Mr. Fergal Mulligan:

The retailers, such as Sky, Vodafone, Ripplecom and other small, medium and large companies will sell broadband to individuals and businesses. The national broadband plan company will send workers in high-vis jackets to bring the connection to consumers' sitting rooms. They will drill holes in the wall or whatever. That is the wholesale company. They will make it ready and then, Bob's your uncle, consumers will get a service from their service provider.

It is like ESB Networks, which does all of the networking up to the box in one's house, but it might be from Bord Gáis that one buy one's electricity.