that the end
user has.
Is our network performing great? is a
question that doesnt matter. What matters is,
Is the end user getting an acceptable level of
performance? If theyre not, thats when
theyre likely to leave and go to someone else.

2017 Senza Fili www.senzafiliconsulting.com Empirix: Real-time analytics to understand QoE and optimize end-to-end performance |5|
Monica: You also mentioned real time. If its
customer care, the operator wants to act as
soon as possible. What temporal granularity do
you need to have?
Robert: It really depends on what information
theyre looking for, and what levels of
correlation and information they want to have.
In some cases, for real time, what youre
looking at could be anywhere from a couple of
minutes to maybe 100 ms of delay.
If you want to deliver real-time offer
management or location-based services, we see
an increasing demand from the service
providers saying, Its great that were pulling in
all this information, but I need it in real time.
Any alerts for network issues have to be at the
sub-second, or millisecond resolution. Service
providers are looking for that alert to come
through as quickly as possible.
Some of the other information, for instance
marketing data, may not be something service
providers need to get in real time, but they
want to have it filtered and correlated. They
dont want to waste time looking through
information they dont need.
Monica: Lets talk about monetization. As is
often the case, operators want to know, How
do you monetize all this? Analytics requires a
lot of effort and cost. How can they get that
investment back?
Robert: The service providers are under
pressure. There are a lot of saturated markets.
Theres a lot of competition. Theyre trying to
differentiate themselves and come up with new
2017 Senza Fili www.senzafiliconsulting.com
revenue models, and deal with all the OTT
vendors taking money riding over their
networks.
Service providers are still exploring how to
leverage their networks to drive additional
revenue streams. Youve got things like IoT
coming out thats going to have billions of
sensors. A lot of those will be riding over their
networks.
There are a lot of opportunities for service
providers to be able to provide information
back. Theyre going to have to fight with other
ecosystem players for that, but IoT is an
opportunity for them.
Location-based services is another one. Service
providers know where everyone is, and when
they are there. If youre a shopkeeper, for
example, and you want to target people to get
them to come into your store, what better way
than to get information that says, The majority
of the people that walk past your store live in
these zip codes?
Then you can target your advertising to those
zip codes to drive traffic. Hey, you may not live
here, but you walk by my store every day.
Please come in and see me. Things like that
would provide a value-add to the business
owners and also would create a monetization
stream for the service provider.
An extension of that is real-time offer
management based on a subscribers location.
Not only are they walking past your store, but
an example of the real time would be, Hey,
youre walking past my store. Heres a coupon
Empirix: Real-time analytics to understand QoE and optimize end-to-end performance
to come inside and buy a couple of donuts from
me.
That ones near and dear to my heart, anyway,
making sure I get a few donuts as I go by. Things
like that are where service providers are trying
to monetize the data thats flowing over their
network.
Theyre also looking into how to keep high-
value customers happy. Service providers want
to know their quality of experience to make
sure they are taken care of so the providers
dont lose them.
Monica: As networks evolve, they get
virtualized. Getting information out of a
virtualized network is different from a
traditional network, because the network keeps
changing and so does the data extracted from
it. Its a dynamic network. It is a moving target.
Robert: Its a very exciting time. Anytime
theres a big catalyst for change and a big new
technology shift, it presents a lot of
opportunity.
With virtualization, the issue is how to ensure
that we have the virtual probes in all the
locations we need them, especially as the
network changes. Thats going to be the key
knowing when virtual network functions are
spun up or spun down, or when new service is
turned up.
How do we ensure that were in synch with
those changes, and ensure that the probes are
collecting the data that we need to collect?
especially when you may have two network
functions that are on the same physical server,
|6|
and the data traversing them never leaves that
physical server.
Thats where a virtual probe that you can
deploy in that virtual environment in between
the virtual switches enables service providers to
collect and extract the meaningful data, and
send it on to the mediation layer without
missing anything as the environment shifts.
Obviously, its still early in the virtual
environment. You see a lot of people piloting,
testing, looking at rolling out solutions. Were
actively working with a number of our clients as
they embark on piloting virtualization in their
networks. But the key really is ensuring, when
you move from that physical realm into the
virtual, that youre still able to collect all the
data you need.
Again, it ties back to what does the business
need, and based on that, where do we need to
put in the collection points. We have to ensure
that, regardless of whether its a physical or a
virtual environment, were able to collect that
data and to pass that on, filter it, correlate it,
enrich it, and send it up to the appropriate
groups that need it within the service provider.
Monica: As you said, this is a gradual process.
Many operators have only part of their network
virtualized. Doesnt that present a special
challenge for you, because you basically need to
collect data from both worlds?
Robert: For us, what that would mean is that
were going to be deploying a hybrid
environment of both physical probes and virtual
probes.
2017 Senza Fili www.senzafiliconsulting.com
NFV is now getting into what Gartner refers to
as the trough of disillusionment in its hype
cycle. At the beginning everyone loves the idea,
they love the concept. They start using it, and
they find out theres maybe some limitations, or
there is something causing a problem.
This is where it gets really fun. This is where we
get to go out and test these environments and
push the limits, and understand what works,
what doesnt, and what needs to be fixed or
changed.
Were entering a phase of rapid development
right now, as more organizations and more
service providers start deploying these pilot
environments and finding out where the virtual
environments breaking points are. A lot of
these are still largely unknown.
Its going to be an interesting time for us. What
were trying to do is work with our clients who
are doing these pilots, to deploy our solutions
and help them understand where the
complexities are and how to overcome them.
Ultimately, virtualization adds a layer of
complexity, because now you have a new layer
of abstraction that youve inserted.
We saw this with the early days on the
enterprise side, when they were deploying
server virtualization. You got server
virtualization sprawl. People would spin up
more and more virtual servers, and that created
all sorts of congestion in the network and
contention at the storage layer.
All those bugs need to be worked out. Theres
no doubt they will. The enterprise has already
figured this out. Theyve built fully virtualized
Empirix: Real-time analytics to understand QoE and optimize end-to-end performance
environments. Its just a matter of time for the
service providers to be able to pull this
together, do the testing that they need to do,
and then roll forward their solutions.
The smaller service providers will probably roll
this out faster, because they have a less
complex environment. Itll be simpler for them
to deploy and control. As you get to larger
operators, its going to take a little bit longer,
just because the environment is more complex.
Monica: In your pilots, what is it you hear from
operators? They are used to doing manual,
small changes, and having limited data. The
more they open up the gate to use more data,
the more automation they use, the less control
they have. How are mobile operators coping
with it, not just from a technology point of view,
but also in terms of internal structure and
culture?
Robert: Its interesting that you bring that up,
because Ive always seen, in any technology
transition, the technology tends to be the easy
part. Sometimes its the cultural change that
becomes much harder.
What Ive seen and witnessed in a lot of the
technology changes is not really a jump from,
for instance, manual to fully automated
processes. Instead, service providers working
with the vendors get into a semi-automatic
mode where the software will provide the
recommended solutions, but to enact a change,
they still need to physically press a button to
make that change happen.
It takes time to convert from a manual to a fully
automatic mode, but it gives them the sense of
|7|
control they need as theyre learning to trust Monica: If we look forward over the next few right orchestration tools, self-optimized
the automation software. years to 5G and more virtualization, how is that network tools, in order to make those decisions
going to change what youre doing and the kind to help drive efficiency in their environment
This is where, as I said, it gets exciting. Theres a of help you provide to mobile operators? and to help keep their customer satisfaction
lot of vendor development going on when high.
things work or maybe things dont work, and Robert: The way we view the future, we see
they need to change and modify their product. NFV and 5G becoming a reality. We see IoT Glossary
continuing to grow and expand. We see the
Again, its going to be a progression. Its going need for more self-optimized networks to CRM Customer relationship
to take time. People will test the waters. Theyll occur, because, again, its not going to be management
do it in pilots first before they roll it into feasible if there are going to be massive swings IM Instant messaging
production. Were still looking at years before in infrastructure required to support the IMS IP multimedia subsystem
all this gets fully adopted, but like I said, this is customer demand. Its not something thats IoT Internet of things
the exciting time now. This is where a lot of the going to be sustainable through a manual IP Internet Protocol
developments going to happen, a lot of the real process. KBO Key business objective
testing is going to take place, and finding out KPI Key performance indicator
what works well. We view our role in that environment as being KQI Key quality indicator
the ones who can collect all that information, LTE Long Term Evolution
Certainly, with virtualization at the edge, correlate it as needed, and then feed the MMTR Mean time to repair
organizations and service providers dont have appropriate tools to take the appropriate NFV Network Functions Virtualization
to roll trucks to deploy a set, fixed environment. action, whether thats a self-optimizing network OTT Over the top
Instead, they can rapidly turn up virtualized infrastructure, whether thats an orchestration QoA Quality of application
servers at the edge thats a great use case for engine.
QoE Quality of experience
them.
QoS Quality of service
We view this as really critical to the
RAN Radio access network
As IoT develops, theres going to be a much development of fully virtualized environments,
SBC Session border controller
bigger strain and need for these service because there is this perfect storm brewing out
providers to be able to flexibly change their there with IoT, 5G, and SON that needs to be SMS Short message service
environments, grow that environment so they accommodated. We see our role as being the SOC Service operations center
can accommodate that load thats being put ones who can provide the information. SON Self-organizing network
onto their networks from all the IoT devices. VoIP Voice over IP
Again, we talk about taking vast amounts of VoLTE Voice over LTE
Just think of a time when maybe eight or nine data, moving it up to where it becomes that
million autonomous driving cars start up in the information, knowledge, and ultimately maybe
morning and go to work. Busy hours are no wisdom for an organization to take the
longer going to entail people calling on the appropriate action or monetize things.
phone. It could be cars self-driving and
looking for information. Its going to be an When we look at this phase moving forward,
interesting transition to this space. Its one that solutions like ours will be critical to providing
were looking forward to seeing develop. the right information at the right time to the

2017 Senza Fili www.senzafiliconsulting.com Empirix: Real-time analytics to understand QoE and optimize end-to-end performance |8|
About Empirix
Empirix is the recognized leader in end-to-end network performance visibility with the unique ability to analyze customer
behaviors by application in real time. We help service providers, mobile operators and enterprises optimize business processes
to reduce operational costs, maximize customer retention and grow top-line revenue. Through monitoring, analytics and
intelligence, Empirix helps companies around the world realize the full value of their technology investments. For further
information, please visit www.empirix.com.

About Robert Laliberte

As Vice President of Marketing at Empirix, Bob is responsible for global marketing and product management. He brings over
25 years of industry experience in national and international marketing, product management, and leadership roles to
Empirix. Prior to joining Empirix, Bob was an Industry Analyst for Enterprise Strategy Group, where he spent eight years
advising and educating vendors and end-users on market trends and technology, including software-defined networking, in
the network and network management space. In his role, he worked closely with recognized industry leaders, small startups,
and end-users to guide technology and go-to-market decisions. Before that, Bob worked at CentrePath, a software and
services company providing data center networking solutions. There, he led marketing and product management efforts for
CentrePaths core remote management offering, cross-domain event correlation software, and professional services solutions.

This conversation is included in the Senza Fili report

Mastering analytics. How to benefit from big data and network complexity,
prepared in collaboration with RCR Wireless News.
Download the report from RCR Wireless News and Senza Fili
About RCR Wireless News
Since 1982, RCR Wireless News has been providing wireless and mobile industry news, insights, and
analysis to industry and enterprise professionals, decision makers, policy makers, analysts and investors.
Our mission is to connect, globally and locally, mobile technology professionals and companies online, in
person, in print and now on video. Our dedication to editorial excellence coupled with one of the
industrys most comprehensive industry databases and digital networks leads readers and advertisers to
consistently choose RCR Wireless News over other industry publications.

About Senza Fili

Senza Fili provides advisory support on wireless technologies and services. At Senza Fili we have in-depth
expertise in financial modeling, market forecasts and research, white paper and report preparation,
business plan support, strategic advice, and due diligence. Our client base is international and spans the
entire value chain: clients include vendors, system integrators, investors, regulators, and industry
associations. We provide a bridge between technologies and services, helping our clients assess
established and emerging technologies, leverage these technologies to support new or existing services,
and build solid, profitable business models. Independent advice, a strong quantitative orientation, and an
international perspective are the hallmarks of our work. For additional information, visit
www.senzafiliconsulting.com or contact us at info@senzafiliconsulting.com or +1 425 657 4991.

About the interviewer

Monica Paolini, PhD, is the founder and president of Senza Fili. She is an expert in wireless technologies
and has helped clients worldwide to understand new technologies and customer r equirements, create
and assess financial TCO and ROI models, evaluate business plan opportunities, market their services and
products, and estimate the market size and revenue opportunity of new and established wireless
technologies. She frequently gives presentations at conferences, and writes reports, blog entries and
articles on wireless technologies and services, covering end-to-end mobile networks, the operator,
enterprise and IoT markets. She has a PhD in cognitive science from the University of California, San Diego
(US), an MBA from the University of Oxford (UK), and a BA/MA in philosophy from the University of
Bologna (Italy). You can reach her at monica.paolini@senzafiliconsulting.com.

2017 Senza Fili Consulting, LLC. All rights reserved. This paper was prepared on behalf of Empirix. The transcription of the conversation has been edited for consistency and readability. The document can be
distributed only in its integral form and acknowledging the source. No selection of this material may be copied, photocopied, or duplicated in any form or by any means, or redistributed without express written
permission from Senza Fili Consulting. While the document is based upon information that we consider accurate and reliable, Senza Fili Consulting makes no warranty, express or implied, as to the accuracy of the
information in this document. Senza Fili Consulting assumes no liability for any damage or loss arising from reliance on this information. Trademarks mentioned in this document are property of their respective
owners. Cover photo by MIKHAIL GRACHIKOV/Shutterstock.