Mitchinson's impact on the market

Mitchinson's impact on the market

Mitchinson is known as one of the biggest characters in the industry, responsible for securing big deals and shaking things up where change was needed.

Some of his biggest achievements have seen him taking on the major players in the industry.

Over the past five or six years, Mitchinson has had a huge impact on retail, distribution and marketing.

Some of his most noted achievements include securing a £50m, five-year deal with Chelsea FC for the Samsung Mobile logo to appear on the team's shirts - an unprecedented amount for a manufacturer to spend on marketing.

Mitchinson also led Samsung to the top position in the market, overtaking rival manufacturer Nokia.

One source said about the move: 'He had the backing to take on Nokia and he managed to achieve it, even if it was only for a year.'

Backing from Korea was also apparent when Mitchinson became Samsung's first non-Korean vice president in 2008.

Some industry executives have said the backing from Korea was a key factor in the way that he managed the UK side of the business. 

Mitchinson's confidence led to him taking a zero tolerance approach to grey stock in the market and challenging distributors, such as 20:20 and Data Select.

Written by Mobile Today
Mobile Today


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