Charles Dunstone, Carphone Warehouse CEO
Position: 42 Last year: 38
Why? Starting the 'free' broadband war
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In the cut-throat world of mobile phones, Charles Dunstone's beaming boyish face stands out as the one consumers can trust.
He has set himself up as their champion. Last year he gained recognition from the Agenda Setters panel for offering 'free' broadband, bundled with phone contracts, prompting other players in the mobile market, such as Orange, to follow suit.
This year he has earned praise from the judges for offering a free laptop with AOL Broadband, another of his recent acquisitions.
Always setting the agenda for shoppers on what the must-have handsets will be, Carphone Warehouse helped revitalise Motorola when it exclusively offered the Razr flip phone in pink two Christmases ago.
This year, he was the apple of everyone's eye with an exclusive deal on the iPhone. It's sure to be another winner for the man who started by selling car phones out of his London flat in 1989.
Take a walk down memory lane - and find out who made the agenda setters poll in years past
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