Power 50 Profile: Russ Shaw, general manager EMEA, Skype
2010 Agents Provocateurs
Skype is the household name for VoIP services and Shaw was recruited from O2 last year with the specific task of making the Skype system more widely available on mobile phones. Skype’s free or cheap calls are a threat to the networks revenue models, but if customers want its services the networks must find a way to work with them. If they don’t, their customers may go elsewhere. Shaw earned his stripes during his time with O2 as marketing director and later innovation director, where he was responsible for negotiating the sponsorship deal to create The O2 music venue in London.