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Spreading the BT word across Asia

Tuesday February 16th 2010.   Posted: 15:34

Stephen Crisp: BT is seen as being innovative across Asia Pacific

“Asia is where our customers are demanding that we operate and it is becoming an ever more important region for us.”  

Those were the words of BT chief executive Ian Livingston after his recent visit to India and Singapore to meet BT people, customers and key influencers.

But Asia is a vast geographic area covering thousands of miles, with billions of people and many different business cultures, so making sure that BT can operate in the region - and operate fairly - is a huge undertaking.

As director of external affairs for Asia Pacific, it’s the responsibility of Stephen Crisp and his team to make sure that happens.

Having worked for BT in four different countries - the UK, the US, in Belgium as director of European affairs, and now based in Singapore - Stephen is comfortable working across the varied business cultures and bureaucracies.

He joined BT in 1995 after working as a researcher in the UK for a number of MPs, a peer, and a member of the shadow cabinet. He also took time out of his BT career to work as a minister’s advisor.

Key markets

Stephen and his team work with three main groups - decision makers, including ministers and regulators; their advisors; and influencers such as academics, trade bodies, think tanks and the media.

“Our key markets are India, Singapore, Hong Kong, Japan and Australia,” he said. “But we look much wider, at countries such as Korea and mainland China, and other areas where necessary.

“A lot of my job is office-based - writing and preparing presentations and speeches for myself and other BT executives.

“Because of the vast distances involved, there’s no such thing as a day trip. Any time away from the office has to be carefully planned to get the most from it.”

One of Stephen and his team’s primary objectives is to explain exactly what BT offers and its strategy.

Credibility

“BT is a well-respected company in the Asia Pacific region,” he said. “It’s seen as being innovative from both a business and policy perspective. And, because we have a very international set-up and outlook, we can talk globally from real experience.

“We also have great credibility because we say the same things in the international market that we do in the domestic. When we go in and ask for something - from a policy perspective, for example - anywhere in the world, we’re not asking for anything we wouldn’t provide in the UK.

“So, although we are operating across very different markets, our strong code of ethics and credibility means that we are always starting from the same strong foundations.”

Explaining the UK telecoms system and process - and the privatisation of BT and subsequent separation of Openreach - is a popular topic.

“Politicians, civil servants and regulators are always very interested in the UK set-up - and the story behind how the UK became the world’s most competitive market,” said Stephen.

Opening doors

“Openreach - and the functional separation and principles behind that system - fascinate many countries. They are always particularly keen to hear about some of the lessons BT has learned and I can use that to make our wider case for open markets, competition and fair treatment.”

Visits by senior BT leaders always help to open doors. “They have enormous influence and access in Asia,” said Stephen. “It shows opinion formers we are taking the region seriously and gains us access to key decision makers.”

Two recent highlights include Ian’s visit, and BT chairman Mike Rake’s visit to Tokyo, Hong Kong and Shenzhen.

“As well as giving speeches to key decision makers, they also come to meet customers and BT people which really boosts morale,” said Stephen.

Since he took up his current job in 2008, Stephen said there have already been changes across the region. “It is a question of attitude really,” he said. “The scale of what is going on is enormous but it is all backed by an accelerating realisation of the benefits of globalisation.

“One of the biggest challenges is that, unlike Europe - where the European Union sets the rules for all 27 member states - in Asia there are many more jurisdictions over many regions and time zones.

“But what they all have in common is that they are really very keen to learn from - and work with - a company with the experience and global reach of BT. And that’s where I come in.”

Information provider: Group Communications

Review date: 16/02/11