The UK's broadband providers need to work more closely with Ofcom in order to simplify the switching process for consumers.
This was the message of Ed Richards, Chief Executive at the media regulator, as he delivered an address at the Consumers and Citizens in the Communications Sector event in London.
He raised concern that, despite the competitiveness of the UK broadband sector, many consumers are failing to take advantage of the choice available due to difficulties switching provider.
Mr Richards called on the industry to "transform" switching - to remove the "inconvenience, delays and uncertainty that currently can bedevil consumers when trying to change their provider".
The Ofcom CEO also challenged broadband operators to deliver a system that enables consumers to take advantage of the "increasing competition and innovation available".
Back in August, the regulator announced new measures to help consumers change landline and broadband providers with greater confidence and convenience.
Under the new system, the 'gaining' provider will lead the transfer on behalf of the customer, removing many of the complexities from the process.
Mr Richards said this initial phase of work is "a step in the right direction", but he claimed further action is needed from UK broadband providers.
"Consumers who buy three communications services from a single provider need to be able to switch their bundle easily, not just the broadband and voice parts," he claimed.
"And what about switching between different network infrastructure - to and from cable for example?"
Mr Richards said meeting the challenges surrounding switching will help the communications sector deliver "real improvements" in value for money for consumers, at a time when the cost of living is continuing to rise.