had over 1.5 million customers on their network putting them up near the customer numbers of Vodafone Ireland. Services O2 was the second largest telecommunications provider in Ireland, with approximately 40% market share or 1.6 million customers. The company's STD prefix was 086, but following the introduction of full number portability, some O2 Irish mobile numbers featured prefixes starting 087, 085, 089 or 083, as customers may switch provider but keep their old phone number. The company provided WAP and GPRS services under the O2 Active brand. In October 2005, O2 Ireland launched a version of NTT DoCoMo's i-mode service. The company held a UMTS licence, and was the third Irish operator to offer 3G services, after Vodafone Ireland and Three Ireland, offering services in some built-up areas in late 2006. O2 Broadband In July 2007, O2 launched its mobile broadband offering in Ireland using HSDPA technology over its 3G network. They provided speeds of up to 7.2 Mbit/s and claimed to cover 90% of the population on the least contended Irish 3G network following an upgrade in 2007. Speak Easy Speak Easy was the name of O2 Ireland's prepaid service. In 2007 they became the first Irish operator to offer free text messages to all Irish mobile numbers, although it only applied for weekends. However, in early 2008 they introduced a new tariff which offered unlimited free text messages to all networks at any time, for life. The term "speak easy" was introduced when the company was branded as Esat Digifone O2 Freedom The O2 Freedom plans were introduced in June 2013 which offered 2 main new price plans, Freedom talk and Freedom Internet. O2 was the first Irish operator to offer free calls to all networks at any time on prepay. This offer was Freedom Talk and gave customers Unlimited calls to all Irish mobiles and landlines which required a €20 top up of which €10 was deducted for the offer. Freedom Internet offered 1GB of data and 350 any network texts. Same terms applied as per Freedom talk. In December 2013 the data allowance of 1GB was increased to 7.5GB which O2 advertised as Unlimited Internet. Along with the new price plan O2 also launched a vast amount of prepay addons such as Talk, Text, Data, International Talk and International text. Corporate affairs Company structure In 2010, O2 underwent a restructuring phase, implementing a number of cost-cutting