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Last Updated: Thursday, 6 April 2006, 14:21 GMT 15:21 UK
Vodafone remodels to shift focus
Vodafone chief executive Arun Sarin
Arun Sarin hopes the restructuring will boost Vodafone's growth
Vodafone is overhauling its operational structure to try and exploit changes in market and customer trends.

The mobile phone giant is splitting its business into three new units, covering Europe, emerging markets and new business opportunities.

The firm, which is selling its Japanese business, said the changes would allow it to cut costs in mature markets and develop new operations.

Vodafone's management has been under pressure to improve its sales growth.

New focus

In February, Vodafone said it would write down the value of its assets by as much as 28bn and that it expected sales growth to fall in 2007.

Bill Morrow, formerly head of Vodafone's Japanese arm, will take charge of a new European division comprising its core operations in Germany, Italy, Spain and the UK.

Paul Donovan will be responsible for emerging markets in central Europe, the Middle East and Asia-Pacific, as well as Vodafone's joint venture businesses in the US, Africa and China.

A new division focused on initiatives on the internet and other platforms will be headed by Thomas Geitner.

In addition, Frank Rovekamp has been appointed chief marketing officer while Nick Read will become chief executive of Vodafone UK.

By simplifying its structure, Vodafone said it would have a clearer focus and an increased emphasis on managing costs.

"We are reflecting the different approaches that will be required to continue to succeed, both in terms of our existing operations and in capturing new revenue streams for the future," said Vodafone chief executive Arun Sarin.

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