Launching a Video Conferencing App on Smart TV for Seamless Communication

1. Context

A new smart camera device was developed to enhance TV interaction, enabling video calls, gaming, and entertainment. One of its key applications was a video conferencing app that allowed users to make calls directly from their TV. Designed specifically for this platform, the app featured auto-framing, auto-zoom, and enhanced audio capabilities using built-in smart microphones.

While primarily targeting consumers, the solution also had B2B applications. For example, fitness instructors and business coaches could leverage AI-driven camera tracking features for remote sessions. The project was managed within the Group Product Management team, with launches planned for two key markets.

2. Challenge

• Tight timelines: I joined the project just a few months before the product’s launch.
• Outstanding technical issues: Image quality and audio reception challenges had to be resolved, while some advanced features were deferred to post-launch.
• Platform-level integration: Since the device hosted multiple apps, any updates for this app had to align with broader platform requirements.
• Time zone coordination: The supplier’s teams were spread across Asia and America, making urgent issue resolution complex.
• Logistics and certification: Equipment had to be shipped internationally, requiring close coordination between product, program, and technical teams.

3. Approach

My approach focused on team collaboration and efficient execution:

• Stakeholder engagement: Quickly onboarded and built alignment with internal and external teams through weekly and fortnightly calls.
• Cross-functional execution: Partnered with program managers, audio engineers, and video teams to define certification and testing requirements.
• Hands-on testing: Participated in staff trials and testing, working closely with colleagues to validate features and resolve issues.
• Post-launch roadmap: Planned and prioritized feature rollouts, including stereo audio, image quality enhancements, and manual auto-framing controls.

4. Role & Achievements

As the senior product manager, I worked closely with program management and engineering teams to ensure the app’s successful delivery. Key achievements included:

• Successful launch: Delivered the video conferencing app as a key application for video calls on TV.
• Stakeholder alignment: Ensured seamless collaboration across suppliers and internal teams, overcoming logistical and technical challenges.
• Post-launch feature expansion: Coordinated the release of enhanced video and audio capabilities.
• Hands-on leadership: Actively contributed to testing and validation, ensuring a high-quality experience at launch.

5. Results

The app became one of the most consistently used applications on the platform post-launch, with strong customer engagement and regular usage patterns. The successful rollout of post-launch features further improved customer satisfaction and contributed to the overall success of the smart camera device.