As we have covered on this site over the last few days, Sky Broadband recently binned its fair use policy for the vast majority of broadband services which it offers. The move came about after pressure from customers, complaints about possible misselling and the fact that Sky is desperate to be number one in the sector. So what next for the blooming flower of the UK broadband industry?
Sky has made it known that the group will soon be launching an aggressive advertising campaign throughout the UK which will promote the virtues of unlimited access to the word. Sky Broadband will be playing on the fact that the company is the only broadband provider currently offering truly unlimited download capacity and promoting itself as the leader in the sector.
It is difficult to gauge what the reaction will be from the UK’s other leading broadband providers as there is a feeling that unlimited access in this form is far too expensive to administer and Sky will at some point need to re-impose limits. Will BT follow suit? Will Carphone Warehouse decide to take a chance? Or will the rest of the sector let Sky have a free run?
This is an interesting period in the development of the UK broadband market and one which is sure to cause fireworks!