Eire Cuts

Given similar organisations are trying to offer quad and triple-play services, disposing of a mobile network not once (Eircell) but twice (Meteor) seems to lack cohesive thought.

Eircom recently reported pre-tax profits of €665m (£451m) for the year to June 2007, primarily thanks to the revenues generated from broadband and Meteor, its wholly-owned mobile network, purchased from Western Wireless International in July 2005.

Despite intense competition from Vodafone, O2 and 3 Ireland, Meteor’s subscriber base has increased by 28 per cent during the last year to 875,000, with 43,000 joining in the last quarter alone. With ARPU up 5 per cent to €39.80, work continues in the roll-out of its own 3G infrastructure and the arrival of another significant milestone – its one millionth subscriber.

Mobiles on flights: ComReg consults

No doubt prompted by Ryanair’s nano-cell mobile phone passenger services, using existing GSM and UMTS handsets, the Commission for Communications Regulation (ComReg) has invited views from the public and industry on the use of mobiles on board aircraft (MCA).

The purpose of the consultation is to explore the regulatory approach appropriate to facilitating the use of handsets on commercial aircraft, while ensuring terrestrial mobile networks are not subject to harmful interference.

ComReg notes the operation of wireless devices on board aircraft and the installation of MCA systems remains subject to airworthiness certification by the relevant authorities (the European Aviation Safety Agency and/or the Irish Aviation Authority). The consultation paper can be viewed at the ComReg website; the deadline for responses is October 8.

Eurotariff takes off

The European Union’s mobile roaming ‘Eurotariff’ directive came into effect on August 29.

Customers now have the right to be billed only up to the maximum charges stipulated by the Eurotariff, but it remains their responsibility to check they are being charged at this new rate.

With the exception of 3 Ireland, all Irish networks now charge the maximum amount permitted under the Eurotariff, set at €0.59 (49p) per minute for calls made within the EU and back to Ireland from another EU country. Inbound received
calls are charged at €0.29/min (all prices include VAT).

As reported last issue, 3 Ireland has introduced a cheaper rate; at €0.39/min for outbound calls and €0.19/min for inbound.

Vodafone relaunches its mobile web tariff

Vodafone Ireland CEO Charles Butterworth and eBay Ireland managing director John McElligott were on hand last week for the launch of a new consumer data initiative, providing subscribers with a fixed-rate €0.99 daily tariff for contract or prepay customers.

Contract subscribers can also opt for a €9.99 monthly alternative; however the usual ‘fair usage’ limits apply.

Four websites have joined the scheme to provide services via the Vodafone Live! portal; eBay, Google, MySpace and YouTube. Video clips have been re-coded to allow 2.5 and 3G users optimised viewing on mobile handsets.

Butterworth said: “We’re not trying to position this facility as a replacement for fixed-line internet – this is a unique service to bring mobiles and the internet together.”

Free eco taxis for GAA fans

Operating from the Spire on Dublin’s O’Connell Street, these Meteor Ecocabs will travel to and from Croke Park for the upcoming All-Ireland semi finals and finals.

As well as being fee free, the predominantly pedal-powered Ecocabs are also emission free.
Commenting on Meteor’s new marketing sponsorship, marketing director Michael Hayes said: “As Ireland’s fastest growing network, we are always looking for new and innovative ways to highlight our great value offers, such as free any network calls all weekend.”

Devaney joins O2 as marketing head

Damian Devaney has replaced Paul Farrell as marketing director at O2 Ireland, and his first task was to oversee a TV campaign themed on the Rugby World Cup and O2 Ireland’s sponsorship of the event, which launches next week.

Having joined from Coca-Cola, Devaney joked that whilst he has less competitors to worry about in his new post, he was still assessing his best strategy, having admired O2’s existing brand awareness levels.

He said: “The natural thing for any brand in this industry is to move to a strategy that builds stronger affinity. We excel in customer care; what I want to do is move those strengths more into our advertising.”

Damian graduated in Business Administration from the University of Limerick. In 1995, he was elected chairman of the Marketing Institute of Ireland.

Cork firm bidding for global domination

Pat Phelan’s Cubic Telecom, the Cork-based telecoms company, is hoping for dominance as the world’s first global mobile service provider after a €5m (£3.4m) investment package.

With offices in Canada and Portugal, Cubic’s virtual carrier network already offers services in 160 countries and is the parent company of the Roam4free and Yak4ever brands.

Explaining what his company offers, Phelan said: “We deliver simple, high quality, high-value telephone services direct to mobile phones. There’s no software to download, nothing to configure, and nothing new to learn.”