Jon Atherton

Enta Group vice president, Entatech

Career so far I have been at Enta for 20 years – enough said!

If you could be anyone else for a week, who would you be? David Cameron – I would increase focus on helping small businesses remain in profit/start up.

What will next year’s most overhyped industry buzzword be? The i... you can fill in the rest yourself!

Has 2012 been a good, bad or ugly year? Good – we have significantly increased our brand portfolio and we have made it into the £100m distie club! Although the year became slightly ugly when my golf handicap increased.

What would you have as your last meal? Sardines with a fine vino.

What keeps you awake at night? The fact that my wife is reading Fifty Shades of Grey.

What piece of technology could you not be without? My mobile phone. I am lost without it.

Have any of your predictions come true this year? Yes – the Baggies stayed in the Premier League! Although I didn’t predict we would lose our much-loved Roy.

What is the best partner/customer trip you have ever been on? An industry conference held at the Blue Lagoon in Reykjavik, Iceland. Ocean fishing, snowmobiling, best fish restaurants ever... it was an amazing experience.

What do you see as the channel’s biggest challenge in 2013? Credit for customers – cautious lending will make it harder for customers to access credit.