[Rdd]

I have wondered about how long the Irish operation will keep the brand. At the time it changed, the Irish operation had effectively changed its reporting arrangements to become effectively a subsidiary of VM U.K. rather than what was still at that point “UPC Broadband”.

Since then, Liberty Global have gone down the road of partnering in major markets, and the Irish operation, separated from the U.K. one has become a bit of an orphan. It has a traditional free to air terrestrial business attached to it that makes it unattractive for telecos at a time when “convergence” is no longer seen as the buzzword it once was and who wants a broadcast business in the streaming age anyway? The other issue is that there’s no clear partner for it in the Irish market. Branding wise it probably doesn’t make sense for it to carry VM branding any more but they may not want to bother changing it if they are still trying to offload it.