Colao answers call at Vodafone

By Kate Holton

LONDON (Reuters) - Vodafone's (VOD.L) incoming Chief Executive Vittorio Colao will need to combine his famed analytical mind with the discipline learnt as a reserve officer in Italy's Carabinieri when he takes up the top job this week.

The keen windsurfer will also have to prepare for the roller coaster ride that will invariably come with being the head of the world's largest mobile phone company by revenue.

The 46-year-old Italian was warmly welcomed in May as the obvious choice to become chief executive from his role as the head of the European business.

But conditions have since changed and Colao will take over as the economic downturn starts to bite, prompting some customers to shun buying or using their mobile phones.

Colao has indicated he will follow his predecessor Arun Sarin's strategy of expanding into the faster-growing emerging markets while pushing newer products such as mobile broadband in the near-saturated European territories.

But he is likely to face a difficult start following a recent weaker-than-expected trading update which unnerved the entire sector and dented hopes that the firm would remain resilient in a downturn.

Colleagues who have worked with Colao describe him as approachable, happy to listen, hands-on and with an analytical mind.

"Everyone has the right to be listened to before he decides," said one person close to him who asked not to be named due to his position in the industry. "And then he decides very quickly."