[Case studies] IP Unicast for Video Streaming: PoC Development of a TV App to Enter Untouched Markets

Community Network Center Inc. (referred to as CNCI), which started as a cable television business, has since expanded into a wide range of areas, including ICT solution services, planning and operation of e-sports and tech sports, leveraging its accumulated expertise in internet communication technologies.

This time, Enlyt and SupremeTech received a request from CNCI to develop a Proof of Concept (PoC) for a new business initiative: a TV app utilizing IP unicast broadcasting. We interviewed Mr. Sakuma and Mr. Miwata from CNCI to learn about the background behind their request to Enlyt and SupremeTech, their impressions after the development began, and their future outlook.

Overview of the project

For this project, we used SupremeTech’s solution – OTTclouds, a global brand designed to scale Enlyt’s CloudTV technology internationally, to develop a proof-of-concept TV application for Fire TV and Android TV.

Key Features

• Verification within CNCI’s internet network environment using IP unicast broadcasting, while utilizing AWS cloud infrastructure.
• A user interface and user experience (UI/UX) are both designed for Japanese TV watchers and are adopting popular overseas trends.
• Creation of the application logo.

▼ For more details, please see the development case study:
Community Network Center Inc. | PoC Development of a Video Streaming TV App

Background Behind the TV App Development

During the business trip last June, our chairman, Truong Dinh Hoang, took a chance to interview with the CNCI team about the project. Let’s have a look at the experiences we shared.

— Why did you decide to develop a new TV app?

CNCI:

There were several reasons behind this initiative.

First, we noticed a steady decline in subscribers to our traditional broadcasting services. With the rapid growth of video streaming services like Netflix and the ability to watch live content on smartphones, viewing habits have become more diverse.

For over 20 years, our cable TV model relied on a fixed process: installing equipment, setting up a set-top box (STB), and allowing customers to select their preferred channels. But the media landscape has shifted dramatically, and we realized that we, too, needed to transform.

Second, the traditional installation process required both company resources and customer waiting time. By moving to an app-based solution, we eliminate the need for installation and construction work. Customers can download the app and subscribe instantly, while we reduce operational workloads. This creates a more convenient and user-friendly experience.

Third, traditional broadcasting limited our ability to collect real-time customer data. With IP unicast broadcasting, two-way communication becomes possible, enabling real-time viewing of data and insights. We are even considering features such as a real-time ranking system to deliver more engaging content.

— Given that background, why did you choose a PoC (Proof of Concept) approach?

CNCI:
We began developing the idea about two years ago. At the time, VOD platforms like AbemaTV and Netflix were on the rise, and we prepared PowerPoint materials to explain our planned services using IP technology and their benefits to various stakeholders.
However, no matter how thoroughly you explain something that doesn’t yet exist, a PowerPoint presentation is like a picture-story show; it simply doesn’t convey the concept effectively. Moreover, many stakeholders questioned, “Can this really be done?”. That’s why we decided to first create something functional as a PoC – something functional that stakeholders could see and experience firsthand.

— In conducting the PoC, what were the key goals of its development?

CNCI:
First and foremost, from a technical perspective, we wanted to prove the technical feasibility of high-quality, low-latency broadcasting using IP unicast technology. High-definition streaming often raises latency concerns, so maintaining video quality while reducing delays was critical.

The next goals were the additional features. The PoC incorporated features designed to transform passive viewing into an interactive experience, including:

• Viewing point system – rewarding users based on watch time.
• Live commerce – allowing viewers to purchase products directly through the app.
• Remote control shopping – enabling easy in-app purchases during live content.
• Real-time commenting – fostering community engagement and interaction.

These are all features aimed at transforming the user experience from simply “watching” to actively “enjoying.”

After completing the PoC, we invited around 50 to 60 stakeholders from various companies to test the system. Their feedback confirmed that the PoC successfully demonstrated both technical performance and innovative user features.

Background Behind the Decision to Onboard Enlyt and SupremeTech

— First of all, how did you discover Enlyt and SupremeTech?

Mr. Sakuma:
When our company was researching overseas providers of streaming app services, particularly during the expansion of our distribution system in the U.S. and South America, we came across Enlyt and SupremeTech.

— Among the various companies you considered, what made you decide to go with Enlyt and SupremeTech?

Mr. Sakuma:
When selecting a development partner, it was critical to find a company that understood the unique aspects of Japan’s broadcasting culture while also having strong knowledge of global video streaming standards and international project experience.

The proposal from Enlyt and SupremeTech gave us confidence that they had both qualities. Additionally, the opportunity to collaborate with J-Stream Inc., which supported our streaming infrastructure, made the partnership even more compelling. From there, we engaged in detailed discussions to shape the project.

Development with Enlyt and SupremeTech

— How was the process of translating ideas into a user-friendly design with Enlyt and SupremeTech?

CNCI:
At first, it was challenging to visualize the ideas described by Mr. Sakuma. However, Enlyt and SupremeTech excelled at turning those concepts into tangible UI/UX designs.

They not only captured our intentions but also contributed valuable suggestions, ensuring that the app’s features truly enhanced usability. Their ability to translate ideas into clear, functional designs was one of the most impressive aspects of working with them.

— Thank you for that comment. Mr. Sakuma, were you able to realize what you had envisioned?

Mr. Sakuma:
The outcome was even better than I had imagined. Because our core audience is Japanese cable TV users, it was essential to create an interface that feels familiar, intuitive, and reminiscent of traditional television.

At the same time, Enlyt and SupremeTech introduced trending overseas features, some of which I hadn’t even considered, and provided the expertise to implement them effectively. This combination of familiarity and innovation added immense value.

— Was there anything in Enlyt and SupremeTech’s agile development process that you felt worked particularly well?

Mr. Sakuma:
This was also our first experience with offshore agile development, and I found it extremely effective. Agile’s strength lies in releasing completed features quickly, testing usability, and swiftly deciding what’s essential.

Even when delays occurred due to late program information from content partners, Enlyt and SupremeTech adapted rapidly, revised as needed, and ensured we met our delivery deadlines. Their speed and flexibility were key strengths.

PoC Outcomes

— Did the TV app PoC yield the results you were expecting?

CNCI:
The greatest achievement was producing a working prototype that allowed us to validate the user experience. Instead of relying solely on presentations, we could provide stakeholders with a tangible product to test.

When the sales team saw the PoC, they could finally envision how the app could be marketed, compared to existing offerings, and positioned within the industry. This clarity and alignment were critical for moving forward.

— Did you receive any concrete feedback from inside or outside the company?

CNCI:
Internally, our team was highly motivated, and content providers were enthusiastic as well. Many producers expressed excitement that the app could help address long-standing challenges with content visibility and promotion.

The PoC was built to such a high standard that many mistook it for a production-ready product and asked when it would launch. This strong feedback provided a foundation for refining our product plans and engaging external partners with greater confidence.

— Have you been able to accumulate technical know-how from this project?

Mr. Miwata:
Yes, we were able to gain a great deal of insight by building the system using IP-based video streaming technology within our company’s internet network and transitioning from the conventional RF-based infrastructure.

Key takeaways included insights into technical design, cost efficiency, and the importance of optimizing playback responsiveness. Thanks to Enlyt and SupremeTech’s expertise in fine-tuning the video player, the playback was remarkably smooth, so much so that my first impression was, “Is it really this smooth?” This realization underscored the critical role of the video player in user experience.

Future Outlook

— After completing the PoC, how do you plan to move forward?

CNCI:
Now that the PoC is complete, we are shifting focus toward business strategy, product design, and sales planning.

Our next challenge is building a broadcasting-grade system capable of running 24/7 without downtime. In this PoC, we built the system environment on AWS and deployed cache servers locally. However, since AWS and other cloud services use a pay-as-you-go model, we now need to explore the most efficient system and server configurations for commercialization, especially as they relate to subscriber volume.

Additionally, the Ministry of Internal Affairs and Communications (MIC) is set to begin implementing IP unicast systems for small-scale terrestrial satellite relay stations in October 2026. In anticipation of this, we believe it is necessary to begin negotiations and planning to launch our service within the next year and a half.

To achieve this, we will work closely with organizations such as the Cable Television Federation and the Satellite Broadcasting Association to gain recognition and industry support.

Messages to the Development Team

— Lastly, could you share a message for the members involved in the development?

Mr. Sakuma:
This was our first experience with offshore development, and honestly, we had concerns about the progress. But the final product exceeded expectations. We truly appreciated the technical skill and speed of SupremeTech’s team in Vietnam.

Mr. Miwata:
The project’s success within just three months was largely thanks to Enlyt and SupremeTech’s proactive approach to system integration. They provided a temporary video platform early, which allowed us to test app integration smoothly.

The UI design received strong praise internally and externally for its quality and aesthetics. Although many aspects of the project were new to us, the professionalism and dedication of the team gave us confidence throughout.

CNCI:
We look forward to continuing our partnership, not only in IP broadcasting but also in exploring other innovative areas in the future.

Thank you very much for the wonderful insights. We look forward to seeing how your initiatives progress!

Client Company Overview

• Company Name: Community Network Center Inc.
• Established: February 2, 2000
• Corporate Website: https://www.cnci.co.jp/