Unveiled this morning in Dublin, iD is a result of 18 months’ worth of research and customer consultation into what people really want from their mobile operator.
As part of the development phase, a study conducted by Ignite Research – among 2,000 people – for iD and Dixons Carphone found that 20% of pre pay mobile customers are likely to switch mobile operator in the next 12 months. Similarly, 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, while 52% have switched once or more in the past five years.
Ignite Research also found that as many as 50% of Irish mobile users feel their mobile plan – minutes, texts, data and contract duration – is inflexible.
With this appetite for change in the Irish market, iD aims to offer greater individuality than is currently available. Once formally launched in August, iD will be a highly innovative and robust mobile operator with dedicated capacity on Three’s network infrastructure.
Commenting this morning, Hamish White, general manager of iD said: “Over 65% of the markets 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.”