A former BT customer has underlined the advantages of moving from one broadband ISP to another after he found a more suitable deal.
Liam Reese, a 34-year-old from south London, has told the Daily Mail that British broadband users should not feel tied to their provider.
Mr Reese pointed to the ease of shopping around for a better deal on the internet as one factor in his decision not to extend his BT contract.
He commented: "The PlusNet offer appealed because of the competitive monthly price and the add-ons, such as the wireless router.
"There is no reason to stay loyal to an ISP. It's simple to switch. If I see better value when my next 12-month contract ends I will move again."
PlusNet is offering 8Mb home broadband for £5.99 per month to its "low cost areas" with those outside the zones paying a discounted rate for the first three months of their deal and £11.99 per month thereafter.