iD is Ireland’s latest mobile operator, and it’s out soon

2 Jul 201555 Shares

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Ireland has a new mobile carrier, with Dixons Carphone announcing that iD will “provide greater flexibility” than what’s currently available.

The major €30m investment by the company comes on the back of an 18-month recon mission, with survey results obviously showing iD that the thirst is there for more options than what are currently available.

Looking to nab 6pc of the Irish market within five years, Dixons’ “strategic” Ireland launch will be backed by a recent €6m investment in a new data centre.

“The launch of iD marks a key milestone and significant investment for Dixons Carphone in Ireland; our Irish operation is leading this strategic project, which is an exciting development for our 1,050-strong team here,” says Mark Slater, MD of the company.

Mobile networks in Ireland

As part of Three’s purchase of O2 Ireland last year, the EU laid down some conditions that the mobile operator would have to provide network capacity to two mobile virtual network operators (MVNOs) in order to facilitate competition in the market.

UPC was the first to sign an MVNO deal with Hutchison Whampoa-owned Three, before Carphone Warehouse (as it was known at the time) followed suit.

The announcement of a new carrier was made last year, however, information has been thin on the ground since then.

But on the back of a major 2,000-base survey, Dixons Carphone found that 20pc of pre-pay mobile customers said they were likely to switch mobile operator in the next 12 months. Obviously, the company wants a piece of that transient pie all for itself.

“Over 65pc of the market are pre-pay mobile customers who have not committed to a mobile operator,” said Hamish White, GM of the new entity.

‘Equally, our research shows there is a real appetite to switch. We know what consumers are looking for, and are not currently getting from their mobile provider’ — Hamish White, GM of iD

“We’re planning to fill the gap. We’re confident we’ll reach our ambitious target in the Irish market,” he said.

The launch is expected at some stage over the next few weeks, with an original July 2015 plan from last year pretty close to being achieved.

Main image, via Shutterstock

Gordon Hunt is senior communications and context executive at NDRC. He previously worked as a journalist with Silicon Republic.

editorial@siliconrepublic.com