23rd January - Microsoft Corp. announced the appointment of Todd Peters as corporate vice president of marketing for its Mobile Communications Business. In his new post, Peters will be responsible for driving marketing efforts for Windows Mobile, one of the fastest-growing businesses at Microsoft; Windows Live for mobile; and other mobility brand offerings related to product planning, product management and campaigns, and marketing communications.

Peters most recently was vice president responsible for brand management and all U.S. retail technology marketing for the office supply company Staples Inc. He was behind the development of the Staples “easy” brand concept that was instrumental in driving sales. It was also Peters’ idea to create the Easy Button, which was sold through retail outlets to raise money for charities such as Boys & Girls Clubs of America.

Before joining Staples, Peters spent six years at Intel Corporation, where he was responsible for setting global brand strategy. He developed the brand architecture for the Intel family of processors that helped upgrade the chip manufacturing company’s market image. Before coming to Intel, Peters spent 11 years in advertising agencies, including Hal Riney & Partners advertising in San Francisco, where he led the launch of the nation’s first true PCS offering for Sprint.

“This is an exciting journey for Microsoft’s mobile business; with Todd’s winning combination of technology and consumer experience, he’s absolutely the right person at the right time as we expand in appeal to a broader audience,” said Pieter Knook, senior vice president of the Mobile Communications Business at Microsoft.

Peters will report to Knook, leading marketing efforts to define and deliver the future of mobility for Microsoft customers and partners. His official start date was Jan 21.

“Microsoft is gaining a real foothold with its mobile products and services in the consumer world,” said Peters. “I am looking forward to helping make Windows Mobile a brand not only that people recognize, but that they seek out when choosing the phone that’s right for them.”