A NEW mobile network has opened in Ireland, promising lower call costs than the established networks while also offering customers a way to donate to their charity of choice.

Just Mobile is a mobile virtual network operator (MVNO), and will use Vodafone’s network to carry its service. Offering a pre-paid service to begin with, Just Mobile is hoping to lure customers with flat rates of 20 cent per minute for calls to mobiles and landlines in Ireland, and 9 cent for text messages. Data access has not yet been finalised, but it is set to be launched in November.

However, it is not just about cheaper calls. Donal Lawless, co-founder of Just Mobile, said the company had signed up with a number of charities to donate some of the call revenue.

Customers can choose a charity to receive 1 cent from every minute of every call they make, at no cost to the customer. More than 30 charities have already signed up with the network to receive donations. Top-ups will also work differently, available for €4, €9, €13 and €18.

Just Mobile also has a deal with BWG to provide customers with “instant freebies”, such as sweets, when customers buy a top-up instore. It plans to enter the bill-pay market next, and uses social media to connect with prospective customers.

“It was planned from the start,” said Mr Lawless. “We’re trying to be open and transparent. We want to get to know the customers, and for them to get to know us.

“We set up AreWeMad.ie because a lot of people thought we were, taking on the existing operators. Segmentation in Ireland has only started,” he added. “MVNOs here haven’t educated the market what they’re about. There’s plenty of room. “

Mr Lawless pointed to the Netherlands and Sweden, where MVNOs are far more common.

He said the traditional operators in Ireland, despite the efforts of some, almost blend together.

“MVNOs get to be different,” he said.