Vodafone Ireland

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Vodafone Ireland Limited
Type Private
Industry Mobile telecommunications
Founded 1984 as the mobile arm of Telecom Eireann which became known as Eircell
Headquarters Dublin, Ireland
Products Mobile network, telecom services
Parent Vodafone Group plc
Website www.vodafone.ie
Vodafone Ireland HQ in Leopardstown

Vodafone Ireland Limited, a wholly owned subsidiary of the Vodafone Group, is the largest mobile phone operator in Ireland in terms of active subscribers. It was created when the Vodafone Group bought Eircell the mobile arm of Telecom Éireann.

The company operates a full range of voice, SMS, MMS and mobile data services using a 2G GSM 900/1800 network and a 3G UMTS 2100 network capable of offering a range of broadband services including DC-HSPA+ which can deliver up to a theoretical 43.2Mbit/s. A 4G network is currently under construction and expected to launch in Q4 2013.

Vodafone Ireland offers a full range of contract (bill pay) and prepay services, including mobile telephony and mobile broadband.

The company also offers a range of fixed-line services including traditional telephone services, ADSL2+ and fibre (FTTC) high speed broadband using the Vodafone@Home brand. These services are delivered using the eircom wholesale access network with Vodafone's own back-haul capacity. In some areas, Vodafone has made use of Local-Loop Unbundling (LLU) and has its own equipment in the local exchange operated in partnership with BT Ireland

Numbers issued by Vodafone Ireland usually start with 087 (+353 87), however full number portability is in use in Ireland so the mobile prefix is not a reliable indicator of which network the number is hosted on.

Eircell[edit]

Eircell

Eircell commenced operation in 1986 as the Mobile and Broadcast division of Telecom Éireann. The GSM network went live on July 1993. Eircell handled the Irish mobile phone networks defined by the access codes 088 (analogue TACS system) and 087 (digital GSM 900 system) from 1984 until its transfer to Vodafone in 2001. Usage of the service remained low until it became a separate subsidiary, Eircell Limited, in 1997. In October 1997, Eircell introduced the analogue prepaid pay as you go system under the Ready To Go brand, and turned mobile communications in Ireland into a mass-market product. From early 1997 Eircell faced competition from Esat Digifone, then a joint venture between Denis O'Brien's Esat Telecom Group plc and Telenor of Norway. In 2000, Vodafone made an offer for the company to Eircell's parent, eircom Plc., which saw the company demerge from Eircom plc into a separate plc, Eircell 2000 plc (trading name: Eircell Vodafone), which was then acquired by Vodafone. In 2002, Eircell Vodafone was rebranded as Vodafone Ireland plc.

In 2001, Eircell closed down its original analogue TACS (088) system, and Vodafone Ireland now operates a purely digital (GSM/UMTS) network.

Rebranding[edit]

Eircell Vodafone transitional branding

Vodafone saw Eircell undergo a major rebranding exercise on its acquisition by the group. The main rebranding was to associate a shade of deep purple with the company. When Vodafone rebranded with their trademark shade of red, the tagline used was "Red is the new purple, Vodafone is the new name for Eircell".

Vodafone Ireland introduced UMTS services (branded "Vodafone live! with 3G") in 2004, launching the first handsets in November. This meant they were ahead of O2 Ireland and new entrant 3 Ireland in launching third-generation services. Mobile network Meteor is rolling out their own 3G/UMTS network, having been awarded the last Irish UMTS licence. Initially restricted to contract ('bill pay') customers, Vodafone extended UMTS to pre-pay 'Ready To Go' customers from 2 June 2005.

Vodafone Ireland have also been known as "Eircell-Vodafone" during their dual-branding phase.

Criticism[edit]

Analysis by the Sunday Independent in January 2006 showed the massive margins being earned by Vodafone and O2 in the country are costing Irish mobile phone users about €300m a year. If the mobile phone companies were to cut their Irish margins to the group average, Vodafone customers would see their annual bills falling by an average of €80.47 (€6.71 a month)[1]

The European Commission upheld a ruling by the Irish regulatory body, Comreg, that the Irish mobile phone market needed greater competition, and acknowledged that "tacit collusion possibly existed between O2 and Vodafone".[2]

A senior manager at Vodafone Ireland in March 2007 was dismissed following allegations that he defrauded the mobile operator of more than €1m. The company added in a statement: "As the matter is subject to legal proceedings, Vodafone cannot comment further."[3][4]

The National Parents Council criticised mobile phone companies for the lack of information available about filtering. The Sunday Tribune tested access to four separate sites - a pornography site, an Irish escort site, a pro-anorexia site and a prosuicide site - on the mobile phone networks Vodafone, O2, 3 and Meteor. All four networks allowed access.[5]

In January 2009 it was revealed that Ireland is nearly the most profitable market in the world for multinational mobile operators like Vodafone.[6]

In April 2009, the Company admitted to overcharging 100,000 of its Irish customers a total of €900,000 by incorrectly billing them.[7]

In August 2010, it was revealed that the Irish exchequer is facing a demand from the Company for a substantial corporation tax refund after it agreed that tax paid in Ireland should have been paid in Britain. The Vodafone subsidiary in question had profits of over €200 million but just 20 employees.[8]

In March 2011, Vodafone pleaded guilty to four breaches of the Data Protection Act at the Dublin District Court.[9]

Vodafone admitted in June 2012 it had not returned more than half of the €1.9m it overcharged customers and there is little likelihood the remainder will be returned. ComReg said it was monitoring Vodafone's provision of refunds to affected consumers.[10]

Perlico[edit]

On 13 November 2007, Vodafone Ireland announced the acquisition of Perlico, a small fixed line phone and broadband services reseller for €80m. This is in line with the strategy of other Vodafone companies across Europe, in buying small fixed-line providers for potential offerings of future converged services. As a result of the acquisition, Perlico retains their management and separate brand identity, but will be a wholly owned subsidiary of Vodafone Ireland.[11]

Acquisition of BT customers[edit]

On 22 July 2009 BT Ireland agreed to transfer its consumer voice, broadband data and small business operations in Ireland to Vodafone, leap-frogging the company into a leading role as a fixed-line broadband operator in the country. Under the terms of the deal Vodafone will lease capacity on BT's fixed line network for the services.[12]

See also[edit]

References[edit]

  1. ^ White, Dan (2006-01-29). "The €300m mobile rip-off". Independent.ie. Retrieved 2013-08-03. 
  2. ^ Lowe, David (2005-01-24). "O2 and Vodafone 'may face huge fines'". Independent.ie. Retrieved 2013-08-03. 
  3. ^ O'Hora, Ailish; Riegel, Ralph (2007-05-18). "Vodafone manager sacked after claims of '€1m fraud'". Independent.ie. Retrieved 2013-08-03. 
  4. ^ O'Hora, Ailish (2007-05-19). "Vodafone cash fraud probe by detectives". Independent.ie. Retrieved 2013-08-03. 
  5. ^ [1][dead link]
  6. ^ Webb, Nick (2008-01-20). "Revealed: how mobile firms have shafted you". Independent.ie. Retrieved 2013-08-03. 
  7. ^ Mulligan, John (2009-04-09). "Vodafone to refund customers €900,000 after error". Independent.ie. Retrieved 2013-08-03. 
  8. ^ "Vodafone wants millions of euro in tax refund". The Sunday Business Post. Retrieved 2013-08-03. 
  9. ^ Cunningham, Grainne (2011-03-22). "Top telecoms firms fined for cold-calling customers". Independent.ie. Retrieved 2013-08-03. 
  10. ^ Sheehan, Aideen (2012-06-19). "Vodafone customers still owed €1.1m in refunds". Independent.ie. Retrieved 2013-08-03. 
  11. ^ Errity, Stephen (2007-11-13). "Vodafone acquires Perlico for EUR80m". ENN.ie. Retrieved 2013-08-03. 
  12. ^ [2][dead link]

External links[edit]