The construction of Fluidata's aggregated wholesale network will deliver greater choice to UK broadband consumers, it has been claimed.
Speaking to ISPreview.co.uk, Piers Daniell, Managing Director at the firm, said residents and businesses will be able to select which broadband provider they use, irrespective of where they are based.
"The problem, currently, with any rural network is that usually only the network operator is the broadband provider, and hence doesn't give consumers choice on which provider they may use," he stated.
"If I am a Sky or TalkTalk customer I should be able to remain their customer wherever I move in the country and however my service is delivered to me."
Mr Daniell explained that the point of Fluidata's service is to enable any broadband provider to deliver their service to consumers in exactly the same way as they would on their own network.
This removes the fear consumers have about being forced to select a particular broadband provider based upon their geographical location.
"We are essentially creating a vanilla network across many different operators and technologies so the experience when dealing with the [broadband provider] of choice is the same," Mr Daniell added.
The consumer gets a better experience, choice and value for money, he claimed.