New MD For Virgin Mobile

Graeme Oxby has been appointed managing director of Virgin Mobile, replacing Alan Gow who announced he would be stepping down in June.

Oxby will report to Neil Berkett, Virgin Media’s chief operating officer and will take up his new role on September 3.

Last week it was revealed that Virgin Mobile is to drop its mobile TV service because of poor customer take-up, with the service expected to be switched off next year (see Virgin Mobile To Drop TV Service).

BT, Virgin’s partner on the mobile broadcast project, is disbanding its BT Movio business and has cancelled its contract with spectrum owner GCap Media.

Commenting on the appointment, Berkett said: “Graeme has been working in the mobile industry since its infancy and has helped pioneer the bringing together of mobile communications and entertainment.

“His commercial acumen and pedigree marketing credentials will ensure Virgin Mobile retains a dynamic and compelling presence both in the mobile market and as part of Virgin Media’s unique quad-play proposition.”

Oxby added: “Virgin Mobile has a well deserved reputation for doing things differently. Ever since its creation in 1999, it has consistently challenged convention and established itself as a genuinely distinctive choice for consumers.

“I look forward to the challenge of building on this legacy and the opportunities that come with being part of the UK’s only fully integrated entertainment and communications provider.”

Oxby will be responsible for driving Virgin Mobile’s consumer proposition and the company’s ongoing integration with Virgin Media. A key focus of his role will be the continued growth of Virgin Mobile’s base of contract subscribers alongside its pay-as-you-go business.

Virgin Mobile: www.virginmobile.com