Ralph de la Vega, a native of Cuba, became President and CEO of AT&T
Mobility and Consumer Markets in October 2008. He is responsible for
all wireline as well as wireless networks. Previously, he had been in
charge at Cingular Wireless and assumed further responsibilities when
AT&T consolidated. Before that, he was the President of Latin America
Operations, and the President of Broadband and Internet Services for
Bellsouth's operations in ten countries.
Hearing the set backs and challenges he faced was really intriguing
given the perspective of being a customer in the wireless market and
watching how it played out in the public spotlight. While he offered
'his' process and steps to success...I think the value came through in
his anecdotes and openness about the resistance he faced and failures
like AT&T's U-Verse Project. His book addressed rumors, gossip, and
drift within an organization as well as how to build a team for a
major project like his solution on on the AT&T and Cingular merger
(that alone was well worth the purchase of this book).