Virgin Media has launched a 200Mbps ultrafast broadband service dubbed Vivid, soaring past BT's fastest package of 76Mbps.
The company revealed that Virgin customers can upgrade to broadband packages offering speeds of 70Mbps, 150Mbps and 200Mbps from 1 October.
The Vivid brand will be added to all of Virgin's broadband services that top 100Mbps, and the firm is approaching 4.6 million customers with offers to upgrade to the services for free.
Virgin cited its DOCSIS 3 technology as the means by which it can offer the higher speeds, and claimed that it will be able to deploy the service in record time. Some 90 percent of customers will be able to upgrade by the end of 2015, the firm said.
Gregor McNeil, managing director of consumer at Virgin Media, claimed that the Vivid services set a new standard in ultrafast broadband.
"Our message is simple: if you want to be certain that you are signing up to true ultrafast broadband speeds of 100Mbps and above, Vivid from Virgin Media is the new standard," he said.
"The speed of a customer's broadband connection matters; when you have more you can do more."
Virgin explained that the firm is investing heavily in building its ultrafast broadband networks to meet the growing use of data by consumers.
The company's network data use is growing at a rate of 60 percent per year, and Virgin said that, if such a trend continues, data use will be 10,000 percent higher in 2025 than it is today.
Part of this investment also includes a £3bn programme to connect four million businesses and homes with ultrafast broadband connectivity.
Virgin may currently be pipping BT to the post in terms of broadband speeds, but its rival has begun trials of G.Fast broadband which aims to provide 330Mbps speeds across existing copper connections.
However, Virgin is by no means lax in rolling out new services. The firm managed to bring its 152Mbps superfast broadband to 5,000 premises in Glasgow last year.
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