Age: 52
Nationality: Canadian
www.orange.co.uk

One of the first in a new generation of consumer telecom brands in Europe, Orange has earned a reputation for rewriting the rules.

Under Snook's guidance it has also been quick to use imaginative marketing and try out new technologies. Now, Snook wants to explore new revenue models.

Once mobile phones become electronic wallets, which can be used to make and track small transactions such as buying something from a vending machine, Orange will control billing and customer monitoring.

When you pay by phone, Orange will either tack on a small charge or take a slice of the revenue. Orange was bought last May by France Telecom, which combined the two firms' wireless businesses. New Orange, as the unit is known, will list its shares in London, Paris and New York in early 2001.

The vision thing: "We're delivering the future," Snook said last year (he's currently in a regulatory "quiet period" because of the listings), "but we're not in some hyped-up world where I'm going to give everything away for nothing."

Forward spin: Orange is cool, France Telecom conservative — watch for culture clash.

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