Eircom says it is creating 50 new jobs as it launches its new mobile service - eMobile.
eMobile stores are being opened in Blanchardstown and Henry Street in Dublin as well as in Limerick, Waterford and Cork.
Eircom says eMobile's range of pre-pay and bill-pay plans have been developed 'to take the hassle out of selecting mobile services'.
It claims its pre-pay 'Seven 10' offer - which gives customers all the calls and texts they need to any network anytime for just €10 a week - is the only such any network, any time offer on the market.
Eircom already has a mobile division after its purchase of Meteor in 2005.
The company's chief executive Paul Donovan is in the middle of a three year €90m cost cutting programme but he says launching the new mobile operator is necessary to broaden Eircom's appeal to customers.
