The challenge to the client
The UK retail telecoms market has become a ‘quad-play’ market. Consumers are offered TV, broadband, mobile and telephone services from a single supplier. For all TMT businesses offering quad-play, having a market-leading TV proposition is key to success. As part of this strategy, BT launched the Linear TV Programme. This aimed to deliver standard TV channels through BT broadband rather than traditional over-the-air transmission. However, the programme was hugely complex: multiple people within a variety of different departments were responsible for different parts of the programme, which made delivering the project on time and to budget a difficult task.
We were asked by BT to design and lead the Linear TV programme. As part of this, we devised a detailed programme structure, which included all the milestones we needed to hit in order to manage the programme successfully and launch the product on time. We then mapped the roles and responsibilities of the key programme stakeholders within BT.
Our team established a programme management office, which assigned responsibility for and reported risks and issues throughout the programme. This improved the transparency of the programme, with clear deadlines, blockers and forecasts. We also took responsibility for the technical delivery of the product, and controlled over 120 change requests before the product launched.
Value to the client
As a result of our effective programme management, the BT Linear TV product successfully launched to the UK market within the target timelines and to budget. The product allowed BT to increase the volume of content delivered, further developing BT's quad-play market proposition. Within three months of launch, customer feedback was positive and sales exceeded BT’s forecasts.