Ireland’s largest telecoms company by subscribers and revenue, Eircom, yesterday unveiled its new name – eir – as it looks to establish a distinctive brand for the company which is currently investing millions to revitalise and modernise its business. Unveiling the telco’s new branding, chief executive officer Richard Moat, said: ‘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 … The marketplace has changed, technologies have changed, eircom as a company has changed and we have to continue to evolve, to maintain our relevance and lead a very dynamic market.’ In its press release, eir says that key to the rebrand is the launch of Ireland’s ‘fastest broadband’, with Moat commenting that the new service promises speeds of up to 1Gbps across the country.
eir is spending close to EUR2.5 billion (USD2.8 billion) on capital investment over ten years to enhance its fixed and mobile networks, with the aim of delivering better quality broadband and data services for consumers and businesses alike. Currently, the PTO’s fibre broadband is available to 1.3 million homes and businesses, with rollout expected to reach 1.9 million by 2020. Finally, eir says that the name change will not affect its cellular arm Meteor Mobile, which will remain as a standalone brand within the eir Group. The consumer and business divisions will operate under the new eir brand, while the wholesale and network business units will operate separately under ‘Open eir’, reflecting the operator’s commitment to provide an open access network. The e-suite of products – eMobile, eVision and eFibre – have now been replaced by eir Mobile, eir Vision and eir Fibre, respectively.