End2End, the managed service solution provider for mobile data, has announced the appointment of Bernadette Lyons as Managing Director of End2Ends VAS (Value Added Services) business. Lyons will be responsible for the strategic development of End2End VAS as it co-operates more closely with its parent company MACH. 
End2End will continue to be run independently from MACH, operating as a standalone company, but the two companies will work closely together as they jointly pursue new business opportunities in the evolving telecoms market.   
Before joining End2End, Lyons was the Chief Operating Officer of Digital Rum, and also spent five years as Vice President of EMEA at Mobile 365.
“Bernadette was the ideal choice for us because of her wealth of knowledge and experience of the mobile industry, plus her expertise in marketing and business development says MACH Chief Executive, Martin Lippert. The telecoms market is an extremely exciting and fast-moving sector and Bernadette has the right pedigree and experience to take End2Ends VAS business to the next level.”