New Delhi, Jan 8 : Norwegian telecom service provider Telenor Wednesday appointed its strategy and regulatory affairs head Morten Karlsen Sorby as the new Chief Executive Officer (CEO) of its Indian telecom arm Uninor with immediate effect, a company statement said here.

Morten Karlsen Sorby replaces Sigve Brekke who has served as interim chief executive officer of Uninor since early November 2013.

Telenor holds a 74 percent stake in Telewings Communications, which manages and operates Uninor.

"Uninor enjoys a firm market position in India as a leading mass-market, best-on-value operator.  When Morten Karlsen Sorby now steps into the role as CEO of Uninor, he will meet an organisation that is highly energized, market-savvy and possesses a tremendous innovative spirit," Jon Fredrik Baksaas, president and CEO of Telenor Group said.

"Morten's vast experience from the global mobile industry and solid leadership skills will inject new energy and further insights into the already empowered Uninor team," he said.

"The strategy is clear and our model is proven.  My job will be to deliver on this strategy alongside the management team and every single Uninor employee.  I have actively contributed to the development of our India operations since we first entered in 2008, and now I look forward to joining the remarkable Uninor organization," Sorby said.(IANS)