Virgin Media's expected entry into the UK mobile broadband market later in the year could have the effect of increasing competition, according to one expert.
Ronan de Renesse of media news provider Screen Digest believes that operators will now have to do more to retain customers, in light of Virgin Media's impending arrival on the mobile broadband scene.
Mr de Renesse recommended that mobile broadband providers concentrate on increasing speeds and upping data allowance in order to hang on to their share of the market.
He revealed: "As Virgin Mobile currently operates over T-Mobile's networks, it is likely that the mobile broadband speeds provided will closely match those of T-Mobile UK."
It is thought that Virgin Media could decide on following the marketing model of its rival mobile broadband providers, offering a free laptop with longer-term contracts.
T-Mobile was the latest provider to go down this route, including an Acer TravelMate 5320, worth £350, with selected deals.