Niall Tallon

I think Imagine's roots have always been as a challenger in the market.

I think it's kind of driven from the energy of its original founder, Sean Bulger.

But I think that that's where we are in the market.

It's just a little bit unusual that a common sense offering of a fair price for a fair service is a challenge.

Usually, it's the other way around.

But I think customers now are quite frustrated with constant price hikes, switching every year, and the lack of transparency in pricing.

I think you could retranslate almost any operator's advertising and pricing in the market to be broadband 75 euros first year half price.

And it's also interesting when I look at what's been going on in the United Kingdom.

You know, last year, there were significant rulings by Ofcom and the Advertising Standards Authority that really laid out how advertising should be handled in the broadband market.

And just a quote from that, you know, it says, you know,

Failing to disclose how prices would change after introductory periods is the problem.

Ads must now prominently display the initial price, the price after the introductory period, the timing of changes and any additional fees or charges.

And that's not what we see consistently in the Irish market.

I think customers would benefit from better transparency in the market.

I think the industry would benefit from better transparency in the market.

I think just advertising, you know, the first year price or an introductory price really does not give customers the full picture and they deserve to be able to make better decisions.

That's right.

Over the next five years.

Yeah, well, listen, great, great point, Tom.

I think Imagine has gone through a significant transformation this year.