Another full-fibre rival has launched to compete with BT broadband and Virgin Media

How does this new brand hope to stand out from the (very) crowded marketplace? Well, the company says it plans to cover “underserved” parts of South England with its full-fibre broadband connections. To keep costs low, WhyFibre plans to run its cables through the existing ducts and poles installed by Openreach, which is owned by BT. That should mean that – unlike Virgin Media, for example – WhyFibre won’t need to start digging up roads and pavements to install its broadband in a new area.

WhyFibre submitted an application to Ofcom to start work, which was spotted by the clever broadband boffins at blog ISPreview, which only reveals plans to build new full-fibre broadband in “selected locations” in the South of England. It promises to focus upon “areas that are underserved by other operators, including areas where other operators have no plans or limited plans to serve in the next four years.”

For those who live in areas set to be ignored by BT, Virgin Media, Hyperoptic, Gigafas, Giganet and others for the next four years, the arrival of WhyFibre could be a tremendous boost. Gigabit-capable broadband enables download speeds of up to 1,000Mbps. At those speeds, you’ll never have to worry about buffering, loading or video calls stuttering.