Vodafone has revealed that Alix Pryde will take over as its head of consumer services and innovation in March.
The BBC’s current director of distribution is to depart the company after over a decade of service, five years of which were spent in her existing role. She joined the broadcaster in 2002, originally becoming a part of its strategic operations.
Pryde achieved some notable accomplishments during her time with the company. Under her watch, the BBC launched Freeview HD, several HD channels and created the red button experience for viewers of the 2012 Olympic Games.
A Vodafone spokesperson told Mobile: ‘Alix will be joining our consumer leadership team as head of consumer services and innovation. She’ll be looking to develop new revenue streams and innovative product categories. She starts in March.’
The move fits in well with Vodafone’s current strategy of placing content at the heart of its proposition. The operator launched its 4G packages last year with the special additions of Sky Sports Mobile and Spotify. The company has also been linked to a merger or partnership with Sky to create a potential quadplay proposition, as smartphone penetration places the emphasis on finding new methods of revenue generation.
Getting pryde on board represents another addition to Vodafone’s executive consumer team. Last September former Virgin Media executive, Cindy Rose, became the operator’s consumer director.
BBC chief technology officer, Peter Coles, said: ‘I’m really pleased for Alix, who has secured this exciting opportunity to develop her career with another global brand, while doing what she excels at: launching new and enhanced service for consumers.’