11/29/2010 10:11:00 PM
Power 50 Profile: Lysa Hardy, European head of internet on mobile and entertainment, T-Mobile
Last year, Hardy was in the Power50’s mobile internet category. She moved into the brand role in October 2008, and has started lifting the weak T-Mobile brand away from just products and deals, giving it a much needed identity.Hardy is behind the ‘FlashMob’ campaign that won plaudits for its low cost, big impact and use of YouTube. Underpinning the ‘FlashMob’ adverts is the idea to engage and be connected with people under the ‘Life is for sharing’ tagline, which she passionately believes is what will attract and retain customers.
European head of internet on mobile and entertainment, T-mobile Last year T-Mobile stole a huge march on its rivals by launching open internet access from its devices, as well as the hugely successful Web’n’Walk and dongle propositions. Hardy is the key figure behind T-Mobile’s success, as she has focused on pushing the operator’s mobile internet propositions. Under her watch, T-Mobile’s internet strategy has paid dividends, prompting rival networks to launch aggressive pushes of their own mobile internet and broadband propositions.