While Orange, which claims 15.1 million users in the UK, increased revenue by 3.1% to 3bn euros ($4.27bn) in the first six months of 2007, tough competition left operating income down 8.6% at 712m euros ($1bn).
Alexander took VMO Virgin Mobile from its beginning in 1999 to profitability, concentrating on younger pre-pay users at a time when established operators were obsessed with increasing ARPU. He stepped down in 2006 when the company was sold to NTL.
Alexander will also be responsible for the home phone and Digital TV markets.
