Mobilicity Franchise - CCO, Anthony Booth


Nov 26, 2012

Anthony Booth is Chief Customer Officer of Mobilicity, responsible for the unlimited mobile carrier’s sales and marketing operations. His focus includes brand development, as well as expanding the company’s national distribution network of Mobilicity retail stores and dealer partners. Prior to joining Mobilicity, Anthony spent almost 11 years at Mars Canada and a decade at Procter & Gamble in Canada and the U.S. Anthony holds a B.Comm degree from the University of Toronto, where he majored in marketing and finance. He has also completed several executive marketing and leadership programs at the Wharton School of Business and Harvard University. Tell us about the Mobilicity concept.

Anthony Booth: Mobilicity is the Canadian leader in the Pay-in-Advance, unlimited wireless business. We have brought simplicity and peace-of-mind to Canadian consumers. By offering a totally unlimited service, and a pay-in-advance model, we have eliminated any possibility of a customer getting bill shock, and at the same time, have enabled them to enjoy extremely affordable, unlimited wireless services.

BTB: How and when did you become involved with Mobilicity?

AB: I joined the company in April 2011, from the Food industry. It was a great opportunity to be part of a company that is making history by changing the wireless landscape for Canadians.

BTB: What was your background prior to joining Mobilicity?

AB: I had been in the consumer packaged goods industry my entire career. I started working full-time straight from university for Procter & Gamble; then after 8 years joined Mars Canada. I still regard those as two of the best-run companies in any industry, globally.

BTB: What are some of the advantages of being a Mobilicity franchisee?

AB: As a Mobilicity dealer, you have the freedom to build your own business, with the support of one of the most innovative and fastest-growing companies in Canada.

BTB: Who is your ideal franchisee?

AB: Someone who is willing to roll up their sleeves, and be a passionate owner/operator. You don’t need to be a technical whiz, but you do have to care about the consumer and be willing to adopt to rapid change.

BTB: Tell us a little about the telecommunications market?

AB: It is one of the largest industries in Canada, domestically controlled, and moves at the speed of light. It is a mix of consumer products, technology, entertainment, and retail. And it’s an exciting, growth sector that offers tremendous opportunity.

BTB: What are some of the greatest lessons you've learned in growing this franchise?

AB: The #1 lesson I’ve learned is if you make the consumer happy, you will be a success.

BTB: Do you have a mentor or is there someone you use for inspiration?

AB: Yes

BTB: What advice do you have for someone looking to acquire a franchise?

AB: Get in during the early stage of a company, and be a leader. Help make the company a success and you will flourish.

BTB: In your opinion, why do you think Mobilicity would be a great opportunity for someone?

AB: We are a leader and innovator in one of the fastest-moving and growing sectors in Canada. The financial rewards can be very good, and you will be on the leading edge of a very progressive industry.