Sky B'band head to head with Virgin

Last week Virgin Media CEO Neil Berkett told the Goldman Sachs ‘Communicopia’ conference in New York that it would soft-launch its 50Mb service in late October, and expected to have 40% of the UK covered by year-end. BSkyB is about to fight back big time, boosting its own unlimited broadband offer.

BSkyB’s ad campaign reportedly promises truly “unlimited broadband” and importantly without capped or traffic shaped usage policy. Sky’s multi-level marketing campaign (TV, direct mail, press and on-line) breaks later this month, and while BSkyB will maintain a “fair use” policy say they believe they are now the only major UK broadband supplier to offer truly unlimited broadband.

BSkyB has more than 1.6m broadband subscribers, ranking the broadcaster as the fifth largest in Britain. During its most recent quarter-year it added some 200,000 new broadband customers in the three months to June 30.