It's not an easy task.

"Most telcos around the world are pretty much happy with what they've got," Al-Noor Ramji says of his personal experience with some of the world's largest incumbents. "The biggest worry about incumbency is they think they're doing a great job and everybody else thinks they're doing a terrible job. The two live side-by-side because they're just measuring the wrong darn thing." Thankfully, if Ramji's high praise of Rawlins is anything to go by, she's the right person for the job.