An Irish internet service provider has become the first in the country to launch a 100Mb broadband deal.
UPC Ireland has increased the download capabilities of all broadband packages to 25Mb in a bid to improve customer service, while making ultra-fast services available as an add-on.
Subscribers can pay a monthly premium in order to access 50Mb or 100Mb broadband speeds, allowing them to take advantage of a full range of online services.
UPC is currently investing more than £300 million carrying out upgrades to its network, and hopes to increase coverage beyond the current 41 per cent of Irish homes it serves.
Dana Strong, Chief Executive of UPC Ireland, said she expected that 2011 will be "a very exciting year" for the company.
"We are growing, we are hiring and we're really in a position of strength," he stated.
In the UK, Virgin Media is currently rolling out 100Mb broadband speeds via its new fibre broadband network, which launched in December 2010.