The 4G Mobile Revolution charts the extraordinary journey of innovation and change at EE, told by its former CEO, Olaf Swantee. This is the story of the highly successful transformation when Orange and T-Mobile merged to form a whole new organization, a whole new brand and a whole new mobile era with the introduction of the 4G network. This authoritative exploration of the telecommunications industry takes the reader through every crucial stage in EE's journey: from the crafting of the secret merger, to designing a visionary new brand identity and innovating at speed to provide superfast 4G.
Change initiatives are notoriously difficult to navigate and very rarely are considered to be a success. However, transformation is omnipresent and inherent to business success in today's fast-moving climate. This book charts the ups and downs of change and pulls out insightful key principles for navigating the storm of transformation in any industry. Successful business revolution requires inspirational leadership, a motivating purpose for your people, a keen sense of brand identity, a culture of innovation, a willingness to break the status quo and a truly collaborative team.
This is an inside look into the practices of one of today's most inspirational leaders and is essential reading for any executive grappling with change. "EE was one of biggest brand launches of the past five years. Olaf and Stuart, central characters in its success, narrate the story with aplomb. This is a candid and highly readable account of an ambitious project, offering valuable learnings for marketers, communicators and business leaders alike. The EE campaign exemplifies vision, rigorous focus and adept execution." * Danny Rogers - Editor in Chief, PR Week and author of 'Campaigns that Shook the World' * "Many books could be written about how the mobile communications industry grew from a cottage industry making car phones for affluent businessmen to the most transformative technology since the invention of the micro-processor. "The 4G Mobile Revolution", is Olaf Swantee's diary of how EE was formed from the merger of Orange and T-Mobile. Swantee has collaborated with another insider, ex-EE Director of Communications and Corporate Affairs Stuart Jackson, to produce a book that will find its natural home in business school classrooms and the Kindles and briefcases of thrusting young Turks eager to find out what management skills are required to make an effective CEO. Swantee gives the reader an enticing peek behind the curtain of the EE story - from clandestine war rooms in a London hotel planning the top secret merger to establishing the EE brand itself." * Ian White - Owner and Publisher, Mobile News *
The 4G Mobile Revolution: Creation, Innovation and Transformation at EE
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