Irish telco Eircom has launched a mobile brand dubbed eMobile. The company says it will retain its existing Meteor brand, which has enjoyed strong popularity among the under-25s. eMobile is said to be targeted at a more mainstream, lower cost end of the market. ‘This is a really great day for us. We genuinely believe that eMobile offers exceptional, if not the best, value in the market,’ said an Eircom spokesperson. According to TeleGeography’s GlobalComms Database, Eircom claimed 19.3% of the Irish wireless subscriber market at the end of June 2010, behind O2 (31.3%) and market leader Vodafone (39.3%). Hutchison 3G is the fourth operator, with the remaining 10.1% share of the market.