- Offers readers an unparalleled, insider's account into one of the world's most successful large scale business transformations
- Provides the reader with insightful and inspiring pointers, that can be applied to any industry, on leadership best practice, teamwork and creating a sense of purpose in the midst of disruptive change
- Presents the reader with an authoritative glimpse into the innovative telecommunications industry from one of the world's top business leaders
- Guides the reader through every crucial stage in EE's journey, including the crafting of the secret merger, the designing of a visionary new brand identity and innovating at speed to provide superfast 4G
The 4G Mobile Revolution
Creation, Innovation and Transformation at EE
Be inspired to lead revolutionary change through the inside story of one of the most successful business transformations in recent history.
Key features at a glance
EAN: 9780749479398
Edition: 1
Published:
Format: 234x154
216 pages
About the book
The 4G Mobile Revolution charts the extraordinary journey of innovation and change at EE, told by its former CEO, Olaf Swantee. This is the story of the highly successful transformation when Orange and T-Mobile merged to form a whole new organization, a whole new brand and a whole new mobile era with the introduction of the 4G network. This authoritative exploration of the telecommunications industry takes the reader through every crucial stage in EE's journey: from the crafting of the secret merger, to designing a visionary new brand identity and innovating at speed to provide superfast 4G.
Change initiatives are notoriously difficult to navigate and very rarely are considered to be a success. However, transformation is omnipresent and inherent to business success in today's fast-moving climate. This book charts the ups and downs of change and pulls out insightful key principles for navigating the storm of transformation in any industry. Successful business revolution requires inspirational leadership, a motivating purpose for your people, a keen sense of brand identity, a culture of innovation, a willingness to break the status quo and a truly collaborative team.
This is an inside look into the practices of one of today's most inspirational leaders and is essential reading for any executive grappling with change.
About the authors
Olaf Swantee is the former CEO of EE, the UK's leading communications company. Prior to this, Olaf was a member of the Orange executive board, heading the Group's Europe division, which covered a mobile & fixed, €12.6B telecommunications business in Spain, Belgium, Switzerland, Eastern Europe, and the Dominican Republic. In addition, he ran the company's purchasing and supply chain function worldwide.
Stuart Jackson is a corporate communications expert with over 15 years of experience in industry. He is currently vice-president of communications at Nissan Europe and has held senior roles beforehand with EE and Orange.
EE was one of biggest brand launches of the past five years. Olaf and Stuart, central characters in its success, narrate the story with aplomb. This is a candid and highly readable account of an ambitious project, offering valuable learnings for marketers, communicators and business leaders alike. The EE campaign exemplifies vision, rigorous focus and adept execution.
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