Magazine article Marketing

Vodafone Calls Up a New Chief

Magazine article Marketing

Vodafone Calls Up a New Chief

Article excerpt

Vodafone has appointed a new marketing director from outside the mobile phone industry -- just a week before it begins a 6m [pounds] blitz for the most important product launch in its ten-year history.

Mike Webb joins Vodafone from Black & Decker where he was European marketing director for appliances. Webb replaces Ken McGeorge who becomes director and general manager of Paknet, another Vodafone operation.

"His background with B&D will stand him in good stead because we are going more towards the consumer market when we launch the new services next week," says corporate communications manager Mike Caldwell.

The importance of these new digital services -- the pan-European EuroDigital and the locally-orientated MetroDigital -- are likened by Vodafone to the introduction of colour TV. "Eventually they will replace the old analogue systems," says Caldwell. He expects them to help grow the market from its current level of 1.6 million users to 5. …

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