The CCA Voice - Spring/Summer 2014 - (Page 57)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Even If the Voice Packets Make It, Does the Lack of Quality Ruin It? By: Karthik Srinivasan Director, Systems Engineering, NetworkIP A merican and international telecommunications service providers today purchase termination services from a large number of carriers around the world. Formerly centralized national telecom networks are facing an increasing number of network routes and carriers available for the termination of both domestic and international traffic. This increased carrier penetration has given American telecom service providers greater options for the termination of international traffic often with lower costs to many international destinations, especially in the developing world. Unfortunately, a growing number of the less costly options for the termination of international traffic frequently fail to deliver a quality of service comparable to more costly established international carriers. Association members interested in the cost savings associated with smaller, independent international carriers must guard against the potentially damaging impact of poorly qualified secondary routes. The cost savings may end up costing more in terms of the value of a brand and the churn from dissatisfied consumers. Are Traditional Quality Measurements Outdated? Existing systems and methods to measure and manage quality of service are limited in several important ways. Some quality of service measurement and management methods equate network quality with a measure of Answer-Seize Ratio (ASR) either in part or in whole. However, experience has shown that small, independent carriers providing low-cost routes to the developing world may misrepresent or intentionally falsify release cause codes transmitted as part of the telecom signaling network. For example, carrier substitution of a network congestion cause code in place of a user busy cause code may reclassify an unanswered call as a non-attempted call, thereby raising the measure of ASR for the carrier in question. Another traditional quality of service measurement such as PSC (percentage of short calls) which express call quality as a ratio over total calls, can give inaccurate results over small samples. For example, a single caller repeatedly calling the same number to some low volume international destination may disproportionately raise or lower measures of ASR or PSC for the THE destination over a small sample of calls. As quality of service correction in realtime sometimes necessitates relatively small call samples, real-time quality correction may confound quality of service management systems predicated on ASR or PSC alone. Historical telecom voice quality measurements involved in tracking customer complaints and limited, antiquated call trending methods like ASR, PSC, and ACD (average call duration) - all of which require very large volumes of calls - require a fair amount of time to pinpoint negative call quality problems. These measures fail to precisely model the actual consumer experience during a call. It can literally take thousands of calls to know that a specific carrier is delivering poor call quality before a decision is made. By then, it's simply too late and the damage to the end-user's perception has already been done. Evolving Call Quality Metrics Association members interested in the cost savings associated with smaller, independent international carriers can still take advantage of those less expensive rates and achieve the same high-quality service the larger carriers provide. Forward-thinking service providers are monitoring and analyzing end-user call attempts, patterns and other behavior in real-time ensuring a quality consumer experience on every call. NetworkIP is a leading supplier of international long distance (ILD) services to Mobile Operators. We offer competitive International Long Distance products as a stand-alone or an add-on feature to existing wireless plans and a variety of ILD products from Promotional, PayGo, and/ or Unlimited, all from the same access method. Our smart technology ensures quality connections for your consumers. VOICE * * Spring/Summer 2014 57

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2014

Chairman’s Letter by Jonathan Foxman
A Message from the President and CEO by Steven K. Berry
CCA’s 2013 Annual Achievement Award Winners
Staying Ahead of “The Next Big Thing”
Near Tragedy in Nevada Demonstrates Need for Rural Investment
Competition – The Foundation for a Healthy Industry
Putting the “Incentive” in Incentive Auction
Beat ’Em or Join ’Em: Data Roaming in a 4G LTE World
2014: The Year of Small Cell Deployment
Band Class 12 – Beyond Broadband
Chat Mobility Utilizes Multi-Faceted Plan to Attract & Retain Customers
Blurred Lines: Reinventing in the Rural Market
Regional Carrier Bridges Digital Divide with Massive Network Upgrade
Wireless Challenges and Solutions for Competitive Carriers
Expanding America’s Wireless Networks: It Takes a Village
Lead with Location
Giving Your Customer Their Preferred Choices in Billing: Paper, Electronic, and Mobile
Monetizing Data Demand with Personalized Services
Making Sure Long-Distance Calls Reach Rural Subscribers
Mobility Growth with Emerging Devices
Mobile Broadband and the Rise of Mobile Security Challenges
On the Verge: Fulfilling 4G-LTE Consumer Demand in America
Transform Your Business by Making It Simpler
Lessons Learned on the Road to LTE
Let’s Get Personal
Even If the Voice Packets Make It, Does the Lack of Quality Ruin It?
Our Connected World: The Necessity of NFV for Telcos
Ten Hot Consumer Trends in 2014 and Beyond
Gain Your Edge: Effective Edge Out Strategies with 4G LTE
Reaching Consumer Demand Through Marketing in the Rural Driven Markets
Tips for Improving the Customer Experience
Creating a Super High-Capacity Network in Rural America
Your Competitors Are Coming for Your Customers
Index of Advertisers
Congressional Spotlight: Representative Robert “Bob” Latta

The CCA Voice - Spring/Summer 2014