PlusNet seems to believe that the technically savvy should shirk the free broadband offers and go to a quality ISP. Whether that’s them remains to be seen. They call the various cheap packages ‘unsustainable’ (but not wicked, misleading, crap, or the modern equivalent of communicating with tin cans and pieces of string.)
Carphone Warehouse and BSkyB are clearly the targets for PlusNet’s ire, with the group insisting the rise of ‘free’ bundled broadband packages is unsustainable in the long term. PlusNet argues that price is not the only determinant of value and not every user wants the legacy services being bundled with broadband by the likes Carphone and BSkyB. Its customers, by contrast, place much more emphasis on quality of service and product configurability, as well as value for money. The group points out that its users are typically drawn from a growing audience of IT professionals and technology enthusiasts. Management estimates that around 2m out of a total of 8m currently using ADSL broadband services are focused on quality access and are predominantly serviced by niche service providers, like PlusNet.