What do you think the perception is of Esat BT among Irish businesses and among Irish consumers?
Murphy: We have done a lot of research in support of the brand and what we have found is that the residential market just wants good service at a good price. And the brand is considered good; there’s good name recognition about Esat. It’s being viewed as a challenger to Eircom and it’s being viewed as having value for money. But maybe we lost our way a little bit on service and that’s what we are putting a lot of focus into now. But from a brand point of view it’s very sound. Stronger than I even thought it was. ENN: You have been on the job for just 100 days. How is the company taking to you and your management style? Murphy: I say this to everybody: There are good people and this is a good business here. We are changing as an organisation. We are no longer just on our own here in Ireland, we are part of something much, much bigger, which creates more potential for both ourselves as well as for our customers. I think what the management team has done is brought a hell of a lot more cl
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