Strategic Technical Sales and Consulting for Small Cells and Video Optimisation for a Mobile Operator in Asia

1. Context

As a Senior Product Manager for Network Access Services, I led a technical sales initiative on behalf of a global telecom operator that typically operated its own mobile network operating companies (OpCos) across multiple markets. However, in this case, the company was offering its network solutions to mobile operators outside of its own footprint. The criteria for these engagements were to only sell to mobile operators in regions where it did not have its own local OpCo, ensuring these were non-competing markets and avoiding any conflict of interest.

The customer, a mobile operator in Asia, was focused on 4G market leadership but had cost constraints due to low ARPU levels in its country. Instead of deploying widespread macro cells, the strategy focused on using targeted 4G LTE pico/femto cells in high-density, high-ARPU areas.

While small cells provided a potential solution to enhance coverage in high-density areas, video optimisation also offered an opportunity to improve efficiency on the existing 3G UMTS/HSPA network before additional infrastructure investments were made.

2. Challenge

Key challenges included:

• New business model: Since the global telecom operator traditionally focused on running its own networks, this vendor-like role required a different commercial and technical approach.
• No existing TDD small cells solution: While the company had delivered FDD-based small cells to its own OpCos, the specific requirement for TDD-based LTE small cells meant a new supplier had to be identified.
• Established expertise in video optimisation: The company had successfully implemented video optimisation for its own OpCos and could leverage this experience as a natural entry point for engaging with the customer.
• Time pressure & competing priorities: The senior management’s aggressive timeline created pressure, while I was also leading other major projects.
• Complex customer requirements: Initial discussions with the customer had been at a high leadership level, requiring deeper engagement to define functional and technical details.

3. Approach

To navigate these challenges, I implemented a phased, strategic approach:

• Entry via Video Optimisation: I convinced our senior management to position video optimisation as the initial discussion point, allowing me to:
  • Leverage our strong internal experience, having successfully deployed this solution for top mobile operators within our own footprint.
  • Establish rapport and gain deeper insights into the customer’s vision and network priorities.
  • Buy time to identify a suitable TDD small cells supplier.
  • Demonstrate immediate value, reinforcing trust and credibility.
• Customer-focused engagement: Delivered a tailored video optimisation presentation, showing how they could enhance video streaming experiences and improve network efficiency before committing to large-scale hardware investments.
• Supplier identification for small cells: Led a cross-functional effort to identify and onboard a suitable TDD small cells vendor, ensuring the solution met the customer’s technical, financial, and operational needs.
• Tailored small cells proposal: Developed a customised small cells presentation, incorporating insights from the video optimisation discussions to align the solution with the customer’s business strategy.

4. Role & Achievements

As the technical sales lead, I:

• Balanced business development and technology consulting, acting as the primary interface between the global telecom operator, the Asian mobile operator, and external suppliers for small cells and interrelated solutions.
• Successfully positioned video optimisation as an entry point, fostering trust and enabling strategic discussions.
• Identified and onboarded a TDD small cells supplier, coordinating technical evaluations and deployment planning.
• Delivered compelling presentations, securing a follow-up workshop to move the project to the next phase.
• Worked cross-functionally with leadership, sales, and technical stakeholders to ensure smooth execution.

5. Results

• The video optimisation presentation was highly successful, enabling a deeper understanding of the customer’s long-term vision.
• The small cells presentation led to a workshop, advancing discussions and reinforcing the company’s position as a trusted network solutions provider.
• My VP personally recognised my contributions in supplier identification, strategic client engagement, and high-quality sales presentations.
• After securing the workshop and supplier discussions, I transitioned to other projects, while procurement teams continued further vendor discussions based on my groundwork.