His departure comes in the same week that O2, alongside Vodafone and Everything Everywhere, submitted plans to the European Commission to form an m-commerce joint venture and ahead of the delayed launch of the O2 Wallet.
As head of O2’s business development division and previously the brand’s customer director, Sefton helped drive the creation of O2 Money, O2 Health, O2 Wi-Fi, O2 Learn, O2 Media and its member-owned subsidiary network GiffGaff
He also helped to drive its partnerships with Vodafone and Everything Everywhere for the proposed m-commerce joint venture.
Earlier this month O2 announced a refreshed brand strategy that moves the brand’s marketing focus away from handsets and tariffs to its other, newer businesses, after recognising these will be the divisions that are more likely to drive revenue growth in the future as consumer mobile habits change.
O2 has drafted in former Ericsson Enterprise vice president of sales and marketing Martin Harriman to replace Sefton in April. Most recently Harriman was executive vice president of US wireless broadband network LightSquared.
Separately, O2 today (12 March) signed a three-year agreement that will see it install free Wi-Fi in 1,600 Mitchells & Butlers restaurants and pubs in the UK, which include the Harvester, All Bar One and Toby Carvery chains.