05 September 2013
career in the telecommunications industry has only whetted
Lynda Burton’s appetite for pushing
"It’s a really fantastic part of the business to
be in, because Three’s attitude is quite different
to other mobile operators’," she says.
Having spent half of her career at Three, Burton has extensive
experience across several sectors of the industry, but saw
significant potential for wholesale as part of
Three’s high-growth strategy.
After taking control of the wholesale business in 2009, Burton
has pushed the business in new directions.
"That was my brief – to go and find wholesale
partnerships in segments of the market that we
weren’t focussed on directly... to find partners
with unique propositions and new innovation in the market,"
Following Burton’s appointment, the wholesale arm
at Three has been growing at a rate of knots, which she credits
to the company’s free-thinking attitude.
"[Three] has a real openness to exploring new business models,
a real sense of being the challenger in the market," she
Burton believes Three’s M2M platform, which has
provided the company with a separated core network, has been a
particular success story in the last year. She claims the
platform can help launch partners with a profoundly different
"It used to take us about 12 months to bring on a new partner.
Now it takes us three weeks, with about the same proportional
change in cost," says Burton.
Burton has enjoyed working on M2M projects such as the
Hammersmith flyover advertising board in London, which utilises
a Three SIM; TV broadcasting for the 2012 Olympics, which used
a number of Three SIMs; and the Glastonbury music festival in
the UK, which used CCTV powered by Three SIMs, rather than a
fixed broadband solution.
Looking forward, Burton says Three is focussing on telematics,
and converting some 2G segments into 3G. "At the moment in
telematics, there are SIMs in cars that are transmitting very
small amounts of data infrequently, when the car breaks down or
there’s an accident, and we’re
working to translate that into a 3G opportunity where it
becomes an infotainment hub in the car," she says.
With wholesale starting to take off at high speed in the
company, Burton highlights travel and culture as ways to relax
and enjoy herself when not at work.
Australia-born Burton moved to London in 2000 and has enjoyed
her time immensely in the UK capital.
"I realised how important culture, history and travel are to
me, and how much more opportunity I have to experience that
being based in London, compared to Sydney."
life in the day