Less than a month into the job and Orange boss Tom Alexander has lured three of his old muckers from Virgin to help him turn Orange UK into a competitive business.

Andrew Ralston, Gerry McQuade, and Steven Day all used to work for Alexander at Virgin's MVNO, but have now switched to Orange with responsibility for operations, development, and staff respectively.

Virgin has been one of the most successful MVNOs (Mobile Virtual Network Operators) in a market that was predicted to be packed with competition by now. In fact, life as an MVNO has proved very difficult, and only a few well-known brands have managed it.

Orange has been getting less profitable of late, so with Alexander at the helm we can expect some form of cost cutting, or squeezing more revenue from existing assets. ®

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