| Let's be candid: some broadband providers are | | | | reasons for avoiding popular broadband providers. |
| more popular than others. | | | | For example, broadband is slowed down when a |
| For example, Virgin Media has surprised analyst by | | | | provider stuffs a lot of customers onto one line |
| increasing the number of households that took | | | | (known as 'contention ratio') and this is more likely |
| out broadband connections to 38,000 this year. | | | | with a really popular provider. |
| This was the largest increase since the merger | | | | There are also a number of broadband providers |
| between NTL4 and Telewest 4 years ago. This | | | | that survive in spite of poor service simply |
| was well above analysts expectations. | | | | because they're popular in the first place. |
| Last year the increase was by 7100 so we can | | | | For example, TalkTalk is a huge company in the |
| see why Virgin Media may be delighted by this | | | | UK and it's used its large business muscle to buy |
| announcement. | | | | up other providers such as Tiscali. |
| However, should you let the popularity of the | | | | In this case, then, many people have become |
| broadband provider affect your decision to sign | | | | Talk Talk customers by default (as opposed to |
| up? | | | | choosing to become one) so the provider's |
| In the case of Virgin it might be that they're | | | | popularity is hardly indicative of quality of their |
| popularity is down to their USPs. | | | | service. |
| With a broadband speed of 100MB set to be | | | | There's also the question of how one defines |
| offered to Virgin customers later on this year the | | | | popularity. |
| company continues to offer high speed broadband | | | | Here, it has previously been used in the sense of |
| services and some of the fastest broadband in | | | | just how many customers one broadband |
| the country. | | | | provider has. |
| Currently 46% of its customer base are paying | | | | However, many small providers which don't have |
| for high speed broadband connections of between | | | | large marketing budgets but keep a small but |
| 20MB and 50 MB. | | | | dedicated band of subscribers may qualify as |
| Virgin Media is also offering cheaper Sky Sports | | | | more popular in the sense that more people |
| and high-definition services to further increase its | | | | actually like giving them money. |
| customer base. | | | | So, in conclusion, the decision to shell out for a |
| In this case, then, the question is: why is this | | | | popular broadband deals shouldn't be taken as |
| broadband so much more popular than that of | | | | lightly as is often thought. |
| other providers? | | | | The phrase 'popular for a reason' has little |
| With the unique selling points above it becomes | | | | meaning when applied to the broadband world so |
| clear why new customers are flocking to the | | | | make sure you compare deals carefully and read |
| brand. | | | | reviews before signing up. |
| On the other hand, there are a number of | | | | |