AO, the online electricals retailer, has appointed mobile industry veteran, Scott Hooton, to lead AO Mobile including Mobile Phones Direct.

Scott brings 30 years’ experience of the mobile industry from a range of senior roles and consultancy with retailers and distributors including Phones4U Netherlands, Phones4U and Carphone Warehouse.

Joining AO’s leadership team from the beginning of April, Scott has been working closely with AO since it acquired Mobile Phones Direct in 2019 to build the right foundations for growth.

“AO and Mobile Phones Direct are now well placed to bring fantastic value, range and five star service to customers,” commented Scott Hooton. “I’m thrilled to be joining the AO team and excited to release the full potential of Mobile Phones Direct.”

In addition to offering connections with Vodafone, 02 and Three alongside a full range of handsets from all major manufacturers, Mobile Phones Direct completes the package with industry-leading service and a bulging awards cabinet including being named USwitch Reseller of the Year in 2022.