Magazine article Marketing

BT Cellnet's Corporate Boss Shifts to Top Role

Magazine article Marketing

BT Cellnet's Corporate Boss Shifts to Top Role

Article excerpt

BT Cellnet has named Pete Richardson as its sales and marketing director, following incumbent Kent Thexton's move to head BT's new global mobile internet business unit.

Richardson, director of BT Cellnet Corporate, has been responsible for corporate solutions at BT since 1997 and is a former marketing director of BT's UK business division.

He will take over marketing for the core mobiles business, including the development of WAP technology.

Last week, BT Cellnet launched the UK's first pre-pay WAP phone, and forecast sales of up to 500,000 between April and June.

Thexton, who has been marketing director at Cellnet since June 1998, becomes managing director for a new BT unit, based on BT Cellnet's existing Genie service.

BT plans to take Genie global, backed by 30 partners, including Microsoft and Panasonic on technology, and BSkyB and First Direct on content. Backed by a [pounds]160m investment, it will develop a mass market global mobile portal, as well as solutions for corporate customers.

Genie, which is currently seeking a dedicated marketing director, has 600,000 subscribers in the UK, and is valued by some analysts at [pounds]4bn. …

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