British media company Virgin is to enter the Irish mobile phone market.
It comes as the firm re-launches UPC as Virgin Media Ireland, following a re-branding.
Virgin Media says it will introduce mobile to customers in Ireland for the first time with an 'Unlimited Mobile' plan offering infinite data, calls and texts.
It says it is also offering three months of unlimited mobile for free to its 500,000 existing customers.
The mobile launch coincides with its digital TV, broadband and landline offerings from Virgin Media Ireland.
Virgin Group founder Richard Branson is in Dublin for the launch.
"This is a fantastic day for me and everyone at Virgin Media. I'm thrilled to bring our brand to homes and businesses all over Ireland," he said.
"Virgin Media is going to shake up the market with an unbeatable service - we have a great foundation to build on and there are no limits to what we want to achieve for our customers".
Virgin Media is writing to all home and business customers to let them know its plans, and will start a marketing campaign next week.
Virgin Media is a part of Liberty Global plc, serving 27 million customers across 14 countries.
Liberty Global announced earlier this year it was buying TV3 for €80m.
CEO of Virgin Media Ireland, Magnus Ternsjö, told Newstalk Lunchtime they have plans for many improvements.