One 2 One in marketing shake-up

Mobile phone operator One 2 One has restructured its marketing department and split the operation into two units, consumer and business.

The business unit will attempt to boost the number of corporate clients, which account for 350,000 of the company’s 2.7 million customers.

One 2 One has appointed a director of the unit, David Henson, who joins from Dolphin Telecommunications, where he was marketing manager. Henson will also sit on the company’s executive management team.

The business unit will have its own marketing department, which will report to Henson.

Consumer services, including marketing of the One 2 One brand, remains under the auspices of marketing director Tim Yates.

Both Henson and Yates report to One 2 One deputy managing director Steve Evans.

One 2 One has also created a mobile multimedia unit to be headed by its director of business strategy, Craig Tillotson, who reports to managing director Tim Samples. The unit will focus on the future of mobile phones as a means of accessing multimedia services.

The company plans to launch as an Internet service provider (ISP) within the next few months. It has invested &£45m in new technology which allows wireless Internet connections to mobile phones.

Last week, One 2 One unveiled a &£30m pre-Christmas ad blitz focusing on the services behind the One 2 One brand (MW September 2).

see “Cover Story”

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