Residents and businesses in London have the opportunity to sign up for the UK's first 1Gb broadband deals.
Broadband provider Hyperoptic is aiming to revolutionise the industry by delivering fibre-to-the-premises (FTTP) services to large residential and commercial properties in the capital.
Subscribers will be able to take advantage of "lightning fast" broadband speeds 140 times the average available in the UK, with the service set to be rolled out to other cities in 2012.
Hyperoptic said that, unlike with standard copper services, the distance from the telephone exchange and number of network users makes no difference with FTTP broadband.
As such, the firm has pledged to deliver the actual download speeds advertised with its broadband packages.
Consumers and residents can access 1Gb broadband with evening and weekend calls for £50 per month on the broadband provider's Hyper-sonic tariff.
20Mb and 100Mb alternatives are also available, priced at £12.50 and £25 per month respectively. A £12.50 line rental fee also applies with all broadband deals.
Dana Tobak, Managing Director of Hyperoptic, said there is a preconception that fibre-optic is expensive and therefore, cannot be made available to consumers.
"At the same time, the UK is effectively lagging in our rate of fibre broadband adoption, holding us back in so many ways - from an economic and social perspective," she stated.
"Our pricing shows that the power of tomorrow can be delivered at a competitive and affordable rate. This really is the driving force behind Hyperoptic and we're thrilled to be the first to bringing this exciting proposition to market."
Ms Tobak commented that the copper-based networks widely deployed in the UK are not designed for data transfer and cannot keep up with the demands of new consumer technologies.
"As we don't have a copper network to protect, Hyperoptic can go straight to fibre based deployments designed specifically for broadband and other data services meaning we can make each Hyperoptic building a showcase for Britain," she added.
"Building affordable, workable digital strategies is at the heart of Hyperoptic's customer offer. Our mission is about enabling consumers to make the most of the value that technology can bring to their lives on a day-to-day basis without the usual frustrations of slow broadband connectivity."