'The good, the bad and the ugly’ of EE story revealed in ex-CEO's book

'The good, the bad and the ugly’ of EE story revealed in ex-CEO's book

The ‘good, bad and the ugly’ of EE’s journey in the industry will be revealed by former CEO Olaf Swantee in a new tell all book.


Called ‘The 4G Mobile Revolution: Creation, Innovation and Transformation at EE’, the book was jointly written by Swantee and former EE communications director Stuart Jackson. Swantee said the book would explore why the brand was created in 2011 as a joint venture between Orange and T-Mobile, as well highlight mistakes made by the network.


He said: ‘We took two great companies and transformed them to become the market leader. It was a huge task delivered by many exceptionally talented people and I wanted to make sure that we captured the good, the bad and the ugly of the journey – what worked as well as what didn’t. We learned a lot of lessons along the way and wanted to share our learnings with other business leaders who may be facing similar challenges in their organisations.’


Publishers Kogan Page explained that the book was completed following BT’s successful £12.6bn purchase of EE. The takeover saw Swantee step down from his top job, taking up a CEO position at Swiss network Sunrise.


Former communications director Jackson said: ‘From the creation of the joint venture, to the regulatory challenge of pioneering 4G, right up to the creation of an exciting new technology brand for Britain. We’ve shared in detail how we created, launched and embedded the new EE business in the market, and how its unique product – 4G technology – drove a step-change in expectation of what technology could do for people and businesses.’


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