In another move designed to boost sales in the run-up to Christmas, Eircell yesterday said it would lower the cost of the average mobile phone bill by 20 per cent. The company increased the amount of free air time on each of its main rental plans, without raising the price.

"We think this is the best way to keep our customers and maintain their loyalty," said Eircell's chief executive, Mr Stephen Brewer, adding that the company had also reduced prices last year. "In just over 12 months, we've reduced the cost of owning a phone by more than 30 per cent."

From next Friday, customers will get between 39 per cent and 66 per cent extra free air time over that currently built into their rental fee.

Existing customers will be awarded the extra minutes automatically. People signing up for a mobile will also receive the new deal.