Telefonica

"Gibbs and Richwhite pared back the Telecom task to its essentials. Rob Cameron’s team carried out a very detailed and robust valuation exercise; Richwhite thought they’d have to pay at least $3 billion, a lot more than their resources. The primary object, then, was to find the hungriest potential buyers overseas, since they’d pay the most and thus were most likely to win the tender. Gibbs and Richwhite divided responsibilities; Richwhite dealt with Telefonica in Spain, BT and several American companies, while Gibbs concentrated on other Americans. As early as May 1989 Gibbs had met with Bell Atlantic. He quickly concluded that they and Ameritech, another US firm, were ‘the hottest to trot’."

"Mobile telecoms was a sector I knew well, having grown Play, my start-up in Poland, into a top-four independent challenger brand, and although Chile was on the other side of the Atlantic, it did bear some similarities to Play’s Polish homeland. Both were Catholic cultures with a high degree of conservatism. Another element they had in common was their domination by international behemoths. While Play in Poland was up against France’s Orange, Deutsche Telekom’s T-Mobile and Polkomtel, whose Plus brand was 24 per cent owned by Britain’s Vodafone, Nextel Chile had to contend with Entel, the former nationalised Chilean telecoms company whose 127-metre Torre Entel literally towers over central Santiago. Entel controlled about 30 per cent of the Chilean mobile telecoms market. Then there were Movistar, owned by Spanish giant Telefonica, which held a market share of around 28 per cent, and Claro, part of the America Movil telecoms giant, famously fronted by Mexican billionaire Carlos Slim, which had 23 per cent. Nextel Chile had possessed about 2 per cent of the market as a total underdog, and even that was falling steadily. However, we had grown Play from nothing into the leading mobile telecoms company in Poland with a 27 per cent market share, and we saw a similar potential growth trajectory for this Chilean minnow. The financial elements of a deal had to be put together very quickly. We completed the whole transaction in about two months and it was only later that we learned how close Nextel Chile had actually been to bankruptcy wipe-out. We refinanced the company with $400 million of equity and $420 million of debt and set about finding a way to rebrand and reposition it as a vibrant independent challenger brand – a far cry from its previous image as a distant South American offshoot of a major US carrier."