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In April 2007 Rick Joubert led the creation of a dedicated mobile advertising business unit in Vodacom, one of the first mobile phone operators in the world to do so. He currently heads up the Vodacom Mobile Advertising business and also oversees Vodacom's initiatives in the mobile social networking space. He joined Vodacom in 1999 and has held various executive positions within Vodacom, primarily in sales and marketing. View his blog at www.rickjoubert.com.