Virgin Media has launched a new range of quad-play bundles, which offer SIM-only mobile services along with broadband, home phone and TV.
The service provider says it is "transforming the way in which home communications and entertainment services can be bought", with the introduction of flexible new Big Bundles.
Each package can be tailored to suit a customer’s individual or family needs, with subscribers able to bolt-on a range of additional services.
These include the Sky Movies and Sky Sports premium channel packs.
"The UK’s best value mobile SIM tariffs are exclusively available in Big Bundles," Virgin Media stated.
"Customers can choose from a wide range of exclusive mobile tariffs or receive discounts on other existing mobile services."
Initially, the new quad-play packages are available to existing Virgin Media customers, but everyone else will be able to sign up from the end of May.
The first Big Bundles to launch are the Big Bang and the Big Kahuna.
With the Big Bang, subscribers receive up to 100Mb broadband, along with home phone services and TiVo for £30 per month plus line rental.
For £45 per month plus line rental, the Big Kahuna bundle offers Virgin Media's top broadband speed of 152Mb, which allows users to download entire music albums in just four seconds.
With this package, customers also receive landline services and more than 230 TV channels - with over 40 in HD - including every BT Sport channel.
The Big Kahuna offers a mobile SIM with 250MB of data, unlimited texts and minutes for just £5 extra per month.
Dana Strong, Chief Operating Officer at Virgin Media, said the company's "fantastic" new bundles deliver "unprecedented value as standard".
"For the first time, households will be able to get the best broadband together with the UK’s best value mobile SIM, as part of a bundle perfectly tailored to the customer’s needs," she stated.
"And I’m delighted our current customers have the chance to enjoy this fantastic new flexibility and unparalleled value first."