Speaking of Esat Digifone, the company's chief executive, Barry Maloney, has a simple message for anyone who believes mobile phone ownership in Ireland is reaching saturation point. Think again!

Mr Maloney maintains that saturation point would actually constitute ownership levels of more than 100 per cent as the GSM network begins to be used more for data transmission.

Digifone says it has 41 per cent of the existing market and, flushed with the success of its Speak Easy pre-paid mobile service which is said to have signed up 60,000 customers in seven weeks, is seeking to unseat rival Eircell from the top slot.

This may spell trouble for Meteor, the third mobile phone operator, which originally planned to begin operations in April and has been delayed by court proceedings instigated by the unsuccessful applicant, Orange, against the Director of Telecommunications Regulation.

It is estimated that mobile phone penetration levels will have risen from the current 25 per cent to more than 30 per cent by the time the legal difficulties are ironed out.

Meteor will be heartened by the results of repeated surveys showing that mobile phone users are a cost-conscious lot who will change operator in return for cheaper calls and better service.

An almighty fight for subscribers lies ahead.