Expert Guidance on Telecom Product Management & Business Cases

Adnan Ghayas

Reading, Berkshire, England, GBR
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Results-driven senior product management leader and telecom consultant with 20+ years of experience across the telecom, media, and technology sectors. Proven expertise in product strategy, digital transformation, pricing and propositions, and telecom networks. Extensive background in leading high-impact B2B and B2C product launches, stakeholder management, and revenue-driving initiatives across global telecom operators. Founder of Commsbrief, a telecom knowledge platform providing industry insights, training content, and strategic guidance for professionals through a blog and YouTube channel with 40,000+ monthly viewers. • Led product roadmaps across Sky UK, Vodafone, O2 Telefónica, Deutsche Telekom, and Ericsson, managing API integrations, SaaS, UC solutions, and cross-platform services. • Product managed smart TV, video conferencing, singing apps, mobile and video optimization, UC, SaaS, and gaming apps, driving AI-powered AR filters and real-time video/audio enhancements. • Led business case strategies, securing investment approvals, P&L ownership, pricing governance, and financial modelling for telecom and media. • Developed pricing models and monetization strategies, optimizing ARPU, retention, modular tariffs, and data-driven propositions. • Founded Commsbrief, delivering industry insights, business case training, and consulting on 4G LTE migration, NPD, and telecom strategy via a blog, YouTube (5,000+ subscribers), and advisory services. Professional Experience Founder & Lead Consultant Commsbrief Limited | Oct 2024 – Present • Grew Commsbrief into a widely recognized telecom knowledge platform, attracting 40,000+ monthly viewers and 5,000 YouTube subscribers through a blog and YouTube channel, simplifying complex telecom concepts. • Expanded Commsbrief from a telecom education platform into a consulting and advisory service, providing strategic insights, training content, and industry analysis for professionals. • Delivered customized consulting sessions, including technology consulting on 4G LTE migration and business consulting on new product development (NPD) for telecom operators and other businesses. • Developed and launched the Business Case Masterclass and Mobile Communications Masterclass courses, designed to equip industry professionals with financial and technical expertise. • Leveraged AI-driven automation to enhance workflow efficiency, digital infrastructure, and payment processing (Stripe), integrating the Contact Us page with Microsoft Outlook via Azure for automated email confirmations. Senior Product Lead – TV Apps Sky UK | Mar 2020 – Sep 2024 • Led product strategy and roadmap for Zoom integration and Stingray Karaoke app on Sky Glass TV, enhancing user engagement through AI-powered augmented reality (AR) filters with real-time face tracking, background effects, and visual enhancements, optimized for Sky Live’s camera capabilities. • Owned product vision and execution, collaborating with engineering, commercial, legal, and design teams to drive feature adoption and market differentiation. • Optimized UX/UI and metadata solutions, improving app discoverability and engagement through recommendations and content personalization. • Leveraged customer analytics, A/B testing, and computer vision-based AR technology, ensuring seamless integration with Sky Live’s camera system to enhance video quality, facial recognition accuracy, and interactive experiences. Pricing & Propositions Manager (B2B) O2 Telefónica | May 2018 – Dec 2019 • Led pricing and proposition strategy for mid-market B2B solutions, including mobile broadband, embedded SIM (eSIM), and flexible tariff models. • Developed and launched modular pricing structures, accelerating deal approvals and revenue growth. • Secured executive buy-in for pricing strategies, working closely with finance, sales, and marketing teams to drive competitive differentiation. Product Manager – Unified Communications (B2B SaaS) Vodafone Group | Mar 2015 – Mar 2018 • Led multi-market UC platform launches, integrating Vodafone One Net Business for SMEs and enterprise customers in Germany & Ireland. • Managed end-to-end product lifecycle, from business case approvals to roadmap execution and multi-region adoption. • Optimized cross-device UC adoption, ensuring seamless communication experiences across mobile, desktop, and tablet platforms. Additional Roles • Manager, Video & Innovation (B2C & B2B), Vodafone Group | Apr 2014 – Mar 2015 • Senior Product Manager, Video Quality (B2C), Deutsche Telekom | Jan 2012 – Mar 2014 • Product Manager, Consulting & System Integration, Ericsson | Apr 2008 – Aug 2011 • Technical Consultant, Radio Network Testing, Ericsson, Sweden | Sep 2006 – Mar 2008 • Radio Engineer, Vodafone FO (Kall Telecom), Faroe Islands | May 2006 – Jul 2006 • OMC Engineer, Mobilink GSM, Pakistan | May 2003 – Feb 2004 Key Projects & Case Studies (Sanitized for Confidentiality) 📌 Full case studies available at: commsbrief.com/case-studies • Business Case Development & P&L Optimization: o Revamped business case structures for a telecom operator, ensuring financial transparency and KPI alignment. o Worked with finance teams to validate cost structures, leading to data-driven investment strategies. • Unified Communications Platform Launch for SMEs: o Delivered a next-generation UC solution, integrating VoIP, messaging, and collaboration tools. o Led multi-market launches, ensuring seamless business adoption across multiple regions. • Smart TV & Consumer Entertainment Innovations: o Launched AI-driven smart TV apps, including video conferencing and interactive entertainment solutions. o Led metadata integration and UX optimization, enhancing discoverability and user engagement. • Telecom Network Optimization & Consulting: o Provided strategic consulting for network optimization, improving coverage, efficiency, and CAPEX reduction. o Conducted drive testing and RF optimisation, delivering actionable network performance enhancements. • Strategic Pricing & Tariff Development: o Developed data-driven pricing models for mobile broadband and enterprise telecom solutions. o Led financial modelling and tariff restructuring, maximizing ARPU and profitability. Education • MBA – Marketing (Part-Time) | Blekinge Institute of Technology, Sweden (2009) • MSc – Electrical Engineering (Communications & Signal Processing) | University of Borås, Sweden (2006) • BE – Electrical Engineering | NED University of Engineering and Technology, Pakistan (2002) Key Skills • Product Management & Digital Transformation • Unified Communications & Cloud Solutions • Telecom Network Optimization & Strategy • Pricing, Propositions & Commercial Strategy • Business Case Development & P&L Ownership • AI-Driven Business Automation & Workflow Optimization