Fresh Outsider Blood for a New Windows Mobile Brand Image

Microsoft top executives might very well be leaving the company like rats from a sinking ship, but there's plenty of them to go around. The Redmond company's employees are approaching the 80,000 milestone at fast pace, but even with such a strong head-count, Microsoft is little hesitant to bring in fresh blood. Case in point - former Disney CIO Tony Scott will join the company as the new technology chief starting from February, 2008. And in addition, Jeff Raikes, the former president of Microsoft's Business division will be replaced by Stephen Elop, former chief operating officer of Juniper Networks. But these two examples are by no means the only ones.

In fact, the latest addition to Microsoft's workforce is Todd Peters, the new corporate vice president of marketing for its Mobile Communications Business. Peters will take up the position occupied until 2007 by Suzan DelBene, the former vice president of Microsoft's mobile communications marketing group. Despite the fact that the Redmond company has a strong tradition of promoting within, in order to perpetuate its insular corporate monoculture, the latest moves it made in terms of the executives courted point to a shift in this strategy.

"This is an exciting journey for Microsoft's mobile business; with Todd's winning combination of technology and consumer experience, he's absolutely the right person at the right time as we expand in appeal to a broader audience," said Pieter Knook, senior vice president of the Mobile Communications Business at Microsoft.

Before joining the Redmond company, Peters served as vice president responsible for brand management at Staples. But he also spent no less than six years with Intel helping build the company's global brand strategy. Microsoft informed that Peters will report directly to Knook and will be responsible for Windows Mobile Marketing and Windows Live for mobile.

"Microsoft is gaining a real foothold with its mobile products and services in the consumer world. I am looking forward to helping make Windows Mobile a brand not only that people recognize, but that they seek out when choosing the phone that's right for them," Peters added.