12th November 2004 - Vodafone announced the launch of Vodafone live! with 3G for Irish consumers. From the end of November, Irish postpaid customers will be able to avail of an extensive range of 3G handsets and content-rich services including video streaming and downloading, mobile TV, video calling and 3D games.

Vodafone live! with 3G is being launched today by Vodafone in 13 countries. In addition to Ireland, Vodafone live! with 3G will be available in Austria, France, Germany, Greece, Italy, Japan, the Netherlands, Portugal, Spain, Sweden, Switzerland and the UK.

Launched in October 2002, Vodafone live! was the first mobile service to integrate handsets, networks, content and services to produce an end-to-end, easy to use customer proposition. Vodafone live! with 3G is the next generation of Vodafone's multi-media consumer offering. The customer experience is transformed by faster download speeds and improved quality of sound and images, encouraging increasing adoption and usage of Vodafone's mobile services.

Vodafone Ireland will initially offer four 3G handset models to consumers. These include the Motorola V980, the Nokia 6630, the Sony Ericsson V800 and Europe's first 2 mega-pixel camera phone, the Sharp V902. Two of these handsets are exclusive to Vodafone and the range has been designed to offer a wide customer choice of high-, mid- and low-tier priced 3G devices, with prices starting at EUR169. The handsets have been designed in close collaboration with Vodafone's manufacturing partners to ensure easy to use service delivery with the Vodafone live! portal. Using a 3G handset and the Vodafone Ireland 3G network, consumers will be able to see a round-up of goals from Barclay's Premiership matches, watch music videos; keep in touch with friends via live video calling, or send video messages; play three-dimensional games or even watch mobile TV!

Vodafone Ireland has also created a new, easy to understand pricing model based on two new big voice bundles. This model is designed to ensure customers receive simpler bills and to encourage usage through increased cost transparency. Content purchases will be charged on an event basis. Customers will also be offered promotional video add-ons to encourage the uptake of new Vodafone services such as the Barclays Premiership and 'Movie of the Month'. Details of the two new big voice bundle packages and handset prices will be announced later this month when the handsets become available in store.

Since acquiring its 3G licence, at a cost of EUR114m in 2002, Vodafone Ireland has already invested EUR150 million in the most aggressive roll-out of 3G by any mobile operator in Ireland. 3G population coverage in Ireland currently stands at 62%. This compares favourably with the licence requirement of 33% population coverage by June 2006. Customers who roam between 3G and 2G network coverage will experience a seamless handover of voice and data services from 3G to 2G, ensuring high quality service delivery of Vodafone live! with 3G.

In addition, Vodafone Ireland has signed 3G roaming agreements with 13 networks. This means that Vodafone Ireland customers will be able to avail of 3G services in Austria, Belgium, France, Germany, Greece, Italy, Japan, the Netherlands, Portugal, Spain, Sweden, Switzerland and the UK.

Speaking at today's launch, Paul Donovan, CEO, Vodafone Ireland said, "Today ushers in a new age in communications. From the outset, Vodafone Ireland is committed to delivering quality 3G services and we are now ready to fulfil this promise ahead of the competition. We are delighted to be the first operator in Ireland to offer consumers the opportunity to experience broadband mobile communications.

"With over 430,000 existing Vodafone live! customers, and a proven appetite for content-rich services - Ireland is ready for the 3G opportunity. Today we are opening up the world of broadband mobile communications to the mass market - Vodafone live! with 3G will transform the mobile experience. It's about richer communication with digital TV picture quality, video downloads, broadband speed, reliability and simplicity.

We are at the beginning of a new era in the mobile industry. One which offers customers the chance for richer communications, be it access to live television, the content they most value or simply the chance to see the person at the other end of the line", he concluded.