Flying without a net, Male and female executives seek greater challenges

Betsy Bernard had had enough. After 20 years of working for large carriers, she wanted a job that offered more of a challenge, one in which she could have more influence on a company's future. That is why Bernard, 42, left her position as president and chief executive officer of Pacific Bell Communications last week to head Avirnex Communications Group.

"I'm not trashing anybody. I'm blessed for the experience I was able to get,' said Bernard, who will be president and chief operating officer of the company. "But I was ready to do something that would make me feel energetic when I get up every morning - and to challenge myself.'

Avirnex, a 3-year-old company based in Novato, Calif., is likely to prove challenging. Through its four switches in London, San Francisco, Sydney, Australia, and Tokyo, the group provides enhanced voice and technical services to business customers worldwide.

What makes Avirnex stand out is its distribution strategy, said Bernard. Avirnex Network Exchange is a Windows-based back office system that can take orders, activate customers and support billing without human intervention.

"Everyone in the industry knows the back office is our Achilles' heel,' Bernard said.

The company also offers Avirnex Virtual Office Exchange, which provides one-number service to people who have various numbers for home and office phones, wireless phones, pagers and fax machines.

Bernard's departure is part of a larger trend of longtime executives leaving secure jobs for more risky businesses. Last year, Alex Mandl left his post as president and COO of AT&T and moved to Teligent Inc. The reasons for such drastic changes include money, a fear of stagnation and the chance to take the helm.

Money was a motivation in her decision to leave SBC, Bernard said.

"But everybody at my level is making more money than they should,' she added. "For me, it's also the chance to be innovative without having to go through several levels before an idea is approved and the knowledge that the people I work 15-hour days with will truly profit from their work once the company becomes successful.'