Esther Adler

Initiated, developed and launched new mobile TV services in complex environments
 Defined and implemented the product vision, strategy, marketing mix and roadmap
 Collaborated with engineering, design and marketing teams.
E.g.: launched le mag TV, an application to centralise TV interaction, rated 4.5/5 on Apple app store

Developed strategy and partnering for broadcast mobile TV (Télévision Mobile Personnelle, TMP)
 Preserved mobile TV value by persuading the ecosystem to adopt Orange’s recommendations on business models and technical solutions: TV channels, manufacturers, regulators
 Contributed to the success of Orange TV channel’s application for TMP frequency at the French media regulation authority (CSA)
 Collaborated with the technical, PR, legal and institutional departments

Defined the mobile TV Marketing Strategy for the Group
Wrote the Marketing and Innovation Plans, and outlined mobile TV roadmaps, carried out a due diligence and opportunity studies. Supported Communication teams for mobile TV services

Launched the Orange music platform in four countries. Coordinated local teams. Increased the customer value proposition with mobile-online convergence, reduced content and maintenance costs for the Group.

Managed 6 collaborators in the Communication department of the “Home” Division
 Partnered with majors, independents and artists to obtain 160 M€ worth of media plans
 Co-managed the organization of European events: 800 000 votes in 4 countries to chose among 40 artists
 Managed the Group strategy of PR for Products and Events (-> 2005) 6% improvement in press opinion.

Defined a procurement strategy for online content for the Group (4 countries). Spend: 23M€. Coordinated a team in four countries. Rationalized choices of suppliers and negotiations focusing on business aspects.

Business to Business Value Added Services (2001-2003)
Stabilized number of subscribers, reduced costs and generated additional revenue for the product range

Online Content, Advertising and e-Commerce (2000-2001)
Defined strategy and marketing mix, partnered with market leaders for portal channels.

Drove change management projects around Information Systems for Telco operators.
Analyzed and designed business processes, recommended strategies, trained management and users.