Virgin Media is preparing to re-focus its efforts on its broadband offering, after identifying that its unique cable broadband network could give it the edge over competitors such as Sky in the battle for consumer telecoms, according to a report in The Guardian.

Neil Berkett, acting chief executive of Virgin Media told The Guardian: “I really do want to re-focus our energies onto the broadband platform.” And the media giant feels that its ability to deliver potentially much higher broadband speeds than its competitors could give it an all-important leg up.

The Virgin Media cable network is thought to be potentially capable of much greater connection speeds than ADSL broadband (i.e. broadband down an old-fashioned telephone line), and Virgin Media are reportedly testing speeds of up to 50Mb - more than double that currently available with any other UK provider.

Ciaron Dunne of Broadband Genie commented:

“Competition in the home communications marketplace is intense, particularly with high-profile new entrants to the broadband arena, such as Sky, O2 and now the Post Office. Virgin Media rightly feels that a superior technology platform may help it to win through in the long term. Virgin Media’s current customer base will no doubt be relieved to hear that service improvements are on the way.”

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