Why did Swip's European experiment fail?

So Swip can justifiably argue that the, no doubt unexpected, departures of these teams scuppered its plans. Yet, we must also acknowledge that a firm of this size ought to have enough clout to have a compelling proposition in Europe, if it is such a major force in the UK.

It is impossible to escape the conclusion that Swip's sales in the UK are being driven by distribution and not performance. There is still an investment job to be done on this firm before we could say that it can stand on its investment merit.