More changes come for Bell Mobility: struggle or transition?

Bell Mobility, one of the country’s three national wireless operators, has once again switched leaders. The company announced July 5 that three-year BCE Inc. veteran Robert Odendaal had decided to leave the firm to pursue other interests. Odendaal was also president of Bell Distribution Inc. (BDI). This is third time in a little more than two years that there has been turnover in the executive suite at Bell Mobility. Michael Neuman was victimized by the billing controversy the company suffered in late 2004 and early 2005, resigning from his post as president of the wireless company in early 2005 (RoW, Feb. 23/05). Pierre Blouin, former head of Bell Mobility and group president of the consumer markets segment, left the company last fall (RoW, Sept. 8/05). It was rumoured that Blouin left the BCE family after the mobility company was removed from his purview. He is now president and CEO of MTS Inc. Odendaal was previously at Bell ExpressVu where he helped steer the direct-to-home satellite operator on the path to prosperity. "And he has done the same thing with Bell Mobility and BDI," BCE president and CEO Michael Sabia said in a news release, announcing Odendaal’s departure. "Both businesses are moving forward better and faster as a result of his leadership." Analysts contacted by Report on Wireless speculate that change could be afoot at BCE’s wireless arm, that room is being made for a recent hire to make his mark or that the opening was required to make another high-profile hiring. Lawrence Surtees, a telecom analyst with IDC Canada Ltd., seems to think something might change at Bell Mobility, but it’s too soon to say what. "Whenever there’s a change in the top leadership, there’s always the potential for a change in direction. It remains to be seen who will take on the role," he says. Brian Sharwood, principal at the SeaBoard Group, believes the departure of Odendaal could make way for a former Telus Mobility executive. He suggests that Wade Oosterman, former executive VP and chief marketing officer at Telus Corp., has been rumoured to be in line for the top Bell Mobility job. Oosterman left Telus when the company merged its wireline and wireless operations late last year in a bid to improve operational efficiencies. The leaving of Odendaal could also be an opportunity for George Cope, president and COO of Bell Canada, to shine and position Bell Mobility more as a brand for the high-end customer, says Sharwood. " should be better at running as a premium brand aimed at the high-end market. That’s what he did at Telus. And Telus was incredibly consistent – consistent brand recognition, in how they went to market and in their ideas. I think that’s what would emerge from having George and Wade running the thing," Sharwood says.

More changes come for Bell Mobility: struggle or transition?

News | July 14, 2006

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