Main broadband providers 'control 94 per cent of the market'

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The UK's main broadband providers are in control of around 94 per cent of the market, according to BroadbandChoices.co.uk.

Michael Phillips, the product director of the company, also said that the domination of bigger ISPs means providers must "devise new ways of tempting consumers away from their rivals".

He added that new steps being taken by mobile broadband providers like 3 and T-mobile could also affect the market.

Mr Phillips explained: "As the pool of customers completely new to broadband dries up, providers have to devise new ways of tempting consumers away from their rivals. Broadband remains very competitive where it is bundled with other services.

"Affordable and reliable mobile broadband – from the likes of 3 and T-mobile – could really shake things up in the fixed line market."

BroadbandChoices.co.uk, which powers the broadband comparison facility on Switchwise.com, is an online service designed to help consumers make an informed decision on their internet service.

The comments from the service's product director have come after regulator Ofcom urged ISPs to be clearer on the speed of their connections when promoting new offers.

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