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First UPC, now Eircom's unloved brand could be on the way out

It’s all change in the phone and internet biz.

Image: Niall Carson/PA Images

EIRCOM WILL REVEAL details of a rebranding within weeks as it reported its first uptick in revenue for seven years.

The former state-owned telecoms company, which changed its name from Telecom Éireann 15 years ago when it was floated on the stock market, is expected to make the change to revamp its unpopular image.

Eircom CEO Richard Moat said more details of its new brand would be revealed shortly. The company also runs the eMobile and Meteor mobile operations.

“The decision to launch a new brand underlines the extent to which the company has evolved our commitment to Ireland and our ambition,” he said.

Moat Eircom CEO Richard Moat

A Reputations Agency survey earlier this year placed Eircom as Ireland’s fifth least-favourite brand, making it the lowest-rated internet or phone company.

In June, Eircom’s consumer division head, Jon Florsheim, told TheJournal.ie the company hadn’t always provided good customer service or the investment of its competitors but its culture had since changed.

Like a Virgin

The Eircom announcement follows on from the news on Friday that UPC was changing its name to Virgin Media in Ireland with a promise from Virgin founder Richard Branson that the company would “shake up the Irish market even further”.

The company also revealed it took in €325 million between April and June this year, up 5% on the same time in 2014 for the first year-on-year growth since 2008.

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Operating costs were down 7% over the last 12 months after significant staff cuts in recent years, delivering earnings before tax and other deductions of €481 million.

Its fibre network has passed 1.3 million premises making it the largest in Ireland and its footprint is expected to eventually reach 1.9 million homes and businesses.

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About the author:

Peter Bodkin  / Editor, Fora

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