Anyone who believed John Roberts would struggle to be fulfilled by a role focused purely on “innovation and inspiring AO.com’s people” looks to have been proven right.

Roberts confirmed yesterday he would return to lead the business he founded in 2000 with immediate effect, replacing current chief executive Steve Caunce.

I’ve written before about how founders can find it hard to let go of the reins of a business they have nurtured since day one.

Roberts’ case is slightly different in that he never removed himself entirely from the business and his successor was a long-time sidekick and friend. Still, there’s nothing that can compare with the adrenalin rush of being in the boss’ chair, calling the shots and inspiring the troops.

On the business front, of immediate concern to Roberts will be AO’s profitability, which has been severely impacted by challenging market conditions and investment in its European operations.

I would expect Caunce to remain a trusted confidant as Roberts returns to the driving seat

It’s not all doom and gloom, however. Sales are still healthy, customer satisfaction levels remain high and the business has signalled its intention to keep diversifying following the acquisition of online phone retailer Mobile Phones Direct at the back end of 2018.

We can also expect AO to capture more headlines now Roberts is back in charge. Known for his straight-talking, no-nonsense approach, Roberts has been relatively restrained in the past two years, no doubt mindful of not wanting to undermine the more low-key Caunce. But the press loves his soundbites, which have historically done no harm in raising the business’ public profile.

As for Caunce – a man who knows the operational side of the business as well as, if not better, than Roberts – he will remain as a part-time adviser to AO but will have no formal, executive role.

It will be interesting to see how Caunce will bring his influence to bear going forward. The insights he gained into the mobile phone market as finance director of Phones 4U in the mid-2000s will surely be invaluable as AO integrates the Mobile Phones Direct business.

More than that, I would expect him to remain a trusted confidant as Roberts returns to the driving seat and looks to steer AO on the path to future success.

Content provided by Anthony Gregg Partnership.

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You can call Tony Gregg on 0207 316 3146 or email him at tony@anthonygregg.com.

Founded in 2003 and located in central London, The Anthony Gregg Partnership specialises in the consumer search market space.