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Survey Highlights Increased Trend of Buying Irish During Pandemic, with Large Majority Intending to Continue to Do So after COVID-19.

SIRO Chief Commercial Officer Ronan Whelan: “Despite physical business closures over the past year, Irish consumers have looked to support local, Irish businesses. There is a huge opportunity for Irish businesses, post-pandemic, to continue to tap into the COVID-19 groundswell of consumer goodwill and loyalty toward Irish businesses.  However, it shouldn’t be taken for granted, with businesses still needing to improve in areas such as delivery charges and customer services”. A consumer survey undertaken by fibre broadband wholesaler, SIRO, has found high levels of support for Buying Irish amongst Irish consumers during COVID-19.  The research found that half of those surveyed indicated that they bought more Irish goods and services during the pandemic than previously and that their preference for Irish-first will continue post-COVID-19. Key findings from the research include: Importance of Buying Irish: 89% of people cite Buying Irish as being important to them, of those 37% believe it to be very important and 52% somewhat important. 11% stated they did not see it as important. Buying Irish during the pandemic: 50% of those surveyed responded that they are buying more Irish goods and services during the pandemic than they were prior to COVID-19. 41% stated the extent to which they Buy Irish is unchanged, with 7% buying less and 2% not sure. Buying Irish post-COVID-19: Of those who are buying more Irish goods and services during the pandemic, 79% say they will continue to prioritise Buying Irish after the pandemic has ended; with 19% not sure and 2% saying they will buy less. Support for Buying Irish amongst age groups and genders: Those 18-30 years of age are significantly more likely to see Buying Irish as ‘very important’ relative to older age groups. Equally of those surveyed, women were more likely to Buy Irish than men. Although no notable regional differences emerged. Reasons for Choosing Irish: The top three reasons are Buying Irish goods and services cited by respondents were supporting Irish and local businesses at 82%, the quality of goods and services at 63% and avoiding import taxes and charges at 49%. Most frustrating aspects of Buying Irish: The most common issues amongst respondents were delivery charges at 66% and customer services issues at 38%. Finally, when asked about choosing a broadband provider 34% surveyed had switched provider in the past year, with a desire for higher speeds and better value being the most cited reasons. Commenting on the survey results, SIRO Chief Commercial Officer Ronan Whelan noted: “What comes through so clearly in our research is that, despite physical business closures over the past year, Irish consumers in large numbers have looked to support local, Irish businesses, such as through online or click and collect services. This support for local and Irish has been pivotal in keeping many businesses afloat during the darkest days of COVID-19. “As Ireland now looks to recover and rebuild keeping this support engaged will be crucial. There is a huge opportunity for businesses to continue to tap into the COVID-19 groundswell of consumer goodwill and loyalty toward Irish businesses, once the pandemic has passed. “However, customer loyalty is earned and shouldn’t be taken for granted, with businesses still needing to continuously innovate and improve in areas such as delivery charges and customer services. “Today, SIRO is excited to announce that we are joining Guaranteed Irish. It’s a natural fit for SIRO. As an Irish company with a footprint across Ireland and through our work in connecting homes and business to high quality fibre broadband, like Guaranteed Irish, we have a shared objective of empowering Irish businesses to prosper and grow”. Guaranteed Irish CEO Bríd O’Connell stated: “I am delighted to welcome SIRO on board. As Ireland’s leading fibre optic broadband network, SIRO embraces our core values of building sustainable communities through enterprise, backing local jobs, and supporting homegrown Irish businesses to recover and grow. These values are showcased through SIRO’s commitment to connecting homes and businesses to high quality fibre broadband, in turn benefiting our local economy and supporting Irish jobs particularly in communities throughout the country.”
The Fibre to the Home (FTTH) Council Europe and IDATE have today unveiled their 2021 Fibre Market Forecast and Panorama with promising news for Ireland’s FTTH Market. The report which is released annually covers the progression of FTTH roll out in EU Member States, up to September 2020.  Ireland’s FTTP roll out now covers 1,044,000 (more than half of the housing stock) homes up from 700,000 (one third) last year. Ireland is cited in the report as having the fourth highest growth rate (49%) of homes passed in the EU 27+UK. With 224,000 subscriptions Ireland now has 11% of households connected to FTTP up from 8% last year. Ireland first joined the FTTH Council Leader boards in 2018 after having 1% of homes connected with 100% FTTP broadband. Since then, we have consistently placed in the Top 5 Countries in terms of Homes Passed and Subscriptions growth rate, beating out larger countries such as the United Kingdom and Germany. One other such report that ranks EU Member States progression in rolling out high speed connectivity is the Digital Economy and Society Index (DESI) report by the European Commission. The categories within the report focus on Connectivity, Human Capital, Use of Internet Services, Integration of Digital Technology and Digital Public Services. Overall, Ireland ranks 6th out of the EU27+UK, noting that Ireland has been the fastest growing Member State over the last five years. Ireland maintains its top position in its Integration of Digital Technology, 8th in Use of Internet Services, 9th in Digital Public Services, 11th in Human Capital and 23rd in connectivity. SIRO in September had approx. 343,920 homes passed accounting for 20% of homes passed in Ireland and approx. 80,000 subscribers accounting for 36% of the market share in Q3 2020 (Comreg Q3 2020). Now, as of April 2021, SIRO covers 370,000 homes passed with over 90,000 subscribers. Commenting on the announcement, SIRO CEO, John Keaney said: “We are delighted to hear of the progress that Ireland is making in connecting homes and businesses with the gold standard of connectivity that is FTTP broadband. Amid a global pandemic, FTTP Gigabit broadband is crucial in ensuring all aspects of life such as e-Commerce, e-learning, e-health and e-government, remain connected and SIRO is proud to play the role of furthering the digital agenda in Ireland. The rate of switch over to fibre in Ireland has been significant relative to others within the EU and this has stood our society and economy well during Covid-19. With fibre yet to pass 50% of all homes in Ireland, all stakeholders must remain focused on finishing the work of rolling out fibre.  Gigabit fibre broadband accessible to all is no longer a nice to have but an essential utility central to the functioning of all aspects of our society.” Director General, Vincent Garnier commented: “As the most sustainable telecommunication infrastructure technology, full fibre is a prerequisite to achieve the European Green Deal and make the European Union’s economy more sustainable. Our 2021 Market Panorama reveals that, for the first time, FTTH/B coverage in Europe surpasses more than half of total homes. Although this is a great achievement of the European fibre industry, there is still a long way to go. As fibre roll out accelerates, it becomes critical to focus on fibre adoption and copper switch-off.” FTTH Council Europe Spokesperson, Eric Joyce, elaborated: “Ireland has made great strides in fibre densification since first joining the FTTH Market Panorama Leader boards in 2018. The FTTH Council Europe’s main goal is to accelerate the ubiquitous fibre-based connectivity, empowering member states throughout Europe in creating and sustaining a digital society. I am personally proud that my home country, Ireland, has performed exceptionally well in 2020, being the 4th fastest growing country in the EU27+UK region in terms of Homes Passed % growth.  This has led Ireland into the top half of our coverage leader boards with almost 56% of all homes now passed with Fibre. The annual report highlights the collective progress that Telcos, such as SIRO, have made in their roll outs and this year, with the arrival of a global pandemic, reminds us of our commitments in delivering the gold standard of connectivity that is FTTP broadband.”
SIRO, the wholesale joint venture between ESB and Vodafone, have today announced that they have now rolled out their best-in-class gigabit fibre broadband to over 43,000 homes and businesses in Cork city and county. The company also announced that an additional 11,500 premises will be passed by the end of this year, bringing the total number to just under 55,000 or a third of all homes and businesses in Cork. Initially announced in 2017 by then Tánaiste and Minister for Transport, Simon Coveney, SIRO ambitiously set out to make Cork the “Broadband Capital of Ireland”. Since then, SIRO has been actively building a new national telecoms infrastructure right across Cork city and the wider county. SIRO’s network now stretches right across Cork city from Ballincollig, Glasheen, Bishopstown Douglas and Rochestown to Glanmire and within the county to towns such as Mallow, Midleton or Skibbereen. Nationally, SIRO has passed 375,000 homes and businesses right across regional Ireland. The SIRO network delivers 100% fibre all the way into the home or building, with no copper at any point all the way. This a high-quality, reliable and fast connection, with no slow down when multiple devices are working simultaneously, with equal download and upload speeds. Notwithstanding the restrictions due to COVID-19, SIRO has continued its fibre broadband roll-out across Cork during the pandemic. The need for connectivity amidst a global pandemic has motivated the company to further expedite their rollouts wherever possible. Cork residents, like those in every town and city across Ireland over the last 12 months, have had a huge demand for high quality broadband to enable remote working and trading online for local businesses, home schooling, movie and video streaming or online shopping. SIRO’s network has underpinned a new normal of large file sharing, video calls and live collaborative spaces. The company sees that even as the country opens up from lockdown that these trends will grow rather than revert to old ways of living and working. Commenting on the announcement, Cork Build Manager, Tricia McElliot said:
We are delighted with the progress SIRO and our partner CBE have made in making Cork city and county. The efforts made by our dedicated build team and contractors is something that is commendable, especially as construction ceased temporarily as a result of the pandemic. Connectivity is not just for the pandemic, and SIRO’s 100% FTTP broadband aims to future proof homes and businesses for future data demand.”
John Keaney, SIRO CEO and Chair of Telecommunications Industry Ireland elaborated:
SIRO are dedicated to our roll out in Cork City and County. Our roll out in the past year has been remotivated by the onslaught of COVID-19 and as a wholesaler, we are committed to delivering  resilient, quality FTTP broadband for homes and businesses across Cork. By the end of 2021, we will see approx. 55,000 homes and businesses across the Rebel County connected as part of our Phase One roll out, with plans to further develop our roll out across the county. Life is different now, and Cork’s broadband landscape is too."
SIRO is available to order from homes and businesses from the following retailers in Cork: Vodafone, Sky, Digiweb, PureTelecom, Nova Broadband and Viatel. Search your Eircode and find out if your home or business is SIRO ready.
SIRO, the joint venture between ESB and Vodafone, has today announced that they have reached a new milestone in Galway city of 25,000 homes and businesses passed. This milestone means that homes and businesses in Galway city and surrounding areas can now avail of the best-in-class fibre broadband connectivity. Notwithstanding the restrictions due to COVID-19, SIRO has continued its fibre broadband roll-out across Galway city during the pandemic. Over the last six months from September 2020 to end March 2021, SIRO rolled out fibre to 10,000 additional homes and business. The need for connectivity amidst a global pandemic has motivated the company to further expedite their rollouts wherever possible. Galway residents, like those in every town and city across Ireland over the last 12 months, have had a huge demand for high quality broadband to enable remote working and trading online for local businesses, home schooling, movie and video streaming or online shopping. Nationally, SIRO has passed 375,000 homes and businesses right across regional Ireland. In July 2019, SIRO commenced a €20m investment in rolling out the gold standard of connectivity to homes and businesses in Galway city, as part of its wider national fibre rollout programme. Less than two years on, SIRO’s fibre network is now available right across the city from east to west including: Oranmore and Oranhill, Roscam and Renmore, Ballybrit and Ballybane, Castlegar, Mervue and Salthill, Rockbarton, Shantalla and Rahoon, and Knocknacarra to Kingston. Tricia McElligott, SIRO’s Build Manager, responsible for the rollout of fibre in Galway remarked:
Hitting the milestone of 25,000 homes and businesses passed in the city; and 10,000 over the last six months alone, is significant. Access to high quality broadband has never been so important to our communities and businesses. It has provided a lifeline to Galway businesses allowing them to trade online while their doors have remains closed, individuals to continue to work and for families and loved ones, physically separated, to remain virtually connected. “SIRO’s build team is incredibly proud to have played a small part in keeping Galway’s businesses and communities connected, despite the challenges presented by the pandemic”.
SIRO’s fibre-optic cables are faster and more reliable than copper cables, and households as well as businesses can now avail of speed up to 1Gb. Once connected, customers can choose from a variety of operators who are serving Galway city. The five operators available for homeowner are Digiweb, Sky, Vodafone, Airwire, and Pure Telecom. While four operators are available for businesses which are Digiweb, Viatel, Vodafone and Airwire. Commenting on the announcement, SIRO’s CEO John Keaney noted:
“Old copper networks are no longer fit for purpose and are leaving homes and businesses in the slow lane.  Across Ireland, reliable and fast internet with higher bandwidth is a necessity not luxury which adds an enormous responsibility in the work that we do. “Galway has always been a great and vibrant city. Fibre broadband provides a strong foundation for the continued development of the city and its businesses post-Covid, with enhanced connectivity also futureproofing the city for decades to come. So, the rollout of fibre in Galway city is an important part of SIRO’s ambitious plan for the country. “For SIRO, our roll-out is continuing but we’d urge all homeowners and businesses struggling with online connectivity to check if fibre broadband is now available in their area.”
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Our CEO John Keaney delivered a keynote speech at the 2021 Rebooting Ireland virtual event on how 100% fibre can fast track recovery and growth post Covid-19. John discussed how Covid-19 has supercharged inevitable change in consumer behaviour, business operations and new ways of working, which accelerate the need for high-speed fibre connectivity. As we move into our 'new normal', 100% fibre connection is a critical element in ensuring the growth and recovery of Irish businesses and the Irish economy
Last week it was officially announced that I had been re-appointed as Chairperson of Telecommunications Industry Ireland (TII), the Ibec representative body for the electronic communications industry. I am excited to hold this role for a further year and equally recognise the trust placed in me by my industry peers when nominating me to serve two consecutive terms in this role. TII is a broad church with a diverse membership. From broadband companies, like SIRO, to broadcasting, cable, data centres, fixed, mobile, satellite and wireless internet as well as equipment manufacturers and network providers; our members span the full spectrum of the industry. Reflecting on 2020, it is clear the telecommunications industry was tested like never before. The reason, one we are all too familiar with by now – Covid-19. Yet, it fills me with pride to say, our industry not only stood up to the challenge, but exceeded our own expectations. During the worst days of 2020 and now into 2021, our industry has kept the nation connected. Across the country people have worked from spare bedrooms to kitchen counters, shopped, zoomed, streamed or schooled. Indeed, such was demand that our telecommunications networks experienced an average [35%] increase in peak traffic during 2020. Despite these pressures our telecommunications industry has remained resilient, robust and continues to deliver to our over two million active subscribers across Ireland. Effectively, telecoms connectivity has been and is the nervous system for the country. It is the enabler for our communities to live, work and play. This did not happen by accident. It is a testament to our industry and to our people, all 25,000 of them, who drive it forward each day and never more so than during the pandemic. Equally, with more than €3.25 billion invested by the sector in infrastructure networks since 2015, our industry was ready to flex up when the pandemic struck. And yet, I also know that while our industry certainly played a huge role in keeping our country connected, there remains some parts of the country and groups within our society who have not shared as fulsomely in the benefits which telecommunications can deliver. For example, in my own sector of the industry, I am acutely aware that notwithstanding the work of companies such as SIRO and eir are doing in rolling out FTTH broadband, 50% of our country still does not have access to high quality broadband. Equally a recent survey by Vodafone found only 19% of our SMEs are highly digitised. So, as I look to the rest of 2021 and my role as Chairperson of TII, there are several priorities that I wish to both fulfil and advance during my term. Key amongst them will be the role that the telecommunications industry can play in supporting in Ireland’s post Covid-19 economic recovery (including working with the industry to achieve access to high quality broadband for all), promoting sustainability economically and socially, to assisting members with the implementation of the European Electronic Communications Code and combating digital piracy. In addition, I am also focused on working to communicate the industry’s position on key issues such as cybersecurity and the Digital Single Market in conjunction with the Ibec Digital Economy Policy Group.

The Future of Telecommunications

While the former are all issues of immediate concern, both TII, and personally as Chairperson this year, need to always keep our heads up and looking to the future. This must include a focus on continually seeking to improve telecommunications services for Irish consumers and businesses. TII aims to do this by promoting a positive environment for investment which in turn will accelerate the roll out of Very High-Capacity Networks such as 5G, Cable and FTTH. This will future proof Irish homes and businesses and our economy for the increasing demand for telecommunication services in the years ahead. We cannot overindulge ourselves in our successes in 2020. Ireland still has a long road to travel to become a global digital leader. The latest statistics from the European Commission’s DESI (Digital Economy and Society Index) report indicate that Ireland ranks 23rd in the EU in connectivity. This is something TII is determined to work with all stakeholders from Government and policymakers, regulators to businesses and consumers to achieve as part of our 2021 priorities.

Sustainability and Resilience in the Telecommunications Sector

A final key consideration not just for me but for all leaders across the telecommunications sector is sustainability. It is understandable that as we all grapple with the fall-out from a global pandemic that we can sometimes forget about this other big challenge of our time. The telecommunications industry can make a huge contribution to achieving a more sustainable world. In many aspects of life, our industry holds the keys to unlocking more sustainable ways of living. Examples include working from home instead of commuting to offices, ensuring equal access to public services such as through ehealth or online education, bringing Smart Cities to life or driving more efficient uses of resources in manufacturing or supply chains, to name a few. Over 200 years ago the poet William Blake wrote “what is now proved was once only imagined” and so it was the case for the telecommunications industry in 2020, when all its facets came together to keep our country running. And yet the promise of what the next years of this decade will bring in terms of revolutionary advances in our industry and their wider impacts will be hugely transformative – high quality broadband in every community across Ireland, a nationwide roll-out of 5G and an increasingly digital society and economy. As Chairperson of TII in 2021 I am excited to play a small part in that revolution.
  Over the last 12 months so much has changed in our lives in ways we could never have predicted. Yet, we have also adjusted, relatively, well to “the new normal”. With International Women’s Day upon us, where one of its’ missions this year is to “forge inclusive work cultures where women’s careers thrive”, it is timely to consider one of the biggest changes over the past year – working from home (WFH) – and its impact on women in the workforce. It is important to note, that while International Women’s Day highlights the significance of achieving gender equality in the workplace, it is a core goal that SIRO is committed to achieving all year long. As part of the United Nation’s Sustainable Development Goals, Goal 5 focuses on achieving gender equality and empower all women and girls, a goal which SIRO believes has become more relevant throughout the pandemic. During Level 5 lockdowns, over 40% of the Irish workforce worked from home. WFH quickly shifted from something done by a small segment of the population to a mainstream activity overnight. But for working women, the jury is still out on their recent experiences of WFH. For working mothers, anecdotal evidence paints a picture of exhausted mothers, at home and double jobbing between the paying office job and childminding and home schooling. Much of this narrative may be true but does it tell the full story of WFH for women? Not all women WFH are mothers or if they are, not all have childminding and home-schooling responsibilities. Equally, does it adequately take account of fathers and the roles they have also played in parenting during lockdown? Yet, according to OECD statistics, women in Ireland average almost 5 hours of unpaid work per day. While men in Ireland average just over 2 hours of unpaid work per day. The gap remains too wide. For true equality, we need a fairer sharing of responsibilities in the home. While the division of labour along traditional lines remains a factor, there are many reasons for this imbalance including more women opting to work as a full-time homemaker or women choosing to work part-time in a professional/paid role. The success or failure of the recent mass exodus toward WFH cannot be fully judged against a backdrop of extraordinary circumstances – schools and childcare facilities closed, shops, restaurants and other entertainment and leisure facilities shut, restricted travel, social distancing and no meeting with family, friends, and colleagues. Yet, for many the experience of WFH has been positive. Several employee surveys have shown a majority of employees either wish to remain working from home in a full or part time capacity, post-pandemic. As Chief Financial Officer at SIRO, a company rolling out high speed broadband across Ireland, I have more than a little vested interest in ensuring that WFH can work successfully, including for our employees. At SIRO we have long championed and promoted WFH amongst our non-field-based employees. This has allowed us to adapt more easily than others. We appreciate the huge benefits which can be derived from WFH and how life changing it can be. But as a woman too in this role, International Women’s Day, creates another moment to reflect on how we can continue to improve the lives of working women. With WFH, I see an opportunity for working women.

Opportunities of Working From Home

One of the greatest opportunities of WFH lies in its capacity to bring more women into the workforce. CSO data for the last quarter of 2020 tells us that while there was 69% male participation in the workforce, female participation lagged 13% behind at only 56%. And of these 56%, almost a third (30%) work part-time. Many factors such as access to and cost of childcare; commuting long distances to work; and even the cost of going out to work every day may make it unviable for women. WFH from home creates the capacity for women to reduce these barriers. The gender pay gap (GPG) is also linked, at least partially, to the issues outlined above. Eurostat data shows Ireland’s GPG stands at 14.4%. Campaigners seeking to close this gap, point out the gap effectively means women work for free from 9th November to year end. WFH means women can work more flexibly, empowering women, who wish to, to shift from working part time hours to longer or full-time working, increasing their earnings and further reducing pay gaps. Another reason for the GPG is that, traditionally, men have tended to be in higher managerial roles, with higher salaries. Research has shown that despite equal qualifications, women are often not as confident as men in actively seeking promotions or putting their names forward for senior roles. Here too WFH might also be leading to shifting attitudes amongst women. Some women see WFH as a potential leveller in career advancement, helping to bridge the gap between the higher number of men in senior roles than women. Remote working may dilute many of the traditional male-dominated office networks from which some women have felt excluded.

The Introduction of a Hybrid Work Model

However, when lockdown restrictions ease, many organisations expect to transition to a ‘hybrid’ model of both WFH and team workplace-based activities. It will be critical that organisations ensure that this transition does not result in an imbalance, where women choosing to WFH, find themselves missing out on the networking opportunities at the office. This male networking culture is changing fast in Ireland. Indeed, in my industry, telecommunications, we have two of the leading telcos headed up women in Vodafone’s Anne O’Leary and Eir’s Carolan Lennon. Equally in public sector bodies such as ESB there is increasing diversity at senior levels. Within my own company, SIRO, we have a gender balanced leadership team, a board where a third are women and we continue to work to increase diversity across our business. Thankfully, my experiences both from a utility background and now a telecoms background, have been overwhelming positive in terms of career progression and diversity. WFH may bring a true meritocracy to career advancement and promotions across all industries resulting in greater diversity amongst those in senior roles not just between men and women but also those of differing sexual orientation, social backgrounds, or ethnicity etc. The global WFH experiment is only beginning. The years ahead will see it honed further. For all workers it creates many opportunities for people to enjoy greater flexibility, work on their own terms and to shape their working week around their wider lives. For women, it can breakdown many barriers which have traditionally excluded them from the workforce or career advancement. WFH may not always be perfect but it can be transformative, particularly for women, and that is something to celebrate on International Women’s Day. Michelle Mullally is SIRO Chief Financial Officer. SIRO is a joint venture company between ESB and Vodafone. It is delivering a 100% fibre-to-the-building broadband network with speed of 1 Gigabit per second across Ireland.
Before the pandemic, only 14% of people worked from home either sometimes or usually, according to a study by the Economic & Social Research Institute. Over the course of the last 11 months, this number has jumped to 47% - an EU survey found that Ireland has one of the highest rates of remote working in Europe. The Government has announced new legislation to give employees the right to request remote working even beyond the pandemic, which proves the shift to remote working is here and here to stay. The availability of good, reliable broadband is the biggest enabler in this seismic shift. The good news is the evolution of broadband infrastructure and connectivity in Ireland has accelerated massively over the past 5 years and will continue to do so in the coming years, transforming the country both socially & economically.

Broadband in Ireland Before 2015

Before 2015, conditions in the broadband infrastructure market were very different. There was virtually no infrastructure competition in Ireland and no investment in full fibre solutions. Broadband speeds were low - speeds of 1Gbps were unheard of, and customers were getting below 30Mbps as standard. The National Broadband Plan set this as the minimum threshold for speed. In many cases, telecom insiders (seeking the status quo to remain) argued that this may be too high. Incumbent broadband carriers across Ireland and Europe were largely continuing the rollout of copper solutions with speeds up to 100Mbps. Some Telcos even flirted with the idea of rolling out enhanced copper services like G-Fast to extend the life of the copper telecoms infrastructure. None of these solutions would transform or future-proof Ireland but merely extend the life of the increasingly frail copper network.

What Actions Were Being Taken?

Current and previous governments have been criticized for not doing enough to support the rollout of fast broadband. In many ways the pace of change is too slow, and the perceived slow pace is little comfort to those people who do not have adequate broadband right now. However, the reality is that major infrastructure investments take time. And in the fullness of time, I believe it will be noted that the government made two critical strategic interventions that have provided the platform for change in the market and delivering significant progress for Ireland.

Specifically:

  • Supporting The Establishment of SIRO

ESB began a tender process in September 2012 to find a partner in a joint venture company to deploy a fibre-to-the-building network using ESB Networks' overhead and underground infrastructure as part of its innovation strategy. Vodafone emerged as the preferred bidder for the project in September 2013, when both companies entered exclusive negotiations. The agreement to form the new joint venture company was signed by the two organisations on 2nd July 2014 with EU regulatory approval secured in November 2014. The name and brand of the joint venture company was formally unveiled as SIRO on 14th May 2015. Commenting at the launch of SIRO, An Taoiseach, Enda Kenny TD, said: "This Government is serious about broadband. High speed broadband is a necessity for all Irish homes and businesses as we connect Ireland to the world and create new jobs. This is why the Government supported the joint venture between ESB and Vodafone to create SIRO”.
  • Creating a National Broadband Plan Tender to Address Market Failure of Poor Broadband Zones for 545,000 Premises

The government’s ambitious plan to deliver fibre broadband to rural Ireland through a national tender is now operational and seeking to deliver the first full fibre homes by the end of 2021. The initial NBP tender had 925,000 homes. Prior to completion of this tender, the competitive nature of the tender drove Eir to make the decision to commercially build 300,000 premises from the intervention area, which they have successfully concluded. Simply, the creation of competition in the market did not happen by accident. When competition is encouraged, the market can flourish, for which society, the economy, and the consumer reap the benefits.

Where We Are Now?

Since SIRO launched, existing Telcos have ditched copper and started moving to FTTP solutions. In 2015, SIRO started building Ireland’s first 100% fibre network, which prompted the incumbent Open Eir to roll out their own. This is the most advanced future-proof technology, which will support industry, education, health, agriculture & household requirements for the next 40-50 years. The pace of rollout has also dramatically improved as both key infrastructure players seek to “get there first”. By the end of 2020, SIRO and Eir have made fibre available to over 1,100,000 premises– equating to more than 47% of the premises in Ireland. Minimum speed of 30Mbps is a thing of the past. The standard fibre speed being rolled out now is 500Mbps, a dramatic improvement compared to 5 years ago. Under the Remote Working proposal, the Government also plans to accelerate the roll-out of the National Broadband Plan – currently designed to cover 544,000 premises across Ireland within the next 6 years. The ultimate objective is to have 100% fibre coverage in the country – that’s Ireland going from zero to full fibre by 2025.

What Are The Benefits of 100% Fibre Broadband?

Consumers benefit from far greater speeds and a more reliable, seamless broadband service – the beauty of 100% fibre technology. The cost of this service to consumers can be secured at €30/€60 and pricing at a retail level has been extremely competitive, allowing consumers to avail of dramatically faster speeds for equivalent or similar charges. Any technology is only as good as its benefits to the end users. In this regard, the benefits of full fibre technology extend far beyond fast and reliable broadband – it will reshape ways of living and working, and in turn transform Ireland’s social and economic landscape. Reduced commute time, better work-life balance, improved productivity, and lower transport emissions are some of the key benefits pointed out by the Tánaiste and Minister for Enterprise, Trade and Employment, Leo Varadkar. As the remote worker can work from anywhere, they can now live outside crowded cities and have been relocating to scenic regional areas for cleaner air and cheaper housing. This, in turn, can have the potential to reduce the burden on big cities and transform regional Ireland in the long run. Against the backdrop of the pandemic, and the strong possibility of remote/blended working arrangements becoming the norm beyond COVID, the stars have aligned for Ireland when it comes to facilitating flexible working arrangements with high-speed broadband. This would not have happened without the competitive dynamics being created by Government, facilitated by the incredible business foresight and ambitions of the SIRO creators in Vodafone (Anne O’leary) and ESB (Pat Doherty/Jerry O’Sullivan & Denis O’Leary). Ireland will now stand among the best countries in the world for access to high-speed fibre broadband, and therefore favourably positioned to ride out the unique challenges of Covid-19 and beyond.
These are challenging and worrying times as Covid-19 continues to affect how we do our work and live our lives. The Government confirmed in January 2021 that the continuation of broadband build, installation and operational activities are critical to the nation and designated as "essential services". As a provider of Essential Services, we continue with our network build and all retailer installations where possible, ensuring you can connect to SIRO during this difficult time. We know how important it is to have a reliable internet connection right now and we assure you that SIRO will continue to deliver the highest quality of service. We would also like to assure you that our first priority is the health and safety of our staff, customers, contractors and the wider community. For that reason, and in accordance with Government guidelines, we have introduced strict protocols for our network build and installation processes. siro installations

Installation

SIRO fibre broadband installations are proceeding where possible. Most of the installation process takes place on the outside of the home but we ask that every customer follows our instructions for the safety of all.
  • If you have ordered SIRO, you will be called in advance of the installation so that the process can be explained to you.
  • You will be asked to confirm that you or nobody in your house is ill.
  • Our engineers observe social distancing guidelines, will remain 2 metres back from customers and may request you move to an adjacent room if space is tight where they are working.
  • Our engineers and crews are trained to apply the highest standard of Good Hygiene practice, have been supplied with the necessary personal protection equipment, and are subject to inspections to ensure compliance with protocol.
  • Our engineers do not work if they are ill.
If you have any further questions about the installation process and the precautions we are taking to keep both you and our people safe please do not hesitate to contact us at info@siro.ie
In October 2019, The Advertising Authority Standard for Ireland (ASAI) published guidelines regulating the use of the term ‘fibre’ in broadband advertising - broadband providers are required to specify whether their product is 100% Fibre, Part Fibre or All Copper. The ruling took effect from 1 December 2019. SIRO fully supports these guidelines and we encourage all consumers to actively seek information on the broadband service you’re buying. Stephen O'Connor, SIRO Director of Corporate Affairs, discusses how the new guidelines will enable greater transparency for the end consumers and benefit the development of FTTH in Ireland. Stephen O Connor SIRO Broadband as we know it is changing. As we consume more and more data, copper based broadband is increasingly unfit for purpose and is a fading technology which is being “switched off” in many countries. Full fibre-to-the-home (FTTH) broadband is now considered globally as the gold standard of connectivity. Consumers look to ‘fibre’ for speed and reliability, yet many in Ireland are still unclear about what they are getting when they order a ‘fibre’ broadband service. In 2018, SIRO commissioned Kantar Millward Brown (KMB) to conduct market research investigating, amongst other things, consumer perception and understanding of the term ‘fibre’ in broadband marketing. This research found that over half of respondents were confused by the different uses of the term ‘fibre’ (e.g. ‘fibre-powered’, ‘fibre broadband’, ‘100% fibre’ etc.) in marketing campaigns (KMB, on behalf of SIRO). One respondent even believed that 100% fibre technology was only available “in the likes of Singapore and Hong Kong”. Telecom Regulator, ComReg, publishes a report each quarter on Irish household broadband subscriptions. There were 1.4m fixed subscriptions at the end of March and just over 900,000 of these are described as “DSL/VDSL (Digital Subscriber Line)” which sounds like advanced technology but are delivered in part over old copper lines. The thing is that many of these customers have purchased a broadband product with ‘fibre’ in its name unaware of the true nature of their connection. This lack of transparency is the issue that the Advertising Standard Authority for Ireland (ASAI)’s guidance note seeks to address. There is undoubtedly a demand for the “real" 100% fibre broadband in Ireland. Since SIRO launched, Irish FTTH subscriptions have grown from 8,000 in January 2017 to 108,000 subscriptions in March 2019, making it by far the fastest growing market segment.

The Importance of Transparency in Advertising

Currently there is little differentiation between part-fibre and full fibre networks in marketing and this has clouded the perception of 100% fibre among consumers. With a fibre-to-the-cabinet (FTTC) connection, the presence of copper even in the last few metres between the street cabinet and the home significantly reduces internet speed. For example, the highest consistent speed with FTTC is less than 100 mbps (megabits per second), whereas a fibre to the home (FTTH) from SIRO delivers a reliable, consistent 1,000 mbps (or 1 Gigabit per second). According to the KMB research, speed remains the determining factor in consumer choice of broadband service but accurate speed information isn’t readily available, instead substituted by phrases like “lightning fast” or “superfast”. Consumers deserve transparency when purchasing any product and broadband advertising is no different. According to our research, 73% of consumers would like a “quality broadband mark” that guarantees the types of service they would receive. The new guidelines published yesterday stipulate that suppliers have to describe the network that the service is delivered across - 100% Fibre, Part Fibre or all Copper. This important change will help to provide clarity to consumers.

Developments in Europe

France was the pioneer in regulating broadband marketing. Since 2016 operators in France are under legal obligation to disclose how much of their network is Fibre if that term is used. For example: “The connection of the home is not all optical fibre but a mixture of Copper & Fibre…” In 2018, the Italian Competition Authority (AGCOM) found that retailers were misusing the term “fibra” (fibre) in their advertisements, and fined the offenders more than €13m. AGCOM ruled that from January 2019 retailers could not advertise “fibra” unless the full line was fibre and must say “Fibre on a copper mixed network” if its only part-fibre. A key policy objective of the European Commission is the establishment of the Digital Single Market (DSM) where EU citizens and businesses could avail of all the economic and societal benefits of the Gigabit society. These benefits can only be realised if there is widespread roll out and adoption of high speed broadband across the EU28. In September 2016, EU connectivity targets were set as follows: All schools, public services and enterprises would have access to 1 GB (1,000 MB) connectivity by 2025 and that all households would have access to a minimum of 100Mbps, upgradable to 1 GB. These targets and the realisation of an inclusive Gigabit society requires adequate and future-proofed infrastructure in place in all member states (European Commission). To this end, the new European Electronic Communications Code (EECC which will be transposed into Irish Law by December 2020) promotes and prioritises both the rollout and take-up of Very High Capacity Broadband networks (VHCN). Adoption of Very High Capacity networks like FTTH is jeopardised when consumers are confused by misuse of the word “fibre” in marketing. This in turn undermines the investment case for alterative operators considering building new high capacity networks – why invest millions of euro in capital in a superior network if all operators are allowed market themselves as “Fibre”?

The FTTH Council Europe are Calling for Change

This is an opinion which is shared by the FTTH Council Europe, which wrote an open letter to European Council ministers on the importance of transparency in broadband advertising. The Council argued that if a consumer believes they have a fibre connection, they are unlikely to change it, however, when consumers “are aware of the differences between 100% fibre and copper connections, they ultimately choose fibre. This risks undermining both the aims of the new Code (access to and take up of Very High Capacity Networks) and the Digital Single Market. SIRO supports the ASAI’s new guidelines. The data usage needs of consumers are changing and they need transparent, reliable information to choose the network that suits those needs. Additionally, investors need assurance that if they finance and build the new high quality networks that Europe needs then they can differentiate that service when it goes to market. While it has been argued that using the terms “part” and “full” fibre may confuse consumers, the introduction of more accurate advertisements allows consumers to make a fully informed decision when choosing their connection.

The SIRO-Powered Brand Mark

Having access to reliable, high-speed broadband is vital as we continue to work, study, and socialise from home using a multitude of devices. The SIRO 100% fibre network guarantees excellent speeds and a connection that you can rely on when you need it most. We have partnered with the three most popular price comparison sites in Ireland - Bonkers, Choosey and Switcher – to show the SIRO-Powered Badge when our network is available in your home. When you see the SIRO badge, you can be confident that our internationally recognised gold-standard broadband technology comes all the way into your home. We want you to know that you are getting SIRO 100% fibre broadband installed in your home on business. Over 355,000 homes and businesses across regional Ireland now have access to SIRO broadband. So the next time you're looking for the best broadband deal online, make sure to look out for the SIRO-Powered badge to ensure you're getting the best broadband technology available in Ireland. SIRO-Powered broadband on Switcher For more information on FTTC vs FTTH, read our ‘Top 5 Fibre Myths Busted’ article. To check if you can avail of SIRO, visit siro.ie/search-your-address