Agenda Setters 2007

The striking absence of the heads of some of the biggest organisations in comms continues in 2007. But this area of technology still makes its presence felt on the Agenda Setters list through a few resurgent figures and some oblique inclusions, as Tony Hallett reports.

A quick glance down this year's Agenda Setters Top 50 might suggest the world of communications has been neglected. Where are the CEOs from the big telecoms providers or those from household names making phones and other equipment, names such as Alcatel-Lucent, Motorola, Nokia and Samsung?

But on closer inspection a few stories emerge. For one thing - to start at the top - there is the resurgence of John Chambers, CEO of Cisco Systems. He charts at 4 this year, back to the kind of ranking he enjoyed during the telecoms boom years. His previous best was at 4 in 2001.

He is clearly someone who meets the Agenda Setters criteria of influence and longevity - and his place of employment doesn't hurt.

"Cisco keeps the internet running," said Carolyn Kimber, a panellist from comms user group CMA.

Others felt Cisco's innovation, focus on research and development and even engagement with the public sector trickle down from the man at the top.

Freeform Dynamics analyst Jon Collins also noted TelePresence, Cisco's ultra high-definition videoconferencing offering. "It's trying to see this whopping great thing called the internet and where we can take that. I love that," he said.

And there was the crucial view that although Chambers is a long-serving tech CEO, his future at the top of the game was confirmed with his renewal of his Cisco contract.

At 7 in this year's list is a figure who has become a mainstay near the top spot in the past few years - and with good reason. The Swede Niklas Zennström satisfies one of the key Agenda Setters qualities - he has the ability to affect change again and again, regardless of the organisation he works within.

He did it at file-sharing player Kazaa, then at Skype, which ended up sold for billions to eBay, and now his latest brainchild, video-over-the-web start-up Joost, is taking off.

There wasn't a lot of debate about Zennström at this year's panel session and some would argue his long-time partner, Janus Friis, from Denmark, should get a look in. But it is Zennström who stands for a new world of communications, very much based on peer-to-peer, supernodes and the like.

Sticking with Scandinavians, as a company Finland's Nokia did get a mention but its current boss, CEO Pekka Kallusvuo, wasn't considered worthy of many votes.

Could it be that he's yet to achieve the stature of his predecessor? Or that holding a CEO's office is no sign in itself of being an Agenda Setter?

But let's turn to two pairs within the sub-group that is Agenda Setters. There are two Murdochs in this year's 50 - with son James, at 22, outstripping dad Rupert this time, who sits at 29 - and remains the only individual to make every Agenda Setters list.

In a similar vein to Charles Dunstone at 42 - though admittedly Dunstone has the bread-and-butter role of being the largest retailer of mobile devices in Europe - James Murdoch can point to an interesting position in the world of comms.

Both BSkyB and Carphone Warehouse are wrapped up in broadband these days and the world is watching to see which models work.

Richard Branson, whose Virgin brand is now at the forefront of the UK's big cable player, doesn't get a look in this year, but an obvious rival of the Murdochs and those promoting 'free' broadband is the man who has helped turn around the oil tanker that is BT, CEO Ben Verwaayen.

This Dutchman charts at 16, higher than his previous best of 25 in 2003, near the time he took that role on with a promise to concentrate on broadband and global networked IT services - a move the rest of the comms world is still watching or imitating.

With that strategy in mind, a new face is at 48 - BT Global Services CIO JP Rangaswami. Rangaswami was at investment bank Dresdner Kleinwort until a year ago. His past even includes prolific blogging on all things web 2.0 and a stint as a journalist in India. But he is singled out as a visionary thinker and someone to drive forward the telecom provider's relatively new direction.

It is also worth noting that Bruce Schneier, at 43, is also in the telecoms giant's employ since his company, Counterpane, became BT Counterpane a year ago.

And two big names remain, in comms terms. Huawei boss Ren Zhengfei (30) is mentioned elsewhere in our Agenda Setters analysis, about the rise of individuals based in Asia. Piloting the rising power in equipment making shouldn't be underestimated.

But Mo Ibrahim, at 21, is a new name. Born in Sudan, his early days in mobile saw him helping launch Cellnet as one of the UK's - and the world's - first cellular networks. He then went on to launch and develop Celtel into a company serving millions across Africa in over a dozen countries - often with no roaming charges.

The company was sold for $3.4bn in 2005 but Ibrahim's work continues, often through his foundation, and his influence remains strong, beyond tech and beyond Africa.

It's almost the perfect complement to a name like John Chambers, which so many people know.