eMobile, the cellular services brand used by Irish telco Eircom , has announced the launch of a new service, ‘eMobile for Business’, which it claims will deliver ‘a comprehensive mobile service designed to fully address the requirements of Irish businesses.’ Under the eMobile for Business model, the carrier intends to offer a fully integrated fixed and mobile service for business users in the Republic, with Ronan Kneafsey, the managing director of Eircom Business, claiming: ‘What really stands out with eMobile is the unrivalled quality of service and support we provide to our business customers, in addition to the comprehensive suite of services we already offer businesses in Ireland. We’re offering cost control and flexibility, which is a major requirement for businesses regardless of whether they are an SME, a large corporate or a public sector body.’ Details are sketchy, but it is understood that the new plans will include ‘free’ access to Eircom’s roughly 1,800 Wi-Fi hotspots and will capitalise on its planned investment in fibre and 4G.
Last month, TeleGeography’s CommsUpdate reported Eircom as saying that it was 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. Under the new strategy, eMobile is likely to be used as a branding option for its quadruple-play offer – reportedly due for launch in September – rather than as a standalone business in its own right. The telco’s chief finance officer was quoted at the time 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.