Mobile reports that John McFarnon has been appointed the new managing director for ExtremeMob, a yet-to-launch U.K. MVNO. McFarnon had previously been the chairman of Unique Distribution and an MD at European Telecom.
McFarnon is joining a company still trying to find its way to market: When ExtremeMob was first announced in 2005, Vodafone was named as its network partner. At the time, ExtremeMob said it would market itself primarily to younger users, banking on its Extreme Sports brand.
Two years on, Vodafone’s still in the picture, but the MVNO has yet to launch, and the rights to use the name have been bought by Advantage Cellular and its parent Xebra Group. ExtremeMob says it will now incorporate push-to-talk into the service
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