The Irish Independent newspaper writes that the country’s former monopoly Eircom is planning to scale back its eMobile operations as part of its wider EUR1.6 billion (USD2.1 billion) expansion plan to deploy advanced networks and services in the Republic. The paper claims that under the new strategy, eMobile is likely to be used as a branding option for its quadruple-play offer – due for launch in September – rather than as a standalone business in its own right. The telco’s chief finance officer is quoted as saying: ‘When eMobile was launched it was meant to be an upmarket premium brand. Now we’ll market it more as a proposition rather than a brand.’ However, under the revised plan, he confirmed that eMobile will be considered ‘less of a distinct brand’ going forward.
Eircom will instead look to take the fight to cable and DTH rivals UPC Ireland and Sky, with the launch of its new TV services in September, its CEO Herb Hribar is quoted as saying. The official says that his company is currently in negotiation with TV content providers and sees the new service as core to its drive to sign up new users as part of a bundle of TV, broadband access and fixed and mobile telephony services. The new service will include the likes of Netflix and iTunes movies, he added.