Consumers will be able to make video phone calls for the same cost as voice calls when Vodafone launches new handsets and services for its 3G network at the end of the month.
The mobile operator will also supply streamed news, entertainment and sports coverage, specially created TV "mobisodes", music videos and eventually music downloads, according to the company.
"Vodafone is committed to delivering quality 3G services and, now, we are ready," said Vodafone Ireland chief executive Mr Paul Donovan, announcing the launch of the company's 3G Live! service in Dublin yesterday.
Vodafone, which has built out a €150 million 3G network that covers just over 60 per cent of the country, is the first operator to announce its range of handsets and services designed for the specialised, high-speed data networks.
The mobile network enables data to be transferred at speeds up to 384 kilobits per second, far beyond that of the existing 2.5G, or GSM, mobile networks. Such speeds enable handset users to watch television or film-clips in real time and access a far greater range of internet services from their mobiles - and to make video calls.
Delays in the delivery of handsets from manufacturers have been the key reason that mobile-users have been left waiting for the kick-off of the long-promised 3G networks.
But Vodafone says it expects Irish consumers - one of the company's most lucrative international markets - to embrace the new technology. It hopes to convert its existing 430,000 users of its multimedia Vodafone Live! mobile services to 3G.
Mr Donovan said the company planned to encourage use of the new handsets and network by offering video calls at the same price as voice calls.
He declined to offer pricing information for either handsets or services until they are available to consumers at the end of the month, citing competitive reasons.
But the company said the entry-level handset from Motorola would be around €170, with the high-end model from Sharp offering a 2 megapixel camera and swivel screen. Sony Ericsson and Nokia will also supply handsets. All are expected to be available by Christmas.
Mr Donovan said the first users are expected to be between 20 and 35 years old and heavy users of voice services.
A slight male bias is anticipated, because a key service from Vodafone will be premiership football clips.
European operators spent billions on acquiring 3G licenses during the technology boom and are anxious to begin recouping the investment.
