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Sky is upgrading connection speeds for customers on its higher-end broadband deals, it has been announced, as part of an extensive revamp of the broadband provider’s product range.

The changes will see the Mid package renamed Everyday. Customers who have signed up for this deal are to see downstream speeds rise from 8Mb to 10Mb, while upstream speeds are to improve from 400Kb to 600Kb.

Meanwhile, the Max deal is now to be known as Unlimited and is to offer a maximum connection speed of 20Mb, compared with 16Mb previously. Upstream speeds are to rise from 768Kb to up to 1.3Mb.

The improvements will be rolled out to all existing customers in local loop unbundling areas by September, but will apply immediately for those who were not with Sky previously. According to the broadband supplier, the enhanced service has been made possible by technology which had previously been at trial stage.

A statement from Sky read: "Following initial trials of line stabilisation with new Sky Broadband customers, we have seen significant improvements to the stability of customer connections and we want to extend these benefits to [customers already with Sky].

"If you’re an on-net customer, then by using this technology, we can improve the reliability of your connection and we can also increase the speeds available for many of our customers as well."

Additional changes include the introduction of a 10GB limit on the Everyday deal – down from 40GB previously. This decision has been informed by the research showing that the majority of customers do not require such a generous limit. No restrictions will be imposed on the Unlimited deal, in keeping with the requirements of its core market of heavy downloaders.

Finally, to further sweeten the appeal of its packages, Sky’s security add-on is now to be free for the first three months for new Everyday customers and for 12 months for those signing up to Unlimited.

Commenting on the changes, Alex Buttle, marketing director at Top 10 Broadband said that the majority of Everyday customers would be happy to trade a lower usage limit for a faster connection.

He said: “Research we have conducted shows that broadband connection speed is the number one criteria by which consumers rate their broadband provider.

“Furthermore, given that very few people get near to their limit each month, we think the majority of Sky Everyday customers will be delighted at how Sky has revamped its product.”

Subscribers to Sky’s Base product, which is aimed principally at casual users, will not benefit from a boost in their connection speed under the changes. Their usage limit will also remain unchanged.

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