leopardstown dublin formerly called eircell type private industry mobile telecommunication founded 1986 as eircell may 2001 2001 05 as vodafone ireland headquarters mountainview leopardstown dublin 18 d18 xn97 area served republic of ireland key people anne o leary ceo products mobile network telecom services brands vodafone smart website vodafone.ie 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 ireann . 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 900 2100 network capable of offering a range of broadband services including dc hspa which can deliver up to a theoretical 43.2 mbit s. a 4g network was launched in october 2013 vodafone claim over 90 % of the island of ireland is covered by their 4g network within the republic . vodafone 4g operates on the 800 1800 network offering speeds of up to 75mbit s. they are also currently building a new kind of 4g called 4g this enables speeds of 225mbit s on devices that support this and the initial roll out of this service will be in major towns and cities first becoming more widespread over time . vodafone 4g is available to over 6 cities and 500 towns in the republic of ireland making vodafone the strongest and most widespread 4g service offered in ireland . vodafone ireland also launched a hd voice service between customers on the vodafone network only this makes calls crystal clear and cuts out background noise to make calls more enjoyable and easier to hear for customers you must have 3g signal for hd voice to work and also must be between vodafone customers only calling to other networks does not work for hd voice . 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 . contents 1 eircell 1.1 rebranding 2 criticism 3 perlico 4 acquisition of bt customers 5 see also 6 references 7 external links eircell edit main article eircell eircell commenced operation in 1986 as the mobile and broadcast division of telecom ireann . 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 can not 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 1.9 m 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 the department of justice advised vodafone publishing details of data requested by the garda and other irish authorities might compromise national security and hinder the investigation of serious criminal activity but it subsequently published the data . 11 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 . 12 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 . 13 see also edit list of companies of ireland references edit white dan 2006 01 29 . the 300m mobile rip off . independent.ie . retrieved 2013 08 03 . lowe david 2005 01 24 . o2 and vodafone may face huge fines . independent.ie . retrieved 2013 08 03 . o hora ailish ; riegel ralph 2007 05 18 . vodafone manager sacked after claims of 1m fraud . independent.ie . retrieved 2013 08 03 . o hora ailish 2007 05 19 . vodafone cash fraud probe by detectives . independent.ie . retrieved 2013 08 03 . 1 dead link webb nick 2008 01 20 . revealed how mobile firms have shafted you . independent.ie . retrieved 2013 08 03 . mulligan john 2009 04 09 . vodafone to refund customers 900 000 after error . independent.ie . retrieved 2013 08 03 . vodafone wants millions of euro in tax refund . the sunday business post . retrieved 2013 08 03 . cunningham grainne 2011 03 22 . top telecoms firms fined for cold calling customers . independent.ie . retrieved 2013 08 03 . sheehan aideen 2012 06 19 . vodafone customers still owed 1.1 m in refunds . independent.ie . retrieved 2013 08 03 . department of justice says vodafone surveillance release compromises national security irish examiner 6 june 2014 http www.irishexaminer.com breakingnews ireland department of justice says vodafone surveillance release compromises national security 632720.html errity stephen 2007 11 13 . vodafone acquires perlico for eur80m . enn.ie . retrieved 2013 08 03 . 2 archived august 1 2010 at the wayback machine . external links edit official website v t e vodafone subsidiaries and divisions albania czech republic egypt germany ghana greece hungary india ireland italy malta netherlands new zealand northern cyprus portugal qatar romania spain turkey united kingdom vodafone global enterprise kabel deutschland vodafone automotive shareholdings australia 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