Be Broadband remains committed to delivering super-fast fibre broadband services for its UK customers, it has been claimed.
Writing in the company blog, Managing Director Chris Stening said there is "a lot of work going on" surrounding the firm's plans for fibre.
He claimed there is "terrific demand" for fibre broadband deals, based upon customer feedback received by the firm over the internet and phone.
And Mr Stening said the broadband provider is determined to offer a fibre product with "all the things customers love about BE".
This means that the firm will continue to deliver great customer service and support, and super-fast speeds no matter how much customers download.
He reiterated the broadband provider's commitment to delivering unlimited downloads with Be's internet packages.
But Mr Stening acknowledged that fibre's "big promise" is faster potential speeds than ADSL, and this is why the "arms-race for speed" receives so many headlines.
"We launched the UK's first ADSL2+ network which just shows we've always been speed freaks here at BE too," he noted.
Mr Stening explained that download speeds are affected by much more than the materials of the cabling that runs into the street cabinet.
"In practice that means an unlimited, unthrottled connection from Be could be faster for downloading films than a fibre connection with traffic management," he added.
"So our plans for fibre have to be something unlimited and unshaped too, otherwise it simply defeats the object of having greater speed."
Mr Stening conceded that Be Broadband fibre services are unlikely to be the cheapest on the market, but he claimed that they would be the best.
A service launch could be possible by the end of the year, he stated.
"I know this has been a long time coming but we want to get it right and make sure we deliver a service you expect – hopefully you'll feel it was worth the wait," Mr Stening added.
Parent company O2 has also announced plans to launch a super-fast fibre broadband service by the end of 2011.