Wireless startup Mobilicity has apparently dropped three vice-presidents to become a leaner company.

As first reported by MobileSyrup, the company has let go VP sales Doug Perry, VP marketing Sara Moore and VP network operations Sharyn Gravelle.

In a statement to the Website chief operating officer Stewart Lyons said the company wants to “reduce redundancies and improve efficiencies.”

I wasn’t able to get comment from the company on Friday afternoon. However, on Wednesday chief operating officer Dave Dobbin told me in an interview about Mobilicity’s first anniversary that his priorities for the coming year include adding more sales outlets and “streamlining operations.” At the time he said that means looking at procedures and processes.

But he also said the first priority is to build the carrier’s brand. “We still need to do more, in my mind, to identify with consumers and create that real brand linkage.”

To that end he has hired Anthony Booth, former general manager at Mars Canada Inc., makers of chocolate bars and other foods, to be the carrier’s chief customer officer. Both sales and marking departments at Mobilicity will report to him.

Booth’s experience is in consumer foods packaging, but Dobbin said that’s an industry similar to wireless, where a number of competitors have similar products.

“We need to find new ways to communicate with the end-user,” he said. “We bringing some of that ultra-competitive consumer packaged goods experience into the mobile industry, with just a different way of looking at things.”


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Howard Solomon
Currently a freelance writer, I'm the former editor of ITWorldCanada.com and Computing Canada. An IT journalist since 1997, I've written for several of ITWC's sister publications including ITBusiness.ca and Computer Dealer News. Before that I was a staff reporter at the Calgary Herald and the Brampton (Ont.) Daily Times. I can be reached at hsolomon [@] soloreporter.com