5/27/2011 11:32:00 AM
Power 50 Profile: Julian Diment, marketing communications director, Best Buy Europe
After a domesday scenario at the start of the year where Apple dominated the mobile market, Carphone appeared to be single-handedly building the Android ‘category’. This, the company identified, is essential to its future, and Android presented the most likely bulwark to Apple. And a lot of that work has been done by Diment. He had what was widely seen as an impossible task – making a mobile platform something normal consumers consider when buying a phone. The strategy was driven through all parts of Carphone’s business and made the most of social media and the retailer's frontline staff. His initiative to launch 'The Appys' - an awards event around apps – also serves to deepen and broaden consumer excitement around the possibility of smartphones outside Apple. It isn’t quite mission accomplished yet, but Diment will have operators, manufacturers and even his rivals hoping he can pull the Android robot out from its techie ghetto and make it compelling for a broader market.