The telecommunications giant currently has more than 300,000 broadband customers, about 45% of which are using its 2Mb package.

But, despite its penetration through most parts of the country, a major focus within eircom is on how to reach the other parts of Ireland which are currently not being served.

Indeed, earlier this month, eircom announced its intentions regarding availability . . . which include the enabling of an additional 100 exchanges (and, hence, another 100 communities), as well as using WiMax technology to infill parts of its network which were currently not broadband enabled.

The additional 100 new exchanges will be located in all 26 counties, with this leg of the company's investment to be completed during 2007.

As a result of this investment, eircom has committed to taking all broadband orders placed within the five urban centres of Dublin, Cork, Limerick, Waterford and Galway . . . and it is the introduction of WiMax which will allow every order to be taken. Between these new investments, an extra 120,000 telephone lines will soon be able to support broadband.

However, issues of access are only part of the eircom project . . . at least as important is an awareness programme, to let the public know about the advantages to using broadband.

"We hear a lot about the availability issue, which is something of a red herring, " said Debbie Byrne, Head of Consumer Marketing at eircom. "We know that there is about another 15% of homes which need service, but a significant issue regards how to make broadband more relevant to our customers.

Dial-up penetration is very high in Ireland, and people are happy with its cost . . . so we have introduced value-for-money initiatives for our broadband market.

Indeed, in addition to lowering the cost of its broadband packages and last year introducing a 20 hour product for those who felt that they did not use the internet enough to warrant broadband, eircom is also pushing its "bundled" packages, which offer customers four new broadband and calls packages that could save them up to 120 per annum. Now broadband customers can combine the 1 Mb and 2 Mb broadband packages with either "after hours" or "anytime" Talktime packages, thereby generating considerable savings . . . if they use their phone and internet.

In addition to price issues, eircom is cognisant of the fact that some of its customers may not see the relevance of broadband in their lives . . . in fact, some may even be afraid to install the system once it arrives. In response to this, it has put in place 150 technical support staff at a contact centre in East Point in Dublin (who will be able to talk most people through the set-up process), and the company will even call people who have signed up for the system but had no traffic on the line for six months . . . just in case they have been nervous about taking the system out of the box.

There is also a home assist service, whereby a technician not only sets up the system in your home, but also spends a little time teaching the new user about how to get the most from their connection.

All broadband customers will also get a free "V Zine" on-line magazine, including broadband tips, entertainment and lifestyle features, while the eircom. net web page will also become more broadband rich, with more video and music.

Indeed, in a new and innovative move to show exactly what people could be getting from their broadband, content from Setanta Sports will be simulcast live and exclusively via broadband to eircom customers. This exclusive arrangement with Setanta Sports will be free of charge to all existing and new eircom broadband customers and will provide exclusive and live access to Setanta Sports through broadband. In addition, a video on demand (VOD) service will allow seven days access to recent programming on Setanta Sports.