Broadband provider Orange has appointed the former head of Virgin Mobile as its new chief executive officer.
Tom Alexander will assume the role following the departure of Bernard Ghillebaert, who is leaving to take up the role of executive vice president of sales at France Telecom.
Mr Alexander, who was one of the founders of Virgin Mobile, joins Orange as the telecommunications giant is planning to launch of its TV over broadband service.
The proposed bundle is intended to establish the firm in the quadruple bundle area of the market, which is currently dominated by Virgin.
Mr Ghillebaert's departure was announced last month and came in the wake of Orange's announcement that it was losing market share to rival mobile phone providers.
Earlier this year, the firm attempted to assert its presence in the UK broadband market through an offer which included free laptops for customers who signed up to two-year broadband contacts.