Carphone Warehouse has stepped up its strategic move into wireless technology with the appointment of Andrew Brem as new business director.
Brem takes up a crucial new role as Carphone seeks to transfer the principles that made it so successful in mobile phones, into broadband, laptops and other wireless devices.
Oxford University and MBA graduate Brem will manage the customer experience of Carphone’s Wi-Fi vision, the in-store environment and new product development.
He will take a seat on the UK board and will report into UK CEO Andrew Harrison.
‘We are delighted to have appointed Andrew as new business director,’ said Harrison.
‘His experience of developing new technology products and services in emerging markets outside of mobile will prove invaluable to us, especially as we move further into the world of wireless technology and services.’
Brem brings with him a wealth of experience having previously held retail management consultancy roles at McKinsey and more recently ASDA Wal-Mart, where he was instrumental in successfully launching ASDA.com.
Brem said: ‘The Carphone Warehouse has a tremendous heritage in making mobile phones simple and available to all, customers are crying out for someone to do the same with wireless.’