Vodafone is set to launch home broadband and pay-TV services in spring 2015, adding yet more competition to an already-crowded marketplace.
The company will become the sixth service provider to offer broadband and TV bundles to UK households, following in the footsteps of BT, Sky, Virgin Media, TalkTalk and EE.
EE became the most recent addition to the list when it launched cross-platform TV services in the first week of November.
Vittorio Colao, Chief Executive at Vodafone, said the company would use the 21,000km fibre-optic ‘backbone’ network it acquired from Cable & Wireless in 2012 to offer broadband and pay-TV services.
The final link into consumers' homes will be provided via wholesale access to BT's national network, much in the same way that TalkTalk, Sky and EE reach end-users.
Mr Colao said the firm's decision to enter the fixed-line and TV markets was "more of a defensive, reactive move" and is a response to BT's own expansion plans.
The former national telecoms operator is gearing up to launch mobile services, with a view to offering quad-play broadband bundles to UK consumers.
BT purchased spectrum in last year's 4G auction, giving it the scope to launch super-fast mobile services to complement its existing fixed-line and TV offering.
“We will follow whatever [BT] do and the level of aggressiveness in their pricing," Mr Colao suggested.
He said that if BT targets mobile consumers with cheap deals, Vodafone will do the same in its rival's core home broadband market.
"The profit pool of TV is big, the profit pool of fixed-line is big as well, bigger than mobile," Mr Colao added.
This isn't the first time Vodafone has attempted to enter the UK home broadband market.
Back in 2006, the company introduced a Vodafone at Home service to complement its mobile offering, although it failed to attract many subscribers and was ultimately abandoned.
The telecoms market of 2014 is very different however, and multi-play bundles are becoming increasingly important for service providers looking to attract and retain customers.