Some people might question why a leading mobile operator should need to work from a sprawling site which gives the Dublin night sky a blaze of light. They find it puzzling that a company which promotes the concept of mobility should require a premises the size and character of a power station. Not so with 3, latecomer to Ireland’s mobile services.

Engaging Consumers ESusan Branchflower, head of marketing, 3G Hutchinson Ireland, at a photocall with Caroline Morahan, presenter of Off the Rails. 3 has a content deal with RTE which allows its customers to watch various shows for 50 cent a day on 3Pay and pay monthly.

Susan Branchflower is in charge of marketing at 3 and her team operate from a modest third floor at 6-10 Suffolk Street in Dublin city. 3 is part of Hutchinson Whampoa, the Hong Kong group with 14.7 million users globally. With over 15 years experience in mobile comms, internet and TV, Branchflower knows a thing or three about the business.

3 was the last entrant to the mobile market, launching initially in 2005 but entering the mass market last May with its 3Pay product.

Ask her what 3 brings to the Irish market that its competitors cannot match and she is happy to talk. Is the emphasis is on content? “Well, it’s all about get more, get 3,” Branchflower replied. It’s not just about operating in the 3G market. From our research, what really turns mobile users on are three things – sport, TV, music and broadband.

“Music is a known entity, everyone understands it. Getting sports results is appealing to people and then for the first time we’re seeing true convergence. These are the things we’re focusing on in terms of ‘more’. Our data cards allow consumers anywhere in Ireland to access internet at speeds three times faster than Eircom broadband.” Being late to the market and having to compete with the three others – Vodafone, 02 and Eircom’s Meteor – has meant 3 had to shout loudly to let people who they were. So it is no surprise that 3 has been spending on marketing, particularly on media advertising. The early campaigns created by WCRS were quirky and had people scratching their heads.

Young Euro RSCG was appointed to handle advertising in Ireland. Only recently 3 UK made the switch to Euro RSCG in London, an account valued at