5/26/2011 5:25:00 PM
Power 50 Profile: Tim Sefton, director, new business development, O2
O2’s continued leadership of the UK market almost defies logic. Rivals (even those who invested in sweeping changes in recent years) seem to have failed to capitalise on O2’s network problems and broader distribution of the iPhone. It is difficult to pinpoint exactly why this didn’t happen, but O2’s focus on the customer has always been more than just lip service and the difference that insulated it from its internal challenges. It was rigorously imposed into O2's DNA since its rebranding from BT Cellnet by former customer director Cath Keers. Sefton has ably carried that discipline across the business as O2 has stretched into fixed broadband, Wi-Fi, financial services, international calling and media. Sefton has helped O2 successfully diversify into new areas while ensuring that the company understands what customers care about in all of its forays. Sefton deserves credit for using the customer as the ultimate filter during the planning and execution of new projects, particularly in the face of pressure on costs and technological innovation.