Peter Kenyon launched a new era at Manchester United yesterday, promising to improve the club's image and relationship with fans while raising its global standing by exploiting new technology and developing Far Eastern markets.

Kenyon, who takes over as chief executive on August 1st, immediately distanced himself from his predecessor Martin Edwards, who in 20 years at the club has come under increasing criticism for the way he has treated fans and dealt with team issues.

Though Edwards will remain a non-executive director of Manchester United plc and will continue his duties as non-executive chairman of Manchester United FC, his resignation is being seen as a victory for those who opposed him within Old Trafford.

Kenyon immediately set out to win over supporters and the manager, Alex Ferguson, who endured an uneasy relationship with Edwards. Kenyon is expected to appoint a communications director by the end of this month, establish a fans' forum and launch a customer charter in an attempt to make fans feel a part of the £1 billion empire.

"No business or brand can afford to ignore the opinions of its supporters or customers," Kenyon said yesterday. "We have had a tremendous amount of success over the past 10 years but I am aware that our public image is not as good as it might be and that is something which concerns me." The new chief executive is also expected to lead United's advance in the Far East, where they have millions of fans, and to cash in on internet and secondary television rights.

"I will continue to look at a number of opportunities for the business, including attacking the communications arena," said Kenyon, who has extensive experience with the sports industry, having made his name with Umbro.

Kenyon's appointment will be welcomed by Ferguson, who was barely on talking terms with Edwards and found him difficult to deal with when it came to transfers and player contracts.

The two men fell out over a number of issues. Many blame Edwards for not making sufficient money available for Ferguson to compete with the continent's biggest clubs in signing the best players.

Ferguson is due to stand down in two years' time, but Kenyon said yesterday that he wanted the manager to stay.

"What we have got is the best manager, who has done a fantastic job for us," Kenyon said. "Nobody in their right minds would want to change a winning formula.

"It is incredible to think there is so much speculation surrounding something which is still two years away but when the time is right we will sit down and discuss the options with Sir Alex."

Edwards, despite his unpopularity among fans, will be used as a roving ambassador by United and continue to represent the club at Premier League meetings. He has stated his desire to be chairman of Manchester United plc but that is unlikely to happen given the number of people who oppose him on the board and among shareholders.

Analysts said yesterday that there is unlikely to be a complete untying of the purse strings and that the club is unlikely to compete with the likes of Lazio and Barcelona in the transfer market. Kenyan could, however, introduce more flexibility in the pay structure in an attempt to hold on to the club's biggest names.

United supporters welcomed Kenyon's appointment. A spokesman for the Independent Manchester United Supporters Association said: "Kenyon is aware that there is bad blood between the supporters and the board. His appointment is good for the club and we look forward to meeting him."