Vodafone has finally embraced the internet by creating an arm of the company to deal specifically with consumer web services.

Vodafone Internet Services will lead consumer development and deliver the company's current offerings in this area.

The division will be headed up by new hire Pieter Knook, who joins the company after serving as a senior vice president at Microsoft.

The 49 year-old arrives at Vodafone on 10 March following 17 years with Microsoft, including five years running the company's mobile business handling strategy, product development, marketing and sales.

Knook's focus will be on the delivery of consumer web services through mobile devices, including IP communications, mobile internet access and selected content categories.

Vodafone said that its aim is to build revenue around the internet, content and advertising, with a focus on differentiating its services by creating rich and distinctive experiences for customers.

"Leading Vodafone Internet Services calls for a world class leader of considerable stature and experience," said Frank Rovekamp, global chief marketing officer for Vodafone Group.

"We are delighted that Pieter is joining us to help transform the customer experience through the mobile internet, meet growing customer demand for web services accessed from mobile devices and drive revenues within our Mobile Plus strategy.