Telecoms veteran Lutz Schüler answers a £31bn call of duty
Chief executive of newly merged Virgin Media O2 vows to take on BT
Lutz Schüler has waited a long time to execute his grand plan of combining a cable company with a mobile phone network to challenge one of Europe’s most powerful incumbent telecoms groups.
About five years ago Unitymedia, the German cable company he had run for several years, was plotting a mobile acquisition with the goal of taking on the might of Deutsche Telekom. A landmark deal that reshaped that market was indeed reached — but it was Unitymedia that was sold, to Vodafone — leaving Schüler restless on the sidelines.
Yet that initial disappointment ultimately paved the way for his chance to create and lead a new group into battle, albeit beyond his home country.
Put in charge of Unity’s UK sister company Virgin Media in 2019 he went on to engineer a groundbreaking £31bn merger with O2, the Spanish-owned mobile network, which was agreed last year and completed this week.
An ebullient Schüler now stands at the helm of a telecoms giant. With 47m connections to its combined broadband and mobile network and £11bn of revenue, he vowed to shake up the British telecoms market and take the fight to BT as the deal closed.
It was a bittersweet moment for the 53-year old, who keeps a racing helmet bearing the Unitymedia name as a memento in his office.
He draws an analogy with his beloved Borussia Dortmund, the second-largest club in Germany that is typically the main opponent to traditional powerhouse Bayern Munich, in describing the opportunity before what is now known as Virgin Media O2: “We are the challenger to BT and I am the coach. We want to win.”
Speaking from O2’s headquarters just outside London in Slough, adjacent to the now demolished Crossbow House that appeared in the UK sitcom The Office, he declared he was “ready to fire” at BT in what promises to become a fierce competition for Britain’s broadband and 5G users.
The fight comes at a moment of profound reshaping in the UK market as billions of pounds pours into fibre and 5G.
BT, under Philip Jansen, has embarked on the biggest investment in British telecoms infrastructure in a generation with the possibility of external investors funding this expansion. Sky has been sold to Comcast, broadband company TalkTalk was recently taken private and mobile players Vodafone and Three both have newly minted chief executives under pressure to improve returns.
Previous attempts to use Virgin Media as a vehicle to compete with a powerful incumbent have fallen flat. The company attempted to take on Sky in 2006 when it changed its name from NTL to Virgin and brought Sir Richard Branson on as a shareholder, in a vainglorious and disastrous attempt to turn the cable company into a US-style media giant that almost bankrupted the business.
Fifteen years on, Schüler must pull off another tricky transformation, one that aims to realise £6.2bn of synergies from the enlarged group while living up to commitments to invest £10bn in expanding its fibre, 5G and digital services by 2026.
Virgin Media has never before opened up its cable network to rivals as the faster broadband speeds it can offer has been its strongest selling point. But with BT, CityFibre and dozens of smaller players spending billions of pounds on laying new full fibre lines across the UK, the new group needs to open up to ensure it doesn’t get left behind.
Another challenge will be transposing O2’s stronger reputation in customer service to Virgin Media, long a whipping boy for telecoms complaints.
Schüler, who served in the German air force before joining the business world, is confident the deal will not end in tears.
A striking figure, who bears a strong resemblance to singer Nick Cave with his lean 6ft 7in frame and long slicked back hair, Schüler was nevertheless not a shoo-in to lead the new Virgin Media O2.
Mark Evans, O2’s former chief executive, has ably led the mobile business during a long period of uncertainty as various attempts to sell and float the company have fallen through.
He seemed a more obvious choice to some industry observers if only to provide a sense of balance given that Liberty Global, Virgin Media’s parent, had already installed its chief executive Mike Fries as chair of the venture.
However Schüler was a known quantity at Telefónica, O2’s parent, having spent more than a decade at Germany broadband company HanseNet that was acquired by the Spanish group. He led the integration following the deal, with the experience in stitching together broadband-to-mobile services and networks helping him land the top job at Virgin Media O2.
Other former colleagues said there has been an ambience of machismo at Virgin Media since Schüler took over and that this will need to be tempered to make the integration with O2 work.
One telecoms veteran described the Liberty Global culture as “like sharks that smell blood in the water” when it came to pursuing opportunities — in stark contrast to Telefónica, which has a slower and more measured approach to corporate strategy.
Schüler is steeped in the Liberty Global world. But he is also described as an “excellent politician” by a former O2 teammate in Germany. Commuting to the UK weekly from Munich where his family still live, colleagues describe him as a warmer and more charismatic personality than the two New Zealanders who preceded him in the Virgin Media chief executive role, and as the right choice to lift the mood at the company during what could be a painful integration.
Evans, who left O2 after five years in charge on the day the deal completed, said he was confident the deal would deliver. “The future is even brighter,” he said, borrowing a famous phrase from the new company’s arch rival.