Mobile broadband as a service is best marketed in conjunction with more "high-end" products, according to Virgin Media.
The Virgin Mobile 3G broadband offering is being marketed bundled in packages with the provider's fixed-line and TV deals.
Now Reuters has quoted Virgin Media chief executive Neil Berkett, speaking at the Morgan Stanley annual Technology, Media and Telecoms conference in Barcelona, saying that the provider sees mobile broadband as a service to be offered free-of-charge.
He commented: "Mobile broadband in the short to medium future will be a complementary product in the UK.
"At the top end of products, a dongle (mobile broadband modem) will be very cheap indeed."
Virgin Media customers on XL or L cable packages were recently offered mobile broadband services for £5 per month on a 12-month contract.