Mobile Video Proposition and Solution Development Using Media Optimisation for HD/SD Streaming and Network Efficiency

1. Context

This project focused on a media optimisation proposition designed to enhance mobile video streaming quality for different customer segments, such as premium and standard subscribers. The proposition was available as part of subscription bundles and add-on boosters, allowing users to choose their preferred video experience.

The objective was to ensure uninterrupted, high-quality streaming for customers using 3G, HSPA/HSPA+, or early 4G LTE networks, even in challenging network conditions. For example, users streaming a live football match on mobile while on the move would benefit from an optimised service that prioritised video quality.

The solution leveraged a video optimisation platform that used dynamic compression (both lossy and lossless) to adjust video quality in real-time, improving bandwidth efficiency. This innovation helped support growing video traffic within existing network capacity, deferring CAPEX investments and generating significant cost savings for local markets.

The proposition was fully compliant with net neutrality regulations, ensuring differentiation was based on user choice (e.g., subscription tiers or add-ons) rather than content provider prioritisation.

2. Challenge

Key challenges included:

• Net neutrality compliance: Ensuring alignment with regional regulations across multiple markets.
• Bandwidth efficiency: Maximising network performance on 3G and early 4G LTE networks without requiring immediate infrastructure expansion.
• Market-specific requirements: Customising the proposition for local market needs and regulatory frameworks.

3. Approach

The initiative followed an innovation-driven, user-focused approach, using proposition-based trials to test real-world experiences across multiple use cases. Key steps included:

• Strategic collaboration: Partnered with local teams to define and validate market-specific propositions.
• Financial alignment: Developed business cases to demonstrate revenue opportunities and CAPEX savings.
• User trials: Designed and executed a test plan in collaboration with project managers, solution architects, and local market teams to evaluate user experience across different network conditions.
• Cross-functional teamwork: Ensured alignment across Group and local teams, working closely with solution architects, project management, and propositions teams.

4. Role & Achievements

As the Senior Product Manager, I played a key role in:

• Leading user experience trials, working closely with project managers and solution architects.
• Collaborating with local propositions teams to ensure market fit and regulatory compliance.
• Supporting business case development to highlight financial and network efficiency benefits.
• Facilitating cross-functional collaboration to ensure seamless execution and knowledge transfer.

5. Results

• Successful user trials, providing valuable customer insights and validating technical and financial feasibility.
• Business case alignment with market expectations, demonstrating cost-saving potential and network efficiency improvements.
• Handover to local markets for further evaluation and potential rollout.