Zen Internet is offering free installation to all customers signing up for its super-fast fibre broadband deals.
The firm is running the promotion until March 31st 2013, giving households and businesses almost three months to take advantage of the offer.
With the installation fee waived, new Zen Internet subscribers can save an immediate £96 on their super-fast broadband package.
One of the firm's engineers will still visit to set-up fibre broadband and connect the router, the firm explained.
Andrew Saunders, Zen’s Head of Product Management, said there are "lots of headlines" about building even faster networks in the future.
But despite these "exciting media campaigns from the larger players", he claimed there is generally a lack of easy-to-understand information about fibre broadband.
"We are concerned that in combination this is slowing the uptake of faster services that are available to about 50 per cent of premises in the UK today," Mr Saunders stated.
"We recognise that although today’s fibre based services are typically eight to ten times faster than traditional broadband, the cost of installation for fibre-optic broadband may be a barrier to many customers."
This is why Zen Internet has taken the "bold step" of introducing a special offer that removes this cost, he noted.
Mr Saunders claimed that his firm offers the "strongest portfolio" of super-fast broadband products in the UK, having worked with BT since the initial fibre-optic broadband trials.
"We have hands-on experience of the technology that other providers cannot match, and the latest, most up-to-date information on progress and future plans," he claimed.
Zen Internet offers a range of fibre-to-the-cabinet services with a choice of download speeds of up to 38Mb or up to 76Mb.
Subscribers typically receive download of speeds of 30Mb and 60Mb respectively, the firm claims.