The rebranding of Ntl:Telewest Business took place with a particular goal in mind – challenging the dominance of BT in the UK broadband market.

This is according to Virgin Media Business Managing Director Mark Heraghty, who told V3.co.uk that the firm's existing brand had "gone as far as it could".

He said that despite being the third largest broadband provider in the industry, many consumers did not see Ntl:Telewest Business as being a major force and consequently chose its rivals' services instead.

"As such we decided to bring everything in under the Virgin brand," Mr Heraghty explained.

"With the Virgin name we hope we can seriously challenge BT for customers by offering a clear second choice to businesses for their broadband requirements, much like Virgin Atlantic does against BA."

Virgin Media's fibre optic network is currently the most extensive in the UK, offering broadband speeds of 50Mb to up to 13 million households and businesses.