Sony has confirmed the appointment of Warren Saunders, former Samsung nework operators and sales chief, as UK & Ireland sales director.
Mobile first revealed Saunders' defection from Samsung to Sony in April this year.
The industry veteran, who has more than 18 years of experience in the UK and worldwide telecommunications markets, will report directly to Sony VP North Western Europe, Pierre Perron.
Saunders joins Sony after five years with Samsung, joining as Samsung Electronics globasl account manager. He spent two years as head of sales for two years before taking on the role of head of network operators and sales..
Pierre Perron, Sony VP North Western Europe said: 'Sony has gone from strength to strength over the past twelve months and Warren’s experience complements our ambitions to accelerate even further. Having worked for some of our biggest competitors, we are certain that Warren will add great value to the team.'
Warren Saunders said: 'This is an incredibly exciting time to be joining Sony. It’s a brand that has so much affinity with consumers and the only manufacturer that can boast such a wealth of experience across so many content and entertainment sectors – whether that’s gaming with PlayStation or music and movies with Sony Music and Sony Pictures.
'I can’t wait to sink my teeth into this role and help push Sony to the fore of our partners and consumers mind when considering which smartphone brand to back.'