Tech & Innovation

Ireland’s newest mobile operator, iD, is revealed

By Business & Finance
02 July 2015
HTC One M8

Dixons Carphone, Ireland’s largest independent electrical and telecoms retailer, has announced that iD will be the new mobile operator for Ireland.

iD, Dixons Carphone’s new mobile operator has been announced ahead of its summer launch. Following a lengthy customer consultation and research process over the past 18 months, according to the company, iD has been built based on what customers are looking for, but not currently getting in the market.

As part of the development phase, research conducted by Ignite Research found that 20% of pre-pay mobile customers said they were likely to switch mobile operator in the next 12 months. Over 40% have switched from one operator to another in the past five years.

Of the bill-pay customers surveyed, almost 30% said they are likely to switch in the next 12 months. 52% have switched once or more in the past five years.
Ignite Research has also found that as many as 50% of Irish mobile users feel their mobile plan – minutes, texts, data and contract duration – is inflexible.

Revealing iD today, newly appointed managing director of Dixons Carphone Ireland,  Mark Slater said that the company is targeting 6% of the market within the first five years and the decision to launch in Ireland was a strategic one for the Group.

“The launch of iD marks a key milestone and significant investment for Dixons Carphone in Ireland; our Irish operation is leading this strategic project which is an exciting development for our 1,050-strong team here. With a strong retail footprint and robust mobile and connected technology expertise, the Irish business is well-positioned to develop a mobile offering that will resonate with Irish consumers,” he said.

Hamish White, general manager of iD added: “Over 65% of the market are pre-pay mobile customers who have not committed to a mobile operator. Equally, our research shows there is a real appetite to switch. We know what consumers are looking for, and are not currently getting from their mobile provider. We’re planning to fill the gap. We’re confident we’ll reach our ambitious target in the Irish market.”

Carphone Warehouse, now Dixons Carphone following a merger of the two entities in August 2014, announced plans to launch its very own mobile operator last year. The new mobile operator represents a total €30m investment and the creation of up to 50 full-time jobs by Dixons Carphone in Ireland. The company also recently announced a €6m investment in a new data centre to power iD.