In a move which will shake up the UK broadband market it has been revealed that Virgin Broadband will roll out a 100 Mb per second service by the end of 2010. This is set to catch the attention of UK consumers who have in many ways heard promises of ultrafast broadband without actually seeing the end result. So how will the likes of BT react?
There is no doubt that it is not only Virgin Broadband which is ready to roll out a significant improvement in broadband speeds but in many ways it is the first to market position which will give the company a potential advantage over competitors. However, before Virgin Broadband is able to roll out this new service is vital that it is reliable otherwise long-term damage could be done to the reputation of both the UK broadband sector and faster broadband speed networks.
It will be interesting to see how other competitors in the sector reacted to this move by Virgin Broadband at a time when competition is intense and the larger players are starting to take a larger share of the market. Will Virgin Broadband finally take the number one position in the UK?