Robert Finnegan, chief executive of the mobile operator Three Ireland, discovered his inner rock star at the 3Lounge in the Aviva stadium following the rugby last weekend. And he loved every minute of it.

Finnegan took to the stage in front of a racuous, well lubricated crowd to announce that the O2 brand was being jettisoned as of last Monday. Three bought O2 Ireland for up to €850 million in 2013.

Demanding cheers from the assembled horde, he was actually quite funny. He even upstaged the whimsical RTE sports broadcaster, Des Cahill, who was the MC of the event.

As Finnegan warmed to his theme, cracking jokes and conducting the crowd, a single boo rang out. "There's always one Vodafone customer in the room," he quipped.