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Reframing Video for Digital Transformation

PROJECT SUMMARY

A strategic pitch deck showing how video supports digital transformation and knowledge sharing, helping SK Telecom see new post-COVID use cases and decide to renew its enterprise contract

 

After COVID-19, SK Telecom (AKA SKT)’s enterprise video consumption declined sharply. Panopto, once mission-critical for remote training, was viewed only as a simple content library. The main point of contact (POC) liked having a video content management system and found Panopto easy for video creation, but her team would not approve budget because they saw no clear post-COVID use case.

 

To prevent churn, I built a digital transformation pitch deck reframing Panopto as a platform for social learning, knowledge pooling, and enterprise-wide communication. The deck combined SKT’s analytics, global digital transformation research, and peer case studies showing post-COVID reinvention of video.

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Presented to executives on Apr 21 2023, the deck shifted perception from “pandemic tool” to strategic transformation enabler, leading SKT to renew for one year on May 4 2023.

TIMELINE

 Apr 3 – May 4 2023

TOOLS

MS Office, Panopto Analytics, Google Workspace

TEAM

Solo responsibility

MY ROLE

Usage analysis, market research, deck design, partner communication

WHAT THIS PROJECT DEMONSTRATES

  • Strategic problem diagnosis – uncovered that SKT’s churn risk stemmed not from dissatisfaction with Panopto’s features but from a perceived lack of relevant post-COVID use cases and an inability for the internal POC to justify budget.

  • Market and trend analysis – researched and applied global digital transformation data (DX spend, video adoption trends, analyst reports) to reposition video as a core enabler of hybrid work, social learning, and knowledge retention.

  • Data-driven storytelling – translated SKT’s usage analytics, ROI data (cost savings, productivity gains), and industry benchmarks into a clear, executive-level narrative built to win C-suite approval.

  • Peer benchmarking and social proof – incorporated case studies from other enterprises (e.g., Qualcomm, K.K. Ashisuto) to prove post-COVID value creation, reduce perceived risk, and inspire new adoption paths.

THOUGHT PROCESS

Strategic Narrative

  • Pandemic Utility → Knowledge Infrastructure

    • SKT thrived on video during remote work but stalled post-return; peers have pivoted to social learning and knowledge networks.

  • Market Urgency → Local Action

    • ​Connected their stagnation to the $7 T digital transformation wave — framing inaction as competitive risk.

  • ROI & Social Proof

    • ​Showed measurable cost savings and peer outcomes to reassure executives and finance.

Drafting each slide

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Understanding the Real Problem

  • The POC valued Panopto but could not justify spend because leadership believed video’s relevance ended when employees returned to the office.

  • The barrier was not dissatisfaction, but no strategic reason to continue paying.

  • I concluded the deck needed to rebuild the case for enterprise video beyond pandemic training.
     

Designing the Narrative Arc

  • Guiding question: “What would convince skeptical executives to reinvest?”
    Resulting arc:

  • Industry urgency — prove video is still a core part of digital transformation.

  • Historic success — remind them of their COVID-era usage and impact.

  • New use cases — show how peers now leverage Panopto for social learning and knowledge sharing.

  • ROI — quantify cost savings and productivity for budget approvers.

  • Clear decision point — frame renewal as a strategic investment, not routine spend.

EXECUTION TIMELINE

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OUTCOMES

By showing how other large enterprises (e.g., Qualcomm, K.K. Ashisuto) evolved beyond pandemic training into social learning, knowledge pooling, and hybrid knowledge retention, the deck reframed Panopto as a strategic platform for digital transformation, convincing their leadership to approve renewal.

  • Churn Reversed: Renewal approved despite cancellation plan.

  • Executive Perception Shift: Panopto reframed as a digital transformation platform, not just a content vault.

  • Strategic Foothold: Opened path to introduce AI analytics and multi-year contracts.​​

REFLECTION

  • Diagnosing the Real Obstacle
    The platform itself wasn’t the issue — lack of a post-COVID story was. Understanding that the POC needed a board-ready narrative shaped the deck.

  • Turning Decline Into Opportunity
    Usage drop was recast as lost potential. Showing that peers expanded into social learning and searchable knowledge hubs created urgency.

  • Designing for the Boardroom
    Neutral, data-driven visuals signaled seriousness and built trust with CFO/CIO stakeholders.

  • Power of External Validation
    Analyst reports and peer results (Qualcomm, K.K. Ashisuto) provided safety in following proven models, countering “video is over.”

  • Customer Success as Strategic Advisor
    This was consultative change management, combining market intelligence, ROI framing, and design thinking — beyond traditional support.

  • Future Playbook

    • Equip champions with budget-ready stories.

    • Tie platform to macro business priorities (DX, hybrid work, AI knowledge).

    • Add ROI calculators and peer proof to de-risk renewals.

    • Build decks as executive reports, not product brochures.

  • Beyond the One-Year Win

    • Renewal created breathing room, but long-term retention needs measurable ROI dashboards, pilots for advanced analytics, and a wider internal champion network.

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