How to get more out of the network?

HOW TO GET
MORE OUT OF
THE NETWORK?
MARTIN GEDDES
FOUNDER & PRINCIPAL
MARTIN GEDDES CONSULTING LTD

2
Dr Neil Davies
NETWORK PERFORMANCE SCIENCE
Peter ThompsonMartin Geddes
04 March 2015
© Martin Geddes Consulting Ltd
Predictable Network Solutions Ltd

3
3
04 March 2015
REASONS TO BELIEVE
Regulator Asked us for scientific advice on “network
neutrality”.
Telcos Call us when they can't resolve their
network performance problems.
UK ISP We designed the world’s first quality
assured ISP.
Others We do “exotic” work for people like the UK
government, US DoD, CERN.

04 March 2015
What should I do?
Why? Why? Why?
1 2 3 4 5 6 7
How?
Common operator questions
Presentation contents

5
04 March 2015
HOW TO GET MORE OUT OF THE NETWORK?
5
Measure
performance
hazards
Model
performance
hazards
Manipulate
performance
hazards
Create an organisational & technical system
to manage performance hazards
of networks running in saturation.

6MEASURE
Multi-point distributions
of packet loss and delay
04 March 2015

7MODEL
Method to decide:
where to compute,
when to communicate?

8MANIPULATE
10-6 106100 10310-3
Core Gap! SDN
Capacity
planning
04 March 2015
TIMESCALE OF TRADE (SECONDS)
Access
Provisioning
Gap!

04 March 2015
What should I do?
Why? Cost Why? Why?
1 2 3 4 5 6 7
How?

10
10
04 March 2015
Well-run UK public
sector network that
wants to run voice
over IP.
This data shows how
standard capacity
management metrics
fall short.

04 March 2015
What should I do?
Why? Why? Revenue Why?
1 2 3 4 5 6 7
How?

12
June 2009 - V 0.4
UNASSURED
ASSURED
90% of load has low variability, so
worth much more to the user and
you can charge more for it!
REVENUE OPPORTUNITY
04 March 2015
Remaining 10%
useful for things like
backups with
extremely low cost
structure

04 March 2015
What should I do?
Why? Why? Why? Legitimacy
1 2 3 4 5 6 7
How?

04/03/2015 | ©2014 Martin Geddes Consulting Ltd
You are managing your
engineering hazards by turning
them into fiscal hazards:
However, they are not substitutable
in the way that you assume.
The impact of these hazards maturing
is a crisis of legitimacy with
customers, regulators and investors.
“We can just pay the
performance SLA
breach penalty!”

16
16
04 March 2015
1 How can we differentiate from OTT
providers based on our network?

17
17
04 March 2015
Access to
(and control over)
network trades
1 How can we differentiate from OTT
providers based on our network?

18FOR INSTANCE…
04 March 2015
40-100x
cost saving possible
for bulk data delivery

19
19
04 March 2015
2 Is it possible to exploit services
based on different QoS?

20
20
04 March 2015
2 Is it possible to exploit services
based on different QoS?
Yes!

21
5 CLASS ‘POLYSERVICE’ MODEL
HAS RATIONAL ECONOMICS
SuperiorStandard
SuperiorStandard
Economy
SuperiorStandard
SuperiorStandard
Economy
SuperiorStandard
SuperiorStandard
Economy
Drives capacity
planning cost
(primary service)
Drives resilience &
redundancy capacity
planning cost
Drives revenue

22
22
04 March 2015
3
What kinds of future communication
services should we be anticipating?

23
23
04 March 2015
3
What kinds of future communication
services should we be anticipating?
Wrong question!

24
04 March 2015
SO WHAT IS THE RIGHT QUESTION?
How can we make our
service delivery model
antifragile?
(Answer: 5 class polyservice network.)

25
25
04 March 2015
4 Could we enable better, cheaper,
easier communication services by
exploiting unique network assets?

26
26
04 March 2015
4 Could we enable better, cheaper,
easier communication services by
exploiting unique network assets?
Yes! Learn how to run
networks in saturation
(and maintain QoE)

27
04 March 2015
CREATE SERVICE
ASSURANCE

28
28
04 March 2015
5
What would be the most valuable asset a
network operator could use to enable
new communication experiences?

29
29
04 March 2015
5
What would be the most valuable asset a
network operator could use to enable
new communication experiences?
Consulting Quality
Performance
Engineer

30
04 March 2015
This person performs the same job as a Consulting
Structural Engineer for a dam by managing failure hazards
using a mature & scientific engineering process. They are
ultimately answerable to the public for the performance and
safety of the structure (via a professional body). Network
operators should appoint a “chief quality officer” to
integrate and redesign all the relevant biz processes.

31
31
04 March 2015
6
What would be a unique network asset
that could make a specific telco the
partner of choice for digital partners?

32
32
04 March 2015
6
What would be a unique network asset
that could make a specific telco the
partner of choice for digital partners?
Fitness-for-purpose:
Eliminate performance
hazard risk and cost

33QUANTITATIVE QUALITY CONTRACT
04 March 2015
NOT
OK
OK
We need a demand-
attentive model to better
service our partners. This
requires a mathematical
“language” express their
need. This lets us contract
network supply to meet
that application demand.

34
34
04 March 2015
7 Could software enable us to offer
existing communication services in
a cheaper more flexible way?

35
35
04 March 2015
7 Could software enable us to offer
existing communication services in
a cheaper more flexible way?
Yes! Exploit the trading
space (like SDN does)
but at all timescales.

36EXAMPLE: VIDEO STREAMING
04 March 2015
UNMANAGED MANAGED

04 March 2015
What should I do?
Why? Why? Why?
1 2 3 4 5 6 7
How?

38COMMON OPERATOR ASSUMPTIONS
04 March 2015
38
Asset-centric Service-centric
Locally optimise
core & access
Globally optimise
end-to-end
Sweat assets:
cost reduction
Create value:
revenue generation
Your current assumption Our suggested alternative

39BUSINESS OPPORTUNITIES
04 March 2015
• Better customer experience
– Eliminate extreme QoE risk and churn
• Lower cost
– Avoid waste on infeasible projects
– Safely exploit growth ‘headroom’ to save capex
– Simplify operational complexity to lower opex
• New revenue
– Quality-assured data transport products
– Differentiate via demand-aware networks (“SDN++”)

40WHERE’S THE MONEY?
04 March 2015
40
Call detail
records
Service
delivery
records

41
04 March 2015
TO ACHIEVE THIS YOU NEED…
41
Wetware Software Hardware
NEW ‘THINKWARE’

42(THE ANSWER IS NOT A BOX)
04 March 2015
42

43THE PERFORMANCE PROBLEM DOMAIN
04 March 2015
TIMESCALE
SKILLSET
BUSINESS
PROCESS

44WHERE TO BEGIN?
04 March 2015
Start here!

45HOW WE CAN HELP YOU
04 March 2015
Pilot
project
NETWORK
PERFORMANCE
SCIENCE CENTRE
OF EXCELLENCE
(cross-functional; delivers
training, processes, tools)
Education +
consulting Core curriculum,
tool chain, algebra,
mechanisms
Skillstransferto
refactoreachprocess
Industrialise to opcos
1. Fault isolation
2. Capacity planning
3. Performance variation
management
Performance-related
business processes
Help vendors

46FIRST STEPS: SCOPING PHASE
To launch this project, we need an initial scoping phase with the
following steps:
1. Specify pilot project and selection criteria.
2. Identify potential pilot projects.
3. Support leaders of potential pilots in developing a proposition.
4. Jointly evaluate and select pilot.
5. Identify roles and individuals for temporary team.
6. Scope next phase: training, skills transfer and project execution
processes.

47|47
Thank you
The secret of success is
to know something
nobody else knows.
―Aristotle Onassis
Martin Geddes
mail@martingeddes.com

How to get more out of the network?

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (6)

Similar a How to get more out of the network?

Similar a How to get more out of the network? (20)

Más de Martin Geddes

Más de Martin Geddes (19)

Último

Último (20)

How to get more out of the network?