UPC has announced it will change its name to Virgin Media in Ireland.

All operations, products and services will move to the new Virgin Media brand, with the rebranding expected to be completed this year.

The company said the move is designed "as a platform for further growth and enhanced delivery of great customer experiences".

UPC provides digital TV, broadband and phone services to around 500,000 customers in Ireland, however, that figure is down 3.5% from 2014.

It is due to launch a mobile phone service later this year as part of a Mobile Virtual Network Operator agreement with Three.

UPC is owned by Liberty Global, which acquired Britain's Virgin Media in 2013.

In December 2014 UPC Ireland became part of the Virgin business, with UPC Ireland CEO Magnus Ternsjö now reporting to Virgin CEO Tom Mockridge.

Mr Ternsjö said: “Introducing the Virgin Media brand to Ireland is a big investment in our business and our future."

Virgin Media's Tom Mockridge confirmed the new brand in Ireland will have "some exciting plans in the pipeline to boost competition for consumers, which we will announce in due course". 

No structural changes are anticipated as part of the rebranding of UPC to Virgin Media.

Commenting on the announcement, Virgin Group Founder Richard Branson said: "We are delighted to bring the Virgin Media brand to Ireland. We are proud of the way it has revolutionised the UK market, improving customer service, increasing speeds and bringing more choice to our customers.

"Building on the strong platform in Ireland, I know we will do great things together with Liberty Global and shake up the Irish market even further," he added.