iD is Ireland’s flexible mobile network that allows customers to build the tariff that exactly suits their needs. Launched in August 2015 and sold through Carphone Warehouse, Dixons and iD stores iD offers the best value 4G tariffs and flexible propositions on contract or pay as you go.
The Business Challenge
Dixons Carphone had successfully won one of two MVNO licences awarded for the Irish market when Three and O2 merged and needed to launch their new MVNO iD within a year of that license being awarded.
Mobilise Consulting were responsible for running the entire end to end delivery of the MVNO and had identified that the project needed experienced resources to assure the delivery within aggressive deadlines.
The Consumer Director role was identified as a crucial role and Mobilise engaged with their associate network to source a suitable candidate.
Working with Mobilise Consulting , Graystone Strategy were able to supply a very experienced interim Consumer Director almost immediately.
This was a crucial role on the MVNO Leadership team accountable for proposition, marketing, channel, PR, launching owned retail stores and commercial relationships with key suppliers.
The engagement became a 1 year long project with the Graystone consultant launching the MVNO and then recruiting and training their replacement before handing over.
iD launched on the date that had been committed with an extremely competitive and market challenging proposition.
“James is an outstanding marketer, brilliant at building teams and committed to delivering the very best... It has been an inspiration working with him to develop something imaginative and new to the Irish Market" - Peter Scott Managing Director Ireland.