Avendran Reddy

Chief Rainmaker @Citrine Consulting

Strategic managementProduct DevelopmentExpansionMedia & TelecommunicationsConsumer Industry🎥 EntertainmentOperationsStrategy and Product growthTechnologyProduct Consultant🔥 Startup FounderB2BAIBroadcast, Streaming, Conditional Access, DRM, DevicesSouth AfricaBusiness Development ManagerPartnerships ManagerBusiness Owner💼 C-level Executive👍 Sales & BizDevProduct DesignerCPO🐦 Design🧨 ConsultingCSO✨ Business OwnerCOO

Avendran Reddy is the esteemed Chief Rainmaker at Citrine Consulting, a company known for providing top-notch business consulting services. With an impressive career spanning over two decades, Avendran has established a reputation for his strategic vision and unwavering commitment to driving business growth. Armed with a vast knowledge of market trends and a knack for identifying opportunities, he is instrumental in steering the company towards success. Avendran is an expert in developing and nurturing key relationships, and his strong leadership skills have played a vital role in building high-performance teams at Citrine Consulting. His innovative approach to business development has made him a respected figure in the consulting industry.

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Network Power<100 people

Roles

🧑‍💼71%

C-level Executive

👍71%

Sales & BizDev

🔥57%

Startup Founder

Geos

🇿🇦28%

South Africa

🇦🇪14%

United Arab Emirates

🇮🇳14%

India

Work Background

Backchat (Pty) LtdChief Operating Officer

Oct. 2023City of Johannesburg, Gauteng, South Africa · HybridAs Chief Operating Officer at Backchat (Pty) Ltd., I oversee the daily operations and strategic implementation of our artificial intelligence products and services. Key responsibilities included: • Directing operations across research, engineering, product development, and deployment teams to ensure seamless execution of AI initiatives. • Collaborating with the CEO, CTO and leadership team to establish and operationalize the company's technology vision and roadmap. • Managing cross-functional teams and ensuring operational excellence across AI model training, data pipelines, cloud infrastructure, and scalable computing resources. • Optimizing operational processes and frameworks to enhance productivity, efficiency and delivery of AI solutions to enterprise clients. • Implementing robust governance policies around AI ethics, data privacy, model bias mitigation and responsible AI practices. • Driving operational scalability through automation, process improvements and leveraging AI/ML capabilities internally. • Overseeing budgeting, forecasting, and resource allocation to support rapidly evolving operational needs in the dynamic AI landscape. • Cultivating an innovative, inclusive culture that attracts and retains top AI talent across technical and operational roles. • Spearheading contract review, negotiations and proposal development for major AI projects and client engagements. • Liaising with legal and finance teams to ensure compliance and favorable commercial terms in AI solution deployments. • Evaluating operational costs, pricing models and defining scalable commercial strategies for AI product offerings

Citrine Consulting (Pty) LtdChief Rainmaker | Business Owner

Nov. 2015Johannesburg Area, South AfricaI am entrusted to offer consulting services on contract & commercial negotiation, product strategy, development & lifecycle management, programme management, business development & go-to-market strategy, and regulatory registrations. I spearhead core business procedures, formulate growth strategies, and undertake direct ownership of costing and finances while leading global teams, training, and logistics. I offer programme management and end-to-end system integration services to enable Conditional Access, DRM, PVR and Live TV inputs for operators in India (Android on a MediaTek SoC). I oversee delivery of Android TV programmes to Tier1 Operators covering conditional access, front- and backend systems, customer-provided equipment, software/hardware development, and CX. Besides this, I provide consultancy on content security inclusive of traditional broadcast conditional access and digital rights management (DRM) for streamed content, alongside impacts on systems and subscription options. Key Contributions: • Established high-end consultancy business by offering customised programme and innovation management, global leadership, and business development services to a global customer base and aiding clients with major B2B customer acquisition across Africa, the UAE, USA, and LATAM. • Produced and implemented a robust customer acquisition strategy for the global leader in digital platform security to acquire customers in the Middle East and USA. • Advised Pay TV operator on product development, entry-level STB delivery, total cost of ownership, product cost analysis, new vendor introduction, and local manufacturing readiness across Nigeria, Ethiopia and Kenya. • Supported a Chinese company in setting up operations in SA with Ad Valorem (excise duty) and labour law compliance. • Consulted to a commercial SA broadcaster on developing a PVR system.

RDKConsultant: RDK Hybrid VA Programme Executive (EMEA)

Oct. 2022 - Dec. 2023City of Johannesburg, Gauteng, South Africa · HybridManage Account and Programme responsibilities on behalf of RDKM for the Multichoice Group, encompassing Irdeto and Multichoice entities. The primary focus is on Irdeto initially, aiming to secure a scaling partner for RDK VA, followed by discussion with MultiChoice on the possibility of developing DTH Hybrid Video Accelerator using the RDKM and Irdeto technology. "Hybrid" denotes the amalgamation of satellite and OTT services to introduce innovative products.

MTNExecutive Consultant: Video and TV

Jun. 2023 - Nov. 2023Johannesburg · HybridOrchestrated the strategic roadmap for MTN's next-generation video platform and content ecosystem optimized for mobile phones, while ensuring seamless integration across smart TVs and set-top boxes. Spearheaded the deployment framework across MTN's operational companies, driving operational excellence through scaled common policies, processes, and governance. Redefined MTN's mobile-first video strategy, propelling portfolio growth and revenue opportunities in the mobile segment. Steered key initiatives: • Architected a unified, Group-wide MTN video app with an exceptional mobile experience, complemented by tablet, computer, set-top box, Android TV, and smart TV support. • Conducted comprehensive research to identify cost-effective casting solutions enabling mobile content streaming to big screens across African markets. • Formulated a robust mobile content partnership framework to onboard providers across MTN's mobile video platform. • Developed an execution playbook enabling operational companies and the Group Consumer Team to create compelling mobile video offerings bundled with data plans. • Devised a strategic deployment roadmap for mobile video optimization and ubiquitous access. • Implemented performance management to monitor usage metrics, optimize mobile delivery, and ensure accountability across the video platform lifecycle.

IrdetoConsultant: Global Senior Programme Manager Solutions

Jun. 2021 - Jul. 2022Remote WorkerCI Plus CAMs I review business cases, formulate new strategies, and supervise development teams based in Paris, Shenzhen, Marseille. I manage OEM partnerships and monitor APL costing and on-delivery timelines for new products. I introduce new customer-centric products and leverage data analytics for business case justification. I lead contract negotiations and alignment between Irdeto, OEMs, and customers as well as manage TV OEM product development to support CAM solutions. HbbTV Op App I supervise development of new products and monitor delivery from 3rd Party development partners. I set and track milestones of Irdeto, 3rd Party software development company, TV OEM, and CAM OEM. I oversee two customer PoC’s and deliver proactive reporting to stakeholders. I align TV OEMs with customer, Irdeto and CAM OEMs requirements to integrate the end-2-end solution. I manage development teams based in Finland, Germany, and Amsterdam. Irdeto Certified Secure Experience for RDK I offer security product/service to ensure premium apps like Netflix, Amazon Prime, Disney + and so forth are secure on RDK OTT and Hybrid platforms. I define product specifications and communicate with SoC vendors and Consumer Device OEMs to determine new requirements for silicon chips. I oversee test case, test suite, and simulator development for the end-2-end certification process. I monitor APL costing and prepare action plans for executive approval, budget development, and go-to-market strategies. RDK Product Demo I prepare specifications for release and secure reference hardware from SoC vendors. I manage milestone deliveries and offer expertise for bug triage, STB integration, streams, demo script along with software stack, middleware, application, and thunder services. I lead cross-functional teams and engage with stakeholders and vendors.

IrdetoConsultant: Product Analysis for US Based Broadcaster

Mar. 2021 - Apr. 2021Remote WorkerLow Cost Consumer Device I reviewed current product specifications and assessed required features. I analysed objectives of broadcaster in terms of financials, quality, user experience, and product alignment. I determined OEM’s design philosophy and requested product specifications along with bill of materials and pricing. I also assessed price of various components such as Flash, RAM, SoC and royalties to determine hidden margins. I gathered and compiled a product bill of material considering all information provided by the OEMs. Furthermore, I presented outcomes to clients and proposed solutions to clients as per their key requirements. Key Achievements: • The suggested option would save the customer US $5.00 per device, annual consumption of devices is approximately 2M, saving equates to US $10M without compromise in quality.

IrdetoConsultant: Senior Programme Manager – Android TV

Aug. 2018 - Mar. 2020Netherlands, India, Middle East, USI offered consulting services for client customer acquisition across the Middle East, US, and LATAM. I devised programme schedules, determined probable risks, defined scope, and monitored progress against established plans. I reported to client executive management and interacted articulately with key partners to secure necessary resources for programme completion and reviews. I streamlined communication processes within the project team and multi-functional groups. Additionally, I monitored progress, performance, and impact communications channels with team members, vendors, and partners. Key Contributions: • Spearheaded portfolio of multi-faceted projects delivering business and technology solutions as well as undertook strategic responsibility for delivery management from concept to benefit realisation. • Directed cross-functional teams including Strategy, Engineering, Technology, Solution Architecture, Analysis, Design, Legal, and Supply Chain Management in a decentralised organisational structure by implementing a collaborative and delivery-focused approach. • Partnered with customer delivery teams to drive strategic change through the outcomes of project portfolios and programmes in client organisations.

AstroSenior Vice-President: Hardware Engineering for STB, OTT & Smart Home

Dec. 2017 - May. 2018Kuala Lumpur, MalaysiaI headed engineering activities within the Product Development and Strategic Contracts Division. I assessed Smart Home business strategy and technical requirements to ensure alignment with market opportunities. I formulated proof-of-concepts and prototypes prior to product approval and launch in conjunction with vendors, B2B customers, corporate stakeholders, and industry bodies. I analysed vendor responses, participated in RFP’s to determine optimal choices for each product delivery and established close relations with major STB and OTT vendors including Broadcom, MStar, Ali, Arris, Skyworth, Technicolor, and UEI. I determined Bill of Material (BoM) hardware costs and recommended ideal product roadmaps to the Exco based on total cost of ownership. Moreover, I oversaw key component trends in silicon chips (microprocessors, memory, and HDD). Key Contributions: • Steered a team in the development of hardware specifications for all products in the Engineering Division for STB, Home Gateway, Smart Hub, OTT streaming STB/Stick and IoT devices across DTH and IPTV. • Directed engineering policies, objectives, and initiatives based on long-term product and profitability (ARPU) goals, successfully transforming the regional silo mind set to a cooperative model. • Lobbied internal stakeholders to gather feature requirements per product and match them to hardware specifications/capabilities, in alignment with the organisation’s 3-year product roadmap. • Launched and headed key projects with delivery teams, optimising implementation methods and tracking the programme development life cycle (PDLC). • Advised teams on hardware spec amendments to support Google Android TV specs, adapting Android TV software for non-connected devices to comply. • Corrected silicon profiling and royalties to align with Dolby Digital Plus and Atmos precepts. Removed multiple HDR 10+ and Dolby Vision codecs and technologies to rationalise patent royalty implications.

KweséHead: Device Technology and Middleware Product Development

Feb. 2017 - Dec. 2017Johannesburg Area, South Africa

MultiChoiceHead of Department: Consumer Device Strategy & Hardware Product Development

Jan. 2011 - Dec. 2015City of Johannesburg, Gauteng, South AfricaI tailored a 3-year hardware roadmap, alongside a software plan for new products from release to a year post-release, with release management protocols and product sponsors. I supervised financial aspects while reporting to the Divisional Head, CTO, and Group Exco. I approved all Capex and Opex as Authorised Signatory on annual Divisional and project budgets of > USD 30 Mil. I led all business-critical product deployments and go-to-market activities, directing and mentoring cross-functional teams across various programmes. I directed product managers and engineers in developing key roadmaps to optimise living room devices. I managed hardware validation and certification and delivery of all devices, decoders, tablets, over-the-top (streaming) media services and peripherals. I delivered technical and non-technical services to the business’ African arm operating in 49 countries across SSA. Key Contributions: • Implemented strategic goals and data analytics to articulate development paths, successfully transforming the 2nd largest Pay TV operator budget line item to save millions of USD annually. • Crafted a device strategy that established a baseline for all group strategy assumptions in subscriber growth. • Acted as Strategic Projects and DTT business owner, representing MultiChoice at various industry and legislative forums. Travelled extensively to Asia, Europe, and the US to handle audits and negotiations, and to participate in conferences and project kick-off/closure meetings. • Introduced new products and substantially improved existing ones that enriched the customer experience. • Developed and deployed 11 new products within 12 months. Optimised hardware development, reduced delivery times by 40%, and slashed product costs by 25% (premium) and 35% (entry-level). • Negotiated all service level agreements (SLA’s) and software as a service (SaaS) offerings as well as negotiated product costs with 15 global vendors for supply of labour, devices and royalties.