Tom Alexander, the co-founder of Virgin Mobile and creator of Virgin Media, today starts work as head of mobile and broadband operations at Orange UK.
The announcement of his employment was made in October, when Mr Alexander confirmed he was becoming the chief executive officer of UK business in the France Telecom-owned company.
At the time Olaf Swantee, speaking on behalf of the Orange Group, said: "With his experience leading some of the biggest brands in the industry and guiding them to commercial and financial success, Tom has the perfect pedigree to deliver continued growth in both Orange's traditional and exciting new markets."
Mr Swantee, the senior executive vice president of personal communication services UK and EME for the Orange Group, also emphasised that this is "an exciting time for Orange".
Orange is currently the third-most popular mobile operator in the UK, a position Mr Alexander has been employed to improve.
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