Eir’s decision to rebrand Setanta Sports and load up on sports rights, notably rugby, marked a scaling up of the quad play arms race among Irish telcos.
Quad play, which refers to the provision of television, landline phone, broadband and mobile phone services as one bundle, has become the primary battleground for telcos looking to increase average revenue per user.
Coupled with the rebranding of Setanta as Eir Sport was the telco announcing...
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