Alex Dale is the GM for Microsoft Consumer & Online in Central & Eastern Europe. He was recently the Consumer Marketing Officer for the Western European Area, responsible for developing consumer marketing across PC, Phone and Web. He joined Microsoft in 2006 as the Director for Western Europe, Online. Previously he spent 10 years at the Virgin Group working initially on a range of business development and commercial projects. These included one of the world’s first interactive advertising services, the bid for the Channel Five terrestrial television license and the development of Oui FM, a Paris based rock radio station. Whilst at Virgin Alex set-up and managed the broadband ISP virgin.net from conception to sale to cable operator NTL. Before joining Virgin, he worked at the BBC as an Assistant Producer on entertainment programming.