Bridging troubled water: Quality of Experience in a mobile media context Katrien De Moor, Lieven De Marez MICT-IBBT, Dept. of Communication Sciences, Ghent University Wout Joseph, Tom Deryckere, Luc Martens WiCa-IBBT, Dept. of Information Technology, Ghent University Terena Networking Conference 2008
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Bridging troubled water: Quality of Experience in a mobile media context Katrien De Moor, Lieven De Marez MICT-IBBT, Dept. of Communication Sciences, Ghent.
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Bridging troubled water: Quality of Experience in a mobile media context
Katrien De Moor, Lieven De Marez
MICT-IBBT, Dept. of Communication Sciences, Ghent University
Wout Joseph, Tom Deryckere, Luc Martens
WiCa-IBBT, Dept. of Information Technology, Ghent University
Terena Networking Conference 2008
Introduction and context
Changing ICT environment User experience – Quality of Experience ‘Interactionism’ perspective User-driven innovation Examples
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Today’s Innovation Spiral
Technology evolving at a dazzling speed, … intensified competition, … more innovations to distinguish themselves from competitors, …
shortening product life cycles, … increased pressure on NPD processes & introduction strategies, … more failing innovations, …
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“More and more companies have recognized the need to learn from
users in order to develop innovative, user experience’-centred products”
(Sleeswijk Visser, Van der Lugt, Stappers, 2007: 35)
”The consumer is king – and needs high QoE” (Kumar, 2005: 39)
”QoE became the ultimate business metric & competitive battleground” (Empirix, 2005: 1)
Increased importance of the integration of user- & user experience oriented research in NPD processess
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The era of ‘user experience technology’?
Quality of Experience
= buzzword, USP, ultimate business metric,…
Central question
How to deliver high QoE for end-users?
Problem: ‘Clash’ of visions, fragmented efforts
MICT-WiCaDe Moor et al.
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Striving for QoE delivery: ‘clash of visions’
“Natuurlijk vonden veel technici het vervelend dat geen enkel technisch detail
genoemd mocht worden, maar in dit geval moesten de emotie en de experience spreken”
(Philips, 06/12/2007)
A: Gaining insight in what users want, expect, feel, think,… as a means to enhance end-user QoE
B: QoS optimisation as a means to optimise end-user QoE
QoE = QoS ?
MICT-WiCaDe Moor et al.
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QoE = QoS?
Delivering high QoE should be the main goal in NPD
and striving for QoS optimisation a necessary, but unsatisfactory means to achieve that goal
QoS is only one necessary component of QoE!
MICT-WiCaDe Moor et al.
QoE as a multidimensional concept (1)
5 Building blocks ‘Quality of Effectiveness’ (~QoS)
Application/Service Server Network Device/Handset
‘Quality of Efficiency’ (does it work well enough for the user?)
Device/Handset Network Application/Service
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QoE as a multidimensional concept (2)
5 Building blocks ‘Usability’ (behavioural and emotional)
‘Expectations’ (degree up to which expectations are met (or eg. exceeded), will determine part of the QoE