Background Three Ireland is the number two mobile service provider in its domestic market with an approximately 35% market share. With 2.4 million customers, its 4G network covers 99% of the population, of whom 37.5% presently have 5G coverage. 68% of Ireland’s mobile data traffic is transported by the Three network. Within Three Ireland, the Three Plus loyalty programme is a key part of the company’s strategy. Three Plus began life as O2’s loyalty programme, prior to....

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