BT's retail arm has announced that it is increasing the speed of its Infinity services to reach 76Mbit/s as the firm continues to battle with Virgin Media for supremacy in the broadband market.
The firm said the upgrades would begin to take effect from Thursday, with its BT Infinity 2 product also boasting upload speeds of 19Mbit/s, which it claimed would be the fastest in the UK.
The Infinity 1 product will also have its upload speed increased, rising five-fold from 1.9Mbit/s to 9.5Mbit/s.
Managing director of BT Consumer, John Petter, said improving upload speeds was a major strategy for the firm as demand from users' increases.
"Superfast broadband is helping people enjoy the internet far more than ever before. However, many providers have forgotten about the importance of fast upload speeds," he said.
"BT believes that fast upstream speeds are vital given how people now use the internet and so we are distancing ourselves from the competition by providing the UK's fastest upload speed."
The firm also said the improvement would help the UK reach the government's ambition of having the best broadband network in Europe by 2015.
The government recently unveiled funding to the tune of £100m that would be provided to 10 major cities across the UK to help them rollout superfast broadband connections.
Lancashire was the first county to secure funding to help it ensure all resident and firms can access high-speed services.
Why does Facebook store "my entire call history with my partner's mum", asks developer who requested his Facebook data
Facebook database included text-message metadata - despite not using Facebook Messenger for SMS
Before Ocado could start selling the technology it had developed to other retailers, it had to tear down and rebuild its own monolithic architecture
Successful attack could result in harm to patients and financial loss, warns NHS governing body
Guccifer 2.0 claimed to be a lone Romanian hacker - until a schoolboy error gave him, her or them away