Power 50 Profile: Phil Roberson, director of devices, Everything Everywhere
The last year has been just as busy for Roberson in his role as director of devices. As well as brokering deals to get the iPad and iPhone on the T-Mobile brand, he has been championing the benefits of a multi-OS strategy within Everything Everywhere. Roberson, who is a big fan of Google and Android, thinks it is dangerous to rely on one operating system. The b2b sector is also a big area for Roberson, and he sealed the Motorola Artix exclusive for Orange with that in mind.
Roberson’s profile is low in media terms and it seems he is happy to keep it that way. But he is well known and highly respected by those that deal with him. He is by far the most powerful head of devices among the operators as his job encompasses a much wider reach than those of his peers. As well as overseeing the company’s handset portfolio his scope of influence extends to purchasing, trading, stock control and more. As one manufacturer put it: ‘He is very powerful; you have to keep him happ