Lidl enters Irish mobile market with €8.99 unlimited 'price for life' plan

Lidl will launch a mobile virtual network operator (MVNO) in Ireland next week, offering unlimited calls, texts, and data for €8.99 per month for the first 100,000 customers. This aggressive pricing undercuts existing Irish operators and could intensify competition in the telecom sector. The move signals Lidl's expansion beyond retail into telecom services, potentially pressuring incumbents' margins.