aimm says goodbye to Rory

Changes to the Executive structure at aimm

As announced to aimm members last month, the new aimm Board has decided to change the Executive Team structure to ensure that the diverse needs and the concerns of all of the aimm membership are understood and accurately reflected.

Rory Maguire, after 5 years at the helm of aimm will be stepping back at the end of June to focus on his consultancy business, handing the baton to General Manager Joanna Cox who starts in August.

The aimm Board and the Executive team will be working together to look at the strategy and focus of aimm going forwards, to ensure that all our members continue to feel their voice is heard through their trade association, and aimm continues to support its membership through this period of progression.

We would like to thank Rory for all his hard work during these past years. He has worked tirelessly on important regulatory and business issues which has resulted in improvements and changes across industry, benefiting our members businesses and the wider industry as a whole.

AIME’s new team members

AIME welcomes Rory Maguire and Sandra Obiaraeri to its executive team

The Association for Interactive Media and Entertainment –AIME is pleased to announce the permanent appointment of Rory Maguire as its Managing Director and Sandra Obiaraeri as its Market Development Manager.

Rory Maguire: Rory has a long history with Interactive Media services and is attributed with the development of the first UK text short code facility during his time at Orange, the creation of the first UK mobile operator internet service, the co-founder of the UK Payforit Scheme and the development of the video and voice short code services while at Three. His long and detailed history with mobile and fixed-line service provision since the early 90’s provides him with a deep understanding of each of the businesses conducted by AIME members.

Rory has provided his own specialist mobile payments consultancy service since early 2013 and has been consulting to AIME as Interim Managing Director since September 2013. Rory has now agreed at the request of the Board to provide his services full time to AIME from March 2015.

Rory states: “AIME provides a very active environment for its members to engage, discuss and resolve common issues and opportunities. This busy and extremely diverse environment makes the position of Managing Director both challenging and exciting. My vision is to ensure that AIME creates the environment in the UK for members to develop and improve their business, by removing unnecessary obstacles, ensuring a fair and proportionate regulatory regime exists and creating new opportunities through collaborative working.

Sandra Obiaraeri (pronounced Oberrie): Sandra has joined AIME as the Market Development Manager, bringing her skills and education to a much needed role created to cover a combination of researching into factors that could affect members businesses, regulatory liaison, and development of industry guidance, managing topical discussions and writing documents that explain the industry socio-economics and dynamics.

Sandra carries a degree in Law from the University of Hertfordshire and a Master in Business Administration from the University of West London.


Rory Maguire states: “I am pleased that Sandra has decided to join our busy team and is currently meeting with members and starting to understand their businesses. There are a myriad of complexities in interactive entertainment services and it needs a fresh pair of eyes to look at this industry and to establish how AIME continues to play a key critical role in the development of the industry.”


Chairman Edward Boddington stated today “AIME Members gain significant advantage by having a central organisation that fights their corner, provides continuous intelligence into the state of the market, puts the diverse membership together to grow new opportunities and empowers good practices. Having a operator such as Rory makes my role as a Chairman more rewarding as we can get things done more effectively with an experienced hand at the helm. I am also pleased that we have grown the skill of the team with the addition of Sandra and have great hopes for her development as a key player in the AIME executive.