At the end of September, there were 5.75m mobile phone subscriptions in Ireland. This includes 454,000 mobile broadband subscriptions and 400,000 machine to machine subscriptions (M2M). Even when mobile broadband subscriptions and M2M subscriptions are taken out of the equation there are 4.9m mobile subscriptions, which exceed the population of the Republic Of Ireland by approximately 7%, which indicates that 7% of the population have more than one mobile device
Out of this 4.9m, 2.95m subscribers are data subscribers who use 3G/4G Irish Networks. This translates into over 60% of mobile subscribers in Ireland access advanced data services, such as video on demand, internet and multiplayer games from their mobile device. As previously mentioned, in addition to subscribers to subscribers to 3G and 4G services there are also over 450,000 Irish mobile broadband subscribers.
Given the findings that mobile phone penetration now exceed 100%,this can be regarded as a game changer for those currently involved in compiling strategic marketing plans, as to ignore 4.59 million mobile subscribers would be folly.