Former Doro Group Director and UK Managing Director Chris Millington is spearheading Poland-based mobile device maker Maxcom's push into the UK market.
Maxcom is listed on the Warsaw Stock Exchange and its products are sold in more than 20 European countries.
As Maxcom's UK Country Manager Millington will target niche market segments via the retail channel and distribution.
"Not all mobile users are the same and their needs vary according to life stage, career status and domestic situation," said Millington.
"Smartphones dominate our world today but this is not necessarily great for our overall wellbeing or work-life balance.
"This does however create an opportunity for non-smart or second-device ownership and the re-emergence of the dedicated work handset purely for making calls and sending texts."