Ireland’s eir is to rebrand its low-cost mobile operator Meteor later this year, promising better value and increased innovation.

Meteor, which was first established in 2001 and bought by eir, then known as eircom, in 2005, will cease to exist as a brand in September.

It will fall under the eir Mobile banner, joining the likes of eir Business, eir Sport and wholesale division Open eir.

eircom rebranded as eir in September 2015.

The operator said there would be no changes to existing contracts or tariffs at Meteor, which has around 750,000 subscribers.

CEO Richard Moat said: “This decision reflects the confidence we have in the eir brand.

“The transition will be seamless, and Meteor customers will continue using their mobiles exactly as before – with the added benefit of a world of possibilities.

“By focusing on a single mobile brand and reducing the duplication of supporting two brands, we can offer better value and increased innovation.

“Meteor customers may not have realised that they are part of a much bigger network, and they should be reassured that they can now take full advantage of all of the possibilities that come from being an eir customer.”

The rebrand has been overseen by eir CMO Henry Dummer, who joined the operator from Tesco last November.

An exclusive interview with Dummer will appear in the Q3 issue of European Communications, to be published in September. Click here to subscribe.

Read more: eir loses CCO, appoints new CITO

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