Samsung’s Warren Saunders heads to Sony Mobile

Samsung’s Warren Saunders heads to Sony Mobile

Warren Saunders, Samsung’s head of network operators and sales, has moved to rival Sony Mobile.

Saunders is understood to have taken the role of sales director at Sony Mobile. The move sees Samsung lose one of its most experienced and highly respected executives on the eve of the launch of its latest flagship, the Samsung Galaxy S5.

Saunders joined Samsung in June 2009, as Samsung Electronics global account manager, from Infosys Technologies where he was head of wireless certification. In August 2012 he was promoted to head of network operators/sales.

Samsung confirmed his departure but declined to say why Saunders left and who was set to replace him.

Saunders moves to Sony Mobile as the manufacturer continues to ramp up its fight to gain greater UK market share. The manufacturer is set to launch its flagship Xperia Z2 smartphone this spring in direct competition to the Samsung Galaxy S5.

Sony Mobile’s CEO Pierre Perron told Mobile last month that the company is taking its Xperia Z2 campaign to the market backed by the biggest ever marketing budget.

The manufacturer is hoping to broaden its appeal to a wider range of consumers beyond early adopters and consolidate its position as the UK’s third most popular smartphone manufacturer after Apple and Samsung.

Sony Mobile was unavailable for comment.

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