WiMax Operator's Manual
WiMax Operator's Manual
WiMax Operator's Manual
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182 CHAPTER 8 ■ NETWORK MANAGEMENT AND OSS<br />
provider for failing to meet the terms of the agreements—generally a reduction in the service<br />
fee. Incidentally, it is best to be scrupulous in such matters and to agree only to terms that can<br />
be met in normal circumstances. To be wildly overoptimistic regarding what the network can<br />
deliver is to verge upon fraud.<br />
Assurance<br />
Assurance OSS software refers to the management process of determining that changes in services<br />
and the corresponding changes in billing have in fact been carried out and, specifically,<br />
that stipulated service levels are being met.<br />
CRM<br />
Customer relations management (CRM) software as a product category encompasses a vast<br />
array of software offerings, by no means all of which are designed around the needs of telecommunications<br />
service providers.<br />
The term most commonly refers to software used in call centers by sales agents and<br />
telemarketers, though it can also include software for facilitating online transactions involving<br />
sales, modifications of services, and service requests.<br />
CRM will normally tie in with billing software and will also communicate with a central<br />
database of customer profiles and subscription information.<br />
Data Mining Software<br />
Data mining refers to a specialized type of analytical software that looks for patterns and relationships<br />
within the information contained in a comprehensive database, and it forms a class<br />
unto itself that is not directly connected with the larger customer relations division of OSS<br />
inasmuch as it does not involve flow-through procedures involving other software modules.<br />
In the case of telecommunications networks, data mining could be used for a number of<br />
purposes. The network operator may want to examine the demographic skew of certain service<br />
offerings as indicated by the existing customer base and then adjust marketing strategy<br />
accordingly. If, for instance, enterprises of a certain size or in a certain type of business tended<br />
to be frequent users of conferencing services, the network operator may want to construct a<br />
marketing campaign for acquainting similar types of subscribers with conferencing services on<br />
the theory that they will be apt to purchase such services. Or, if a certain demographic grouping<br />
tends to abuse flat-rate unlimited services, one may want to manage the network so as to<br />
throttle bandwidth to such users and put provisions for doing so in place before the commencement<br />
of service. Or, to cite yet another example, if a group defined by certain attributes<br />
recorded in the database is subject to unusually heavy churn (telecom jargon for customer<br />
turnover), one may decide to avoid active solicitation of individuals within that group or make<br />
special efforts to determine the source of the churn.<br />
Knowledge in the broadband access business is power, and data mining can provide network<br />
operators with the same kind of in-depth information of user preferences amassed by<br />
traditional market research companies. Even so, data mining has not been extensively used by<br />
independent operators and has remained largely the province of large incumbents (though it<br />
is by no means universal even there). Like all statistical techniques, data mining requires a reasonable<br />
sample to produce accurate results, so in a small network it is of dubious utility.