Internet service provider TalkTalk is set to switch focus in the new year, and concentrate on increasing efficiencies.
According to Chief Executive Dido Harding, the firm is to prioritise reducing costs rather than simply boosting its broadband subscriber base.
The announcement came after it was revealed that just 18,000 new customers signed up for a TalkTalk broadband deal during the third quarter of 2010.
This was some way down on the 34,000 new additions gained by the firm between April and June.
However, Ms Harding claimed that expansion of TalkTalk's unbundled network - which is not reliant upon BT's telecoms infrastructure - will help improve services over the coming months.
The impending launch of BT and Virgin Media's respective super-fast broadband networks may have had an impact on the number of people switching broadband provider in recent months.
When services commence next month, the latter will be offering download speeds of up to 100Mb - 20 times the current national average.