VITTORIO Colao left the Vodafone board in tears two years ago; now he is back and as deputy chief executive firmly positioned as the heir apparent to embattled chief executive Arun Sarin.

The Italian, who ran the company's succesful operation in that country, was earmarked by former chairman Lord MacLaurin as a potential successor.

Put on the board when he turned 40 in 2002, Vodafone's long term intention seemed clear, until Colao surprised everybody by leaving to run Italy's RCS Media group - after coming under pressure from the establishment in the Mediterrean country to take on the job.

Since then, Vodafone has muddled along, failing to resolve its problems in Japan and opting for a fire sale; mishandling the introduction of third generation, by producing insufficiently appealing services, and reaching a point where it may be forced to relinquish its critical American investment.

Colao's first job will be to tighten up performance in Europe, where Vodafone's key territories are. It will be a vital proving ground; if he can crack it, he deserves to be promoted in due course. That, of course, is not what Vodafone wants us to conclude - with Sarin making it clear that he welcomed the Italian as an important member of "my management team," a point reinforced by chairman Sir John Bond. But they have to say that, don't they?

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