Tru appoints Cohen as GM and SVP at Truphone Americas

Tru (formerly known as Truphone), the world’s first global mobile network, today announced that it has appointed Gary S. Cohen as general manager and senior vice president of Tru Americas. Cohen’s appointment is key to the company’s expansion in the United States as it works to establish itself as the carrier of choice for frequent international business travelers.

Tru’s cellular plans offer business travelers local rates for calls, texts and data in a growing number of countries across the world. Tru offers customers the unique option to have local mobile numbers for all or any of the countries it operates in, all on one SIM.

Cohen, who was most recently Managing Director in Lenovo’s Global Sales Organisation, joins Tru with more than 25 years of experience in technology and telecommunications. He has led global Sales and Service organisations for companies ranging from the Fortune 500 to early and later-stage startups. Prior to Lenovo, Cohen served as SVP Sales & Services at Motricity Inc., before that as VP, Enterprise Markets at Nextel Corp. Cohen began his career at IBM, where he was a Business Unit Executive in the Telecommunications and Media Industry Group.

“Gary is the perfect choice to lead Tru in the U.S. His proven sales leadership experience and work with large multinationals and SMEs will be invaluable to us,” said Geraldine Wilson, CEO of Tru. “We are really excited to have him onboard as we spread awareness and drive sales of our GSM service, which offers international business travelers an end to crippling mobile roaming charges.”

“Tru is the most straightforward and compelling value proposition I have seen in wireless,” said Cohen. “No other mobile carrier provides this type of service. For the international traveler, the savings are enormous and immediate. Being with Tru means no need to carry multiple phones, change SIM cards, or curtail voice or data usage anymore. We’ll offer one solution, one device, for home and abroad.”

As the expectation for employees to be in touch 24/7 increases, voice and data bill shock is a growing concern for small and large businesses alike. A recent survey by Tru showed that half of business travelers checked email less when abroad in an effort to cut costs, with half saying they believed they had lost business as a result.

Tru provides the perfect cellular solution for U.S. based international business travelers. The GSM SIM-based cellular service removes high voice, data and SMS roaming charges across its multi-country network, while providing significant savings across Europe and over 220 countries worldwide.