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9 June 1998
FIVE KEY AREAS TARGETED IN COVERAGE CONFRONTATION Tom Kelly looks behind the scenes of a war for market superiority which has captured the public's imagination Esat Digiphone are stepping up their bid to provide 'a more complete' mobile telephone network in Mayo than their fierce rivals, Eircell. In what has developed into a fascinating story of a small privately company attempting to break the stranglehold of a powerful state-owed firm, Esat have announced plans to provide coverage in five key outline areas in the county. They have unveiled plans to erect 30 metres high triangular masts, with additional antennae and cabins, at the existing Garda Stations in Charlestown, Bonniconlon, Crossmolina, Ballyvary and Kilmaine. The masts, which will also be used by the Garda Síochána in each town for communication purposes, require planning permission from Mayo County Council before proceeding. If the proposed masts are given the go-ahead, it will bring the number of Esat transmitters in the county to 13, giving them extensive coverage in Mayo barring a few pockets in Tourmakeady, Louisburgh and Ballycastle. Mr. Declan Drummond, a member of Esat's public relations staff, said they were now offering, on their 086 network, better coverage to Mayo's mobile 'phone users than Eircell on their 088 and 087 systems. This claim has been disputed by Eircell at a time when they have been drawn into an open and sometimes bitter conflict to retain their bigger market share. Up to now, Eircell have won the confrontation hands down. But Mr. Drummond stated that the situation was going to change in the years ahead, and they had already had the effect of forcing Eircell to cut call prices. Mr. Drummond gave an insight of the deal struck with the Garda Commissioner over Esat's sharing of masts on the country's 700 Garda Stations. He explained: "At the moment, there are masts on 200 of the 700 stations, and we have applied for planning permission to erect masts on stations where masks did not previously exist. "We pay for the mast and rent it to the station. The Commissioner was not happy with existing communication systems in his stations. "People were able to listen in, as it were. We are providing the Garda with a digital system into which people cannot listen in. The agreement was beneficial to both of us." DENIED SUGGESTIONS Mr. Drummond categorically denied suggestions that high-ranking Garda officers received free telephones and free calls from Esat as part of the deal. "There are no free phones or free calls as far as Esat is concerned. Every phone that is ordered is paid for. Every call that is made is paid for. "That is not to say that some high-ranking Garda officers are supplied with free 'phones by the Commissioner himself as part of their work. This practise exists in thousands of companies. But, at the end of the day, Esat is paid for the service." He emphasised there was nothing sinister whatsoever in their agreement with the Garda Siochana. They also had agreement with the ESB for the use of their transmitters for the erection of masts, as well as with local authorities and health boards for the siting of masts on water towers. "We prefer to use existing high structures rather than building new ones. It is a sensible approach." Mr. Drummond admitted it was frustrating when objections were raised to the erection of telephone masts 'on relatively frivolous grounds.' He cited the example of the controversy in Keel, Achill, where objectors alleged the proposed mast on the Garda Station was 'radioactive.' "Nothing could be further from the truth. Our system is as radioactive as sunlight is radioactive. The claims by the Keel objectors are total rubbish and they have caused undue confusion and misunderstanding in the minds of the public." CREATED IMPRESSION Mr. Drummond said the resolution of the Keel issue was 'very much a Garda issue.' "The station was no longer a station because there was no communications link with it," he explained. Mr. Drummond pointed out that Esat have erected similar masts in Mayo as the one in Keel. "In Bangor -Erris, for instance, everybody was happy with the mast and the service they received. But somebody created the wrong impression in Keel by making outrageous claims. "Masts are not dangerous. In fact, it is the handset, not the mast, which determines the power outfit. And all research has shown that the handset does not pose a threat to health." Mr. Drummond said Esat had performed a huge service to the public by 'taking on' Eircell. "We are a private company providing competition in a market which had been monopolised by Eircell. We have driving down the prices and saved people money. We have made Eircell sit up and take notice."
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