This conceptual paper focuses on revealing challenges and offering concepts associated with the incorporation of the Quality of Experience (QoE) paradigm into the design of mobile video systems. The corresponding design framework combines application, middleware and networking layer in a unique cross-layer approach, in which all layers shall jointly analyse the quality of the video and its delivery in face of volatile conditions. Particular ingredients of the framework are efficient video processing, advanced realtime scheduling, and reduced-reference metrics on application and network layer.