To get Phones 4u in shape for its second sale in the post-John Caudwell era is a major achievement, and much of the credit belongs to its CEO Tim Whiting. Whiting has had a consistent but different vision for retail, and his leadership has helped Phones 4u not only survive but thrive as a strong player. At a time when operators are keen to ditch third party retailers and go it alone, Phones 4u
is acknowledged as a key partner because of its impressive track record in its core market of 16-24 year-olds. Whiting is credited as the main driver behind Phones 4u’s strong and highly successful relationship with BlackBerry and other key manufacturers. The company has also moved with the times and is leading the field in terms of its use of social media to communicate with and hear back from its youthful audience. Whiting has also instigated the industry’s most impressive staff training centre at Fort Dunlop.
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