The newest mobile phone operator in Ireland is being launched today.

iD, which is operated by Dixons Carphone, is launching just two months after the service went live in the UK.

The company says its offering is unique and based purely on market research carried out in Ireland.

The firm says it is including a 'build-your-own plan' for Irish consumers - choosing exactly how many minutes, texts and data they want.

Customers will also have the option of changing their plan at no extra cost and without re-contracting.

A report earlier this week said that the entry of iD into the Irish mobile phone market will spark a "price war".

General manager of iD, Hamish White, says significant funds are being put into the venture.

"The company is really investing heavily in the opportunity, so there's 30 million investment going into launching the company over five years - and we have created up to 50 new jobs" he said.

The iD prefix is '089 7' followed by a six-digit number.