The former boss of BT has joined Manchester-based tech firm Purple WiFi as a non-exec director joining the board alongside Sir Terry Leahy and Bob Willett.
Former BT chief executive Gavin Patterson will help the fast-growing WiFi platform and analytics provider with its global expansion.
Patterson has enjoyed an illustrious career including president of the Advertising Association and non-executive director at British Airways and joins Purple at a time of rapid growth.
The software company offers a WiFi platform through which businesses can monitor their customer’s shopping patterns and habits and communicate with targeted messaging.
Purple introduced social media logins to the public WiFi login process whereupon valuable customer data is captured on its web portal.
The captured data can then be used by their business clients for customer relationship management.
Purple founder Gavin Wheeldon said: “It’s a real honour to have Gavin Patterson join the board alongside Sir Terry Leahy and Bob Willett.
“Given Purple’s go-to-market is channel-based, and a large component of that is through telecoms, Gavin’s expertise will be invaluable in helping us scale up our existing relationships and helping us attract new partners around the world.”
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The hire means Purple now share something in common with Silicon Valley tech giants, Salesforce, as Mr Patterson recently also accepted the role of Chairman for their Europe, Middle East and Africa operations.
Patterson said: “There is no doubt the analytics and engagement tools enjoyed by digital properties will soon be commonplace in physical spaces. Purple is leading the field having already secured some of the biggest brand names in the world. I look forward to helping on their continued global expansion plans.”
The appointment comes as Purple announced a new partnership with telecoms giant BT.
The multi-year partnership will enable BT to provide high-street businesses with customer insight, tracking and analytics relating to footfall and user behaviour.
“This additional insight will help BT’s wifi customers deliver tailored and targeted communications and better engage with their users, increasing customer satisfaction, loyalty, and footfall,” BT said.