Virgin Mobile UAE appoints Rob Beswick as new Managing Director


Rob Beswick, a digital trailblazer within the telecommunications sector, ready to accelerate digital growth in the UAE


Dubai, 21 June 2020: Virgin Mobile UAE has announced the appointment of Rob Beswick as the new Managing Director.


Rob’s vision for Virgin Mobile UAE is to build on Virgin Mobile UAE’s position as the customer champion by creating a benchmark digital model for the mobile industry. By embracing next generation technology, such as 5G, he is committed to leading the brand forward ensuring that it offers the most innovative, simplest and best digital lifestyle experience for customers in the market.


Rob’s appointment builds on nine successful years in the region with Virgin Mobile, most recently as Commercial Director of the UAE business, where he shaped the innovation, marketing and growth strategies of the UAE’s award winning digital mobile brand. Rob brings to the role a wealth of experience in commercial planning, digital transformation, customer-centric innovation, product and propositional development, as well as a strong foundation within brand and marketing development and execution. With his extremely well-rounded experience, he has been instrumental in the success of the Virgin Mobile brand in the Middle East, firstly in Saudi Arabia and more recently with the launch of Virgin Mobile’s fully digital offering in the UAE.


Rob succeeds Karim Benkirane, who moves to head up a new project at du as the Executive Vice President of Business Transformation, tasked with driving the digital transformation of the UAE telco.


“At Virgin Mobile, we are focused on using digital as a platform to improve the mobile experience for the customer – we are committed to giving our customers an all-around amazing mobile experience at every touchpoint. We have built a unique digital proposition in the UAE, and what excites us is that as customer digital adoption grows, we now have a platform that we can use to develop and create better digital products and lifestyle services. I am delighted to be taking the reins of a fantastic brand and to guide such an amazing team into a new digital era. Our future is an exciting one and we will continue to innovate and enhance our offerings in ways that will enrich and simplify our customers’ life. Of course, all of this has been made possible through the incredible leadership shown by my predecessor Karim Benkirane over the past three years and I would like to take the opportunity to thank him.” commented Rob.


Commenting on the new appointment at Virgin Mobile UAE, Erik Dudman Nielsen, CEO at Virgin Mobile Middle East & Africa said: “Rob has played a key role in the continued success of Virgin Mobile across the Middle East and I wish him success in his new role. With his extensive experience and passion, alongside the significant contribution he has made to the success of the Virgin Mobile brand to date, Rob was the natural choice to take up the mantle. As the economy recovers from the effects of the global health crisis, we are at the forefront in seamlessly bring our mobile services to our growing customers and one of the crucial ways to execute that is to put forward exceptional leaders in the business.”




Notes to Editors:    


About Virgin Mobile in the United Arab Emirates

Virgin Mobile believes in making mobile better across the industry with the best customer experience, innovative products and creating a great place to work.  Emirates Integrated Telecommunications Company has launched Virgin Mobile as the first fully digitalized mobile service in the UAE, providing an experience that has never been seen before in the region.


Virgin Mobile is the second mobile brand to operate under the EITC umbrella, adhering to the rights and obligations of EITC’s telecommunication license while bringing a distinctly different offering and brand promise to the market.


About Virgin Mobile Middle East & Africa

Virgin Mobile Middle East & Africa is part of the Virgin family group of companies. Virgin Mobile Middle East & Africa is responsible for all Virgin Mobile operations in the Middle East and Africa region, and is headquartered in Dubai, UAE.

Virgin Mobile Middle East & Africa has been in the region since 2007 and operates the two consumer brands of Virgin Mobile and FRiENDi Mobile across the region. Partnering with telecoms operators across the region, the Virgin Mobile Middle East & Africa team provides customers with innovative products and packages designed to make their mobile experience better. We work closely with other Virgin companies across the world to make sure we can create experiences for our customer’s which surprise and delight them, and which can’t be matched.

Virgin Mobile Middle East & Africa believes in having the best people on the team, and the management team is made up of senior level team members from a variety of successful regional and global mobile operators, as well as from MVNOs. The company has a strong financial foundation supported by well-respected and global and regional shareholders, including Virgin Group, GIC, ePlanet Capital, Dolphin International, NTEC, and members of the senior management team

About Virgin Group

Virgin Mobile is one of the businesses of the Virgin Group, a leading international branded investment company and one of the world’s most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow successful businesses in sectors ranging from mobile telephony and media to transportation, travel, financial services, hotels, health and fitness, as well as renewable technologies and space tourism. Virgin employs approximately 70,000 people in 35 countries and its global branded revenues exceed £16.6 billion (AED 79 billion).