New mobile operator iD urged to make customer care key

A consumer group has called on the newest entrant to the mobile phone market to make customer care its main priority.

The call by the Consumer Association of Ireland (CAI) comes as iD Mobile, powered by Dixons Carphone, enters the Irish mobile phone market promising cheaper bills, flexible plans, and more transparency over payments than any of its rivals.

Part of its service includes the first “build-your-own-plan”, which it says gives customers control over the number of minutes, texts, and data that they want to include.