The new head of Orange has hired three senior managers who worked at his old business as he seeks to revive the fortunes of the UKs third-largest mobile phone operator.
Tom Alexander, chief executive of Orange UK since the beginning of this month, announced he had recruited Andrew Ralston, Gerry McQuade and Steven Day, who all used to work for Virgin Mobile.
Mr Alexander was a founder and chief executive of Virgin Mobile, which, following its launch in 1999, developed a successful business model without a wireless network.
Virgin Mobile used T-Mobiles network and forced its efforts on customer service and irreverent marketing that made much of the Virgin brand. It became the UKs fifth largest mobile operator.
Orange, which was the leading UK mobile brand during the 1990s, is regarded by some analysts as having lost its sparkle since France Telecom (NYSE:FTE)bought it in 2001.
Mr Ralston has been appointed Orange UKs chief operations officer, and will be responsible for day-to-day running of the business and its competitiveness.
Mr McQuade will be chief development officer, with a brief to ensure Orange is customer-focused and cost effective. Mr Day has been appointed chief of staff and communications.
Mr Alexander, who left Virgin Mobile in 2006 when it was bought by NTL, the cable television company, said he was "delighted" to welcome his three former colleagues.
"Over the coming weeks, the UK management and myself will be working together to ensure the right things are in place to ensure ongoing success for Orange," he said.
One early focus for Mr Alexander and his team could be cost cutting.
Orange UK has reported falling profitability because of cut-throat competition with arch rivals O2 , Vodafone and T-Mobile, as well as pressure from regulators for price cuts.
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