Eircom is dead, long live Eir: huge rebrand for telecoms giant

16 Sep 2015

Photo: Connor McKenna

In what is being called the largest rebranding in Ireland in the last 20 years, Eircom today (16 September) relaunched as Eir.

The Eir rebrand is intended to revitalise and modernise the look and feel of the Eir Group.

Speaking at the national launch today, Eir CEO Richard Moat said: “We have changed and our customer focus is changing… The new Eir identity is dynamic and modern. It reflects our real ambition to become just that, a dynamic and progressive Irish organisation providing the high-quality infrastructure and services the country needs and deserves”.

That high-quality infrastructure was very much in evidence today. Today’s launch coincided with the rollout of Ireland’s fastest broadband, with speeds of up to 1,000Mb per second – enough to load a high-definition video in seven seconds, according to Moat.

Eir Fibre Extreme is the first iteration of Eir’s fibre to the home (FTTH) technology, which offers end-to-end fibre service.

Fifteen communities in Ireland will be able to use Eir Fibre Extreme as of today.

The launch also saw the announcement of Eir’s new 24/7 broadband and TV technical support service.

Under the rebrand, consumer and business divisions of Eircom will fall under Eir, while wholesale and network business units will operate separately, under Open Eir.

eMobile, eVision and eFibre will become Eir Mobile, Eir Vision and Eir Fibre.

Meteor will remain Meteor, a standalone brand within the Eir Group.

It is estimated that the rebrand cost €16m, facilitating the concurrent rollout of new uniforms, new facades on Eir stores and newly-branded Eir vans as of today.

That figure will also cover 6,000 TV ads, 4,500 radio ads, 2,100 outdoor posters and 80m online impressions.

Kirsty Tobin was careers editor at Silicon Republic