EIRCOM CHIEF executive Paul Donovan this week launched eMobile, allowing it to offer a triple play of mobile, fixed-line and broadband to customers.

But Donovan still regrets the one that got away – digital terrestrial television (DTT).

Eircom led a consortium that wanted to operate a commercial DTT multiplex when the analogue signal is switched off in a couple of years. But it pulled the plug earlier this year after failing to agree a deal with RTÉ for use of its network. RTÉ will run the terrestrial DTT service.

“I was very disappointed because we had a strong consortium with a very clear view on how we would exploit the DTT opportunity,” Donovan told me.

“Unfortunately we were dealing with a somewhat flawed set up, which meant that the process could be held hostage by RTÉ.

“The BAI [Broadcasting Authority of Ireland] lacks any ability to direct the network provider to work together with other partners.”

Donovan described it as a “lost opportunity for Ireland”.

“It’s too late now for [commercial] DTT,” he explained. “The analogue switch off presented the real opportunity to penetrate households.”

How much did RTÉ want? “Too much. It was too much.”

Donovan also explained why Eircom ended its sponsorship of the Irish soccer team.

“Because it was tired. And because the Football Association of Ireland failed to demonstrate that they had a value proposition that would justify me spending €2 million a year putting my name on the shirt.”

Would he have changed his decision if Ireland had qualified for the World Cup? “No, only if Ireland had won.”