Technology advances which have filtered through into the UK broadband market could force BT to up its game in 2009.
That is the opinion of Broadband Finder's Thomas Newton, who has highlighted the speed jumps made by BT's rival internet service providers in recent times.
Mr Newton said that BT would have to rely on its special offers such as broadband deals which include free Home Hub wireless routers.
"BT had a good year in 2008, but with Virgin Media now rolling with 50Mb broadband, and Be Broadband's trial of double-bonded ADSL2+ lines yielding positive results," Mr Newton pointed out.
"The UK's broadband market leader is going to have to pull out all the stops to see off this rising competition."
Ofcom's most recent Telecommunications Market Data Update revealed that BT currently accounts for 26.5 per cent of the small-to-medium enterprises (SME) and residential broadband market.