Nicola Byrne, M.D. of Call 11890 Ltd Speaking at the NWED
Nicola Byrne, Managing Director, Call 11890 Ltd will be presenting at 11.30am at the National Women's Enterprise Day in Mullingar on Wednesday 26th November. She is a charmismatic and enthusiastic speaker. Don't miss her!
Call 11890 Ltd provides the Irish consumer with the cheapest directory enquiry service in Ireland with prices ranging between 27% and 42% cheaper then 11811 and 11850 respectively. Headquarted in Clonashaugh Industrial Estate, Dublin, the company now employs 110 across its call centers in Dublin and Galway and currently holds 11% of the national directory enquiries market. Managing Director, Nicola Byrne was recently nominated for the Image Magazine Business Women of the Year Awards.
Previously Nicola ran Dublin based Stenics Media, which specialized in outdoor advertising. She has also worked with the research company AC Nielsen and was formerly a brand manager with Bank of Ireland. She is a graduate of the Marketing Institute of Ireland.
Call 11890 Ltd was launched in July 2006. The third entrant into the national directory enquiries market, the move was designed to end the duopoly enjoyed by 11811 (eircom) and 11850 (conduit).
Making an instant mark on the directory enquiry market, 11890 offered Irish consumers an alternative to the competition by providing significant savings and by providing the most user-friendly and customer-centric service available. The key to this service – was the fact that 11890 has no automated machines – providing each customer with a trained professional.
By 2007 Call 11890 had already opened it’s second call centre in Galway. The company had also developed a range of business to business clients, including a large portion of Ireland’s blue chip companies such as AIB, Goodbody’s, KPMG, An Post and Elan.
The company engaged with the media and with Irish consumers with the launch of its ‘Free February’ Campaign, providing free directory enquiries for all eircom landline callers. This campaign was the start of an ambitious drive to secure 10% of the national directory enquiry market. The aim of the campaign was to place real competition on the incumbent competitors and also reinforce 11890’s price message, which at the time stood 26% and 35% cheaper then 11811 and 11850 respectively.
The Free February initiative proved a resounding success with daily call volumes increasingly dramatically and the company’s marketshare increasing to the 5% mark. To continue these increases, 11890 extended the campaign into March.
Throughout the remainder of 2007, Call 11890 Ltd continued to set the pace in the directory enquiries market. The company utilized a range of communications tactics including radio promotions, viral advertising and Experiential marketing. The company also set its sights on the mobile phone directory enquiry market by announcing that it was 50c cheaper than its rivals for all 02 customers.
Recently 11890 has launched its Summer Freedom campaign, providing free directory enquiries throughout the summer months for eircom landline callers. The free service campaign represented a considerable investment by the company and was aimed at pushing the company through the 10% marketshare marker. Again the campaign was supported by a range of innovative communications initiatives and to date was been a huge success with the company regularly reporting record daily call volumes.
Looking ahead, the company intends to maintain its price and service promise to the Irish consumer. The company has also begun to look towards providing an all island service and has already begun trial services in Derry. This service is will be launched before the end of Q1 2009.
Book your place today to hear Nicola and the other keynote speakers at the National Women's Enterprise Day. Click here