British entrepreneur Rob Williams dies on skiing holiday in tragedy played out on Twitter

The 29-year-old died after he and business partner, Jason Tavaria, who together run a multi-million pound music firm, became separated from their party during a blizzard at the Swiss resort of Verbier, while on a trip with Michelle Dewberry, the winner of BBC television reality show the Apprentice.

Urgent appeals were posted by her on the Twitter website and Mr Tavaria, also 29, sent his friends and rescue teams a GPS satellite navigation signal from his iPhone, which pinpointed his location. He was rescued six hours later.

Mr Williams, however, had fallen 66ft down a cliff on to rocks below and due to the "white-out" conditions, a rescue helicopter could not be scrambled. Search teams on foot found him seven hours after he had gone missing, by which time the businessman had died in the freezing conditions.

After the initial posts left on Twitter, there was a long period of silence as the tragic death of Mr Williams became known.

The business partners had met at Liverpool University and launched the music equipment and instrument firm Dolphin Music. They are one of the leading providers of musical equipment on the internet and have also opened a flagship Guitar Shop in Liverpool city centre. They employ 54 staff and have achieved sales in excess of £9.2 million in 2007, when it was ranked Britain's 11th fastest-growing company.