Farid Yunus rejoined redONE as CEO in January 2019 and is currently Group Chief Executive Officer. He returned after launching Yoodo, Malaysia’s first truly customisable digital mobile service, which is owned and operated by Celcom Axiata. Before creating Yoodo he had been Celcom’s Chief MVNO Officer, in charge of managing Celcom’s Mobile Virtual Network Operator partners. Prior to that he was seconded to redONE (formerly known as REDtone Mobile) in 2012 for four years as their Chief Executive Officer to help drive the company’s growth. redONE subsequently became the fastest growing Postpaid mobile service provider in Malaysia, winning the 2014, 2015 & 2016 Frost & Sullivan MVNO of the Year awards. He now spends most of his time growing redONE's businesses in Singapore, Thailand and The Philippines.Before his secondment, Farid was Celcom’s Chief Strategy and Business Transformation Officer, responsible for technology and market strategies and business planning. He joined Celcom in 2006, following a stint as a wireless industry analyst with the Yankee Group in London, focusing on mobile markets and operators in Europe, Middle East and Africa. He has 20 years’ experience in the mobile industry, and holds a Masters degree from the University of Leeds, and a BSc in Telecommunications from Ohio University.